Most great businesses start with someone trying to solve their own problem. That’s exactly how Shane Heath stumbled upon his multi-million-dollar idea—by ditching coffee.
For years, Heath was a high-energy, hustle-hard type. At 12, he started a car detailing business. By 15, he was designing custom airbrushed t-shirts. After college, he jumped into action sports media before landing in the fast-paced world of tech startups.
But despite his success, something felt off. He was dealing with anxiety, erratic sleep, and mood swings—all while maintaining a healthy lifestyle with yoga, meditation, and an Ayurvedic diet. The culprit? Caffeine.
That realization would set him on a path to create MUD\WTR, a coffee alternative that’s now worth $400 million.
A Wake-Up Call in India
In 2015, Heath left his tech job to participate in an art residency in Goa, India. Immersed in the local culture, he developed a love for chai and turmeric—two staples of Indian wellness traditions. Over six months, he barely drank coffee, and something incredible happened:
His anxiety eased, his sleep improved, and his energy levels balanced out.
The takeaway? Coffee wasn’t giving him energy—it was messing with it.
Back in the U.S., he wasn’t ready to fall back into the caffeine trap. But he still wanted the focus and ritual that coffee provided. So, he started mixing ingredients—chai, cacao, chaga, turmeric—to create his own morning blend.
At first, it was just for himself. Then his friends got curious. Then his coworkers. And before he knew it, he was onto something much bigger.
Turning Mud Into Gold
By 2018, Heath was blending and packaging his new drink in his Venice, California apartment. He jokingly called it “mud” because of its murky appearance—MUD\WTR was born.
Marketing was grassroots. He relied on social media and word-of-mouth to spread the word, shipping out orders during his lunch breaks while still working a full-time job. Within seven months, demand exploded—thousands of orders a month, over $100,000 in revenue.
That’s when investors started paying attention. In late 2018, Heath secured $1.1 million in funding, allowing him to quit his job and go all in. By 2019, MUD\WTR landed another $4 million investment—and the rocket ship took off.
A New Ritual for a New Generation
MUD\WTR wasn’t just a drink—it was a movement. It tapped into a growing shift where people wanted focus without the crash, energy without the jitters, and better sleep without sacrifice.
The product found a cult following in the wellness space, with customers replacing their morning coffee with MUD\WTR. It also gained traction among athletes, entrepreneurs, and high-performers looking for a sustainable way to stay sharp.
The numbers tell the story:
- Over 3 million units sold in five years
- More than 500,000 annual customers
- A total of $25 million raised in funding
- Featured in The Wall Street Journal, Rolling Stone, BBC, and Forbes
More Than Just a Business
Unlike most fast-growing startups, MUD\WTR isn’t just about chasing profits. Heath has built the brand around mental health, mindfulness, and sustainable living.
The company donates a portion of its revenue to mental health organizations, supporting initiatives that help people manage anxiety and depression. Heath himself is a vocal advocate for mental wellness, sharing his personal journey in interviews and on social media.
MUD\WTR also focuses on employee well-being, offering benefits designed to boost long-term productivity and happiness. After all, if the company preaches balance, it has to practice it too.
What’s Next?
MUD\WTR has expanded beyond just one drink. The company now offers blends tailored for different parts of the day—some for morning energy, others for evening relaxation.
The goal? To build a global brand that helps people rethink their relationship with caffeine and create healthier rituals.
For Shane Heath, what started as a personal health experiment has turned into a movement that’s changing the way people wake up. And if the past five years are any indication, MUD\WTR is just getting started.
For more on Heath’s journey, check out his interview on the Earned podcast, where he dives deeper into the mindset that helped him build a $400M brand from scratch.