Digital Social Hour - How This 32-Year-Old Built a $1B Water Company Without Plastic | Shadi Bakour DSH #976

Episode Date: December 13, 2024

Discover how a 32-year-old entrepreneur transformed a sustainable water company into a $1B business by tackling the plastic crisis head-on! 🌊 From driving Uber to partnering with major celebrities and brands, Shadi shares the incredible journey of building Pathwater - the first reusable aluminum water bottle company changing the beverage industry. Learn shocking facts about microplastic pollution and why we consume a credit card's worth of plastic every week. Get an insider's look at how Pathwater disrupted the traditional beverage market, secured partnerships with SpaceX, Adidas, and The Sphere, and expanded to 70,000 retail stores worldwide. This eye-opening conversation reveals how sustainable innovation and authentic business practices can create massive success while solving real environmental problems. Find out why major venues are ditching plastic, how Pathwater landed in every 7-Eleven in Northern California, and what the future holds for sustainable beverages. Perfect for entrepreneurs, environmentalists, and anyone interested in building a purpose-driven business that makes a real difference. Watch now to learn how one company is revolutionizing the water industry and fighting plastic pollution! 🌿 #pathwaterceo #aluminumwaterbottle #promotionalitems #sustainabledevelopment #waronwaste CHAPTERS: 00:00 - Intro 00:27 - Pathwater’s CEO on the plastic crisis 01:36 - The history of plastic 04:40 - Starting Pathwater at 22 08:01 - Raising capital and going door to door 13:15 - How They Got Celebrities to Invest 17:10 - Vision for the Future of Path Water 18:55 - Plastics in Cans 21:30 - Long-term Success Strategies 26:45 - Health and Environmental Impact 29:24 - How to Help the Environment 30:20 - Thanks for Watching APPLY TO BE ON THE PODCAST: https://www.digitalsocialhour.com/application BUSINESS INQUIRIES/SPONSORS: [e-mail] GUEST: Shadi Bakour https://www.instagram.com/shadibakour/ https://www.instagram.com/pathwater/ LISTEN ON: Apple Podcasts: https://podcasts.apple.com/us/podcast/digital-social-hour/id1676846015 Spotify: https://open.spotify.com/show/5Jn7LXarRlI8Hc0GtTn759 Sean Kelly Instagram: https://www.instagram.com/seanmikekelly/ Learn more about your ad choices. Visit podcastchoices.com/adchoices

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All this stuff with the microplastics is really concerning, so. freeze meals and more delivered right to your door on skip. It's like 0.5% of our brain matter is microplastics now. Oh my gosh. All right guys, Shadi Bakor here today, CEO of Pathwater. I'm sure you guys have seen them around. Thanks for coming on, man. Thank you. Great to be here. Absolutely, man. You were probably one of the first companies to use that material in your water, right? Yeah, yeah. We were definitely the pioneers in the space and we're still continuing to lead the pack in terms of sustainability in the entire beverage industry. Right because it probably costs way more I'd assume than plastic to use that. Definitely, it costs like eight to ten times more to make that bottle.

Wow, that's crazy. I mean the plastic I mean all the stuff with the micro plastics is really concerning. It's crazy honestly it I didn't even realize how bad it was until more and more research started coming out. Right. Like we eat a credit card worth of plastic every single week in the US through microplastics. It's crazy. And that stays in your body for a while right? Yeah. Like the body doesn't know how to...

It's like 0.5% of our brain matter is microplastics. Oh my gosh. Yeah, I saw they just found it in brain. Yeah, it's crazy. They're finding it in heart, they're finding it in lungs. Everything. Testicles. Scary, honestly.

So hopefully we can do something about it, but it's gonna, the crazy thing is that most of the plastic that's been created in the world has been created over the past three years. Wow. So in the history of plastic, you know, it's been around for maybe six, seven decades. The past three years, like it's only ramping up. You know, it's not like we're like slowing down.

What caused that massive spike three years ago, you think? Probably pandemic helped out a lot with like Amazon and the stuff economy, which is like pumping as many, you know, and then you have fast fashion, you have different things like that that are just technology allows manufacturing to scale up at a much more rapid pace today, right and it did even ten five ten years ago Yeah, and these companies are just trying to make money, but now all these health effects are kind of a side effect about yeah Yeah, so hopefully I mean I think consumers are starting to become more aware

Like you said you literally walked to the end of the terminal. Oh, yeah to get an aluminum ball of water instead of a plastic ball of water Yeah, cuz there's only one store in the Vegas Airport that sells the path water Yeah, every other store is like, you know the last thing yeah plastic pretty much for now for now LA has a glass one, which is great. But yeah, most airports and stadiums are just plastic. Yeah Yeah, we have a big presence at LAX as well. Oh you do nice. Yeah, so they banned single-use plastic bottles Like Officially beginning of this year. Oh, wow. Yeah, shout out to LA. That's one of the good things they're doing over there. Totally Totally. Yeah, I remember when because I grew up in Jersey. They banned like plastic shopping bags

I was really pissed. I was annoyed at first to be honest, but now that I'm seeing all this stuff I'm like, oh, that's probably a good thing. Yeah, it makes sense. But at the time, it was so convenient to just not have to bring your own bag. Well, that's the thing is like, plastic might be one of the greatest inventions of all time. It's not a bad thing, but we as human beings

have misused plastic to think that you can just take a plastic bottle of water, drink it for seven minutes, you toss it, it lasts for 700 years. Wow. Just doesn't make sense. Yeah, that's way too long. Yeah, so So with your your yours are out of aluminum or what's inside your bottles? Yeah, so it's aluminum. It's a durable aluminum bottle. It's similar. It's pretty much the same bottle that you'll find at REI, Big Five, all these sporting goods stores, empty for 20, 25 bucks, something like that.

We sell it filled with water for around $3 or so on the shelf.'s good so we're in about 70,000 retail stores today across the US and internationally but we also partner with a lot of really cool organizations like the sphere here in Vegas SpaceX you know Adidas a bunch of others it's badass man yeah You grew this thing to a ten-figure business and you're still really young. 32. Turned 33 in November. That's impressive, man. And you started this at 22, right? Yep. So about 10 years now.

Correct. Super young. Was this one of your first endeavors? It was. I mean, I've had very Kick off an exciting football season with bed MGM an official sportsbook partner of the National Football League yard after yard down after down the sportsbook born in Vegas gives you the chance to take action to the end zone and celebrate every highlight real play and as an official sportsbook partner of the NFL Bed MGM is the best place to fuel your football fandom on every game day. With a variety of exciting features, BetMGM offers you plenty of seamless ways to jump

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That was my thing. Just trying to make a bunch of money as quickly as possible, to be honest, and create something massive, create something scalable. And when we kind of were brainstorming something simple, something scalable. We walked into a local convenience store in Northern California where I'm born and raised and we just looked at the water aisle and started ideating on it and we're like, hey, what if we just put it in a metal container instead of single use plastic? And started doing more research similar to what you said about how Jersey banned plastic bags we realized San Francisco banned plastic bags you know six years

ago prior at the time and that same California banned plastic bags you know five years after San Francisco did so we saw like a trend coming a lot of trends come out of San Francisco San Francisco is a very progressive forward-thinking Epicenter it's like the Silicon Valley right you see all these startups Facebook Etc etc coming out of the Silicon Valley so Once we saw that trend happen We saw the same thing happening with plastic bottled water

and lo and behold, 2014, San Francisco banned the sale of plastic bottled water on public property. And then 2019, San Francisco International Airport was the first major airport to ban all single use plastic bottles. And at that time, we took over the entire airport. We just went in, booked a flight on Expedia

to get through security, got through security, canceled the flight because there's 24-hour free cancellation. Every day for six months going up to that band, we were just in there talking to everyone and replaced about four or five million bottles a year going through one of the largest international hubs in the world.

And that was a huge catalyst for us. That's incredible. 2019, so they were way ahead of the largest international hubs in the world. And that was a huge catalyst for us. That's incredible, 2019. So they were way ahead of the time because I feel like now people are waking up to the plastic stuff. Right, now you see so many different aluminum bottled waters out there, right? Still we're the only ones that are doing it

in a reusable container. So it still makes us unique. And the collapse that we do, no one's doing that. But generally, at that time, 2019, like there weren't, there wasn't really much competition at all for us. And now it's becoming more and more crowded. But, you know, I think you'll see like brands pop up

for a short period, relatively short period of time, and then die off, just because like, beverage industry is a tough industry. And it requires a lot to get to a certain place where you're actually sustaining yourself without having to raise capital and just like, survive basically. Right, were you raising capital back then,

or did you self-fund everything? No, I've been raising capital since day one. Oh, yeah. Yeah, always raising capital like this there's always a conversation being had you know, it probably wouldn't have been possible without raising money right cuz all the Inventory and everything. Oh, yeah. I mean we raised a lot of money. Oh, yeah You raised money pre revenue or was it? Yeah, I mean pre revenue. I mean I didn't come from money. So you raised money pre-revenue or was it? Yeah, I mean pre-revenue, I mean, I didn't come from money. So like I was driving Uber and working in an Italian restaurant on the weekends, living at home with the parents, you know,

loading up 60 cases of water in the back of my beat up Prius with literally the bumper was hanging off the back, scraping the ground. And when we started, I mean, we, after it took us like over a year to actually just raise a little bit of money, design the product, manufacture it, find the manufacturers, make the website, all that stuff. And then we started going door to door to 7-elevens. And we would just literally show up like we drew a map.

We just went on Google got every 7-eleven in Northern California 220 stores drew a route between all of them. We had three guys two cars and we would just disperse you know 5 a.m. show up in the parking lot of these 7-elevens, and just sit there with a Red Bull and some sunflower seeds, literally stake out like in a cop movie, and wait for the store owner to show up. Once they show up, you just go in and you just make a deal at all costs.

And if they absolutely did not take the product, then we would just be like, okay, I'm going to give you a case of water for free. And you're going to give me the best shelving, and I'm going to come back in a week, and it's going to sell. And when it sells, you're going to buy more. I'm going to give you a deal.

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It's a deal, but it's going to sell From there. Well, we'll continue our relationship and that's how we built, you know in 30 days we're in every 7-eleven in Northern, California and that was like kind of the Nemesis that's so legendary I always assumed 7-elevens were so corporate that they had to get product approval and everything 80% of their products are corporate approval 20% they can they can choose what they want. Wow, so the individual store owner has some discretion. Yes, so once we've figured that out, we actually pivoted away from like the whole

foods type stores to 7-elevens. And yeah, we thought our consumer was at whole foods because sustainability and, you know, all those good things that our brain is about but when you think about so like what we didn't realize is that in a in a grocery store the water aisle is like a football field and you just get lost on the shelf. People are not going to Whole Foods to buy you know just sustainable bottled water they're going to buy broccoli and you know know, food for their kids, lunches for school and all the other things that they need to get. So yeah, like versus a 7-Eleven, like you're going in, you're thirsty.

It's a hot day. You just go to the fridge, grab a bottle. It's more of an impulse buy. And and so that's why it just worked out early on for us much better but again like everyone tells you go after your target core consumer early on and figure out who that is like we thought we knew who that was we thought it was very obvious but it turned out to be very different than what we thought mmm yeah I would have thought the same I would have thought to go to all the

healthiest grocery stores and get product placement there. Right. Yeah, that's what we did. And the product just collected dust for weeks. That sucks. Does it does it expire ever? Water? No, I mean, that's the good thing about water is that doesn't has a best buy date technically of two years, but it doesn't really expire. But still, in consumer packaged goods, half the battle is getting on the shelf, and the other half is getting off the shelf. Those are the two parts of the game. Because you've got to pay for the shipping and stuff.

Yeah. So at the time, we were just shipping it ourselves, essentially. We were delivering ourselves. But I'm saying you've got gotta sell it into the store, you gotta convince the buyer that this is gonna sell, and then you gotta convince the consumer to actually go in the store and buy it,

pick it up off the shelf, to show the buyers of that store that this product is actually gonna move and make the money so that they'll buy more. Yeah, I'd be curious the average length of product survives in like a Whole Foods or sprouts Yeah, I think it really depends right on like what category like if you look like poppy and ollie pop and these like probiotic prebiotic drinks It's a relatively lower shelf life Versus like obviously water, you know kind of lasts forever

And doesn't require refrigeration and so there's different versus like obviously water, you know, kind of lasts forever and doesn't require refrigeration. And so there's different layers to it depending on the product type. Absolutely. When did you see those celebrities and athletes start coming in to the company? I mean, 2018, Guy Fieri was actually no, Vernon Davis was the first athlete investor that came on board.

He's like one of the most humble guys ever. You know, multi Super Bowl athlete. Yeah, one of the best tight ends of all time. Yeah, and so he invested and then right after that, Guy Fieri invested. And but it was always just like, you know, I never thought I would be working with like all of these, you know, we have like Kevin Hart, Travis Scott, you know, Becky G, like Michael Jordan, you know,

Ninja, Fortnite, a lot of cool people that have invested, which I never, you know, I had no access to these these people but it was just through someone that knew someone that knew someone it's actually pretty crazy how you know they say like that everyone is only a few layers away from everyone in the world like we're all connected yeah I never really realized how how real that was Until you know started getting that type of traction But we've also talked to a lot of celebs and athletes that were just not the right people to work with So we were we always looked for like that alignment in like

the let's go mentality and like honestly a lot of celebs and athletes like they try to you know maybe rightfully so but they try to take flesh when they're when they're doing a deal with a brand and we just said, that's not going to work for us. If you actually believe in us, then you invest. And that's the model that we went by. Yeah, that makes sense, because they have a following. So they expect free equity. But you guys have already done so much revenue at this point. It's not really there.

Even early on, I just always believed that Path is a brand that stands on its own so it's like because look if you look at there's very few examples of brands that have leveraged you know like Kylie Cosmetics things like that that have done very well with a with a big push from celebrity. But there's so many examples of brands that have gone out with celebs or paid them so much money and so much equity. And it's like an adrenaline shot for their business.

It might give them a quick boost. But over the long run, if you don't have a brand and a product that's actually good then you can put all the celebrity in the world behind it it's just in my opinion it's just not gonna work. Agreed very few of those yes celebrity liquor brands work out long term or drink brands I mean Prime's doing well but we'll see over time if it can go the distance. Yeah Prime has had a huge up and I think it's gone up and down and up and down.

You know, it's hard to tell honestly like what's happening under the hood. You know, sometimes things just look really great on the outside and then when you actually try to see what's happening, it's not as good as people may think. Yeah. So... I could see that. I mean mean when I go to the stores I see them fully stocked, but they seem to be killing it on social media. So yeah, you never really know. Yeah, you know Yeah, no, I know they've done. They've done very well so far

But yeah, they actually use one of our manufacturers and Every business growing fast- fast growing business has its challenges yeah just leave it at that you guys have to be one of the biggest water beverages in the world at this point so I'm assuming people are trying to buy you out like what's what's your vision for the future yeah I mean we're just having a lot of fun with it right now there's just so much demand for our brand and our product in the market because everyone's looking for everyone's looking for that sustainable option and like when it comes to sustainability like

we're you know We have the highest quality of product. It's why like Madison Square Garden with the sphere they have a 20 year relationship with pepsi which owns aquafina And aquafina has a can, an aluminum can, that they put their water in. But I saw that actually. That's a newer thing, right? Yeah.

But it's when Pepsi went to MSG and said, why? You know, we can give you a sustainable option that's non-plastic. They're like, this is not a good solution. You guys are just trying to make it work, but it doesn't work for us. So I think that's why we're in all Chanel stores in the United States.

Chanel reached out to us. Why SpaceX reached out to us. All these big organizations, because we've always just really believed in having a quality product that's actually solving a problem, not just riding a trend. And we think all of these other single-use aluminum brands are kind of trying to ride the trend. But at the end of the day, from a sustainability standpoint, reusability is like the pinnacle of sustainability. Yeah, I try to reuse my bottles. I have a five gallon water dispenser at home.

There you go. Yeah, so I'll fill that up. There you go. I mean, I just don't like the plastics, dude. Yeah, man. Now there's, so I'd love to find out if this is true. I'm hearing there's plastics in cans too. Certain cans use a layer of plastic inside.

Yeah, so, well, any aluminum product has a liner. It's a plastic liner, but it doesn't leach microplastics in the same way as like a PET plastic bottle. So it's it's literally a thin layer that's sprayed onto the inside to keep the separation. But like recyclability standpoint doesn't affect it. Aluminum is still the most recyclable material in the world and Even even the ink on the outside of any product is not technically not recyclable

So it'll wow in the recycling process. It'll go to the top of the heap and it'll get scraped off but you don't have the same microplastics issues with these cans or But you don't have the same microplastics issues with these cans or products. And you don't have the same recyclability issues. Because actually, plastic is not recycled. It's actually downcycled. So it loses quality every time it goes through the recycling process. So like a bottle will not make another bottle. Interesting.

A bottle will make like a toy and then maybe a plastic bag and then it'll end up as microplastics inevitably. Versus an aluminum bottle or an aluminum can will end up on the shelf as another product within 60 days of it hitting the recycling bin. So it's like super recyclable. Actually, recycling centers don't make money from recycling paper, glass, or plastic. They make all of their money from recycling aluminum and other metals. Wow. Yeah. That's fascinating.

Yeah. And you said plastic lasts 700 years, so how are they getting rid of it right now? It's in your belly right now. They're not getting rid of it. It's in the ocean. Yeah. your belly right now. They're not getting rid of it. It's in the ocean. Yeah it's like something crazy like 92% of the surface layer of the ocean is covered in plastic. What? Yeah so obviously like the ocean is very deep but like if you think

about seagulls and all of the animals that live on the top surface like that's what they're eating. That's terrible and yeah I've actually cut back on sushi and seafood to be honest because I used to eat it all the time. Yeah. I used to go to sushi buffets for like 25 bucks. Yeah. Yeah. Totally.

It's scary. Like you pretty much can't avoid it at this point. I mean it's just everywhere. It's yeah. I wonder if there's a test to see how much is in you. Yeah. I'm sure those will come out of it. Yeah. That's gonna be a big company. Yeah I wonder if there's a test to see how much is in you. Yeah I'm sure those will come out of it. Yeah I mean it's scary times but I feel like you caught the timing really well. Yeah with this company. And I think like I was just with the CEO of Unilever at Oxford last week and Unilever right now is

like moving a lot of their products towards reusable products. So I think, you know, like, definitely there are brands, even major corporations that have seen us and seen our business model and said, like, maybe we should try this because like, I know for a fact that Pepsi executives early on saw our product and our brand and saw that it was reusable and they were like no this is not this is a horrible idea. The margins aren't good enough. Well not only the margins but it's it's because we're selling a reusable bottle it's like it's very counterintuitive it's like we're the water company that doesn't want to

sell you any more water. You know, like buy this and never buy another bottle again. Right. Right. But we believe that consumers are smarter today than they've ever been before. And they see through all of that bullshit of brands that are trying to, again, ride a trend and just make money off of the sustainability movement Versus you know if you think of Patagonia like you know Patagonia is doing everything they can to be sustainable Yeah, you don't have to like do more research on them because they've built that trust with the consumer

They've built that loyalty like I think Yvonne chernard the the founder of Patagonia donated All of his shares to like climate change. I saw that. It was huge, right? Yeah. And so you know they're real. You know they're genuine, they're authentic. And I think authenticity today in any company

is what's going to win in the market. I agree. Yeah, because you could have faked it before social media, but now everything's out there. Yeah, but it's more long-term like you got to withstand the short-term ups and downs because like you have brands like you know not to throw shade or anything but the liquid deaths of the world and things like that that have raised a ton of capital, pumped a lot of marketing dollars in, and like liquid death is genius marketers.

But, you know, for us it's more about like educating the consumer about what we're doing, why we're doing it, how we can contribute to social good overall. And it's not just through like being sustainable. For example, we launched a bottle with Rite Aid nationwide for the past two years and launching again next year, that's based all around autism awareness. Like, you know, that may not have anything to do directly

with PATH as a brand, but like, we see that as an opportunity to raise awareness about a cause that, you know, a lot of people are really passionate about. And so the idea of doing like different causes behind our bottle, we're doing a Made in USA bottle that's going, you know, that's traditionally just given back to different organizations that, you know, are important to our nation or to COVID relief or, you know, to, to, uh, veterans, things like that. So just always looking for ways to kind of give back and just leave the planet and humanity better

than how we found it. I love that. Yeah, it's hard to do that at scale. I feel like these bigger companies are all about margin and sometimes the ethics is out the window. Yeah I think in the short term that that strategy might win but in the long term like Unilever for example to go back to them they they did a campaign in Ethiopia where they actually like cared about the Ethiopian people

before they cared about their own profits. And they hold more market share in that country than all of their competitors combined because of the strategy that they took. People want to work with brands and support brands that are actually that they, you know, want to support. Yeah. Just, you know, so I think in the short term, like the marketing stuff can can win. But like it's kind of like here to the pet rock pet rock. I don't know. SpongeBob. No, like in the late 90s, the story story goes there are these two marketing executives and

One of them is like I guarantee you I could sell anything and then the other one was like alright sell me that rock mmm, and he went put googly eyes on it and a smiley face and The pet rock became like a phenomenon nationwide. It was like one of the hottest selling items Wow the frickin rock So Nationwide it was like one of the hottest selling items Wow the freaking rock So You know, but like you don't really see anyone with a pet rock today So yeah, it's not something that's gonna stand the test of time I would say you know, but but these kind of like gimmicky things can Can create a lot of buzz in a short term.

Yeah. Of play. So yeah. Yeah. It's a crazy time man. You got guys like RFK speaking out against this. I've never seen politics this involved with the health space ever. Yeah. Yeah. Absolutely. It's the whole health epidemic is getting really heated right now. Really. Like there's a lot of debate and a lot of people stepping up and standing

No, it's really like there's a lot of debate and a lot of people stepping up and standing standing up against you know large corporations that have Misinformed consumers and like Yeah, I mean I saw a statistic yesterday that said We was kind of tangent but like Kids today the average kid in the US Spends less time Outside in sunlight than a maximum security prisoner. Whoa. Yeah, that's only an hour a week, right? Yeah, I think so Holy crap. It's why they're not even spending ten minutes a day on average. I know it just makes me want to like go outside

I just like work out there. Oh Yeah, when I was a kid, I was out there all day. Offset it. Yeah. When I was a kid, I was out there six hours a day. Totally. Yeah, I was skateboarding. I was going out. But it's just a different world that we live in. That's nuts.

That connection with nature is important. I feel like we're getting disconnected from that. 100%. 100%. It's becoming easier and easier to just get stuck behind a screen and just get lost. Yeah. You know? It's becoming easier and easier to just like get stuck behind the screen and just get lost. Yeah. You know, it's tough. Do you see any regulations come into the plastics anytime soon you think?

I mean, I think they are coming slowly yet surely to different communities, different cities globally. As I mentioned, what happened at San Francisco Airport then Los Angeles Airport, so you're seeing different airports Band single-use plastic. There's a city in Massachusetts the band single-use plastic So it's happening, but I wish it would happen much faster. Yeah and The group I was actually with last week a lot of them are the guys that created the United Nations sustainable development goals and It's a very like idealistic like it's not just about plastic. It's about health. It's about education. It's about everything

17 sustainable development goals you can Google But Yeah, I mean the things that we need to do as a global community to push ourselves forward I think needs to accelerate and it'll happen but it's like it requires leaders to step up and like speak about it. And I think a lot of those conversations are happening right now which is great. I love it. Let's end off with something actionable people watching this can do In terms of what helping the environment yeah, I'm a bull I would say She's there's so many things you could do but just

Instead of throwing things away trying to find ways to repurpose them But just instead of throwing things away, trying to find ways to repurpose them. Like if you have an empty container, turn it into a planter box. Or if you have a piece of clothing, turn it into a rag to wipe stuff down. Just like instead of throwing stuff away, things can have multiple uses and last for much longer.

And I think in this easy to access stuff economy, we're so used to just like getting 10 boxes from Amazon, using them, throwing them and like, it just doesn't make sense. You know, so if we all do that just a little bit, it can make a massive impact. Thanks for coming on, man. We'll link Pathwater below. People buy it online too. Yep, yep. Drinkpathwater.com and Instagram, all the things.

Awesome, yeah, we'll link all that below. Thanks for coming on. Cool, man, thanks for having me. Thanks for watching, guys. See you next time.