EP. 52: Wellness, Hydration & Values: Inside the Electrolyte Boom with Plink! Co-Founder Max Luthy

Описание: Hey Flexy Fam,

Welcome back to Episode 52 of Flex and the City 🎙️
This week we’re joined by a special guest, Max Luthy, co-founder of Plink! — a low-sugar electrolyte tablet designed to make daily hydration easier, more joyful, and more sustainable.

Before launching Plink, Max worked in trend forecasting and innovation, advising brands like Disney, Spotify, Adidas, and even the Dubai government on what the future of consumer behavior would look like. In this episode, we unpack how sustainability, wellness, and consumer habits have evolved — especially post-COVID — and what that means for how we live, move, hydrate, and build brands today.

We talk about:

Why the biggest beverage brands are also the biggest plastic polluters

How COVID reshaped wellness, work culture, and daily routines

The rise of hydration from “elite athlete” to everyday essential

Gym intimidation, fitness tribes, and the need for inclusivity

Building a values-driven brand in a profit-driven world

Why wellness doesn’t need shortcuts — just better systems

This conversation goes far beyond hydration — it’s about integrity, sustainability, human behavior, and choosing progress over perfection.

🎧 Listen now on YouTube, Spotify, or Apple Podcasts
⭐ If you enjoy the episode, don’t forget to rate and review — it helps us more than you know.

Max Luthy + Plink! Socials:
Find Plink's fizzy electrolyte tablets for daily hydration at www.drinkplink.com
Follow them on instagram https://www.instagram.com/drinkplink/...
Follow them on TikTok https://www.tiktok.com/@drinkplink?la...
Find Max on LinkedIn   / maxwell-luthy-a8587137  

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Chapters:

00:00 Introduction to Plink and Its Origins
02:48 Sustainability and Innovation in Beverage Industry
05:36 The Impact of COVID-19 on Consumer Behavior
08:40 The Rise of Wellness Culture
11:51 Hydration Trends and Market Shifts
14:38 Flavor Development and Consumer Preferences
17:42 Community and Social Aspects of Wellness
20:38 The Future of Wellness and Sustainability
30:40 Family-Friendly Hydration Solutions
33:39 Cultural Differences in Beverage Preferences
35:39 Tribalism in Fitness Communities
40:26 Overcoming Gymtimidation and Inclusivity
45:27 Staying True to Values in Business
50:41 Consumer Accountability and Brand Integrity
55:43 The Future of Wellness and Hydration

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Disclaimer: We’re two coaches—Ghada, a mindset coach, and Lisa, a fitness coach—here to share our thoughts and experiences. But remember, we’re not licensed therapists, doctors, or medical professionals, and this podcast isn’t a substitute for professional advice from a physician, therapist, or other qualified expert. Sound good? Great. Let’s dive into the episode!

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Apple Podcasts: tr.ee/gmp5vxOWll
Spotify: spoti.fi/3C63GfU

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New episodes drop every Monday to start your week off right.

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Lisa's Instagram:   / kenyabella  
Ghada's Instagram:   / ghadaodehcoach