Barcode

A better-for-you, ashwagandha-powered fitness water

About Barcode

Barcode is a plant-based, all natural performance drink line with added benefits and ingredients including Vitamin D, B6, B12, magnesium and Ashwagandaha and no added sugar. It was founded by Mubarak Malik, who has spent decades training the most elite athletes and celebrities as former Head of Performance for the NY Knicks, and NBA player Kyle Kuzma.

It is currently available at Amazon, Erewhon Market, ShopRite and Central Market.

Key info
Founded
2021
Founders
Mubarak Malik and Kyle Kuzma
HQ
Los Angeles, CA
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Viome
At-home oral microbiome tests with personalized oral health products.
FORM
Smart, augmented reality swimming goggles.
Oova
At-home hormone monitoring kits.
Preamble
Shifting the focus from reactive “sick” care to proactive “health” care.
PowerBlock
Adjustable dumbbells designed to save space and allow you to add weight as you gain strength.
Open
Live and On Demand mindfulness classes to help you be present.
Topo Athletic
Performance footwear designed to help you move freely and comfortably.
Athleta
Athleta designs clothing that integrates performance and technical features for active women and girls.
Plunge
Cold plunges and saunas that transform discomfort into daily benefits for our minds, moods, bodies, and best selves.
Elysium Health
Translating advancements in aging research into accessible health products and technologies.
Lifeforce
Understand your body and start living at your peak.
STRIDE Fitness
Treadmill-based interval workout, combining cardio and strength training.
Remedy Place
Social wellness club.
Cheribundi
Natural Tart Cherry Juice to improve sleep, recovery, and overall mental and physical health.
Ladder
Easy-to-follow workout plans can be done from anywhere.
OMORPHO
Weighted training gear to help you build strength and boost your cardio.
Withings
Wearables and technology to make better health part of daily life.
SweatHouz
Cutting-edge wellness experiences, ranging from saunas, to cold plunges, and more.
Brooks
Your go-to company for anything and everything related to the run
Myodetox
A preventative and wellness-focused approach to taking care of your body.
Frame
A sleek digitally connected Pilates reformer designed for at-home fitness experiences.
Katalyst
A full-body workout in just 20 mins, without any external weights or joint impact.
Maurten
Carbohydrate-rich fuel for endurance sports for energy, hydration and recovery.
Seed
Clinically-studied probiotics to impact human and planetary health.
Geviti
Concierge solutions for longevity.
Wahoo
Connected indoor and outdoor training ecosystem.
Neuro
Nootropic gum and mints to refresh your mind and body.
Hero Bread
Low carb and zero carb bread and baked goods.
Superfrau
Upcycled fizzy whey drink, Naturally loaded with vitamins
Signos
See how your body responds to food in real-time with a CGM.
YayDay
Digestive supplement with Prebiotic Fiber, Digestive Enzymes, and Magnesium.
Bioniq
Personalized supplements, based on blood testing data.
Form Nutrition
100% plant-based protein powders and responsibly-sourced nootropics.
Hyperice
Products to help everyone on Earth move better, live better, and be better
Skratch Labs
Sports nutrition designed to help you perform better.
Beyond Yoga
A female founded, inclusive active and athleisure brand.
January AI
January AI health app analyzes thousands of data points to help you eat smarter and live healthier.
Innermost
Targeted nutritional formulations, inspired by nature and backed by science.
Restore Hyper Wellness
Designed to help your body optimize sleep, boost athletic recovery, and feel your best.
Protekt
Natural liquid supplements to make drinking more water easy and more effective.
Soulcycle
A 45-minute, high-intensity, indoor cycling, cardio workout.
pliability
On-demand videos for stretching, breathing, and meditation.
Levels
See how food affects your health with data from biosensors like continuous glucose monitors (CGMs).
Elo
Smart nutrition products made just for you.
Vivobarefoot
Shoes designed to be as close to barefoot as possible.
RPM Training
Gear and clothing inspired by adventure, and made for the modern functional athlete.
Fitbit
Smart products that help you stay motivated and improve your health by tracking your activity, exercise, food, weight and sleep.
Cure Hydration
Electrolyte drink mix made with organic coconut water, pink Himalayan salt and no added sugar.
Health-Ade
Organic kombucha teas and sodas full of probiotics.
Echelon
Echelon brings immersive studio-quality workouts to the convenience of your home.
ŌURA
Smart rings that monitor your sleep and activity.
Somnee
Better sleep through neuroscience.
Peloton
Expert instruction and workout experiences for anyone, anywhere.
MUD\WTR
A certified-organic coffee alternative filled with adaptogenic mushrooms and quality ingredients.
FitnessAI
Get stronger, faster with artificial intelligence
Nike
Workout and everyday essentials for a life well lived
Haven Athletic
Organized bags for High Performance Athletes.
SmartSweets
Candy that's free from sugar alcohols, artificial sweeteners and added sugars.
HALO Hydration
Elevate your water with HALO’s proprietary electrolyte, vitamins and mineral blend.
Eight Sleep
Intelligent cooling and heating technology for any bed.
Centr
An interconnected wellness ecosystem to empower your movement, meals, and mind.
Puori
Supplements that only consist of clean and natural based products.
Ketone-IQ
Unlock the power of natural ketones — no fasting or keto diet required.
TechnoGym
A world leader in the design of fitness and wellness equipment.
Nix
Biosensors to analyze sweat and provide athletes with personalized hydration data.
Outdoor Voices
Activewear for Doing Things daily — dog walks, running, tennis and yoga included.
Rhone
Men's high-performance activewear engineered for comfort and active lifestyles.
DryWater
Hydration powder made with essential vitamins, electrolytes, minerals, amino acids, and real fruits.
Sweaty Betty
Women's fitness clothing without compromising on style.
NordicTrack
Home gym and exercise equipment.
Aviron
Redefining the fitness experience through cutting-edge rowing innovation
Supersapiens
Performance insights to help you become better.
GORUCK
GORUCK makes gear, apparel, and footwear designed for rucking.
Hydrow
Connected rowers that leverage technology to bring the on-water experience to the home.
KINRGY
A dance cardio and fitness platform created by Julianne Hough.
obé
Cardio, strength, yoga, and more—at-home workouts made for women.
Thesis
Personalized nootropics company to enhance mental performance.
Liquid I.V.
Liquid I.V.™’s Hydration Multiplier is an electrolyte drink mix that hydrates faster than water alone.
Athletic Greens
The daily nutrients you need to support brain, gut and immune health.
WHOOP
Your wearable health and fitness coach.
NOVOS
Slowing aging at a cellular level.
Ten Thousand
Training gear developed and tested by core athletes.
Arena
Smart home gym, designed by athletes and coaches to enable fitness at home.
InsideTracker
Live healthier longer with personalized wellness recommendations based on your body’s blood biomarker, DNA, habit, and wearable device data.
TRX
Equipment, training and education to empower movement for every body.
Barry’s
The original high-intensity interval workout, combining running and weights.
Runna
Personalized training plans for running.
HOKA
A bold approach to performance footwear and apparel.
Rumble
Full-body, boxing-inspired group fitness classes.
Everlywell
Actionable information and easy access to digital healthcare. 30+ at-home lab tests.
Momentous
Products and tools that support the endless improvement of personal performance.
Hilma
Running shoes with personalized fit for women.
Promix
Natural supplements that contain only the purest ingredients.
Odyssey
Mushroom-powered energy drinks.
Mobot
Mobot's foam roller bottle offers targeted therapy and hydration.
Oiselle
Premium women’s athletic apparel.
Pause
Experiential wellness studios designed to optimize recovery, enhance self-care, and live better.
WithU
Fitness app with over 1,500 immersive audio-guided workouts
KANE
Active recovery footwear and accessories.
FORWARD_Space
Interactive, immersive training sessions anchored in dance, music, wellness, and sweat.
KEY Energy Drink
All-natural drink that provides long lasting energy from ketones
Alter
At-home fitness system powered by your genes and biometrics.
Future
One-on-one digital training with fitness coaches at home, the gym, or on-the-go.
Sauna House
Sustainable bathhouses featuring sauna, cold plunges and good vibes.
Joydays
Blood sugar friendly, low sugar, low glycemic, low carb, high fiber foods and cookies.
Tracksmith
Premium running equipment for racing, training and all conditions
Tempo
Adaptable training plans and responsive workout guidance tuned to your body.
Therabody
Science-backed solutions to help you feel better all year long.
Garmin
GPS-enabled technology for sports and fitness, and outdoor recreation.
Gainful
Personalized and customizable nutrition that fuels your personal performance.
On
Swiss-engineered performance running shoes and apparel
Apothékary
Clean, effective herbal remedies that target the root cause of health imbalances.
Stick Mobility
Movement made better with products and education
FightCamp
At home boxing and kickboxing with on-demand workouts led by real fighters.
Daylight
A more caring computer.
[solidcore]
Pilates redefined - a full-body workout that utilizes slow and controlled movements.
Magic Mind
Energy shot infused with nootropics and adaptogens.
De La Calle
A Modern Mexican Soda
Kroma
Combining nature's most potent superfoods into transformative Resets and Daily Essentials.
Fabletics
Fashionable, high-performance active lifestyle products at an accessible price.
Four Sigmatic
Mushroom Coffee, Plant-Based Protein Powders, and Superfood Blends for a healthier lifestyle.
Volt
Personalized training fitness plans for every goal.
Alo Yoga
Yoga leggings, clothes, and accessories for studio to street.
Veracity Selfcare
Root-cause wellness for radiant health inside and out
Fount
Health and performance advisor trusted by the world's top performers.
Pvolve
A science-led method that combines low-impact functional fitness with resistance-based equipment.
NOBULL
Footwear, apparel and accessories for people who train hard and don't believe in excuses.
Kion
Supplements and functional foods for sustained, natural energy.
Cymbiotika
Cutting edge, pure products that improve energy levels, focus, physical stamina, and overall health.
LMNT
Electrolyte drink mixes with no sugar, no artificial ingredients, and no fillers.
Harken Sweets
Iconic treats made with the date superfood.
LyfeFuel
Plant-based whole food meals from nature.
Evie
The smart ring designed for women’s health.
Spoonful
Low sugar, high protein, functional breakfast and snack foods.
Equinox
High-end health clubs.
ARMRA
Premium bovine colostrum with 400+ bioactive nutrients.
WaterRower
The original water resistance rowing machine.
Bandit
Meticulously crafted running gear and accessories. Born in Brooklyn, refined by the NYC Running Community.
Tonal
A home gym designed with your goals in mind.
Satisfy Running
Technical equipment for running and the outdoors
Ice Barrel
At-home cold therapy products made to help you get colder and feel better.
Keto Kind
plant based keto shake. Designed with the help of scientists to make keto simple for you.
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