Behind the Brand
Leisure was created by brothers and co-founders Steve and Alex Michaelsen. As former collegiate athletes who later entered the creative marketing world, they realized the hydration drinks they used their whole lives to fuel physical performance no longer served them, their peers, or their generation's needs as a whole. The effects of dehydration were leaving them feeling stressed, anxious, mentally fatigued, and dealing with brain fog on a daily basis - yet no products in the hydration category were made with their mental well-being in mind. Thus, Leisure was born.
Steve and Alex got to work developing their first 3 beverage flavors — Lemonade, Blueberry Lavender, and Mango Ginger. They enhanced each can of Leisure with an all-natural and hydrating blend of minerals, essential nutrients, and feel-good adaptogens that help your mind and body feel good and more hydrated. In other words, Leisure was made to boost your mood and promote clarity in your mind so you can feel like the most productive and creative version of yourself each day.
Before launching their beverages to the world, Steve and Alex launched an NFT powered brand community – The Leisure Project Hydration Club. Members of the LPHC helped “co-create” the Leisure brand and gain exclusive access and discounts to our product. Today, the Leisure team is helping people across the country take care of their mind and body through feel-good hydration.