STAMFORD, Conn., March 11, 2025 – Throne SPORT COFFEE, the premium, better-for-you coffee brand revolutionizing the ready-to-drink coffee space, is proud to announce its partnership with renowned fitness coach and elite athlete, Alex Toussaint. Best known for his inspiring leadership as a Peloton instructor, Alex embodies Throne SPORT COFFEE’s core values—energy, performance, and wellness.
As one of the nation’s most recognized fitness figures, Alex relies on caffeine as a vital part of his daily routine, whether he’s leading an intense workout or pushing toward his own personal fitness goals. After discovering Throne SPORT COFFEE following its launch in May 2024, he quickly made it an essential part of his regimen, leveraging its clean, sustained energy to power through his demanding schedule.
As part of the partnership, Alex will play an integral role in bringing Throne SPORT COFFEE to a wider audience through dynamic social content, exclusive appearances, and consumer-driven promotions. He will highlight the brand’s benefits through engaging digital campaigns, sharing his personal experience with Throne SPORT COFFEE across his social platforms. Additionally, Alex will be featured in brand events, activations, and special collaborations, offering fans and fitness enthusiasts opportunities to connect with him in person. His endorsement will also extend to select retail and marketing initiatives, reinforcing Throne SPORT COFFEE’s position as the go-to fuel for high-performance individuals.
Throne SPORT COFFEE’s proprietary Coffee PLUS+ formula is designed to help you get going and keep going. Throne SPORT COFFEE is stacked with 150mg of Natural Caffeine, Natural Flavors & Sweeteners, 100% Daily B Vitamins, Electrolytes & BCAAs. The cold brew coffee is low calorie, low sugar and dairy free—designed for people who prioritize health and performance, just like Alex.
“Alex Toussaint’s mantra, ‘Feel Good, Look Good, Do Better,’ perfectly aligns with Throne SPORT COFFEE’s mission to fuel both elite and everyday athletes in reaching their full potential,” said Founder and CEO Michael Fedele. “We’re excited to welcome Alex to the Throne SPORT COFFEE family—his dedication to health, energy, and inspiring others makes him the perfect ambassador for our mission.”
About Throne SPORT COFFEE
Created by beverage industry veteran Michael Fedele, Throne SPORT COFFEE offers a proprietary Coffee PLUS+ formula designed to help you get going and keep going with 150mg of Natural Caffeine, Natural Flavors & Sweeteners, 100% Daily B Vitamins, Electrolytes & BCAAs, perfect for a pre-game boost. Throne SPORT COFFEE’s lead investor, #2 shareholder and marketing face is none other than Patrick Mahomes, 3x Champion & MVP Quarterback for Kansas City. Unlike traditional energy drinks or sugary coffee shop beverages, Throne SPORT COFFEE caters specifically to the health-conscious consumer by providing a better-for-you alternative that supports an active lifestyle. The line is available at 5,000+ doors coast-to-coast. For more information, visit Throne SPORT COFFEE and follow the journey @sportcoffee.
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