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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Future
One-on-one digital training with fitness coaches at home, the gym, or on-the-go.
FORM
Smart, augmented reality swimming goggles.
Ladder
Easy-to-follow workout plans can be done from anywhere.
Oiselle
Premium women’s athletic apparel.
Apothékary
Clean, effective herbal remedies that target the root cause of health imbalances.
JETSET Pilates
A modern way to do Pilates.
LMNT
Electrolyte drink mixes with no sugar, no artificial ingredients, and no fillers.
Gainful
Personalized and customizable nutrition that fuels your personal performance.
Katalyst
A full-body workout in just 20 mins, without any external weights or joint impact.
Skratch Labs
Sports nutrition designed to help you perform better.
Volt
Personalized training fitness plans for every goal.
Kion
Supplements and functional foods for sustained, natural energy.
Supersapiens
Performance insights to help you become better.
InsideTracker
Live healthier longer with personalized wellness recommendations based on your body’s blood biomarker, DNA, habit, and wearable device data.
Nix
Biosensors to analyze sweat and provide athletes with personalized hydration data.
Levels
See how food affects your health with data from biosensors like continuous glucose monitors (CGMs).
Peloton
Expert instruction and workout experiences for anyone, anywhere.
Fitbit
Smart products that help you stay motivated and improve your health by tracking your activity, exercise, food, weight and sleep.
OMORPHO
Weighted training gear to help you build strength and boost your cardio.
Plunge
Cold plunges and saunas that transform discomfort into daily benefits for our minds, moods, bodies, and best selves.
Brooks
Your go-to company for anything and everything related to the run
Equinox
High-end health clubs.
Bioniq
Personalized supplements, based on blood testing data.
AG1
The daily nutrients you need to support brain, gut and immune health.
Aviron
Redefining the fitness experience through cutting-edge rowing innovation
Cure Hydration
Electrolyte drink mix made with organic coconut water, pink Himalayan salt and no added sugar.
Joydays
Blood sugar friendly, low sugar, low glycemic, low carb, high fiber foods and cookies.
Alter
At-home fitness system powered by your genes and biometrics.
Signos
See how your body responds to food in real-time with a CGM.
SOMO
Sleep mask designed to reduce stress, improve sleep, mood & health.
obé
Cardio, strength, yoga, and more—at-home workouts made for women.
Superfrau
Upcycled fizzy whey drink, Naturally loaded with vitamins
Rumble
Full-body, boxing-inspired group fitness classes.
Spoonful
Low sugar, high protein, functional breakfast and snack foods.
Four Sigmatic
Mushroom Coffee, Plant-Based Protein Powders, and Superfood Blends for a healthier lifestyle.
WaterRower
The original water resistance rowing machine.
DryWater
Hydration powder made with essential vitamins, electrolytes, minerals, amino acids, and real fruits.
YayDay
Digestive supplement with Prebiotic Fiber, Digestive Enzymes, and Magnesium.
Health-Ade
Organic kombucha teas and sodas full of probiotics.
HOKA
A bold approach to performance footwear and apparel.
Soulcycle
A 45-minute, high-intensity, indoor cycling, cardio workout.
Hydrow
Connected rowers that leverage technology to bring the on-water experience to the home.
Nike
Workout and everyday essentials for a life well lived
Withings
Wearables and technology to make better health part of daily life.
NordicTrack
Home gym and exercise equipment.
Rhone
Men's high-performance activewear engineered for comfort and active lifestyles.
Everlywell
Actionable information and easy access to digital healthcare. 30+ at-home lab tests.
Sage + Sound
Wellness services, curated products, + mindfulness classes.
Therabody
Science-backed solutions to help you feel better all year long.
Maurten
Carbohydrate-rich fuel for endurance sports for energy, hydration and recovery.
Tonal
A home gym designed with your goals in mind.
Protekt
Natural liquid supplements to make drinking more water easy and more effective.
Live Cushy™
Organic, plant-based anti-chafe sticks.
KEY Energy Drink
All-natural drink that provides long lasting energy from ketones
SweatHouz
Cutting-edge wellness experiences, ranging from saunas, to cold plunges, and more.
Barry’s
The original high-intensity interval workout, combining running and weights.
Evie
The smart ring designed for women’s health.
Athleta
Athleta designs clothing that integrates performance and technical features for active women and girls.
Stick Mobility
Movement made better with products and education
Garmin
GPS-enabled technology for sports and fitness, and outdoor recreation.
STRIDE Fitness
Treadmill-based interval workout, combining cardio and strength training.
Sans
Elegant, powerful air and water purification.
RPM Training
Gear and clothing inspired by adventure, and made for the modern functional athlete.
PowerBlock
Adjustable dumbbells designed to save space and allow you to add weight as you gain strength.
SotoMethod
A mix of cardio and sculpting movements designed to deliver a full-body workout.
FitnessAI
Get stronger, faster with artificial intelligence
ŌURA
Smart rings that monitor your sleep and activity.
Chelsea Piers Fitness
A community with a passion for inspired fitness, sports and wellness.
Magic Mind
Energy shot infused with nootropics and adaptogens.
HALO Hydration
Elevate your water with HALO’s proprietary electrolyte, vitamins and mineral blend.
Myodetox
A preventative and wellness-focused approach to taking care of your body.
KINRGY
A dance cardio and fitness platform created by Julianne Hough.
Hilma
Running shoes with personalized fit for women.
January AI
January AI health app analyzes thousands of data points to help you eat smarter and live healthier.
Runna
Personalized training plans for running.
[solidcore]
Pilates redefined - a full-body workout that utilizes slow and controlled movements.
Harken Sweets
Iconic treats made with the date superfood.
Soulsway Practice
A fusion of somatic movement, music, mindfulness, and meditation.
Restore Hyper Wellness
Designed to help your body optimize sleep, boost athletic recovery, and feel your best.
Innermost
Targeted nutritional formulations, inspired by nature and backed by science.
Tempo
Adaptable training plans and responsive workout guidance tuned to your body.
ZOE
Change the way you eat, feel and live.
Satisfy Running
Technical equipment for running and the outdoors
The Movement Club
Fun workouts you can do from anywhere in less than 30 minutes.
Seed
Clinically-studied probiotics to impact human and planetary health.
MUD\WTR
A certified-organic coffee alternative filled with adaptogenic mushrooms and quality ingredients.
Preamble
Shifting the focus from reactive “sick” care to proactive “health” care.
Kroma
Combining nature's most potent superfoods into transformative Resets and Daily Essentials.
Veracity Selfcare
Root-cause wellness for radiant health inside and out
Liquid I.V.
Liquid I.V.™’s Hydration Multiplier is an electrolyte drink mix that hydrates faster than water alone.
WHOOP
Your wearable health and fitness coach.
Centr
An interconnected wellness ecosystem to empower your movement, meals, and mind.
Sweaty Betty
Women's fitness clothing without compromising on style.
Ice Barrel
At-home cold therapy products made to help you get colder and feel better.
NOVOS
Slowing aging at a cellular level.
Mobot
Mobot's foam roller bottle offers targeted therapy and hydration.
Cymbiotika
Cutting edge, pure products that improve energy levels, focus, physical stamina, and overall health.
Sauna House
Sustainable bathhouses featuring sauna, cold plunges and good vibes.
Elo
Smart nutrition products made just for you.
Oova
At-home hormone monitoring kits.
Bandit
Meticulously crafted running gear and accessories. Born in Brooklyn, refined by the NYC Running Community.
FORM
Movement, nutrition, mindfulness, and community.
Hyperice
Products to help everyone on Earth move better, live better, and be better
Outdoor Voices
Activewear for Doing Things daily — dog walks, running, tennis and yoga included.
Neuro
Nootropic gum and mints to refresh your mind and body.
Puori
Supplements that only consist of clean and natural based products.
Pvolve
A science-led method that combines low-impact functional fitness with resistance-based equipment.
Pause
Experiential wellness studios designed to optimize recovery, enhance self-care, and live better.
Keto Kind
plant based keto shake. Designed with the help of scientists to make keto simple for you.
Odyssey
Mushroom-powered energy drinks.
Promix
Natural supplements that contain only the purest ingredients.
Geviti
Concierge solutions for longevity.
BodyBio
Supplements to improve the health of every cell in the body.
Thesis
Personalized nootropics company to enhance mental performance.
Alo Yoga
Yoga leggings, clothes, and accessories for studio to street.
Cheribundi
Natural Tart Cherry Juice to improve sleep, recovery, and overall mental and physical health.
Lifeforce
Understand your body and start living at your peak.
Vivobarefoot
Shoes designed to be as close to barefoot as possible.
ARMRA
Premium bovine colostrum with 400+ bioactive nutrients.
Elysium Health
Translating advancements in aging research into accessible health products and technologies.
SmartSweets
Candy that's free from sugar alcohols, artificial sweeteners and added sugars.
NOBULL
Footwear, apparel and accessories for people who train hard and don't believe in excuses.
GORUCK
GORUCK makes gear, apparel, and footwear designed for rucking.
Wonderfeel
Patented NMN solution to aging for anyone over 30.
LyfeFuel
Plant-based whole food meals from nature.
Daylight
A more caring computer.
Somnee
Better sleep through neuroscience.
FORWARD_Space
Interactive, immersive training sessions anchored in dance, music, wellness, and sweat.
Ketone-IQ
Unlock the power of natural ketones — no fasting or keto diet required.
Beyond Yoga
A female founded, inclusive active and athleisure brand.
Open
Live and On Demand mindfulness classes to help you be present.
Fabletics
Fashionable, high-performance active lifestyle products at an accessible price.
WithU
Fitness app with over 1,500 immersive audio-guided workouts
Form Nutrition
100% plant-based protein powders and responsibly-sourced nootropics.
Fount
Health and performance advisor trusted by the world's top performers.
Alma
Your nutrition companion.
Hero Bread
Low carb and zero carb bread and baked goods.
Arena
Smart home gym, designed by athletes and coaches to enable fitness at home.
FightCamp
At home boxing and kickboxing with on-demand workouts led by real fighters.
Haven Athletic
Organized bags for High Performance Athletes.
Ten Thousand
Training gear developed and tested by core athletes.
Frame
A sleek digitally connected Pilates reformer designed for at-home fitness experiences.
On
Swiss-engineered performance running shoes and apparel
pliability
On-demand videos for stretching, breathing, and meditation.
Tracksmith
Premium running equipment for racing, training and all conditions
Remedy Place
Social wellness club.
Eight Sleep
Intelligent cooling and heating technology for any bed.
Topo Athletic
Performance footwear designed to help you move freely and comfortably.
Wahoo
Connected indoor and outdoor training ecosystem.
KANE
Active recovery footwear and accessories.
Nordic Strong
Full-body training inspired by the power of cross-country skiing.
Echelon
Echelon brings immersive studio-quality workouts to the convenience of your home.
TechnoGym
A world leader in the design of fitness and wellness equipment.
TRX
Equipment, training and education to empower movement for every body.
De La Calle
A Modern Mexican Soda
Momentous
Products and tools that support the endless improvement of personal performance.
Viome
At-home oral microbiome tests with personalized oral health products.
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