Former Holland resident Jeffrey Hendricks develops all-natural energy drink Rize Performance Beverage
Rize Performance Beverage was created by Dr. Jeffrey Hendricks.
Dr. Jeffrey Hendricks, a former Holland resident, had an epiphany about so-called “energy” drinks while training for his first Half Ironman triathlon in St. Joseph six years ago.
He came to the conclusion that all performance-enhancing beverages weren’t healthy.
“It’s an extreme athletic feat and challenge,” he said of the exhausting 1.2-mile swim, 56-mile bike ride and 13.1-mile run that comprise a Half Ironman triathlon. “I remember talking to the people who were about to do it or who had done it, and all of them were slamming Red Bull or Monster right before the start. The problem is those drinks (which include high levels of caffeine) are going to end up hindering your performance instead of helping it. Those drinks are just designed to make you feel wired.”
According to the Mayo Clinic, 200-300 milligrams is the daily recommended intake — or the equivalent of about two to four cups of brewed coffee. Energy drinks on the market today range from 6-400 mg of caffeine. Consuming more than 500-600 mg a day could lead to side effects including dehydration, anxiety and digestive problems.
“I wanted a better fuel to put into my body that’s designed for training and performance,” Hendricks said. “I couldn’t find it, though, because it didn’t exist.”
So he came up with his own formula for athletic performance fuel.
Hendricks, 43, an East Kentwood High School graduate, is the founder and creator of Rize Performance Beverage, which is now being sold at Meijer and Harvest Health Foods stores.
Rize, retailing for $2.49 per can, is the result of Hendricks’ 18 months of research and development to find the perfect blend of 19 all-natural ingredients to come up with what he believes is the ultimate energy drink.
The formula includes two rare ingredients — Trehalose and Huperzine A — not found in other performance beverages.
Trehalose is a plant sugar that releases twice the energy of glucose without spiking insulin levels in the bloodstream. Other energy drinks are pumped full of sugar or other less-effective or harmful sweeteners, he said.
Huperzine A, an herb derived from Chinese club moss, raises the neurotransmitter acetylcholine, which affects the learning, memory and strength neurotransmitter in the brain, he said. It is imported from China at a cost of $75,000 per kilogram and used by the Chinese as an herbal remedy in the treatment of Alzheimer’s, Hendricks said.
“I put everything I have into it. I’m all in,” said Hendricks, a natural health physician, who spent hundreds of thousands of dollars of his own money to turn Rize from a dream into a reality.
It has no artificial colors or flavors and no preservatives.