Launching Tului: A Performance Energy Drink Built for the Fitness Channel

Host Branden Hudson introduces guests Nick Tagipour and Drew Dunlap to announce the launch of Tului, a new performance-focused energy drink aimed first at gyms. They discuss how their 20+ year friendship and combined experience in fitness clubs and consumer packaged goods led to the brand, plus the risks and cash demands of entrepreneurship and the need for a focused go-to-market plan. Tului’s hero SKU features 200mg caffeine paired with 150mg L-theanine for “jitter-free” energy, plus a “performance stack” with nootropics (alpha-GPC, uridine 5’-monophosphate), B vitamins, and L-citrulline for pump, designed for clean energy and mental clarity. The name comes from Nick’s grandmother’s maiden name and supports trademarkability. First cans were produced yesterday; rollout starts in Nick’s clubs with demos, events, and later e-commerce at tuluilife.com and @tului.life.

00:00 Welcome and Support

01:04 Meet Nick and Drew

01:53 Why Build Tului

04:12 Startup Reality Check

07:07 From Idea to Shelf

08:30 What Makes It Different

10:07 Performance Stack Breakdown

11:57 Flavor and Daily Use

13:25 Fitness Industry Shift

14:37 Vision and Lifestyle Brand

17:59 Authenticity and Small Wins

21:36 Celebrate The Wins

22:14 Naming Tului Origins

22:38 Trademark And Moats

25:04 First Cans Tasting

26:21 Savor The Win

28:44 Where To Buy Launch

31:56 Focused Channel Strategy

33:11 Culture Brand Lessons

36:00 Two Year Roadmap

40:26 Socials And Wrap Up