Haley and Hanna Cavinder, known for their remarkable collegiate athletic careers, are embarking on a new journey as entrepreneurs with the launch of their wellness brand, Go Two. This venture marks a significant shift from their previous roles as athletes to becoming business leaders, utilizing the knowledge and experience gained from their name, image, and likeness (NIL) deals.
The Cavinder twins first made headlines on July 1, 2021, when they announced their inaugural NIL deal with Boost Mobile in Times Square, coinciding with the NCAA's new regulations. Fast forward five years, and they are now focused on creating and nurturing their own brand rather than merely promoting others'.
In its initial days, Go Two has already exceeded expectations, outperforming the previous best launch of its operating partner by approximately seven times, all without relying on discounts or promotional codes. "Our thesis from the beginning has been around frictionless wellness on the go, creating products that make it easier to optimize how you feel wherever you are and whenever you need them," Haley explained. The early success of Go Two suggests a strong consumer interest in their wellness proposition.
The launch of Go Two features two primary products: Debloat and Sleepy, which are designed to cater to the modern consumer's need for convenience and wellness. The twins plan to expand their product line to include hydration solutions, protein supplements, collagen, and other health-focused categories. This initiative is not simply a licensing agreement; the Cavinders are co-founders of the brand, alongside their agent Jeff Hoffman and Alexi Hecht, each taking on specific roles to drive the company's vision forward.
Hoffman, who has worked with the twins since the inception of NIL, remarked that Go Two represents a new chapter in their collaboration, allowing them to build a company together rather than just negotiating deals. "We get to be the boat, the sail, the rudder, the entire thing, and take it on our own journey," he said, emphasizing the control and direction they now have over their business.
In addition to Go Two, the Cavinder twins are also co-founders of Azucar, a ready-to-drink tequila brand, which further illustrates their entrepreneurial spirit. Their relationship with businessman Adam Weisman has allowed them to take creative control over branding and marketing for Azucar, showcasing their ability to leverage their personal brand in various industries.
Reflecting on their experiences, the twins credit their time in college and their involvement in various NIL deals as instrumental in preparing them for entrepreneurship. They have learned valuable lessons about equity and reinvesting in their ventures for long-term success. "Having equity in companies taught Hanna and I at a very young age that rather than taking revenue out early, you should reinvest your money to stay in it for the long-term goal," Haley noted.
As they continue to build Go Two, the twins are intentionally creating a brand that is not solely dependent on their personal visibility. "We want the brand to be bigger than us," Hanna stated, highlighting their strategy to develop a faceless brand that attracts customers based on product quality rather than celebrity endorsement. This approach not only sets the stage for sustainable growth but also opens up potential future opportunities for selling the brand to larger companies.
While the Cavinder twins are focused on their entrepreneurial endeavors, they do not plan to abandon their influencer roles. They intend to maintain their personal brand while simultaneously developing Go Two and Azucar, treating both paths as complementary rather than mutually exclusive. Their journey serves as a blueprint for other college athletes aspiring to venture into entrepreneurship, demonstrating the potential of NIL as a stepping stone for future business success.
As they prepare to speak at Harvard in November as part of the undergraduate women in business programming, the Cavinders' narrative has evolved from being the first athletes to cash NIL checks to becoming founders and innovators in the business world.
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