Kaze brings matcha to a new audience

The global consumer wellness market is currently valued at $1.8 trillion. Milwaukee-based startup Kaze Human Performance is weeks away from jumping into this rapidly growing market, and they are ready to make a splash.

Co-founders Steven Anderson and Vassi Slavova have created a matcha-based sports drink designed to enhance athletic performance. According to the company, “Matcha is a powerful superfood that is rich in amino acids, catechin, and caffeine that work synergistically to give athletes a natural edge. Matcha’s balance of natural compounds offers a myriad of benefits that support holistic wellness and peak performance.”

Matcha, traditionally consumed in the form of brewed green tea, has been touted for its many proven health benefits. “No one else is using matcha in sports drinks,” Anderson said. “It is an obvious hole in the market.”

Both founders have made fitness a part of their daily lives and use matcha as part of their training programs to enhance their athletic performance and support their immune systems.

“I truly believe this is something the world can benefit from,” Anderson said. The CEO is a startup veteran. He co-founded the technology company Snapifeye in 2013.

Headquartered in Milwaukee, the company sources its matcha from Japan, then mixes and packages the sports drink in the city.

The product is set to launch in the third quarter with an initial focus on the e-commerce marketplace, shortly followed by a rollout with local retailers. Where the company’s marketing strategy strays from tradition is in its quest to find a third partner.

Kaze is actively seeking a successful professional athlete who already uses matcha as a performance enhancer to join the team and be the “face” of the emerging company. Anderson won’t reveal whether the company has any specific athletes in mind but did indicate that the ideal candidate not only is a matcha enthusiast but is also interested in being involved in the business beyond a social media presence.

The bootstrapped startup has embraced the lean startup approach to building the company with a focus on profitability and sustainability. “We are in it for the long game,” he said. “Building traction is the focus, not raising funds.”

To learn more about this emerging business, connect with Kaze here.