of the United Kingdom’s capitol city.
“Move fast and break things” has been a rallying cry for big tech players and DTC disruptors. At the center is a simple enough thesis that when we move quickly, we can be confident, knowing that the end goal is to learn, iterate, and improve.
But speed without vision creates noise. If the destination is unclear, teams fragment because they’re unsure of what matters and why.
Michelle Cordeiro Grant knew exactly what she wanted GORGIE to be: a culturally fluent, wellness-forward identity system for women who live and perform their fitness rituals online. That vision lies within her as the brand’s founder and CEO, and radiates outward. Because this vision is so clear, specific, and consistent, all the tactics fall into place. Or, at the very least, they organically tie to strategic goals and outcomes.
During EEE Miami 2026, Grant shared how this vision has extended into an ecosystem of products, creator partnerships, retail relationships, and platforms that operate as a single, coherent system.
Living in Beta
Being grounded in this mission enables the team to align and move faster, using a speed-to-market methodology Grant learned in her early fashion career.
“I say ‘live in beta.’ You could lose your mind over trying to figure out what the best answer is, or you can create a process that speeds to market. We actually cull our product every month. That way, we can iterate, we can tweak, and we can learn. Take those initial instincts and gut reactions, combine them with what your community says, and go. If it's wrong, you evolve and change. That's the beauty of building.”
Most brands fear public iteration because they don't yet know what they are or what they want to be. When vision is clear, iteration refines execution without threatening identity. Speed becomes a feature of conviction.
GORGIE and Grant can apply this “live in beta” mindset because they have a community of customers who are innately passionate about the brand and want to see it succeed.
Community as a Commercial Powerhouse
GORGIE built its community before it had a product, and that community has become the brand’s strategic advantage. Months before GORGIE’s official launch in January 2023, the team was building its social media presence, hosting events, and nurturing relationships, Grant shared.
That community has grown to include loyal creator partners and consumers who have become a natural extension of her vision, contributing to the brand’s evolution. Early supporters included high-profile influencers like Alix Earle and Jordyn Jones, who were buying and sharing the products organically. These partnerships were effective because they were rooted in genuine love for the products, not in transactional outcomes.
Earle specifically has such deep love for the brand that she has formally joined it as a strategic investor, supporting brand strategy and even product innovation. “With Alix Earl, she was literally drinking [GORGIE] every day as she was on ‘Dancing with the Stars,’ so that just came together so naturally. It starts with that human connection.”
Community members attend events, share content, and help launch products, serving as an extension of the brand and of Grant herself. For example, when GORGIE launched its latest protein energy drink, followers snapped and shared photos of the cans on Target shelves before the brand had even launched a formal marketing campaign. They were co-creators in GORGIE’s growth story.
“We were supposed to launch in Target at the end of December,” Grant said. “They launched it for us. We started selling tens of thousands of cans before we even launched the campaign because they were going to the shelves of Target and sharing them for us. That’s an example of where they feel so connected to the brand, they want to do things for us.”
These organic, contextual moments of sharing also apply to influencer content. The most effective partnerships require influencers to share brands and products they love, using their own distinct voice. When brands try to strip that uniqueness away in favor of brand messaging, the “human element” of that content is where trusted relationships grow. “You don’t want to force their creative muscle and the beauty of who they are in a way that doesn't feel authentic to their audience already,” Grant noted.
A Vehicle for Iteration and Differentiation
The community has grown so large and engaged that GORGIE has created a home for brand fans beyond its social accounts. Club GORGIE is a community-focused app in which fans of the energy drink can connect, plan their own events, and access exclusive perks. They can even serve as the brand's digital focus group as it brings new products and flavors to market. That community was the origin of the brand’s earliest days, and it’s still fueling innovation (and supporting Grant’s vision) to this day.
“Building community first gives you permission to ask questions that most companies don't ask for years,” Grant noted. “When we were first launching GORGIE, I thought it was going to be 200 milligrams of caffeine. I thought we were going to have BCAAs, and I thought dragonfruit was going to be the greatest flavor ever. Turns out, when we showed it at Art Basel, they said, We love this. We want 150 milligrams. We love this. We don't want BCAA. Dragonfruit? No. We want watermelon and peach.’ They told us everything. We changed so much [in a one-month period] to match that feedback. So don't wait. Just ask them. With Google Surveys on your phone, you're done in two minutes.”
GORGIE’s constant feedback loop with creators and community members ties into Grant’s broader belief that, for founders, it’s all about progress over perfection. The goal is to take that big idea and put a thought-starter in the minds and hands of brand fans; their experiences and feedback do the rest. “If you’re that passionate and excited about [an idea], by the time it launches in your mind, you feel like the rest of the world is just catching up and you're just executing.”
Maintaining Sovereignty in the Age of AI
The GORGIE community doesn’t just embody the brand; it represents the heart of Grant’s vision. AI is used as a strategic tool to extend this vision into new channels and experiences, while also enabling the “live in beta” mantra that Grant has come to live by. It preserves sovereignty while accelerating time-to-market.
She shared a great example of how human creativity and intuition can coexist with automation: As a Target partner, GORGIE had to present ad mock-ups that previewed the pipeline for the next calendar year. Her timeline? A weekend. Grant self-taught AI to create a series of ads for different calendar moments, from festival season to July 4th.
“I emailed our team and sent [the ads] to them, and I'm like, ‘These will never be ads for our company, just so you know; these are literally to have a conversation that we cannot be in person for.’ The goal was to create human emotion with the buying team.”
It was a critical touchpoint to instill trust and transparency in her team, while also showing how nuanced AI use can (and should) be. The GORGIE team would remain in the loop and continue through the creative process. AI supported early-stage ideation and conceptualization, which ultimately led to a conversation with a key retail partner.
Grant demonstrated a clear worldview. While so many brands chase velocity, channels, and tools, GORGIE operates from a clear sense of self. Vision creates a stable set of principles on which the entire ecosystem relies. Together, employees, creators, and community members share beliefs and behaviors that extend far beyond a beverage.
“Move fast and break things” has been a rallying cry for big tech players and DTC disruptors. At the center is a simple enough thesis that when we move quickly, we can be confident, knowing that the end goal is to learn, iterate, and improve.
But speed without vision creates noise. If the destination is unclear, teams fragment because they’re unsure of what matters and why.
Michelle Cordeiro Grant knew exactly what she wanted GORGIE to be: a culturally fluent, wellness-forward identity system for women who live and perform their fitness rituals online. That vision lies within her as the brand’s founder and CEO, and radiates outward. Because this vision is so clear, specific, and consistent, all the tactics fall into place. Or, at the very least, they organically tie to strategic goals and outcomes.
During EEE Miami 2026, Grant shared how this vision has extended into an ecosystem of products, creator partnerships, retail relationships, and platforms that operate as a single, coherent system.
Living in Beta
Being grounded in this mission enables the team to align and move faster, using a speed-to-market methodology Grant learned in her early fashion career.
“I say ‘live in beta.’ You could lose your mind over trying to figure out what the best answer is, or you can create a process that speeds to market. We actually cull our product every month. That way, we can iterate, we can tweak, and we can learn. Take those initial instincts and gut reactions, combine them with what your community says, and go. If it's wrong, you evolve and change. That's the beauty of building.”
Most brands fear public iteration because they don't yet know what they are or what they want to be. When vision is clear, iteration refines execution without threatening identity. Speed becomes a feature of conviction.
GORGIE and Grant can apply this “live in beta” mindset because they have a community of customers who are innately passionate about the brand and want to see it succeed.
Community as a Commercial Powerhouse
GORGIE built its community before it had a product, and that community has become the brand’s strategic advantage. Months before GORGIE’s official launch in January 2023, the team was building its social media presence, hosting events, and nurturing relationships, Grant shared.
That community has grown to include loyal creator partners and consumers who have become a natural extension of her vision, contributing to the brand’s evolution. Early supporters included high-profile influencers like Alix Earle and Jordyn Jones, who were buying and sharing the products organically. These partnerships were effective because they were rooted in genuine love for the products, not in transactional outcomes.
Earle specifically has such deep love for the brand that she has formally joined it as a strategic investor, supporting brand strategy and even product innovation. “With Alix Earl, she was literally drinking [GORGIE] every day as she was on ‘Dancing with the Stars,’ so that just came together so naturally. It starts with that human connection.”
Community members attend events, share content, and help launch products, serving as an extension of the brand and of Grant herself. For example, when GORGIE launched its latest protein energy drink, followers snapped and shared photos of the cans on Target shelves before the brand had even launched a formal marketing campaign. They were co-creators in GORGIE’s growth story.
“We were supposed to launch in Target at the end of December,” Grant said. “They launched it for us. We started selling tens of thousands of cans before we even launched the campaign because they were going to the shelves of Target and sharing them for us. That’s an example of where they feel so connected to the brand, they want to do things for us.”
These organic, contextual moments of sharing also apply to influencer content. The most effective partnerships require influencers to share brands and products they love, using their own distinct voice. When brands try to strip that uniqueness away in favor of brand messaging, the “human element” of that content is where trusted relationships grow. “You don’t want to force their creative muscle and the beauty of who they are in a way that doesn't feel authentic to their audience already,” Grant noted.
A Vehicle for Iteration and Differentiation
The community has grown so large and engaged that GORGIE has created a home for brand fans beyond its social accounts. Club GORGIE is a community-focused app in which fans of the energy drink can connect, plan their own events, and access exclusive perks. They can even serve as the brand's digital focus group as it brings new products and flavors to market. That community was the origin of the brand’s earliest days, and it’s still fueling innovation (and supporting Grant’s vision) to this day.
“Building community first gives you permission to ask questions that most companies don't ask for years,” Grant noted. “When we were first launching GORGIE, I thought it was going to be 200 milligrams of caffeine. I thought we were going to have BCAAs, and I thought dragonfruit was going to be the greatest flavor ever. Turns out, when we showed it at Art Basel, they said, We love this. We want 150 milligrams. We love this. We don't want BCAA. Dragonfruit? No. We want watermelon and peach.’ They told us everything. We changed so much [in a one-month period] to match that feedback. So don't wait. Just ask them. With Google Surveys on your phone, you're done in two minutes.”
GORGIE’s constant feedback loop with creators and community members ties into Grant’s broader belief that, for founders, it’s all about progress over perfection. The goal is to take that big idea and put a thought-starter in the minds and hands of brand fans; their experiences and feedback do the rest. “If you’re that passionate and excited about [an idea], by the time it launches in your mind, you feel like the rest of the world is just catching up and you're just executing.”
Maintaining Sovereignty in the Age of AI
The GORGIE community doesn’t just embody the brand; it represents the heart of Grant’s vision. AI is used as a strategic tool to extend this vision into new channels and experiences, while also enabling the “live in beta” mantra that Grant has come to live by. It preserves sovereignty while accelerating time-to-market.
She shared a great example of how human creativity and intuition can coexist with automation: As a Target partner, GORGIE had to present ad mock-ups that previewed the pipeline for the next calendar year. Her timeline? A weekend. Grant self-taught AI to create a series of ads for different calendar moments, from festival season to July 4th.
“I emailed our team and sent [the ads] to them, and I'm like, ‘These will never be ads for our company, just so you know; these are literally to have a conversation that we cannot be in person for.’ The goal was to create human emotion with the buying team.”
It was a critical touchpoint to instill trust and transparency in her team, while also showing how nuanced AI use can (and should) be. The GORGIE team would remain in the loop and continue through the creative process. AI supported early-stage ideation and conceptualization, which ultimately led to a conversation with a key retail partner.
Grant demonstrated a clear worldview. While so many brands chase velocity, channels, and tools, GORGIE operates from a clear sense of self. Vision creates a stable set of principles on which the entire ecosystem relies. Together, employees, creators, and community members share beliefs and behaviors that extend far beyond a beverage.
“Move fast and break things” has been a rallying cry for big tech players and DTC disruptors. At the center is a simple enough thesis that when we move quickly, we can be confident, knowing that the end goal is to learn, iterate, and improve.
But speed without vision creates noise. If the destination is unclear, teams fragment because they’re unsure of what matters and why.
Michelle Cordeiro Grant knew exactly what she wanted GORGIE to be: a culturally fluent, wellness-forward identity system for women who live and perform their fitness rituals online. That vision lies within her as the brand’s founder and CEO, and radiates outward. Because this vision is so clear, specific, and consistent, all the tactics fall into place. Or, at the very least, they organically tie to strategic goals and outcomes.
During EEE Miami 2026, Grant shared how this vision has extended into an ecosystem of products, creator partnerships, retail relationships, and platforms that operate as a single, coherent system.
Living in Beta
Being grounded in this mission enables the team to align and move faster, using a speed-to-market methodology Grant learned in her early fashion career.
“I say ‘live in beta.’ You could lose your mind over trying to figure out what the best answer is, or you can create a process that speeds to market. We actually cull our product every month. That way, we can iterate, we can tweak, and we can learn. Take those initial instincts and gut reactions, combine them with what your community says, and go. If it's wrong, you evolve and change. That's the beauty of building.”
Most brands fear public iteration because they don't yet know what they are or what they want to be. When vision is clear, iteration refines execution without threatening identity. Speed becomes a feature of conviction.
GORGIE and Grant can apply this “live in beta” mindset because they have a community of customers who are innately passionate about the brand and want to see it succeed.
Community as a Commercial Powerhouse
GORGIE built its community before it had a product, and that community has become the brand’s strategic advantage. Months before GORGIE’s official launch in January 2023, the team was building its social media presence, hosting events, and nurturing relationships, Grant shared.
That community has grown to include loyal creator partners and consumers who have become a natural extension of her vision, contributing to the brand’s evolution. Early supporters included high-profile influencers like Alix Earle and Jordyn Jones, who were buying and sharing the products organically. These partnerships were effective because they were rooted in genuine love for the products, not in transactional outcomes.
Earle specifically has such deep love for the brand that she has formally joined it as a strategic investor, supporting brand strategy and even product innovation. “With Alix Earl, she was literally drinking [GORGIE] every day as she was on ‘Dancing with the Stars,’ so that just came together so naturally. It starts with that human connection.”
Community members attend events, share content, and help launch products, serving as an extension of the brand and of Grant herself. For example, when GORGIE launched its latest protein energy drink, followers snapped and shared photos of the cans on Target shelves before the brand had even launched a formal marketing campaign. They were co-creators in GORGIE’s growth story.
“We were supposed to launch in Target at the end of December,” Grant said. “They launched it for us. We started selling tens of thousands of cans before we even launched the campaign because they were going to the shelves of Target and sharing them for us. That’s an example of where they feel so connected to the brand, they want to do things for us.”
These organic, contextual moments of sharing also apply to influencer content. The most effective partnerships require influencers to share brands and products they love, using their own distinct voice. When brands try to strip that uniqueness away in favor of brand messaging, the “human element” of that content is where trusted relationships grow. “You don’t want to force their creative muscle and the beauty of who they are in a way that doesn't feel authentic to their audience already,” Grant noted.
A Vehicle for Iteration and Differentiation
The community has grown so large and engaged that GORGIE has created a home for brand fans beyond its social accounts. Club GORGIE is a community-focused app in which fans of the energy drink can connect, plan their own events, and access exclusive perks. They can even serve as the brand's digital focus group as it brings new products and flavors to market. That community was the origin of the brand’s earliest days, and it’s still fueling innovation (and supporting Grant’s vision) to this day.
“Building community first gives you permission to ask questions that most companies don't ask for years,” Grant noted. “When we were first launching GORGIE, I thought it was going to be 200 milligrams of caffeine. I thought we were going to have BCAAs, and I thought dragonfruit was going to be the greatest flavor ever. Turns out, when we showed it at Art Basel, they said, We love this. We want 150 milligrams. We love this. We don't want BCAA. Dragonfruit? No. We want watermelon and peach.’ They told us everything. We changed so much [in a one-month period] to match that feedback. So don't wait. Just ask them. With Google Surveys on your phone, you're done in two minutes.”
GORGIE’s constant feedback loop with creators and community members ties into Grant’s broader belief that, for founders, it’s all about progress over perfection. The goal is to take that big idea and put a thought-starter in the minds and hands of brand fans; their experiences and feedback do the rest. “If you’re that passionate and excited about [an idea], by the time it launches in your mind, you feel like the rest of the world is just catching up and you're just executing.”
Maintaining Sovereignty in the Age of AI
The GORGIE community doesn’t just embody the brand; it represents the heart of Grant’s vision. AI is used as a strategic tool to extend this vision into new channels and experiences, while also enabling the “live in beta” mantra that Grant has come to live by. It preserves sovereignty while accelerating time-to-market.
She shared a great example of how human creativity and intuition can coexist with automation: As a Target partner, GORGIE had to present ad mock-ups that previewed the pipeline for the next calendar year. Her timeline? A weekend. Grant self-taught AI to create a series of ads for different calendar moments, from festival season to July 4th.
“I emailed our team and sent [the ads] to them, and I'm like, ‘These will never be ads for our company, just so you know; these are literally to have a conversation that we cannot be in person for.’ The goal was to create human emotion with the buying team.”
It was a critical touchpoint to instill trust and transparency in her team, while also showing how nuanced AI use can (and should) be. The GORGIE team would remain in the loop and continue through the creative process. AI supported early-stage ideation and conceptualization, which ultimately led to a conversation with a key retail partner.
Grant demonstrated a clear worldview. While so many brands chase velocity, channels, and tools, GORGIE operates from a clear sense of self. Vision creates a stable set of principles on which the entire ecosystem relies. Together, employees, creators, and community members share beliefs and behaviors that extend far beyond a beverage.
“Move fast and break things” has been a rallying cry for big tech players and DTC disruptors. At the center is a simple enough thesis that when we move quickly, we can be confident, knowing that the end goal is to learn, iterate, and improve.
But speed without vision creates noise. If the destination is unclear, teams fragment because they’re unsure of what matters and why.
Michelle Cordeiro Grant knew exactly what she wanted GORGIE to be: a culturally fluent, wellness-forward identity system for women who live and perform their fitness rituals online. That vision lies within her as the brand’s founder and CEO, and radiates outward. Because this vision is so clear, specific, and consistent, all the tactics fall into place. Or, at the very least, they organically tie to strategic goals and outcomes.
During EEE Miami 2026, Grant shared how this vision has extended into an ecosystem of products, creator partnerships, retail relationships, and platforms that operate as a single, coherent system.
Living in Beta
Being grounded in this mission enables the team to align and move faster, using a speed-to-market methodology Grant learned in her early fashion career.
“I say ‘live in beta.’ You could lose your mind over trying to figure out what the best answer is, or you can create a process that speeds to market. We actually cull our product every month. That way, we can iterate, we can tweak, and we can learn. Take those initial instincts and gut reactions, combine them with what your community says, and go. If it's wrong, you evolve and change. That's the beauty of building.”
Most brands fear public iteration because they don't yet know what they are or what they want to be. When vision is clear, iteration refines execution without threatening identity. Speed becomes a feature of conviction.
GORGIE and Grant can apply this “live in beta” mindset because they have a community of customers who are innately passionate about the brand and want to see it succeed.
Community as a Commercial Powerhouse
GORGIE built its community before it had a product, and that community has become the brand’s strategic advantage. Months before GORGIE’s official launch in January 2023, the team was building its social media presence, hosting events, and nurturing relationships, Grant shared.
That community has grown to include loyal creator partners and consumers who have become a natural extension of her vision, contributing to the brand’s evolution. Early supporters included high-profile influencers like Alix Earle and Jordyn Jones, who were buying and sharing the products organically. These partnerships were effective because they were rooted in genuine love for the products, not in transactional outcomes.
Earle specifically has such deep love for the brand that she has formally joined it as a strategic investor, supporting brand strategy and even product innovation. “With Alix Earl, she was literally drinking [GORGIE] every day as she was on ‘Dancing with the Stars,’ so that just came together so naturally. It starts with that human connection.”
Community members attend events, share content, and help launch products, serving as an extension of the brand and of Grant herself. For example, when GORGIE launched its latest protein energy drink, followers snapped and shared photos of the cans on Target shelves before the brand had even launched a formal marketing campaign. They were co-creators in GORGIE’s growth story.
“We were supposed to launch in Target at the end of December,” Grant said. “They launched it for us. We started selling tens of thousands of cans before we even launched the campaign because they were going to the shelves of Target and sharing them for us. That’s an example of where they feel so connected to the brand, they want to do things for us.”
These organic, contextual moments of sharing also apply to influencer content. The most effective partnerships require influencers to share brands and products they love, using their own distinct voice. When brands try to strip that uniqueness away in favor of brand messaging, the “human element” of that content is where trusted relationships grow. “You don’t want to force their creative muscle and the beauty of who they are in a way that doesn't feel authentic to their audience already,” Grant noted.
A Vehicle for Iteration and Differentiation
The community has grown so large and engaged that GORGIE has created a home for brand fans beyond its social accounts. Club GORGIE is a community-focused app in which fans of the energy drink can connect, plan their own events, and access exclusive perks. They can even serve as the brand's digital focus group as it brings new products and flavors to market. That community was the origin of the brand’s earliest days, and it’s still fueling innovation (and supporting Grant’s vision) to this day.
“Building community first gives you permission to ask questions that most companies don't ask for years,” Grant noted. “When we were first launching GORGIE, I thought it was going to be 200 milligrams of caffeine. I thought we were going to have BCAAs, and I thought dragonfruit was going to be the greatest flavor ever. Turns out, when we showed it at Art Basel, they said, We love this. We want 150 milligrams. We love this. We don't want BCAA. Dragonfruit? No. We want watermelon and peach.’ They told us everything. We changed so much [in a one-month period] to match that feedback. So don't wait. Just ask them. With Google Surveys on your phone, you're done in two minutes.”
GORGIE’s constant feedback loop with creators and community members ties into Grant’s broader belief that, for founders, it’s all about progress over perfection. The goal is to take that big idea and put a thought-starter in the minds and hands of brand fans; their experiences and feedback do the rest. “If you’re that passionate and excited about [an idea], by the time it launches in your mind, you feel like the rest of the world is just catching up and you're just executing.”
Maintaining Sovereignty in the Age of AI
The GORGIE community doesn’t just embody the brand; it represents the heart of Grant’s vision. AI is used as a strategic tool to extend this vision into new channels and experiences, while also enabling the “live in beta” mantra that Grant has come to live by. It preserves sovereignty while accelerating time-to-market.
She shared a great example of how human creativity and intuition can coexist with automation: As a Target partner, GORGIE had to present ad mock-ups that previewed the pipeline for the next calendar year. Her timeline? A weekend. Grant self-taught AI to create a series of ads for different calendar moments, from festival season to July 4th.
“I emailed our team and sent [the ads] to them, and I'm like, ‘These will never be ads for our company, just so you know; these are literally to have a conversation that we cannot be in person for.’ The goal was to create human emotion with the buying team.”
It was a critical touchpoint to instill trust and transparency in her team, while also showing how nuanced AI use can (and should) be. The GORGIE team would remain in the loop and continue through the creative process. AI supported early-stage ideation and conceptualization, which ultimately led to a conversation with a key retail partner.
Grant demonstrated a clear worldview. While so many brands chase velocity, channels, and tools, GORGIE operates from a clear sense of self. Vision creates a stable set of principles on which the entire ecosystem relies. Together, employees, creators, and community members share beliefs and behaviors that extend far beyond a beverage.
“Move fast and break things” has been a rallying cry for big tech players and DTC disruptors. At the center is a simple enough thesis that when we move quickly, we can be confident, knowing that the end goal is to learn, iterate, and improve.
But speed without vision creates noise. If the destination is unclear, teams fragment because they’re unsure of what matters and why.
Michelle Cordeiro Grant knew exactly what she wanted GORGIE to be: a culturally fluent, wellness-forward identity system for women who live and perform their fitness rituals online. That vision lies within her as the brand’s founder and CEO, and radiates outward. Because this vision is so clear, specific, and consistent, all the tactics fall into place. Or, at the very least, they organically tie to strategic goals and outcomes.
During EEE Miami 2026, Grant shared how this vision has extended into an ecosystem of products, creator partnerships, retail relationships, and platforms that operate as a single, coherent system.
Living in Beta
Being grounded in this mission enables the team to align and move faster, using a speed-to-market methodology Grant learned in her early fashion career.
“I say ‘live in beta.’ You could lose your mind over trying to figure out what the best answer is, or you can create a process that speeds to market. We actually cull our product every month. That way, we can iterate, we can tweak, and we can learn. Take those initial instincts and gut reactions, combine them with what your community says, and go. If it's wrong, you evolve and change. That's the beauty of building.”
Most brands fear public iteration because they don't yet know what they are or what they want to be. When vision is clear, iteration refines execution without threatening identity. Speed becomes a feature of conviction.
GORGIE and Grant can apply this “live in beta” mindset because they have a community of customers who are innately passionate about the brand and want to see it succeed.
Community as a Commercial Powerhouse
GORGIE built its community before it had a product, and that community has become the brand’s strategic advantage. Months before GORGIE’s official launch in January 2023, the team was building its social media presence, hosting events, and nurturing relationships, Grant shared.
That community has grown to include loyal creator partners and consumers who have become a natural extension of her vision, contributing to the brand’s evolution. Early supporters included high-profile influencers like Alix Earle and Jordyn Jones, who were buying and sharing the products organically. These partnerships were effective because they were rooted in genuine love for the products, not in transactional outcomes.
Earle specifically has such deep love for the brand that she has formally joined it as a strategic investor, supporting brand strategy and even product innovation. “With Alix Earl, she was literally drinking [GORGIE] every day as she was on ‘Dancing with the Stars,’ so that just came together so naturally. It starts with that human connection.”
Community members attend events, share content, and help launch products, serving as an extension of the brand and of Grant herself. For example, when GORGIE launched its latest protein energy drink, followers snapped and shared photos of the cans on Target shelves before the brand had even launched a formal marketing campaign. They were co-creators in GORGIE’s growth story.
“We were supposed to launch in Target at the end of December,” Grant said. “They launched it for us. We started selling tens of thousands of cans before we even launched the campaign because they were going to the shelves of Target and sharing them for us. That’s an example of where they feel so connected to the brand, they want to do things for us.”
These organic, contextual moments of sharing also apply to influencer content. The most effective partnerships require influencers to share brands and products they love, using their own distinct voice. When brands try to strip that uniqueness away in favor of brand messaging, the “human element” of that content is where trusted relationships grow. “You don’t want to force their creative muscle and the beauty of who they are in a way that doesn't feel authentic to their audience already,” Grant noted.
A Vehicle for Iteration and Differentiation
The community has grown so large and engaged that GORGIE has created a home for brand fans beyond its social accounts. Club GORGIE is a community-focused app in which fans of the energy drink can connect, plan their own events, and access exclusive perks. They can even serve as the brand's digital focus group as it brings new products and flavors to market. That community was the origin of the brand’s earliest days, and it’s still fueling innovation (and supporting Grant’s vision) to this day.
“Building community first gives you permission to ask questions that most companies don't ask for years,” Grant noted. “When we were first launching GORGIE, I thought it was going to be 200 milligrams of caffeine. I thought we were going to have BCAAs, and I thought dragonfruit was going to be the greatest flavor ever. Turns out, when we showed it at Art Basel, they said, We love this. We want 150 milligrams. We love this. We don't want BCAA. Dragonfruit? No. We want watermelon and peach.’ They told us everything. We changed so much [in a one-month period] to match that feedback. So don't wait. Just ask them. With Google Surveys on your phone, you're done in two minutes.”
GORGIE’s constant feedback loop with creators and community members ties into Grant’s broader belief that, for founders, it’s all about progress over perfection. The goal is to take that big idea and put a thought-starter in the minds and hands of brand fans; their experiences and feedback do the rest. “If you’re that passionate and excited about [an idea], by the time it launches in your mind, you feel like the rest of the world is just catching up and you're just executing.”
Maintaining Sovereignty in the Age of AI
The GORGIE community doesn’t just embody the brand; it represents the heart of Grant’s vision. AI is used as a strategic tool to extend this vision into new channels and experiences, while also enabling the “live in beta” mantra that Grant has come to live by. It preserves sovereignty while accelerating time-to-market.
She shared a great example of how human creativity and intuition can coexist with automation: As a Target partner, GORGIE had to present ad mock-ups that previewed the pipeline for the next calendar year. Her timeline? A weekend. Grant self-taught AI to create a series of ads for different calendar moments, from festival season to July 4th.
“I emailed our team and sent [the ads] to them, and I'm like, ‘These will never be ads for our company, just so you know; these are literally to have a conversation that we cannot be in person for.’ The goal was to create human emotion with the buying team.”
It was a critical touchpoint to instill trust and transparency in her team, while also showing how nuanced AI use can (and should) be. The GORGIE team would remain in the loop and continue through the creative process. AI supported early-stage ideation and conceptualization, which ultimately led to a conversation with a key retail partner.
Grant demonstrated a clear worldview. While so many brands chase velocity, channels, and tools, GORGIE operates from a clear sense of self. Vision creates a stable set of principles on which the entire ecosystem relies. Together, employees, creators, and community members share beliefs and behaviors that extend far beyond a beverage.
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