Seeing the bigger picture leads to success for Elandspark entrepreneur
Duane Davids (40) recognised a need for an energy drink that suited his healthy lifestyle. He launched Ignite Energy Drink, which was first distributed in November last year.
DESPITE being told he was entering in a tough market and that he was up against fierce competitors, he kept his eye on the bigger picture.
Duane Davids (40) recognised a need for an energy drink that suited his healthy lifestyle and launched Ignite Energy Drink, which was first distributed in November last year. Ignite has been positively received by the community and caters mostly to partygoers and health fanatics.
Duane is a full-time bodybuilder.
He and a friend promoted an international drink in Dubai a while back, where his friend persuaded him to consider launching his own energy drink. With a passion for business, he did not hesitate to do this. He was, however, doubtful at times.
His bodybuilding background inspired him to come up with a drink he could take before heading to the gym, and after three years of research, Duane decided on a drink that suited the target market’s taste and that aimed to serve the needs of consumers.
He has been promoting Ignite on YFM and Kofifi FM, and in daily publications.
Marketing company ZebraCrossing played a large role in developing the name of the energy drink.
Boost your energy
Ignite is enriched with B vitamins and milk thistle that maintains liver function lowers cholesterol and increases antioxidants.
Duane told the RECORD Ignite is trusted by fitness trainers, as they use a lot of supplements that tend to affect the liver.
Ignite can be used as a pre-workout or a normal energy drink, or as a mixer when partying, and the flavours currently consist of Fruits of the Forest, Cinnamon and Mint Mojito.
Ignite Energy Drink can be found at local bottle stores, including TOPS at SPAR Tops, and some independent stores, restaurants, bars and clubs.
Looking to the future
He said as a brand they want to grow and are considering supplying to more business partners.
“We’re tapping into African countries as well to expand our brand. We want to get a mass distributor on board so we can start pumping volumes,” he said.
They are currently setting up an online store which will enable social media influencers to be able to make an extra income.
He commented: “Social media users will have their own code which will allow them to promote the drink.
“This will direct a buyer to access and order through our website, after which a drink will be delivered to them. Those interested in taking part in this or ordering our drink should contact us through our website.”
Duane said he has great plans for Ignite. He is yet to create a gym clothing brand called Ignite, and is also looking at developing another flavour.
About the founder
Duane is an enthusiastic bodybuilder and family man who worked his way up in Palm Ridge, south-west of Johannesburg.
He and his cousin opened their first business, a car wash when he was a teenager.
This is where the mindset of the budding businessman was born.
He would offer to wash people’s cars on weekends and maintain a good relationship with them as his clients.
The money he made from his efforts went straight into his mother’s pocket.
He is described by those closest to him as a helpful person and goal-driven.
