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Leisure

A functional beverage brand creating hydrating wellness-ades for increased mood, creativity, and productivity.

  • Clean Ingredients
  • Sustainable Practices
FOUNDER Steve Michaelsen & Alex Michaelsen
HEADQUARTERS Los Angeles, CA
Leisure

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.

Meet the Maker

What has been your most unforgettable moment (good or bad) while building your company? - +

STEVE: Tough question as our first 6 months since we launched has been incredible
. but to be honest I don’t think any answer could be more unforgettable than the moment we saw Leisure on the shelves of our first retail chain – Erewhon. We launched Leisure the last few days of May and were on Erewhon shelves a couple of weeks later. it was a moment we’ll always remember.

What is your favorite thing to do in your free time? - +

STEVE: Being food and bev startup founders doesn’t leave us a ton of free/leisure time as it is very time consuming
 but when we do have free time we spend it doing Leisure activities 😉 with our friends and family.

What is an essential part of your daily routine? - +

STEVE: Both Alex and I like to get up and go for solo walks in the morning. It’s such a great way to get some morning essentials like – sunlight, light movement, fresh air, and time to self reflect. We have similar bev/hydration routines in the morning as well. Mine is to chug two pints of water while making a coffee to drink on my morning walk, then upon return from the walk I grab a Leisure to drink to get me rehydrated and jitter-free post coffee. From there I’m ready to take on the day!

What is your biggest pet peeve? - +

STEVE: Love this question lol. Cuz I got answers for you.

Personal Life: I find it incredibly annoying when people are oblivious to others and stand in the middle of walkways, lobbies, sidewalks, etc. Moving just a foot or two to one side makes your life and those around you so much more pleasant. Recently, I was traveling for the holidays and was reminded about how annoying it is when people stand up and push others to get to the front of the plane immediately once it lands. Unless you have a connection to catch, imma need you to just chill for a minute.

Business Life: Being rude to customer service folks. As a two-man team I am the one that handles all of our customer service for our website and orders along with managing all of our social accounts. Most of the time the people we communicate with are very kind, but on occasion we have people either complaining about things out of our control [ex: delays to shipping during holidays] or even asking for freebies out of the blue. It’s a good reminder that many of the new brands you enjoy are run by small teams and doing the best that they can. Show some compassion and grace with strangers.

What is one thing most people don’t know about you? - +

STEVE: My close friends know this, but I’ve always been really into cooking and exploring culture through food. I blame my mother for this as she is an excellent cook. At some point in my life, I’d love to go to cooking school in the Mediterranean and/or Japan to learn how to properly cook those cuisines and learn more about their cultures through the food that they eat.

What do you want to be remembered for? - +

STEVE: The legal business name of Leisure Project is DYB+KYP which stands for Do Your Best and Keep Your Promises. This is the mantra our father, Aaron, lived by. He unfortunately passed away when we were young [I was in 1st grade] but we are inspired by his motto and use it as our vision for Leisure. With that being said, I’d love to be remembered for being a person that always tried and did their best and kept their promises –– along with living life with humility, respect for others, along with a hint of sarcasm!

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