Interview
Transforming challenges into opportunity: Lamar Letts on the creation of Hylux
Hylux Founder & CEO Lamar Letts brings an athlete’s precision to his entrepreneurial journey, crafting a product that emerged from personal experience and a drive to fill a gap in the sports beverage market.
In an interview with The Moodie Davitt Report Senior Reporter Ameesha Raizada, Letts opens up about his transition from track athlete to business leader, sharing insights into Hylux’s creation and its future in travel retail.
Hylux’s story began when Lamar Letts suffered a heart injury during his collegiate track career, an event that marked a significant shift in his life.
“I was recruited for college as a track athlete,” he explained. “However, sadly I was diagnosed with a heart injury – myocarditis – which ended my track career.
“I had to spend a year out of all physical activity, which was the complete opposite of what I had been doing.”
The enforced downtime led Letts to reflect on his nutrition and physical health. “Thankfully, I did make a recovery,” he said.
Hylux Founder & CEO Lamar Letts credits his parents as a key influence in helping overcome the challenges of launching a business
“When I was getting back into fitness, my doctor told me I needed to watch my nutrition, particularly salt and sugar intake.
“I started looking at popular sports drinks and products that I would consume regularly [prior to the heart injury]. But now that I actually read the labels, I realised they weren’t something that would work for me.”
This realisation sparked a lightbulb moment. Letts began collaborating with food scientists to create a beverage that catered not just to his own needs, but also to a wider consumer base.
“We did research on what people are deficient in, down to even things such as the amount of potassium. Hylux came from there – the drink offers more potassium than a banana, for example, because that’s what runners are often told to eat after a race.”
“The travel retail industry is more in tune with consumer needs than ever before, especially when it comes to health and wellness”
– Hylux Founder & CEO Lamar Letts
The name Hylux, a blend of hydration and luxury, reflects Letts’ vision for the product: “We have a different definition of luxury.
“Sometimes luxury is seen as unattainable, but we define it as the best option available for you, something that can be incorporated into your daily routine, like a massage or a nutritious drink.”
Hylux positions itself as ‘vitamin-enhanced water’, distinguishing itself from traditional sports drinks. “We have fewer calories and less sugar, but more nutrition than both traditional sports drinks and regular water.”
WHSmith is a key partner for Hylux in travel retail across the globe. Bold visuals invite passengers to try different Hylux flavours.
Functional hydration for travellers
Hylux has made its mark in the travel retail industry, partnering with leading retailers such as WHSmith for distribution across various markets. Letts sees the channel as a perfect fit for the brand.
“Travel retail is fast paced; people are moving quickly and often don’t have ideal schedules. They need something that works, and Hylux is designed to be both functional and efficient in terms of hydration and recovery.”
As reported, Hylux was also the Hydration Partner for the Airport Food & Beverage (FAB) + Hospitality Conference & Awards 2024 held in Ontario, California.
Letts believes that this move helped boost the brand’s visibility: “One of the biggest things we lean on is taste, and at FAB 2024 people got to experience that.
“It’s one thing to send brochures and product descriptions, but when people actually taste the drink, it opens up conversations. We’re really excited about the discussions that started from that event.”
On the international front, Letts indicated that while Hylux is currently distributed through WHSmith, the company is exploring further opportunities in Europe and beyond.
“We’re in talks with other airport retailers to expand our distribution,” he revealed, adding that the company’s sustainability efforts are also a priority.
“We’re working with organisations on custom aluminium bottles – infinitely recyclable and a great alternative to plastic.”
Building on a personal journey
Letts’ personal journey from athlete to entrepreneur reflects resilience and adaptability. Though he no longer trains at the same intensity, he still values physical fitness.
“I lift weights and run a few times a week, but my days of multiple workouts are behind me,” he said. “The heart injury changed things for me, but it also led to the creation of Hylux, which I see as a positive outcome.”
When asked about his greatest influences, Letts credited his parents, who emigrated from Jamaica to the USA.
He said: “My dad was a chef who opened his own restaurant, so entrepreneurship has always been in the family. My parents have been a guiding force, helping me navigate the challenges of starting a business.”
Looking ahead, Letts expressed his excitement about Hylux’s potential to continue growing within the travel retail sector and beyond.
Hylux addresses the growing need for hydration and balanced nutrition among today’s health-focused travellers
He commented: “The travel retail industry is more in tune with consumer needs than ever before, especially when it comes to health and wellness. I think the future is bright for both Hylux and the sector as a whole.”
With the brand’s growing presence in both domestic and international markets, Letts’ vision of hydration with a luxurious, functional twist seems poised to resonate with an increasingly health-conscious consumer base.
Stay tuned for the full interview on moodiedavittreport.com
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The Moodie Davitt eZine
Issue 340 | 4 November 2024
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com