Ultra’s $25B Bet on Focus | Founder Eric Drymer

<p><strong></strong><a href="https://takeultra.com/" target="_blank" rel="noopener noreferer"><strong>Ultra</strong></a><strong> </strong>founder <strong>Eric Drymer</strong> joins the Playbook HQ Podcast to talk about building a nicotine-free performance pouch brand in one of the fastest-growing categories in consumer goods.</p><p>We cover:</p><ul><li><p>What Ultra is and why pouches beat drinks for on-demand focus</p></li><li><p>How paraxanthine works — and why it’s cleaner than caffeine</p></li><li><p>Selling 1M+ cans in six months and raising an $11M Series A</p></li><li><p>Why 30% of Ultra users have never used nicotine</p></li><li><p>Eric’s personal flow stack and leadership philosophy</p></li></ul><p>Not another energy drink story. This is a new performance ritual.</p><p><br></p><p>👇 Episode Sponsors👇</p><p><strong>HAELO PEMF Therapy</strong></p><p>HAELO is an innovative recovery system using Pulsed Electromagnetic Field (PEMF) therapy to help recharge your body at the cellular level. Support better performance, faster recovery, and overall wellness with targeted PEMF sessions you can use at home or in the gym. Get $300 OFF any HAELO device with code PLAYBOOK using my partner link<strong> </strong><a href="https://www.haelo.com/?afmc=PLAYBOOK&utm_campaign=PLAYBOOK&utm_source=leaddyno&utm_medium=affiliate&utm_content=9u">⁠⁠⁠<strong>here</strong>⁠⁠⁠</a>.</p><p><br></p><p><strong>Ion Layer</strong>Ion Layer uses medical-grade transdermal patches to deliver key compounds straight into the bloodstream — no needles, no pills, no gut irritation. Just clean, controlled delivery designed for performance, focus, and recovery. Get $100 OFF your first kit with code PLAYBOOK at checkout using link <a href="https://ionlayer.com/">⁠⁠⁠<strong>here</strong>⁠⁠⁠</a>.</p><p><br></p><p><strong>Somnee Sleep Headband</strong>Somnee is the only headband that not only tracks your sleep, but actively improves it. Built with lab-grade EEG sensors and personalized neurostimulation, Somnee helps you fall asleep faster and stay asleep longer — without pills or gimmicks. Co-founded by world-renowned sleep expert Dr. Matt Walker. Shop Somnee through my partner link<strong> </strong><a href="https://somneesleep.com/?sv1=affiliate&sv_campaign_id=2661904&source=aw&sscid=78752_1768365561_83dfdf8b3fd4c77553a0fca397da8581&utm_source=2661904&utm_medium=affiliate&utm_campaign=&utm_term=0&utm_clickref=&utm_domain=open.spotify.com&utm_site=https%3A%2F%2Fplaybook.liveluxee.com%2F&awc=78752