Barcode

A better-for-you, ashwagandha-powered fitness water

About Barcode

Barcode is a plant-based, all natural performance drink line with added benefits and ingredients including Vitamin D, B6, B12, magnesium and Ashwagandaha and no added sugar. It was founded by Mubarak Malik, who has spent decades training the most elite athletes and celebrities as former Head of Performance for the NY Knicks, and NBA player Kyle Kuzma.

It is currently available at Amazon, Erewhon Market, ShopRite and Central Market.

Key info
Founded
2021
Founders
Mubarak Malik and Kyle Kuzma
HQ
Los Angeles, CA
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Innermost
Targeted nutritional formulations, inspired by nature and backed by science.
Apothékary
Clean, effective herbal remedies that target the root cause of health imbalances.
Sage + Sound
Wellness services, curated products, + mindfulness classes.
Rhone
Men's high-performance activewear engineered for comfort and active lifestyles.
SOMO
Sleep mask designed to reduce stress, improve sleep, mood & health.
Fitbit
Smart products that help you stay motivated and improve your health by tracking your activity, exercise, food, weight and sleep.
Athleta
Athleta designs clothing that integrates performance and technical features for active women and girls.
PowerBlock
Adjustable dumbbells designed to save space and allow you to add weight as you gain strength.
Wonderfeel
Patented NMN solution to aging for anyone over 30.
HOKA
A bold approach to performance footwear and apparel.
Odyssey
Mushroom-powered energy drinks.
KINRGY
A dance cardio and fitness platform created by Julianne Hough.
Pvolve
A science-led method that combines low-impact functional fitness with resistance-based equipment.
Tonal
A home gym designed with your goals in mind.
Fabletics
Fashionable, high-performance active lifestyle products at an accessible price.
Oiselle
Premium women’s athletic apparel.
FORWARD_Space
Interactive, immersive training sessions anchored in dance, music, wellness, and sweat.
Hilma
Running shoes with personalized fit for women.
Momentous
Products and tools that support the endless improvement of personal performance.
Four Sigmatic
Mushroom Coffee, Plant-Based Protein Powders, and Superfood Blends for a healthier lifestyle.
Ten Thousand
Training gear developed and tested by core athletes.
Health-Ade
Organic kombucha teas and sodas full of probiotics.
Sauna House
Sustainable bathhouses featuring sauna, cold plunges and good vibes.
Garmin
GPS-enabled technology for sports and fitness, and outdoor recreation.
Promix
Natural supplements that contain only the purest ingredients.
Superfrau
Upcycled fizzy whey drink, Naturally loaded with vitamins
InsideTracker
Live healthier longer with personalized wellness recommendations based on your body’s blood biomarker, DNA, habit, and wearable device data.
RPM Training
Gear and clothing inspired by adventure, and made for the modern functional athlete.
pliability
On-demand videos for stretching, breathing, and meditation.
WithU
Fitness app with over 1,500 immersive audio-guided workouts
FORM
Smart, augmented reality swimming goggles.
Form Nutrition
100% plant-based protein powders and responsibly-sourced nootropics.
Fount
Health and performance advisor trusted by the world's top performers.
Echelon
Echelon brings immersive studio-quality workouts to the convenience of your home.
FORM
Movement, nutrition, mindfulness, and community.
WHOOP
Your wearable health and fitness coach.
WaterRower
The original water resistance rowing machine.
KEY Energy Drink
All-natural drink that provides long lasting energy from ketones
Mobot
Mobot's foam roller bottle offers targeted therapy and hydration.
Remedy Place
Social wellness club.
Protekt
Natural liquid supplements to make drinking more water easy and more effective.
Katalyst
A full-body workout in just 20 mins, without any external weights or joint impact.
SmartSweets
Candy that's free from sugar alcohols, artificial sweeteners and added sugars.
The Movement Club
Fun workouts you can do from anywhere in less than 30 minutes.
Spoonful
Low sugar, high protein, functional breakfast and snack foods.
Frame
A sleek digitally connected Pilates reformer designed for at-home fitness experiences.
Cymbiotika
Cutting edge, pure products that improve energy levels, focus, physical stamina, and overall health.
Elysium Health
Translating advancements in aging research into accessible health products and technologies.
Chelsea Piers Fitness
A community with a passion for inspired fitness, sports and wellness.
Lifeforce
Understand your body and start living at your peak.
Neuro
Nootropic gum and mints to refresh your mind and body.
Ketone-IQ
Unlock the power of natural ketones — no fasting or keto diet required.
Keto Kind
plant based keto shake. Designed with the help of scientists to make keto simple for you.
Alma
Your nutrition companion.
Sweaty Betty
Women's fitness clothing without compromising on style.
Elo
Smart nutrition products made just for you.
GORUCK
GORUCK makes gear, apparel, and footwear designed for rucking.
NOVOS
Slowing aging at a cellular level.
Volt
Personalized training fitness plans for every goal.
DryWater
Hydration powder made with essential vitamins, electrolytes, minerals, amino acids, and real fruits.
Seed
Clinically-studied probiotics to impact human and planetary health.
Cure Hydration
Electrolyte drink mix made with organic coconut water, pink Himalayan salt and no added sugar.
Thesis
Personalized nootropics company to enhance mental performance.
JETSET Pilates
A modern way to do Pilates.
Satisfy Running
Technical equipment for running and the outdoors
FightCamp
At home boxing and kickboxing with on-demand workouts led by real fighters.
Hydrow
Connected rowers that leverage technology to bring the on-water experience to the home.
Rumble
Full-body, boxing-inspired group fitness classes.
Evie
The smart ring designed for women’s health.
Equinox
High-end health clubs.
LyfeFuel
Plant-based whole food meals from nature.
Daylight
A more caring computer.
Soulsway Practice
A fusion of somatic movement, music, mindfulness, and meditation.
Therabody
Science-backed solutions to help you feel better all year long.
Open
Live and On Demand mindfulness classes to help you be present.
FitnessAI
Get stronger, faster with artificial intelligence
Harken Sweets
Iconic treats made with the date superfood.
KANE
Active recovery footwear and accessories.
Signos
See how your body responds to food in real-time with a CGM.
SotoMethod
A mix of cardio and sculpting movements designed to deliver a full-body workout.
Lineage Provisions
Nutrient-dense food for nutrient-dense humans.
Kion
Supplements and functional foods for sustained, natural energy.
Nix
Biosensors to analyze sweat and provide athletes with personalized hydration data.
Rally
A low-impact handheld body massager.
Centr
An interconnected wellness ecosystem to empower your movement, meals, and mind.
YayDay
Digestive supplement with Prebiotic Fiber, Digestive Enzymes, and Magnesium.
AARMY
AARMY offers high-intensity training for people looking for a champion’s mindset.
Everlywell
Actionable information and easy access to digital healthcare. 30+ at-home lab tests.
Topo Athletic
Performance footwear designed to help you move freely and comfortably.
Liquid I.V.
Liquid I.V.™’s Hydration Multiplier is an electrolyte drink mix that hydrates faster than water alone.
Live Cushy™
Organic, plant-based anti-chafe sticks.
BodyBio
Supplements to improve the health of every cell in the body.
SweatHouz
Cutting-edge wellness experiences, ranging from saunas, to cold plunges, and more.
Hero Bread
Low carb and zero carb bread and baked goods.
Hyperice
Products to help everyone on Earth move better, live better, and be better
De La Calle
A Modern Mexican Soda
LMNT
Electrolyte drink mixes with no sugar, no artificial ingredients, and no fillers.
Stick Mobility
Movement made better with products and education
Geviti
Concierge solutions for longevity.
Magic Mind
Energy shot infused with nootropics and adaptogens.
STRIDE Fitness
Treadmill-based interval workout, combining cardio and strength training.
ARMRA
Premium bovine colostrum with 400+ bioactive nutrients.
Peloton
Expert instruction and workout experiences for anyone, anywhere.
Aviron
Redefining the fitness experience through cutting-edge rowing innovation
HALO Hydration
Elevate your water with HALO’s proprietary electrolyte, vitamins and mineral blend.
Outdoor Voices
Activewear for Doing Things daily — dog walks, running, tennis and yoga included.
Oova
At-home hormone monitoring kits.
Tracksmith
Premium running equipment for racing, training and all conditions
Bioniq
Personalized supplements, based on blood testing data.
Myoform
Precision-engineered supplements, tailored to you.
Arena
Smart home gym, designed by athletes and coaches to enable fitness at home.
On
Swiss-engineered performance running shoes and apparel
Ladder
Easy-to-follow workout plans can be done from anywhere.
Barry’s
The original high-intensity interval workout, combining running and weights.
Future
One-on-one digital training with fitness coaches at home, the gym, or on-the-go.
Gainful
Personalized and customizable nutrition that fuels your personal performance.
Soulcycle
A 45-minute, high-intensity, indoor cycling, cardio workout.
TRX
Equipment, training and education to empower movement for every body.
TechnoGym
A world leader in the design of fitness and wellness equipment.
ALO
Yoga leggings, clothes, and accessories for studio to street.
Eight Sleep
Intelligent cooling and heating technology for any bed.
ZOE
Change the way you eat, feel and live.
Somnee
Better sleep through neuroscience.
Bandit
Meticulously crafted running gear and accessories. Born in Brooklyn, refined by the NYC Running Community.
Plunge
Cold plunges and saunas that transform discomfort into daily benefits for our minds, moods, bodies, and best selves.
Beyond Yoga
A female founded, inclusive active and athleisure brand.
Myodetox
A preventative and wellness-focused approach to taking care of your body.
Kroma
Combining nature's most potent superfoods into transformative Resets and Daily Essentials.
Brooks
Your go-to company for anything and everything related to the run
obé
Cardio, strength, yoga, and more—at-home workouts made for women.
Pause
Experiential wellness studios designed to optimize recovery, enhance self-care, and live better.
NOBULL
Footwear, apparel and accessories for people who train hard and don't believe in excuses.
Ice Barrel
At-home cold therapy products made to help you get colder and feel better.
Haven Athletic
Organized bags for High Performance Athletes.
Nike
Workout and everyday essentials for a life well lived
Planet Nusa
A community-driven brand founded in Denmark by best friends Mille & Kristine.
Runna
Personalized training plans for running.
MUD\WTR
A certified-organic coffee alternative filled with adaptogenic mushrooms and quality ingredients.
OMORPHO
Weighted training gear to help you build strength and boost your cardio.
NordicTrack
Home gym and exercise equipment.
Nordic Strong
Full-body training inspired by the power of cross-country skiing.
[solidcore]
Pilates redefined - a full-body workout that utilizes slow and controlled movements.
Cheribundi
Natural Tart Cherry Juice to improve sleep, recovery, and overall mental and physical health.
Supersapiens
Performance insights to help you become better.
Maurten
Carbohydrate-rich fuel for endurance sports for energy, hydration and recovery.
Wahoo
Connected indoor and outdoor training ecosystem.
Levels
See how food affects your health with data from biosensors like continuous glucose monitors (CGMs).
Puori
Supplements that only consist of clean and natural based products.
Joydays
Blood sugar friendly, low sugar, low glycemic, low carb, high fiber foods and cookies.
AG1
The daily nutrients you need to support brain, gut and immune health.
Veracity Selfcare
Root-cause wellness for radiant health inside and out
Tempo
Adaptable training plans and responsive workout guidance tuned to your body.
Preamble
Shifting the focus from reactive “sick” care to proactive “health” care.
Vivobarefoot
Shoes designed to be as close to barefoot as possible.
Viome
At-home oral microbiome tests with personalized oral health products.
Skratch Labs
Sports nutrition designed to help you perform better.
Withings
Wearables and technology to make better health part of daily life.
Restore Hyper Wellness
Designed to help your body optimize sleep, boost athletic recovery, and feel your best.
Sans
Elegant, powerful air and water purification.
Alter
At-home fitness system powered by your genes and biometrics.
ŌURA
Smart rings that monitor your sleep and activity.
January AI
January AI health app analyzes thousands of data points to help you eat smarter and live healthier.
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