Sustainable Hydration for Sizable Impact with Jennifer Krupey from HydraPak

In this episode, host Neil Callanan sits down with Jennifer Krupey, VP of Marketing and E-commerce at HydraPak. Jen shares what it’s like leading a brand that operates both as a consumer-facing company and as a major OEM partner for household names like Osprey, Salomon, and Patagonia. Tune in to hear how real-world customer research at ultra-marathon aid stations helped inspire the development of HydraPak’s highly acclaimed SpeedFill Cap and other athlete-driven innovations.The conversation also explores HydraPak’s deep commitment to sustainability across the entire product lifecycle, from tackling the complex challenge of TPU plastic recycling to advancing its ambitious Sustainable Racing program. Jen shares firsthand insights from the recent Paris Marathon, where more than 55,000 runners successfully eliminated single-use cups in favor of reusable Speed Cups. Along the way, she discusses why marketers should look beyond traditional return-on-ad-spend (ROAS) metrics toward a more holistic view through Marketing Efficiency Ratio (MER), and how standing behind premium, built-to-last products can create lasting brand loyalty and equity.Links & Resources Mentioned:Follow Jen and HydraPakHydraPak: https://hydrapak.com HydraPak’s LinkedIn: https://www.linkedin.com/company/hydrapak Jennifer’s LinkedIn:http://linkedin.com/in/jenkrupey Jen's recsOsprey: https://www.osprey.com/Salomon: https://www.salomon.com/ Trash Panda Disc Golf: https://trashpandadiscgolf.com/ Arc'teryx Rebird: https://rebird.arcteryx.com/ Amp It Up by Frank Slootman: https://www.amazon.com/Amp-Unlocking-Hypergrowth-Expectations-Intensity/dp/1119836115 HydraPak Gear Garage (YouTube): https://www.youtube.com/channel/UCNpHKeQ3PgDSlsFKaWEAsyw The Italian Store: https://www.italianstore.com/ 5841 Washington Blvd, Arlington, VA 22205