From Run Clubs to Forbes: How HNY+ Took Root in Austin

Austin's HNY+ got its start when three college roommates couldn't find a clean alternative to the pre-workouts on the market.

When they found that honey plus salt in a packet gave them the performance boost they were craving, they quit their corporate jobs, and went all in.

They ordered 3,000 pounds of organic "Aztec temple" honey and turned it into 15,000 packets of what they call "honey plus the good stuff":

• organic honey
• ancient sea salt
• magnesium
• potassium
• caffeine from organic green tea leaves

Then they spent the entire summer doing the unsexy work: meeting up with two run clubs per day to get real-world feedback.

The three founders, Ross Cooley, Liam Brogan, and Luke Smialowicz, were named to the Forbes 30 Under 30 list for 2026.

HNY+ is a great example of a CPG brand that not only launched in Austin, but grew because of Austin's culture: high-density fitness scene, obsessive early adopters, and a community that actually shows up to support.