This is a day, Melter with entrepreneurs, the playbook and I have a treat for you.

This is the CEO, the chief executive officer of one of my favorite companies in sports

nutrition.

Federal Rico, Moyant, welcome to the playbook.

Thank you for having me, David.

Happy to be here.

Well, it's so much fun for me when I get into the sports nutrition side of things because way back when

probably before you were born I ran the most notable sports agency in the world and I

remember doing my first sports nutrition deal

with a guy named Troy Aikman,

and he actually was the spokesperson for Metrex.

And it was a bioactive dairy protein

that was utilized mostly in bodybuilding before we took on more mainstream character like Troy Aikman.

And today speaking of mainstream, sports nutrition has absolutely hit the mainstream, and it's very competitive, but somehow body armor and the sports drink in power Aid, both are at the top.

What do you consider to be the reason how both of these extraordinary brands are at the top of their game when there's so much noise in that vertical

Yeah, I mean you you said it David that the world of sports has evolved so much. So much. The competition has gotten so much better.

Everyone's looking for that edge, you know, that edge because whether it's football, basketball, baseball, soccer, you name it, it's a game of inches.

So whatever you can do to get that advantage, you're going to take that advantage and try to beat the

competition. So if you translate that to what we are trying to do at body

armor sports nutrition, which look now we operate as the sports division of the Coca-Cola company and our two brands are body armor and power aid.

We've tried our very best to evolve as the world of sports has evolved.

So if you take body armor for example, body armor has always been a brand, you know,

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