LIFE SUPPORT was started by a group of friends, including co-founders Dillon Beck and David Zamore, with the goal of creating a healthy balance between an active social life and demanding work schedule. With growing professional responsibilities, the guys often discussed their frustrations with the social sacrifices necessary to balance work and life. They jokingly wished for a hangover cure that would revive them the morning after a night out. It was a joke, until it wasn’t… In a moment of spontaneity, the friends realized their opportunity and traveled to Seoul, South Korea where alcohol consumption per capita is amongst the highest in the world. There, they were introduced to Hovenia Dulcis, or Japanese raisin tree fruit, an elusive extract that tens of millions of people use to minimize the effects of drinking.
The guys immediately recognized the potential of Japanese raisin tree fruit, which had virtually no exposure in the United States despite its clinically proven health benefits across the world. From their Columbus, OH apartments they mixed various iterations of the extract, vitamins, antioxidants, and amino acids until they created their first batch of LIFE SUPPORT. Once they perfected the final blend, the guys decided to test the formula with outsiders for the first time. The Party, which would prove to be a pivotal moment in the company’s history, supplied half of the partygoers with LIFE SUPPORT, leaving the other half as a control group. By morning it was clear that LIFE SUPPORT worked!
The Come Up
In 2012, the friends registered LIFE SUPPORT as an official company, trademarked their designs, built their website, and created custom bottles and packaging. It was official: LIFE SUPPORT was on the market! Seeking investors to ramp up production, the guys were introduced to Cheryl Krueger of Cheryl’s Cookies fame, who saw the potential in LIFE SUPPORT after trying it herself. She was promptly named president in early 2013.
LIFE SUPPORT has experienced substantial growth since bringing on Cheryl, a full sales staff, a marketing team, celebrity partners and more investors, including Super Bowl champion AJ Hawk. LIFE SUPPORT is now available in more than 12,000 retail locations nationwide, and is sold internationally in India, Mexico and Canada. By the end of 2016, LIFE SUPPORT won Best New Product of the Year (Retailer’s Choice!), experienced wild growth as a company and released the first new product under the LIFE SUPPORT umbrella, LIFE SUPPORT WITH CAFFEINE!