SOS Hydration Australia
Back in 2004 it was an Olympic year, Tom was in the shape of his life and was racing in Southern Europe when he became severely dehydrated due to the hot summer temperatures. On his return to the UK, Tom was consoled by his older brother James who himself was a former international athlete. They discussed the ‘Why’s and what if’s’ after Toms experience, having ultimately missed out on a huge opportunity to run a personal best and gain Olympic selection due to poor preparation and fundamentally, the lack of a decent retail sports hydration product on the market.
It was here that the brothers vowed to embark on a life-long quest for a suitable alternative to the mass market sugary sports drinks and maybe, just maybe, they could create a ‘best in class’ product for sports hydration. They began comparing notes, researching and mixing different products together, from the classic ‘flat coke and salts mix’ used by athletes in the past, to mixing ‘one part orange juice to four parts water and a pinch of salt’, however no one experiment seemed to offer a complete solution that could help the active sports person or solve high level performance hydration requirements.
Some years later in 2011, by pure chance, a seminal moment happened in Tom’s living room. Whilst Tom, James and Blanca were chatting about the quest to find a better hydration solution for athletes, James turned on the news. It was reporting the drought in East Africa and the critical issue of dehydration in children. It was this ’eureka’ moment that Blanca turned their attention to begin the journey using medical formulas that combat extreme dehydration in disaster zones and ER Departments – and from this moment – the first foundations of SOS were born