Healthy Pre-Workout Gel Born in TCU Dorm Now Used by Pro Athletes

The Origin of HNY+

While studying at Texas Christian University (TCU), Ross Cooley, Liam Brogan, and Luke Smialowicz were passionate about staying active. However, they found that the pre-workout supplements available on the market didn’t meet their needs for long-term endurance. Cooley explained that reading ingredient labels felt like deciphering a foreign language, with chemicals he couldn’t pronounce or understand. He questioned whether what he was consuming was truly beneficial for his body.

After some research, the trio discovered that a simple combination of honey and sea salt provided an effective, long-lasting source of carbohydrates and electrolytes. They decided to create their own pre-workout supplement, which they named HNY+.

Their homemade formula proved so effective during endurance workouts that they began sharing packets of HNY+ with fellow students at the TCU Rec Center and even with athletes during practice. Initially, they planned to go their separate ways after graduation, pursuing corporate careers. But as they reflected on their experience, they realized they had something special.

“We all just looked at each other and said, ‘We have a cool thing going here with HNY+,’” Cooley shared. “So we declined our corporate job offers, which freaked out our parents.”

Launching HNY+

The co-founders launched their first production run of HNY+ in July 2024, shortly after graduating from TCU in May. By July 2025, they completed their eighth production run. Each of them contributed around $1,000 initially, and through networking in Fort Worth, they secured funding from four angel investors.

“We don’t pay ourselves a dime from the business and never have,” Cooley said. “We are completely independent from our parents. We are scraping by from our savings working previous jobs, and to this day live off eating protein bars to survive.”

Ingredients and Sourcing

HNY+ focuses on high-quality ingredients, with pure organic honey being the most expensive component. Cooley emphasized the difficulty of finding truly organic honey in the U.S., explaining that it often requires sourcing from remote locations. HNY+ sources its honey from a family-owned regenerative farm in the Yucatan Peninsula, known for retaining antimicrobial and antibacterial benefits like propolis and pollen.

The salt used in HNY+ comes from a family-owned mine in Utah. All ingredients are shipped to Chicago, where the honey is infused and packaged. From there, the pouches are sent to a distribution center in Dallas before being delivered to customers. The team has plans to eventually manufacture in Dallas as well.

What Makes HNY+ Unique

For Cooley, Brogan, and Smialowicz, HNY+ isn’t just about selling a clean product—it’s part of a larger mission to change the health food landscape in the U.S. They draw inspiration from TCU alumni founders of Realsy, a healthy packaged snack company. Both brands prioritize ingredients that consumers can easily recognize.

Cooley pointed out a competitor’s product, Honey Stinger, where the first ingredient listed isn’t honey but tapioca syrup. “They’re sacrificing their customers’ health and well-being for profit,” he said.

HNY+ currently offers two products: Classic Honey Gel and Buzz 50 Honey Gel. The Classic contains only four ingredients—pure, organic honey, Redmond sea salt, potassium, and magnesium. The Buzz 50 adds green tea extract for a 50-milligram caffeine boost.

Growth and Expansion

A year after launching, HNY+’s biggest sales come from its website. However, the co-founders continue to distribute their product to running clubs and athletes they meet. Word has spread, and notable athletes like Cincinnati Reds pitcher Brady Singer and Olympic speed skater Viktor Thorup now use HNY+.

“We always have in the back of our minds that we’re not doing this for us or to make money,” Cooley said. “We’re doing this because it’s genuinely providing a healthier option for people and will lead to us having the influence and knowledge to make changes on a mass scale.”

Where to Find HNY+

HNY+ is making its North Texas debut this summer at two Luke's Lockers locations in the Metroplex. It’s also available at all 20 Sunlife Organic smoothie shop locations across the U.S. Customers can purchase HNY+ on its website, with packs of 12 selling for $36. Subscribers can enjoy a 20% discount. Individual pouches are sold for $3 in smoothie shops and fitness stores.

Soon, HNY+ will be available on Amazon and The Feed, a top sports nutrition online retailer.

“I am so tired of horrible ingredients,” Cooley said. “HNY+ is for something bigger than ourselves. It’s to help people’s health and reform the food system.”