‘This Product Has Won a Championship’: Inside Barcode, the New Kyle Kuzma-Backed Sports Drink

Emma Betuel
Emma Betuel is a science and health reporter. Her work has appeared in Inverse, Future Human, and Texas Monthly, among others publications.
‘This Product Has Won a Championship’: Inside Barcode, the New Kyle Kuzma-Backed Sports Drink

The orange Gatorade cooler is a staple on the bench of nearly every professional sport. But according to Mubarak Malik, the former New York Knicks training director, there are few athletes who actually drink the cooler's offerings.

"It's a marketing ploy," Malik said. "I'd say about 80% of players just drink water, the other half just just drink hydration tablets."


About 10 years ago, Malik started creating his own sports drinks at home. "Back then, I felt like we were just way behind in nutrition," he said. He started a pilot project, creating different formulations and giving them to athletes for testing. Last year, he met Kyle Kuzma, the Lakers' small forward, through a mutual business partner. He gave Kuzma a beverage to test out during the NBA finals. "We decided to become business partners soon after," he said.

This year, both Kuzma and Malik are taking that drink public, with the launch of a beverage company called Drink Barcode (the drink itself is just called Barcode). The company has six full time employees, is headquartered in Los Angeles and raised $5 million in funding (Malik said Drink Barcode isn't seeking additional funding at the moment). The drink is currently available online through Barcode's website, but Malik said it will be available at six Erewhon locations in Los Angeles on June 1.

Barcode consists largely of a combination of coconut water, regular water, and three key ingredients: vitamin D, magnesium, and adaptogens, which are plant and mushroom extracts. It's a bit of a departure from traditional sports drinks, but Malik is betting that athletes, professional or otherwise are looking for something different.

Former New York Knicks training director Mubarak Malik

Traditionally, sports drinks either help provide a quick burst of energy during a workout, like a traditional Gatorade, or are used to help aid recovery, like Gatorade's G Series Recover. Depending on what niche the drink wants to occupy, it might lean more heavily into one camp or the other. The in-game options might provide sugar and carbohydrates. The post-game option might combine carbohydrates with protein to aid recovery.

A newer generation of drinks, like Barcode, is looking to do things differently. Barcode, Malik said, is supposed to be used during games, before games, or by non-athletes who aren't working out. Carbohydrates, sugars, and proteins aren't the focus – Barcode contains just 2 grams of sugar, 6 grams of carbohydrates and no protein. Malik explains the protein's absence: "The recovery inducing properties come from the adaptogens and vitamin D."

The concept that adaptogens and vitamins might be the next frontier in performance drinks, though not definitively proven, is spawning a new cadre of drinks.

There's Gatorade's Bolt24, which advertises high levels of vitamins A and C, or BodyArmor Lyte, which has no added sugar. These are "functional beverages," intended to be light on carbs, calories and sugar, and, in theory, made for drinking during exercise or during the day, just as Barcode is.

Traditional Gatorade still commands 72% of the sports drink market share, but "functional beverage industry"—performance-oriented drinks that include nutrients —is expected to grow at a compound annual growth rate of 8% after 2021. The largest segment of the functional beverage industry, according to Research and Markets Report, is the health and wellness sector.

Barcode leans especially hard into the wellness aspect of its formula. Barcode's "adaptogen-rich" descriptor refers to the presence of mushroom and plant extract that have been studied in herbal medicine circles, but are relatively new to sports performance drinks. The watermelon version of the drink contains a cordyceps fungus extract. The lemon lime flavor contains extract from a plant called rhodiola rosea, Malik said.

There are a handful of scientific studies on the efficacy of mushroom extracts, particularly for cordyceps. Some do suggest anti-inflammatory properties and immune boosting potential. As for rhodiola rosea, the European Medicines Agency does note that it "can be used for the temporary relief of symptoms of stress, such as fatigue or sense of weakness."

Still, this research is relatively anecdotal. Guillermo Escalante, a professor of kinesiology at California State University, San Bernardino cautions that research into adaptogens is in its early stages. "I would say it's way too early to completely say that they don't work, but it's way too early to say that they're the next greatest thing, he said. "I think the verdict is still out."

Adaptogens aside, Barcode may be able to bridge the gap between sports drink and wellness drink because of its low sugar content. One of the most common criticisms of sports drinks is that they're more like sodas than performance beverages, and not needed by the majority of athletes, especially adolescents.

If most people have eaten about two hours before exercising, "that's going to cover you during your workout," said Escalante. Those athletes might not need a quick bit of carbohydrates or sugar to keep going.

Barcode, which aims to keep one foot in the world of elite athletics and one in the regular world, does seem to have kept sugar and calorie levels low enough to stay out of soda territory.

It contains about 2 grams of sugar and 30 calories compared to Bolt24's 19 grams of sugar and 80 calories, and BodyArmor's 21 grams of sugar and 90 calories.

"Athletes are being funneled to healthier food during the season, so their palettes are being trained to have a healthier product that's not super sweet. But it also is sweet enough to feed that need of having a sugary drink that they've been relying on for years," he said.

Barcode's sweetness has been refined to reflect the increasingly picky palettes of elite athletes, an important step, because it's their reactions to the drink, and use of it that will probably dictate its success—as would on-court achievement.

Sports drinks often become household names through association with athletic achievement. In 1965, Gatorade was invented at the University of Florida. In 1966, the Florida Gators won the Orange Bowl for the first time. In 1969, the Kansas City Chiefs were the first NFL team to use Gatorade. That year they also won Super Bowl IV.

Barcode could have a similar origin story. Malik said he's tested the drink in real games, and confirms that Kuzma was drinking Barcode during last season's NBA finals.

"This product has won a championship," he said.

The New Face of Live Shopping: Whatnot’s $5B Journey

🔦 Spotlight

Hello Los Angeles,

This week has been a challenging one for many in our city as we continue to face the aftermath of the recent wildfires. Recovery efforts are in full swing, and as always, the strength and resilience of our community shine through.

If you or someone you know has been impacted, there are resources available to help navigate this difficult time:

  • Pacific Palisades Fire Damage Maps: View here

These tools can provide support, whether you’re looking for financial assistance, housing resources, or updates on affected areas.

While our community focuses on recovery, we’re also reminded of what makes LA unique: its unrelenting drive to build, create, and innovate. A great example this week comes from Whatnot, the live shopping platform co-founded in 2019 by Grant LaFontaine and Logan Head, which has just achieved a major milestone.

Whatnot announced it raised $265 million in Series E funding, valuing the company at an impressive $5 billion.

For those unfamiliar, Whatnot combines shopping and entertainment through live-streamed auctions. Think of it as a vibrant, interactive marketplace where sellers showcase everything from trading cards and collectibles to fashion items, all in real time. Buyers can bid during the stream, creating a sense of excitement and connection that feels more personal than traditional online shopping.

The company’s new funding—co-led by Greycroft, DST Global, and Avra Capital—will drive expansion into markets like Australia and bring improvements to seller tools, from inventory management to advanced analytics. But what stands out most is Whatnot’s focus on its people. CEO Grant LaFontaine announced plans to buy back $72 million in shares for long-term employees, a move that underscores the company’s dedication to sharing its success.

As we move forward, let’s celebrate stories like these that show how innovation thrives in LA—even amid challenges. Whether it’s supporting wildfire recovery, building the next great startup, or simply connecting with others, we each play a role in shaping the spirit of our city.


🤝 Venture Deals

LA Companies

  • Phase Four, a leader in advanced in-space propulsion systems, announced the first close of its Series C funding round, securing nearly 60% of the target raise, led by Artemis Group Capital, to ramp up production of its Valkyrie Hall Effect Thrusters to at least 250 units annually and develop cutting-edge propulsion technologies for defense and national security needs. - learn more
  • Proper, a next-generation supplement brand launched by fitness entrepreneur Amanda Kloots, secured investment from Ben Bennett's Beauty Accelerator, The Center, to redefine the supplement industry with innovative, nutrient-focused wellness solutions tailored for modern lifestyles. - learn more
LA Venture Funds
  • Sound Ventures participated in a $17M funding round for Reshop, a platform simplifying the returns process for consumers and merchants, with plans to use the funds to enhance their technology and expand their services. - learn more
  • LFX Venture Partners participated in a $30M strategic funding round for Shippeo, a Paris-based company specializing in real-time multimodal supply chain transportation visibility; the funds will support Shippeo's global expansion, particularly across North America and the Asia-Pacific region. - learn more
  • Amboy Street Ventures participated in a $15M Series A+ funding round for Granata Bio, a biotechnology company focused on developing advanced gene therapies; the proceeds will be used to accelerate the development of their pipeline and expand their research capabilities. - learn more
  • BAM Ventures participated in a $700,000 seed funding round for MX Locker, an online marketplace for buying and selling motocross gear and parts; the company plans to use the proceeds to enhance its platform and expand its user base. - learn more
  • Crosscut Ventures participated in a $7.15M seed funding round for SoloPulse, an Atlanta-based company developing advanced radar technology; the funds will be used to enhance their product development and expand market reach. - learn more
  • Starburst Ventures participated in Loft Orbital’s $170M Series C funding round, bringing the San Francisco-based satellite infrastructure provider’s total capital raised to $280 million, with the funds aimed at accelerating their "condosat" missions to simplify and expand access to space. - learn more
  • Overture VC participated in a $100M Series B funding round for Harbinger, a Southern California-based electric vehicle company specializing in medium-duty EVs; the funds will be used to accelerate the production of their electric vehicle platforms. - learn more
  • Muse Capital and Time BioVentures participated in an $18M Series A funding round for Conceivable Life Sciences, a New York-based biotech company developing the world's first AI-powered automated IVF lab; the funds will support their ongoing commercial pilot program in Mexico City and preparations for a U.S. launch targeted for early 2026. - learn more
  • B Capital Group participated in a $25M Series B funding round for Labviva, a Boston-based AI-driven procurement platform for life sciences; the funds will be used to accelerate product development, enhance marketing and customer support, and expand internationally. - learn more
  • Focalpoint Partners participated in a seed funding round for Kerna Labs, a San Francisco-based AI biotechnology company focused on advancing mRNA payload design for new therapies, with the funds supporting operational expansion and development efforts. - learn more

LA Exits

  • Intracom Systems, a pioneer in software-based communication solutions, has been acquired by IPC, a global leader in trading communications technology, to enhance IPC's SaaS communications offerings for the financial services industry. - learn more
  • Adexa, a provider of advanced supply chain planning solutions, has been acquired by Eyelit Technologies to enhance its Manufacturing Operations Management (MOM) and Manufacturing Execution Systems (MES) offerings and expand its market presence. - learn more
  • Caramel, a platform specializing in simplifying online vehicle transactions, has been acquired by eBay to enhance its offerings for secure and streamlined automotive buying and selling experiences. - learn more
  • ImaginAb, a biotechnology company specializing in antibody-based imaging and therapeutic solutions, has been acquired by Telix Pharmaceuticals to expand its next-generation therapeutic assets and biologics technology platform. - learn more
  • Sleepypod, a global leader in crash-test-certified safety harnesses and carriers for pets, has been acquired by Paw Prosper to enhance its commitment to pet well-being and expand its portfolio of innovative pet safety solutions. - learn more

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Standing Together Through the Flames

🔦 Spotlight

To our Los Angeles family,

This week’s wildfires have brought immense pain and hardship to our beloved city. Many of our friends, neighbors, and colleagues have faced evacuations, power outages, and the devastating loss of homes and livelihoods. Our hearts go out to everyone affected by this tragedy.

At dot.LA, we want to express our deepest sympathy to those suffering in this moment. We see your resilience and stand with you during this challenging time. This community has always been defined by its strength and compassion, and now is the time to come together in support.

If You or Someone You Know Has Been Impacted, Resources Are Available:

Evacuation Shelters:

  • Calvary Community Church: 5495 Via Rocas, Westlake Village, CA 91362
  • Ritchie Valens Recreation Center: 10736 Laurel Canyon Blvd., Pacoima, CA 91331
  • Pan Pacific Recreational Center: 7600 Beverly Blvd., Los Angeles, CA 90036
  • Westwood Recreation Center: 1350 Sepulveda Blvd., Los Angeles, CA 90025
  • Pasadena Civic Auditorium: 300 East Green Street, Pasadena, CA 91101
  • Pomona Fairplex: 1101 W McKinley Ave, Pomona, CA 91768
  • Stoner Recreation Center: 1835 Stoner Ave, Los Angeles, CA 90025

Animal Shelters:

Small Animals:

  • Agoura Animal Care Center: 29525 Agoura Rd, Agoura Hills, CA 91301
  • Baldwin Park Animal Care Center: 4275 Elton St, Baldwin Park, CA 91706
  • Carson Animal Care Center: 216 W Victoria St, Gardena, CA 90248
  • Downey Animal Care Center: 11258 Garfield Ave, Downey, CA 90242
  • Lancaster Animal Care Center: 5210 W Ave I, Lancaster, CA 93536
  • Palmdale Animal Care Center: 38550 Sierra Hwy, Palmdale, CA 93550

Large Animals:

  • Pomona Fairplex: 1101 W McKinley Ave, Pomona
  • Industry Hills Expo: 16200 Temple Ave, City of Industry, CA 91744
  • Antelope Valley Fair: 2551 W Avenue H, Lancaster, CA 93536
  • Los Angeles Equestrian Center: 480 W Riverside Dr, Burbank, CA 91506
  • Pierce College Equestrian Center: 7100 El Rancho Dr, Woodland Hills, CA 91371

Disaster Relief Information:

  • LA County Assessor: Information for property owners and FAQs about disaster relief.

Mental Health Support:

  • Los Angeles County Department of Mental Health: Crisis counseling and support for those affected. Access services through their website or call their hotline at (800) 854-7771.

Temporary Housing Support:

  • Airbnb: In partnership with 211 LA, offering free temporary housing for displaced residents. Spaces are limited; complete the form to be notified of availability.

Transportation Support:

  • Uber: Use promo code WILDFIRE25 for 2 free rides up to $40 each to/from active shelters.
  • Lyft: Code CAFIRERELIEF25 offers 2 rides up to $25 each for up to 500 riders, valid until 1/15.
  • Metro: Fare collection is suspended systemwide.

Staying Informed:

  • Watch Duty App: Provides real-time wildfire tracking, evacuation warnings, and updates.
  • Los Angeles Fire Department Alerts: Visit their website for the latest information on fire status and safety guidelines.

Safety Precautions:

  • Ready, Set, Go!: Personal Wildfire Action Plan by the Los Angeles County Fire Department.

To those in our community who are volunteering, donating, or offering aid in any form—thank you. Your efforts embody the spirit of LA: strong, compassionate, and unstoppable.

At dot.LA, we’re committed to amplifying stories of resilience and support. If you’ve seen inspiring acts of kindness or have resources to share, please let us know. Together, we can shine a light on the incredible ways this community is stepping up during these trying times.

In the days ahead, let’s hold tight to the bonds that unite us and remember that we are stronger together. The fires may scar the land, but they cannot dim the collective spirit of Los Angeles.

We’re here for you, and we’re with you.

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    A Strong Finish to 2024 for LA Tech: Crosscut Ventures Leads the Way

    🔦 Spotlight

    Happy Friday LA!

    As we close the book on 2024, Los Angeles has had a remarkable year in tech and venture capital. From groundbreaking funding rounds to industry-defining innovations, the city’s tech ecosystem has showcased its ability to adapt and thrive. Among the year’s final highlights was the announcement that Crosscut Ventures, one of LA’s premier early-stage venture capital firms, has added Jon Ylvisaker as its newest Partner.

    Crosscut Ventures’ Bold New Direction

    Announced in late December, Jon Ylvisaker’s appointment reflects Crosscut Ventures’ commitment to advancing its focus on the energy transition. Ylvisaker brings decades of experience in driving investments in energy technologies and digital infrastructure. As the founding partner and managing director of Yield Capital Partners, he led investments in startups and established companies shaping the future of sustainability. At Wolfacre Global Management, a Tiger Management hedge fund, he further honed his expertise in supporting impactful climate-focused solutions.

    Brian Garrett, Managing Director and Co-Founder of Crosscut Ventures, said, “Jon's extensive experience in climate and digital infrastructure investments, coupled with his impressive track record of bringing groundbreaking technologies to market, makes him the ideal partner to help lead our focus.”

    Since its founding in 2008, Crosscut has played a key role in shaping LA’s tech landscape. Ylvisaker’s addition reinforces the firm’s commitment to addressing global challenges like energy transition and sustainability, further solidifying its leadership in venture capital innovation.

    What’s Next for LA Tech in 2025

    The momentum from 2024 has set the stage for an even bigger year ahead. Entrepreneurs, investors, and innovators in LA are poised to take on new challenges and create meaningful change across industries.

    As we step into 2025, we want to thank everyone who helped make 2024 such a standout year. Here’s to another year of progress, innovation, and success. From all of us at dot.LA, Happy New Year!

    🤝 Venture Deals

    LA Companies

    • First Resonance, a company specializing in digital manufacturing software through its ION Factory OS, has raised a $20M funding round led by Third Prime with participation from Blue Bear Capital and others. This brings its total funding to $36M and will be used to accelerate product development, grow its customer base, and enhance support for advanced manufacturing sectors like aerospace, robotics, and clean energy. - learn more
    LA Venture Funds
    • Finality Capital Partners led a $17M Seed funding round for ChainOpera AI, a California-based company developing blockchain networks for AI-powered agents and applications, to accelerate product development, expand its team and enhance its blockchain and AI integration capabilities. - learn more

    LA Exits

    • Thirteen Lune, an inclusive beauty e-commerce platform, has been acquired by SNR Capital, marking a significant milestone in the platform's mission to amplify underrepresented beauty brands while fueling its next stage of growth. - learn more
    • Ergobaby, a leading brand in juvenile products known for its high-quality baby carriers, has been acquired by Highlander Partners. The acquisition aims to bolster Ergobaby’s growth, expand its product offerings, and strengthen its position in the parenting solutions market. - learn more

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