The Story of a Brand Coco5 - The Athlete-Backed Brand Moms Love
I had the pleasure of sitting down with James Reynolds, Co-CEO and Co-founder of Coco5, and what a conversation it was.
From the South Side of Chicago to Wall Street to the beverage aisle, James’s journey is packed with powerful lessons on grit, reinvention, and staying true to your purpose. He opened up about a pivotal moment in college that transformed his life — when he walked away from basketball to pursue academics — and how that same clarity of purpose led him to fall in love with a product called Coco5.
What started as a health-conscious investment turned into a mission-driven beverage brand that's redefining coconut water. James and his team, including NBA stars like Devin Booker and D’Angelo Russell, took a product they genuinely loved and scaled it into a clean hydration brand backed by real athletes — and more importantly, beloved by moms and kids.
Here are some key takeaways from this episode:
* James shares the moment he "stopped playing small" and took charge of his future — a life-altering decision that still fuels his discipline today.
* How a chance encounter with Coco5 led him from investment banking to CPG founder, driven by a passion for health and hydration.
* The surprising truth about their core customer: it's not just athletes — it's health-conscious moms buying for their kids.
* Why saying “no” to 2,000+ Walmart stores helped them win — and how going narrow and deep created long-term success.
* The secret behind their flavor-first strategy: “Kids don’t care if it’s good for them — it has to taste amazing.”
Join me, Ramon Vela, as I listen to this episode — it’s a powerful story of reinvention, discipline, and building a brand with lasting impact. If you’ve ever wondered what it takes to succeed in CPG without experience, this is a must-listen.
For more on Coco5, visit: https://coco5.com/
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