Team WheyUP
Erik at 56
Erik Rothchild
Creator/Founder
Erik Rothchild is the original founder of WheyUP. In 2006, Erik, an US Army veteran, competitive athlete and workout warrior, used to mix a pre workout drink that combined both protein and caffeine. Erik would drink that and go to the gym, workout and feel great. At that time, there were not any beverages that combined protein and caffeine together in a drink and Erik did. The original WheyUP was launched in 2007 and took off! It was a first of its kind and grew until it was acquired in 2011. After a few years, the acquiring company changed business directions and stopped selling beverages and Erik was able to repurchase the WheyUP trademark. Fast forward a few years and some enhancements and changes to the product and Erik and his amazing team lead by Lucky Dosanjh is proud to bring WheyUP back!! Athletically, Erik hasn't slowed down and at the age of 54 finished 2nd in the Western Regionals NPC Body Building Show and is currently ranked 9th in the US and 42nd in the World in the 60-meter sprint. Erik not only competes in track and field but also plays on a 55+ Men's Tournament Softball Team. A gym owner who teaches people how to box and lift weights, Erik embodies our tagline, "Have you Earned your WheyUP?"
Jeff Smith
Senior Advisor
Jeff Church is a dynamic and accomplished Chief Executive Officer and business owner with 30+ years of prior success in delivering superior shareholder value for rapidly growing, disruptive businesses that span a wide variety of different industry segments. For the past 20 years, Jeff has leveraged his unique skill set of being both an operator as well as a investor to independently acquire, start or build 8 for profit companies and one social enterprise. These nine transactions demonstrate his unique ability to leverage disruptive opportunities to drive superior multiples on original investment – 5.3x personal return, 3.2x investor return.
Jeff’s startup expertise has been developed over the past 15 years while focusing on the Consumer. Suja Juice was Jeff’s most comprehensive startup. Jeff and two other co-founders created the brand and Jeff was the solo CEO for the first 8 years. Jeff led Suja through a 50% investment led by Coca-Cola and the eventual repurchase back of Coke’s shares. Suja Juice was determined by Inc. 500 to be the 2016 fastest-growing food and beverage brand in the USA and the 13th fastest growing of all businesses in America. Suja sold in 2022 for over $300m and today has close to $350m in annual revenue.
Jeff has a unique skill set in that he can either be driving an early stage start up that has a “need to scale” and strap the business on his shoulders to the professional manager who is equally comfortable working as a seasoned CEO that reach all the way over to also be the raw start up entrepreneur. Jeff is an excellent team mentor and executive leader with a proven ability to build, develop and inspire team members.
Jeff has a degree from Harvard Business School and is a CPA.
Dan O’Brien
Dan O'Brien is an accomplished American decathlete who previously held the title of "World's Greatest Athlete." Born on July 18th, 1966, in Portland, Oregon, O'Brien excelled in track and field since a young age. He made history by winning four consecutive USA Outdoor titles in the decathlon, from 1991 to 1994, which served as a platform to claim Olympic gold in Atlanta 1996. O'Brien's record-setting achievements and contributions demonstrated his astounding physical ability and sheer determination. In addition to his remarkable career as an athlete, he also captivates audiences as a TV commentator and analyst for various sporting events. Dan is the first official WheyUP Athlete!
Dan O’Brien - “World’s Greatest Athlete”
• 1996 Olympic Gold Medal & U.S. Champion
• 1993 U.S. & World Champion
• 1991 U.S. & World Champion
• 1998 Goodwill Games Gold Medal
• 1995 U.S. & World Champion
• 1994 Goodwill Games Gold Medal & U.S. Champion
• 1992 Decathlon World Record (8,891)
• 1991-2012 American Decathlon Record Holder