Vibes Beverages Builds a Founding Team Designed for Scale

Five co-founders from brand design, functional beverage, distribution, digital marketing, and action sports bring complementary strengths to the next generation of social tonics

FORT MYERS, Fla. – October 10, 2026 – In a functional beverage market where products multiply faster than shelf space, Vibes Beverages is betting that the team behind the can matters as much as what’s inside it. The company’s five co-founders bring brand building, product development, distribution, e-commerce growth, and live experiences to a brand built around how people want to feel and connect.

“Great beverage brands are rarely built by one skill set,” said Jason Croxford, Co-Founder of Vibes Beverages. “Product, brand, supply chain, marketing, and community all have to work together. We built a team where each of us owns one of those pieces and respects the others.”

The Brand Builder

Co-Founder and Chief Brand Officer Jared Strain brings two decades of brand direction, packaging design, and creative leadership. In 2009 he co-founded the award-winning branding and digital agency Super Top Secret, which earned national and international recognition for work with Riot Games, Diageo, Ghost, Prime, Nike, Rossignol, and Sun Valley Resort. At Vibes, Strain shapes how the brand looks, sounds, and connects with consumers on shelf and online.

The Growth Strategist

Croxford brings more than 15 years of experience scaling brands across functional beverages, consumer packaged goods, and emerging categories. His background spans performance marketing, e-commerce, product development, retail marketing, and go-to-market execution, and he has helped launch brands into multimillion-dollar businesses. At Vibes, he leads strategy across product, consumer insight, e-commerce, and distribution.

The Operator

Co-Founder Matthew Abate is focused on turning vision into product. As a founder of kava and botanical brand Mitra9, Abate helped establish the brand in specialty channels and expand distribution through kava bars and other retail partners. At Vibes, he oversees product development, manufacturing, supply chain, cost optimization, and distribution expansion, building the infrastructure to move from early-stage growth to broader market reach.

The Digital Engine

Co-Founder and Head of Marketing Akash Gupta is an e-commerce growth strategist who specializes in digital acquisition, search engine optimization, backlink development, and affiliate marketing. As Co-Founder of Total Botanical Solutions, he works with brands across the kratom, kava, kanna, mushroom, and hemp categories, building growth systems that drive customer acquisition, improve conversion, and generate sustainable revenue. His experience in specialized, highly regulated categories gives Vibes a practical edge in navigating complex digital marketing environments. At Vibes, Gupta leads digital marketing strategy, SEO, and affiliate partnerships, expanding online distribution and building acquisition channels across direct-to-consumer and retail markets.

The Community Builder

Co-Founder and Head of Activation and Growth Jared Willardsen comes from action sports, entertainment, and live events. He is Co-Founder and Creative Director of Nitro Circus and Thrillbillies at Godfrey Entertainment and previously served as Marketing Director and Stunt Director for Stunt Run 5K. At Vibes, Willardsen builds community around the brand’s philosophy of “tuning in,” while creating retail activations and events designed to drive trial and improve in-store sell-through for retail partners.

Why the Mix Matters

The team’s strength lies in how the roles fit together. Strain’s design and branding expertise gives Vibes a distinct identity. Croxford connects that identity to consumer demand and commercial strategy. Abate ensures the product can be made, costed, and distributed reliably. Gupta builds the digital pipeline that puts the brand in front of high-intent consumers online. Willardsen turns the brand into experiences that bring consumers and retailers into the story.

“Retailers want brands that can show up with a great product, a clear story, and a plan to move it off the shelf,” said Abate. “Having all of those capabilities in the founding team lets us move quickly and give our partners real support.”

“Online is where most consumers first discover a new brand,” said Gupta. “We’re building the search, content, and affiliate foundation now so that retail and e-commerce growth reinforce each other.”

Looking Ahead

With the founding team in place, Vibes is focused on expanding across retail, specialty distribution, and e-commerce, while continuing to invest in the people and partnerships that support growth.

“We’re building a brand around connection, and that starts with how we work together,” said Strain.

About Vibes Beverages

Vibes Beverages creates functional social tonics designed around how people want to feel and connect. Based in Fort Myers, Florida, the company is led by a five-member founding team spanning brand, product, operations, digital marketing, and live experiences.

Media Contact- Jason Croxford Co-Founder