doingwell

Doingwell is a performance nutrition brand co-founded by UFC Champion Sean O'Malley, built on the principle of total ingredient transparency and rigorous third-party testing. The company was founded in direct response to a personal experience in which O'Malley unknowingly consumed a contaminated, untested supplement early in his UFC career that resulted in a failed drug test — an incident that nearly derailed his professional career. That experience became the foundational philosophy of the brand: if a product cannot meet the co-founder's own strict personal standards, it does not go into production.

Doingwell's debut product is a Coconut Lime Performance Electrolyte Drink Mix, positioned as a premium, clean-label hydration solution for serious athletes and high-performers. The formula is designed specifically for performance rather than casual thirst quenching, featuring a high-sodium 1000mg electrolyte profile using premium Himalayan Pink Salt as a bioavailable sodium source, 220mg of Potassium, and 150mg of Dimagnesium Malate — a more absorbable form of magnesium chosen to support muscle function and energy production. The product is sweetened exclusively with Organic Monk Fruit extract, containing zero sugar, no stevia, and no sugar alcohols.

The formulation incorporates certified organic ingredients throughout, including Organic Coconut Water Powder for natural electrolytes and minerals, Organic Bamboo Extract for mixability and silica content to support connective tissue, and Organic Natural Flavors that are explicitly maltodextrin-free. The company practices full ingredient transparency — every milligram is disclosed, with no proprietary blends used.

A central differentiator for Doingwell is its Informed Sport Certification, a globally recognized third-party certification program that tests for banned substances, making the product suitable for competitive athletes subject to drug testing. The company commits to batch-level third-party testing and documentation as a non-negotiable standard rather than a marketing claim. The product is manufactured in the USA.

Doingwell targets athletes across the performance spectrum — from elite competitors to amateur endurance athletes and fitness-focused individuals — who prioritize ingredient integrity and long-term health outcomes. The brand's value proposition centers on delivering pharmaceutical-grade testing standards and premium ingredient sourcing in a category — sports hydration — that it views as dominated by sugar-laden, under-tested, and opaque formulations. The product is sold in stick-pack format (30 sticks per box) at a premium price point reflecting its higher ingredient and testing standards.