Our Story

First, our WHY...

Electra's mission is to provide supernatural and healthy hydration to everyday doers, hustlers and athletes. Ten (10) % of our 2021 revenues will be donated to programs that help to eradicate food and water insecurity, as well as those that focus on STEM, entrepreneurship and financial literacy in underserved communities.


I launched Electra out of pure frustration with current products in the sports drink space. Too much sugar. Too many calories. Not enough function. 

I've consumed thousands of gallons of hydration and/or sports drinks as a college and pro athlete -- so I know what's out there. And I've spoken to enough coaches, athletes, parents and scientists to know what our bodies need from beverages designed to replace electrolytes and what we lose through our daily grind.

Face it, everybody's hustle is different. Some of us exercise, others hustle from school to work to volunteering to parties and beyond. 

After I retired from the WNBA and playing in Switzerland, I started to play around with the idea of launching a better-for-you beverage company. 

University of Texas 34-0 NCAA Championship Basketball Team, photo credit Susan Sigmon

University of Texas 34-0 NCAA Championship Basketball Team, photo credit Susan Sigmon

Then something special happened in the Spring of 2019. 

I was volunteering for a 5K and saw a trio of folks who looked like they could use some encouragement early in the race, so I decided to run/walk with them. Ya know, to show solidarity. It's always felt great to be a part of something bigger than I am -- and to support a great cause at the same time. 

But within a few minutes of "supporting" these eager beaver runners, it became respiratorily apparent, to me at least, that not only had I NOT trained for this 5K, but that I also had no idea how I was going to tell them that I was a basketball player -- not a semi-long distance runner -- and that I was about to make a U-turn and head back to the snack table. 

By this time, my new friends were feeding off of my early enthusiasm and now apparently wanted me to continue running with them the ENTIRE 3.2 miles. It's at that point when I said, "Welp, looks like you guys can take it from here." 

Then, I attempted to walk off the trail.

"Nooooooo," the three of them said in unison. "You can't leave now. You're on our team" 

I am? I thought. Instead, I smiled and kept run-walking. "Right," I said, trying to catch my breath. "Go team".

About 37 minutes later as we were crossing the finish line, someone rushed over to hand me a bottle of a popular sports drink -- because I'm sure I looked like I needed it. 

As she screwed the top off of the plastic bottle, a funny thing happened. For some reason, just as I was about to chug it down, I looked at the nutrition panel. WOW. 

I couldn't believe my eyes.  I'd been drinking this stuff most of my college and professional careers - and honestly, I had never paid a whole lot of attention to the ingredients. What I saw actually horrified me. 

That day, Electra was born...and my life has changed in such magical ways. The conversations I've had with moms and dads, athletes young and old, and everyday doers who want to drink hydration beverages that actually HELP them get through their day feeling good. We're doing it. And I couldn't have done any of this without all of you.

Thanks for your insights, feedback and suggestions. But most of all, thank you for joining me and my team on this magic carpet ride. 



Fran Harris