LEGACY · SOLD 2023
WE DIDN'T JOIN THE ENERGY DRINK MARKET.
WE CREATED ONE.
The Energy Brand That Built a Category
Overview
G FUEL
G FUEL began in 2012 as a powdered pre-training formula under Gamma Labs. Within two years it had national distribution through GNC and The Vitamin Shoppe. By 2018 it launched a ready-to-drink can line and became the defining energy brand of the esports and gaming generation.
Cliff Morgan founded G FUEL out of a conviction that the gaming community deserved a cleaner, more effective energy product than what the mainstream market offered. He built the brand from a single SKU to a multi-format national business, raised approximately $20 million in growth capital, and engaged Piper Sandler to run a competitive sale process. The transaction closed in November 2023.
During its run, G FUEL earned a place on the Inc. 5000 list of fastest-growing private companies for seven consecutive years. Cliff was nominated three times for EY Entrepreneur of the Year, finishing as runner-up twice.