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