There aren’t many executives who can say they helped build a billion-dollar beverage company before deciding to start fresh.
However, for Michael Fedele, success at BodyArmor was not the finish line; It was proof that there is still room for innovation in the drinks industry.
After spending nearly a decade helping BodyArmor grow from a startup to a billion-dollar brand before being acquired by Coca-Cola, Fedele saw something that continued to happen behind the scenes with professional athletes.
“They were all drinking iced coffee,” Fedele explains. Muscle and health. “Not energy drinks.”
Whether before practice, after training, between interviews or while traveling, elite athletes consistently consumed coffee as their preferred source of energy. That observation ultimately became the basis for game of thrones coffeeA ready-to-drink coffee specially designed for those seeking more than their daily fuel.
It also attracted one of the biggest names in sports.
All-Pro quarterback patrick mahomes He didn’t just lend his likeness to the company; He became its major investor, second largest shareholder, and one of its most involved partners.
Why does Throne Sport Coffee exist?
Fedele’s years at BodyArmor taught him that successful products solve obvious problems that consumers have not yet fully identified.
When they started researching the ready-to-drink coffee category, a statistic stood out.
“The No. 1 ready-to-drink coffee in America comes in a glass bottle, has about 300 calories and 46 grams of sugar,” he says. “I kept asking myself, if so many athletes and active people drink coffee every day, why isn’t there a better alternative?”
Rather than create another energy drink, Fedele wanted to improve on something that millions of people were already drinking.
That philosophy shaped every decision at Throne Sport Coffee.
Instead of relying on artificial ingredients or excessive sugar, the beverages contain 150 milligrams of natural caffeine, natural flavors and sweeteners, while the latte lineup also provides 10 grams of protein from ultra-filtered lactose-free milk. Cold brew varieties remain dairy-free for athletes and consumers looking for a lighter option.
“Everything about the product is purposeful,” says Fedele. “We wanted to create something that people could feel good about putting in their bodies.”
Patrick Mahomes is more than a celebrity investor
Celebrity partnerships have become common in the beverage industry, but Fedele says Mahomes’ role extends far beyond marketing campaigns.
Before launching the company, Fedele shared the concept with the three-time Super Bowl champion, expecting a simple response. Instead, Mahomes immediately asked for samples.
Fedele recalls, “He told me, ‘I drink coffee four or five times a day for exactly this reason.’
That enthusiasm soon grew into a real business partnership.
Mahomes reviews product innovations before launch, provides feedback on tastings, attends meetings with retailers and actively participates in the company’s long-term strategy. Fedele remembers one day that perfectly exemplifies Mahomes’ commitment.
After completing a morning rehab session in Kansas City, the Chiefs quarterback flew to Los Angeles to join Fedele on stage at a major beverage conference. Following his presentation, Mahomes met privately for hours with retailers before flying home that evening so he could return to rehab the next morning.
“If that doesn’t tell you his dedication to building this thing,” Fedele says, “I’m incredibly grateful to have him on board.”
Designed for performance, not just for the gym
While Patrick Mahomes is one of the most recognizable athletes in the world, Michael Fedele says the latest Thrones Sports Coffee campaign isn’t about showcasing the quarterback; It’s about highlighting the many roles that people play every day.
Launched as the company’s largest marketing campaign to date, “Better fuel for all of you” It centers on the idea that no individual is defined by a single identity.
“In this world, a version of you can’t make it over,” Fedele says. “No one is one thing. Everyone is multidimensional.”
The campaign uses Mahomes as a perfect example. He’s a Super Bowl champion, but he’s also a father, businessman, investor, leader, teammate, and mentor.
Rather than focusing solely on game day, the campaign follows different versions of Mahomes throughout the day, positioning Throne Sport Coffee as the fuel that supports each.
“The entire campaign hinges on multiple versions of Patrick,” Fedele explains. “It’s really about showing that Thrones is better fuel for every version of you.”
Instead of relying on massive television advertising budgets, the startup brand is taking a digital-first approach.
For Fedele, success isn’t measured by flashy ads. It’s about introducing consumers to healthier ready-to-drink coffee options and getting cans into the hands of one customer at a time.
He says, “Our goal is to bring awareness that Throne Sport Coffee exists, to educate people that we are a better-for-you ready-to-drink coffee, and ultimately to inspire them to try it.”
Ending the Energy Drink Crash
Performance-minded consumers are becoming more skeptical of high-stimulating energy drinks loaded with sugar.
Fedele wanted Throne Sport Coffee to provide sustained energy instead.
The formula intentionally contains 150 mg of caffeine, which is enough to improve focus and performance without going into the 200 to 300 mg territory common in many energy drinks.
“By design, we landed at 150 mg,” he says. “That’s enough to maintain performance without causing that crash.” Consumers have taken notice.
“We’ve asked people specifically where our coffee beans come from because they tell us they don’t experience the degradation they get from other products.”
For Fedele, that feedback validates the company’s core mission.
Winning consumers over, one sip at a time
Today, Throne Sport Coffee is available in approximately 20,000 retail locations, including Whole Foods, CVS, Kroger, and many regional grocery chains nationwide.
Yet Fedele says delivery numbers aren’t what motivates him most.
“My biggest victory has been changing the hearts and minds of consumers,” he says.
The company regularly samples products at 5K races, pickleball tournaments, half marathons, and community events, and collects real-time feedback from everyday consumers.
Those conversations often become internal discussions that continue throughout the weekend as the team shares reactions, favorite flavors and shopping questions.
“You have to eat, sleep and breathe,” he says.
Building the next great beverage brand
After helping build one iconic beverage company before launching another, Fedele attributes his success to passion, collaboration, and maintaining faith during difficult moments.
Every startup experiences failures. The companies that survive are the ones willing to listen, adapt, and continue to improve.
“Our formula today is not the same formula we launched with,” he says. “You bring products to market, you listen to consumer feedback, and you keep getting better.”
This philosophy extends beyond beverages.
When asked what advice he would give to aspiring entrepreneurs hoping to create the next great performance brand, Fedele doesn’t hesitate.
“Be confident in what you’re doing,” he says. “Everyone will think you’re crazy at first, and hopefully you are. Keep moving forward, persevere, take consumer feedback, keep getting better, and do everything you can to make your business successful.”
To Fedele, billion-dollar brands and potentially category-changing brands are built this way.
