Business Leader Tenzing: How to scale a challenger energy drink
Feb 10, 2026
Hub van Bockel, founder and CEO of Tenzing and former marketer at Unilever, MTV and Red Bull. He recounts spotting a gap for low-sugar, plant-based energy drinks. He explains bootstrapping, targeting niche communities like climbers and runners, and the quirky tactics that won major retailers. He also covers product development, retail pitches, and international growth lessons.
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Incumbents Are Locked Into Legacy Recipes
- Large incumbents often cannot reformulate legacy products due to risk of alienating their base.
- That leaves space for nimble challengers to offer healthier, natural alternatives and win customers.
Bootstrap To Learn And Keep Control
- Bootstrap to retain control and learn discipline; Huib funded early growth with a loan, book royalties and speaking fees.
- Avoid giving away excessive equity to early investors just for cash without aligning long-term incentives.
Hyper-Focus On Location And Community
- Focus narrowly on a geography and a community first; Huib prioritised London and climbing then running communities.
- Use targeted sampling and events to build deep loyalty before scaling wider.
