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