A new athlete driven supplement brand is entering the hydration space, and it is coming from inside the fight world. Sean O’Malley is behind doingwell, a zero sugar electrolyte drink mix that is being rolled out through a limited Insider Club preorder model.

The brand’s positioning is built around a very specific origin story: a UFC career disrupted by a banned substance test, and a promise to build hydration products that are cleaner, tested, and harder to accidentally get wrong.

doingwell’s about page describes the founding point clearly: a banned substance test early in O’Malley’s UFC career and a lesson about how unforgiving the system can be. The brand uses that moment to justify its emphasis on premium ingredients and third party testing.

That story is not just marketing. It is the reason the product exists and the reason they are leading with trust and verification instead of only flavor.

doingwell is launching through an “Insider Club” structure that feels closer to hype streetwear drops than traditional supplement retail:

The terms are very explicit that this is a founding customer group model, and that membership depends on staying subscribed.

The electrolyte drink mix is positioned as high sodium, zero sugar hydration for people who train hard and sweat a lot. The brand lists flavors like Raspberry and Coconut Lime and highlights that it uses monk fruit and avoids stevia.

doingwell is entering a crowded category, but it is doing it with a clear lane: fight world credibility, a compliance story, and a drop model designed to create early demand. If the product delivers on taste and the brand stays consistent with testing and transparency, this could be a legitimate player in the “athlete hydration” market, not just a one month hype moment.