Go Fuel Yourself represents a growing trend of purpose-driven start-ups challenging established markets with cleaner, more authentic alternatives.
Paddy Morgan and Marc Simmonds had what many would consider dream jobs – Morgan as a trader at Morgan Stanley and Simmonds as an account executive at Twilio.
But just over a year ago, the two best friends made a bold decision to leave their successful corporate careers behind to launch Go Fuel Yourself, a wellness startup targeting the global €60bn rehydration market.
“People connect with people, not polished perfection. Share the highs and the lows, it builds trust, loyalty, and a brand that actually means something”
“What started as a side hustle just over a year ago in our apartment is now stocked in top Irish retailers, wellness clubs, and gyms,” Morgan explains.
The company has bootstrapped from day one, growing organically with support from influencers like Vogue Williams and Thalia Heffernan.
Go Fuel Yourself officially launched in May 2024 with a collaboration event alongside Happy Feet Run Club. Since then, the company has partnered with global brands including Gymshark, Meta, LinkedIn, and ASOS, while also hosting their own community events, including a Wine Run in collaboration with Sunday Miles.
Addressing a market gap
Go Fuel Yourself founders Marc Simmonds and Paddy Morgan
The founders identified a significant problem in the wellness market: maintaining energy and well-being while balancing busy lives, workouts, and demanding jobs. “Most existing hydration options fall short, lacking essential nutrients or overloaded with sugar and artificial ingredients,” Morgan says.
Their solution is an all-in-one, zero-sugar daily wellness sachet packed with 26 essential vitamins, minerals, amino acids, and electrolytes. “Everything you need and nothing you don’t!” as the founders describe their product philosophy.
The company targets everyday people rather than just athletes, positioning itself as a cleaner, more sustainable alternative in the water and sachet category within the global wellness hydration market.
The entrepreneurial journey
The path to entrepreneurship wasn’t driven by a traditional business plan but by shared frustration with existing wellness products. “We both lived fast-paced, high-performing lives, balancing demanding careers in tech and investment banking alongside training, nutrition, and personal goals and despite healthy habits still felt depleted,” Simmonds explains.
Despite maintaining healthy habits, they noticed that existing wellness supplements and hydration products were packed with sugar and artificial ingredients while lacking real functional benefit.
What started as a side hustle in their apartment quickly became a passion project, with both founders driven by the belief that wellness should be clean, simple, and genuinely effective and most importantly for everyday people.
Ireland’s supportive start-up ecosystem
The founders credit Ireland’s startup ecosystem for their success. “We’re in constant communication with Enterprise Ireland, specifically Niall Coulston on the Food & Drink Start-Up Team, whose insights and guidance have played a key role in helping us navigate and grow within the sector,” Morgan says.
“What makes Ireland truly unique is the strength of its community. Retailers, gyms, and wellness clubs across the country have rallied behind Go Fuel Yourself, from stocking our products to supporting events and collaborations. This level of openness and encouragement is something we believe is distinctly Irish and makes Ireland one of the best places in the world to launch and build a business.”
Learning from challenges
Go Fuel Yourself founders Paddy Morgan and Marc Simmonds
The journey hasn’t been without obstacles. “Our biggest mistake so far has been underestimating the time, planning, and operational support required for scaling, particularly around inventory management and demand forecasting,” Morgan admits.
When their first batch sold out ahead of expectations, supply chain issues created delays that impacted customers and growth.
“The biggest learning from that experience has been the importance of operational readiness and forward planning, not just creating demand, but being able to meet it consistently. We’ve since restructured our supply chain, improved forecasting, and are building with scalability front of mind.”
Advice for fellow entrepreneurs
For aspiring founders, the Go Fuel Yourself team offers practical wisdom. “Start before you feel ready, and stay close to your customer. You don’t need the perfect product, logo, or business plan to launch, you just need to start. The real clarity comes from being in motion, listening to your community, and learning as you go.
“Don’t underestimate the power of authenticity. People connect with people, not polished perfection. Share the highs and the lows, it builds trust, loyalty, and a brand that actually means something.”
Social media strategy
The company leverages social media extensively, particularly Instagram, which they use to interact with and grow their audience around the clock. “Through TikTok and Instagram, we share our full brand story day by day, showing both the highs and the lows, which helps us build authentic connections and stay closely aligned with our customers’ needs,” Simmonds explains.
This direct engagement has been crucial to their recent relaunch, driving improvements to their product formula, flavouring, packaging, and website functionality based on real-time customer feedback.
Currently 100% bootstrapped, the founders remain open to strategic investment opportunities.
“We’ve had various engaging conversations with potential investors and remain open to the right opportunities,” says Morgan. “If the right strategic investor comes along, someone who truly shares our passion, vision and long-term goals, we’d be excited to welcome them on board for the next stage of our journey.”
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