OPERATORS E145: From Affiliate Hustler to Hydration Empire: Inside Instant Hydration’s Growth Engine
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Dec 24, 2025 Jordan Menard, an entrepreneur and media buyer who transformed from an affiliate marketer to the founder of Instant Hydration, shares his journey. He discusses why thriving in red-ocean markets reflects demand and the keys to maximizing customer lifetime value through consumables. Jordan reveals his experiences scaling multiple CPG brands using Meta ads, navigating trademark battles, and the critical importance of brand trust. He emphasizes building subscriptions for sustainable growth and the lessons learned from the dynamic world of entrepreneurship.
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Affiliate Days Built Growth Muscle
- Affiliate marketing for Jordan taught rapid testing, creative hacking, and surviving on thin margins.
- Those skills later enabled him to scale CPG brands by treating growth like an engineered system.
Founder Tried To Steal The Team
- Jordan described taking Rise Superfoods from $1M/month to dramatically higher spend and growth.
- The founder later tried to hire his team, which pushed Jordan to find a new client and ultimately cofound a brand.
Trademark Fight Led To Instant Hydration
- Jordan and his cofounder almost named the brand 'Salts' but trademark issues forced a pivot.
- They bought instanthydration.com for $1,000 and launched after a long trademark fight.