Editor’s Note: This is the first of an ongoing series that provides updates on companies previously profiled in Enterprise Minnesota magazine.
In August, NoSweat announced it had become an Official Licensed Partner of the PGA Tour, and part of a notable roster of investors and partners, including a growing number of athletes. It has come a long way from its roots as a business-class project at Gustavus Adolphus College.
NoSweat— a Hopkins-based company—is operated by three high school and college buddies and based on the very simple concept that people who wear helmets or hats for work or play tend to sweat under their lids. And they don’t want to. Until NoSweat, there was no solution to that problem.
Starting out when they were still students at Gustavus, brothers Justin and J.T. Johnson adapted the technology around superabsorbent polymers (SAPs) to develop and patent a disposable helmet/hat liner that absorbs and eliminates forehead moisture (through its Dri-LID™ Technology) and extinguishes most related odors (through its No Scent™ Technology). The sweat absorbing disposable liner works with hats, helmets, hard hats, and visors. Its simple peel and stick application enables users to stay dry on-the-go and works with any sports or outdoor activity that involves headwear.
Beginning their business in 2011 with a laser focus as a hockey product, the company appears to be even more on the verge of significantly expanding its markets to include sports (baseball, football, golf, hockey, lacrosse, and cycling) and creating new B to B distribution channels with safety relevance (industrial, construction, manufacturing and transportation) and others, from farming to food service to the military.
Adding CFO Jon Marshalla and Chief Sales and Marketing Officer Collin Iacarella along the way, the company began deploying an aggressive social media strategy based on thought-leader endorsements. The company has recently inked sports-centered deals with Golden Tate, a wide receiver with the Detroit Lions, and Brandon McManus, a placekicker with the Denver Broncos. For baseball, they scored Houston Astros’ pitcher Dallas Keuchel. And in hockey, they recently secured an endorsement from T.J. Oshie, a right winger with the Washington Capitals. In hockey alone, NoSweat has already earned bulk sales agreements with 20 NHL teams, which it expects this year will grow to all 31 teams in the league. Also, the company has a 20,000-product standing order with the NHL referees’ association.
“Golf has been a space that has seen tremendous success and validity for the brand,” said NoSweat Chief Operating Officer Jared Robins. “We are a top seller in the golf space on Amazon and have strong distribution in golf stores and pro shops nationwide. As a small startup seeing exponential growth over the last year, we couldn’t be more excited to become an officially licensed partner of the PGA Tour.”
The company says future growth will evolve from its focus on expanding markets in the construction, industrial, military, and food prep industries in the coming months.
The business expects to launch another round of investor financing, solely focused on new markets.