sum. relocates to MKE, eyes pilot program

Milwaukee’s thriving water technology scene just got a boost as sum., a smart hydration platform, announced plans to relocate its headquarters from Birmingham, Alabama, to the Milwaukee area. Co-founded in 2021 by Tyler Hurd and Stuart Griffin, sum. aims to revolutionize how people stay hydrated while reducing single-use plastics.

The company, which is part of The Water Council’s BREW 2.0 Post-Accelerator, is looking to establish pilot programs in Madison. Hurd, a University of Wisconsin-Milwaukee graduate with a background in mechanical engineering and business administration, shared his enthusiasm for bringing sum. to his home state.

“I just moved back to Wisconsin about a year ago with my wife,” Hurd said. “I’m very eager to dive into the Milwaukee startup scene.”

Smart hydration with a purpose

sum. provides chilled, purified water enhanced with minerals and performance-boosting ingredients through a proprietary beverage fountain. Users can customize their drinks through a mobile app, selecting flavors, electrolytes, caffeine levels, and more.

“We’re purifying the water using the best-performing filters on the market,” Hurd said. “We then chill it and add basic minerals like calcium carbonate and magnesium. The customer can connect via Bluetooth, select their preferred ingredients, and build a beverage tailored for their needs.”

The system is designed to reduce single-use plastics by encouraging the use of refillable bottles while providing a more engaging hydration experience. sum. fountains are currently being tested in the Atlanta Falcons training facility, where they’ve been popular among athletes seeking optimal hydration.

Finding the right fit

As sum. prepares to establish its presence in Milwaukee, Hurd is actively seeking pilot locations in Madison that align with the brand’s community-oriented vision. “We’re looking for boutique fitness studios or specialty fitness studios with a membership base of about 200 to 300 members,” he said. “We’re not interested in large chains. We want to partner with smaller studios that have a close-knit community and a strong commitment to health and wellness.”

sum. also values aesthetics and design, as their sleek fountains aim to elevate the visual appeal of fitness spaces while offering a practical solution to hydration needs. “We want to beautify spaces,” Hurd noted. “We’re not just about keeping people hydrated; we’re also about creating a premium look and feel.”

A sustainable future

The company’s long-term vision extends beyond fitness studios, with potential applications in healthcare, college campuses, and stadiums. Hurd envisions a future where sum. replaces traditional water fountains and filling stations with smarter, more efficient solutions.

As sum. finalizes its Milwaukee move, the company continues to seek innovative partnerships and local support. “We’re in a really exciting transitional period,” Hurd said. “I’m looking forward to connecting with more people and getting well-integrated into the Milwaukee startup community.”

To follow sum. as it establishes its new roots in Milwaukee and seeks the perfect locations for its pilot program, connect with the company here.