Not many executives can say they helped build a multibillion-dollar beverage company before deciding to start it from scratch.
For Michael Fedele, however, success at BodyArmor was not a thread; it was proof that the drinks industry still had room for innovation.
After spending nearly a decade helping grow BodyArmor from scratch into a billion-dollar brand before its acquisition by Coca-Cola, Fedele saw something that kept coming up behind the scenes with professional athletes.
“They were all drinking cold coffee,” Fedele said Muscles and Fitness. “It’s not energy drinks.”
Whether it was pre-workout, post-training, between workouts or while traveling, elite athletes consistently reached for coffee as their preferred source of energy. That comment eventually became the foundation Throne Sport Coffeea ready-to-drink coffee designed specifically for people who want more from their daily fuel.
It also attracted one of the biggest names in sports.
All-pro quarterback Patrick Mahomes he didn’t just give his likeness to the company; he became the leading investor, the second largest shareholder, and one of its most influential partners.
Why There’s a Throne Sports Coffee
Fedele’s years at BodyArmor taught him that successful products solve obvious problems that consumers don’t fully recognize.
When he began researching the ready-to-drink coffee category, one figure stood out.
“The No. 1 ready-to-drink coffee in America comes in a glass bottle, with 300 calories and 46 grams of sugar,” he says. “I’ve always wondered, if so many athletes and active people drink coffee every day, why isn’t there a better alternative?”
Instead of creating another energy drink, Fedele wanted to improve something that millions of people were already consuming.
That philosophy forms all the decisions behind Throne Sport Coffee.
Instead of relying on artificial ingredients or excess sugar, the drinks contain 150 milligrams of natural caffeine, natural flavors and sweeteners, while the latte lineup also delivers 10 grams of protein from highly filtered lactose-free milk. Cold brew brands are often dairy-free for athletes and consumers looking for a lighter option.
“Everything in the product has a purpose,” said Fedele. “We wanted to create something that people would feel good about putting in their bodies.”
Patrick Mahomes Is More Than A Celebrity Businessman
Celebrity collaborations have become commonplace in the beverage industry, but Fedele insists Mahomes’ role extends beyond marketing campaigns.
Before launching the company, Fedele shared an idea with the three-time Super Bowl champion, expecting an easy response. Instead, Mahomes immediately asked for samples.
“He told me, ‘I drink coffee four or five times a day for this reason,'” Fedele recalled.
That passion quickly turned into a real business relationship.
Mahomes reviews new products before launch, provides feedback on flavors, attends meetings with vendors, and actively participates in the company’s long-term strategy. Fedele remembers one day that best illustrates Mahomes’ commitment.
After completing a morning conditioning session in Kansas City, the Chiefs linebacker flew to Los Angeles to join Fedele on stage at a major beverage conference. After their presentation, Mahomes spent hours meeting privately with vendors before flying home that evening to return to the clinic the next morning.
“If that doesn’t tell you how dedicated he is to building this thing,” Fedele said, “I’m very grateful to have him on board.”
Designed for Performance, Not Just the Gym
Although Patrick Mahomes is one of the most visible athletes in the world, Michael Fedele says that the new campaign for Throne Sport Coffee is not about the quarterback; it’s about highlighting the many roles people play every day.
Introducing the company’s biggest marketing campaign to date, “Better Fuel for Everyone” it is based on the idea that no one is defined by identity.
“In this world, one version of you is unbreakable,” said Fedele. “No one is just one thing. Everyone has many aspects.”
The campaign uses Mahomes as a perfect example. He’s a Super Bowl champion, but he’s also a father, entrepreneur, investor, leader, partner and mentor.
Instead of focusing solely on game day, the campaign follows different versions of Mahomes throughout the day, positioning Throne Sport Coffee as the fuel behind each.
“The whole campaign hinges on multiple versions of Patrick,” Fedele explained. “It’s about showing that Trone is the best fuel for all your brands.”
Instead of relying on a large television advertising budget, the startup brand is taking a digital-first approach.
For Fedele, success is not measured by flashy advertisements. It’s about introducing consumers to a healthy ready-to-drink coffee option and getting cans into people’s hands one customer at a time.
“Our goal is to make people aware that Throne Sport Coffee exists, teach people that we are a better-for-you coffee that is ready to drink, and finally get them to try it,” he said.
Ending the Energy Drink Crash
Activity-minded consumers have tended to be more skeptical of sugar-laden energy drinks.
Fedele wanted Throne Sport Coffee to provide sustainable energy instead.
The formula intentionally contains 150 milligrams of caffeine, enough to improve focus and performance without entering the 200-to-300-milligram range common among most energy drinks.
“We got to 150 milligrams by design,” he says. “It’s enough to sustain performance without causing that crash.” Consumers have noticed.
“We’ve had people specifically ask where our coffee beans come from because they tell us they don’t feel the danger they get from other products.”
For Fedele, that answer confirms the true purpose of the company.
Winning Consumers Sip One at a Time
Today, Throne Sport Coffee is available in nearly 20,000 retail locations, including Whole Foods, CVS, Kroger, and several regional grocery chains nationwide.
However, Fedele says the distribution numbers are not what motivates him the most.
“My biggest success is changing the hearts and minds of consumers,” he said.
The company regularly samples products at 5K races, pickleball tournaments, half marathons, and community events, gathering real-time feedback from everyday consumers.
Those conversations are often internal conversations that continue throughout the weekend as the group shares reactions, preferences, and shopping questions.
He says: “You have to eat it, sleep it and breathe it.”
Building the Next Big Beverage Brand
Having helped build one iconic beverage company before launching another, Fedele credits much of his success to love, collaboration, and keeping the faith during tough times.
Every startup faces setbacks. The companies that survive are the ones that are willing to listen, adapt, and continue to improve.
“Our formula today is not the same as the formula we introduced,” he said. “You put products on the market, you listen to consumer feedback, and you keep getting better.”
That philosophy extends beyond drinks.
Asked what advice he would give to budding entrepreneurs hoping to build the next great product, Fedele didn’t hesitate.
“Believe in what you’re doing,” he says. “Everyone is going to think you’re crazy at first, and hopefully you are. Keep pushing, persevere, take customer feedback, keep getting better, and do everything you can to make your business a success.”
For Fedele, that’s exactly how multibillion-dollar and potentially category-changing brands are built.
