Third Pull — Concept One-Pager

Why this wins

The Angle

Anti–lab-powder

Real food, short label, no proprietary blends. The counter-position to artificial-everything supplements. Lifters read macros — put the protein grams huge on the front.

Ma is the brand

An origin story you can't fake. The wholesome-mom × gym-bro contrast is built for short-form video: Ma making the batch, Ma judging squat depth, "Ma says hit your protein."

Small, dense, loyal scene

Meets gather the whole market into one room for a full day. Word-of-mouth carries; ads don't. The goal isn't reach — it's being the drink that's always at the meet.

Legal path · Georgia

The Legal Ladder

Now

Dry mix, cottage food

A dry-mix version sells legally from a home kitchen under Georgia cottage food (HB 398 expansion, Jul 2025 — dry mixes explicitly allowed). Cheap GDA registration, direct-to-consumer in Georgia. Shelf-stable, gym-bag friendly.

Fresh, licensed

Rent hours in a licensed commercial kitchen + GDA food sales license → sell the fresh version at meets and barbell gyms as the premium experience.

Later

Co-pack at scale

Ready-to-drink is the hardest beverage category: cold chain, ~10k-unit minimums, and pasteurization that can wreck a homemade recipe's taste. Earn it first.

The one hard line: a perishable drink can never be sold from a home kitchen. Georgia's cottage-food expansion covers dry mixes and shelf-stable goods — not fresh drinks.

Compliance

Guardrails

Claims: "all natural" and "25g protein" are fine. Health claims — "builds muscle," "boosts recovery" — are not. Macros, not medicine.

Insurance: product liability (~$300–500/yr, e.g. FLIP) before the first vendor table. Most meet promoters require it anyway.

Labeling: ingredient + allergen labeling always, plus Georgia's required cottage-food "not inspected" statement on the dry mix.

Entity: this venture gets its own LLC (or lives under iBAR Customs). It stays off Vibewright's books.

Go-to-market

Five Plays

Own the meet circuit

Vendor tables at local USPA / USAPL / WRPF meets run $100–300. Meet day is a 9-hour grind — position as third-attempt fuel, sample hard, sell 4-packs. Be at every meet within driving distance.

The black socks are the channel The Hook

Knee-high socks are mandatory equipment on deadlift — so branded black deadlift socks (~$4/pair custom) put the logo in every platform photo and PR video. Free pair with a 4-pack; sponsored lifters pull their third attempt in them.

The Ma content engine

Short-form only. Film the kitchen, the batch, Ma's verdicts on your training. The wholesome-mom × gym-bro contrast is exactly what travels on gym TikTok and Instagram.

Sponsor real lifters, not influencers

3–5 locals with respectable totals: free product + socks + a meet-fee stipend. This scene smells inauthenticity from across the platform.

Fridge by the chalk bowl

Consignment in 2–3 barbell gyms beats any retail effort. The gym keeps margin; the drink lives where the lifters already are.

Pricing snapshot

The Numbers

$5–7

Fresh, at the meet

$35–45

Dry mix · ~20 servings

$3.50–5.50

RTD retail comps

$100–300

Vendor table / meet

Supporting costs: product liability insurance ~$300–500/yr · branded deadlift socks ~$4/pair · GDA cottage registration cheap, online. Meet-day capture is the margin story — captive audience, premium origin, zero ad spend.

To resolve

Open Questions

What's in it? A dairy base decides the licensing path, shelf life, and allergen labeling.
Georgia-first? Cottage-food sales are direct-to-consumer within Georgia only — fine for the meet circuit, matters for shipping.
Side hustle or brand attempt? Changes how hard to push naming, label design, and the website.
Name. "Third Pull" is a placeholder. Alternatives should stay powerlifting-native or Ma-native — never generic supplement-speak.