VBE Spotlight on: BodyAqua

BodyAqua LLC

BodyAqua LLC was founded in 2020 by Sherman Williams Jr.

BodyAqua is a pioneering beverage line that is diabetic-friendly, vegan-friendly, supports weight loss, enhances cognitive function, and offers all-natural ingredients with exceptional taste. Currently available in over 460 locations across five states within the Winn Dixie and Harveys grocery chains, BodyAqua is a testament to innovation and dedication to health.

About the Business - Excellence & Exceptionalism

What services do you provide?

We develop innovative, flavorful, beverage solutions tailored to meet the specific needs of our target market, including hydration and health benefits. 

Body Aqua Fitness support beverage is the first flavored beverage to naturally boost metabolism without the use of caffeine while also providing over 1000% DV of key nutrients in each bottle. The combination of B6, B12, Vitamin C, Choline, L-Theanine and Niacin provides a combination of appetite control and natural energy while also boasting a great taste.

Body Aqua Cosmetics: Each beverage contains vitamin E, which plays an essential role in many aspects of your health. Body Aqua beauty water skin support, penetrates the skin, providing a balanced and purposeful mixture of powerful ingredients that aid in supporting skin texture, radiance, tone and a reduction in wrinkles. Your skin is the largest organ, and often the most neglected. Body Aqua skin support beverage is diabetic friendly, has no caffeine, no coloring, no artificial flavorings, and supports your skin like no other beverage, supporting your skin, from within.

Mission: Our mission at Body Aqua is to provide high-quality, health-focused beverages that offer nourishment and sustainable hydration. We are committed to supporting the health and well-being of our customers through innovative products. 

Vision: We envision a world where every individual has access to beverages that promote health from within, helping them to thrive and reach their full potential. 

Who are your primary customers?

Retailers: Winn Dixie, Harveys, Sysco Foods 

Distributors: C&S Wholesale Grocers, UNFI (United Natural Foods, Inc.), KeHe Distributors 

When and how did you start your business?

Body Aqua, also known as Health2O, was founded by Sherman Williams, a retired disabled veteran. Sherman’s journey to creating this business began during his service in Operation Iraqi Freedom. The life-threatening situations and extreme conditions he faced during his deployments profoundly influenced his vision for a product that not only supports life but also enhances overall health. 

Sherman was inspired to develop a beverage that provided nourishment and sustainable hydration. Drawing on his personal experiences and the challenges he encountered, he conceptualized Body Aqua. The goal was to create a beverage that would offer significant health benefits, catering to the needs of health-conscious consumers. 

With a strong background in organizational leadership and a commitment to health and well-being, Sherman Williams officially launched Body Aqua. His dedication to creating a product that supports overall health and well-being has driven the company's growth and success. Today, Body Aqua is recognized for its unique blend of hydration and health benefits, resonating with a wide range of consumers and securing a strong market presence. 

Since its inception, Body Aqua has expanded from local Whole Foods stores to being available in 388 Winn Dixie locations across five states, demonstrating its strong market presence and consumer demand.

Business Growth Challenges - Growing Through Challenge and Change

What were some of the challenges in starting your business?

Capital and Funding: Securing sufficient capital to develop and launch the product was a major hurdle. Finding investors who believed in the vision and potential of Body Aqua required substantial effort and convincing. 

Market Entry: Penetrating the market and gaining shelf space in major retailers like Whole Foods and Winn Dixie was challenging. Building relationships with these retailers and proving the product's market potential took time and persistence. 

Brand Awareness and Marketing: Establishing brand awareness and differentiating Body Aqua from other beverages in the market was crucial. Effective marketing strategies, including targeted advertising campaigns, in-store demos, and partnerships with influencers, were necessary to build a strong brand presence. 

Distribution Network: Building a reliable and efficient distribution network to ensure the product reached retailers and consumers was a significant challenge. Partnering with distributors like Sysco Foods, C&S, UNFI, and KeHe was essential for widespread availability. 

Operational Logistics: Managing the logistics of production, inventory, and delivery while maintaining quality and consistency was a complex task. Ensuring a smooth operational flow from production to retail shelves involved overcoming various logistical challenges. 
Adversity and Motivation: Overcoming personal and professional adversity, including Sherman's own experiences with PTSD from his military service, was part of the journey. Staying motivated and focused on the vision despite these challenges was crucial for success. 

By addressing these challenges with determination and strategic planning, Health2O successfully established itself in the competitive beverage market, offering a product that aligns with consumer demand for health and hydration.

What is the key to the success of your business?

The key to the success of Health2O, with its flagship product Body Aqua, lies in several strategic and foundational elements: 

Innovative Formulation: Body Aqua stands out with its unique blend of over 70 ionic sea minerals and a balanced pH level of 7.5, providing both hydration and health benefits.

 
Health Focus: The product addresses specific health concerns and promotes overall well-being, which resonates with health-conscious consumers. 

Inspirational Backstory: Sherman Williams’ personal experiences as a disabled veteran and his journey during Operation Iraqi Freedom deeply influence the brand. His vision to create a life-supporting and health-enhancing beverage adds authenticity and emotional connection to the product. 

Commitment to Health: Sherman's dedication to health and well-being is reflected in every aspect of the product, from development to marketing. 

Strong Distribution Network: Partnerships with major distributors like Sysco Foods, C&S, UNFI, and KeHe ensure widespread availability of Body Aqua. 

Targeted Advertising Campaigns: Utilizing platforms like Hulu to reach specific demographics, particularly focusing on zip codes of Winn Dixie shoppers, helps build brand awareness. 

Influencer Partnerships: Collaborations with influencers and celebrities, such as Ashton Kutcher, significantly boost marketing efforts and brand credibility. 

Clear Communication: Providing detailed information on the health benefits of Body Aqua, including its mineral content and pH balance, helps consumers make informed choices. 

Efficient Supply Chain: Utilizing EDI capabilities with SPS Commerce ensures smooth transactions and efficient supply chain management. 

Quality Control: Maintaining high standards of quality and consistency in product formulation and packaging builds consumer trust and loyalty. 

Flexible Payment Terms: Offering favorable payment terms with discounts for early payments helps maintain strong relationships with business partners. 

Promotional Funding: Allocating substantial funds towards product promotions, including over $120K for in-store demos, ensures continuous consumer engagement and sales growth. 

By focusing on these key elements, Health2O has successfully established a strong market presence and continues to grow, offering a product that meets the evolving needs of health-conscious consumers.

What lessons learned can you share with people to make their business succeed?

Be prepared to work hard and wear many hats. There are times when I am immersed in the operational aspects of the business ensuring that we are best managing our internal resources (human and financial). Other times, I am tasked to represent our organization in a customer-facing and marketing capacity. Believe in what you do and let that passion flow in all aspects of the day-to-day requirements. Employees, industry partners, existing customers, and potential customers will draw close and commit to a vision they believe in and a leader who fully represents that vision.

What pitfalls should they avoid?

Navigating the path to business success involves avoiding certain pitfalls, which can also be seen as building blocks because everyone's journey is unique. Here are some key pitfalls to be mindful of, along with the understanding that they can serve as valuable learning experiences: 

Pitfall: Starting without a clear vision or mission can lead to confusion and lack of direction. 
Building Block: Define a clear, compelling vision for your business. This will guide your decisions and keep you focused on your goals. 

Pitfall: Neglecting to conduct thorough market research can result in misunderstanding your target audience and market needs. 
Building Block: Invest time in understanding your market, competitors, and customer needs. This knowledge will help you create products and services that truly resonate with your audience. 

Pitfall: Poor financial management can lead to cash flow issues and potential business failure. 
Building Block: Develop a solid financial plan, keep track of your expenses, and ensure you have enough capital to sustain your business through tough times. 

Pitfall: Ignoring customer feedback can result in missed opportunities for improvement and decreased customer satisfaction. 
Building Block: Actively seek and act on customer feedback. It’s a valuable resource for enhancing your products and services. 

Pitfall: Failing to develop a strong marketing strategy can limit your reach and impact. 
Building Block: Create a comprehensive marketing plan that includes both traditional and digital strategies to effectively promote your business. 

Pitfall: Ineffective team management can lead to low morale and high turnover. 
Building Block: Build a strong team culture, communicate clearly, and support your employees. A motivated team is crucial to your success. 

Pitfall: Failing to monitor and respond to competitors can leave you at a disadvantage. 
Building Block: Keep an eye on your competitors’ strategies and be prepared to adapt your approach to stay competitive. 

Remember, no risk, no reward. What may seem like a pitfall to others could be a learning curve for you. Embrace these challenges as part of your unique journey to success or failure. Each pitfall you navigate successfully becomes a building block that strengthens your foundation and brings you closer to achieving your goals.

What other information about you and your business would you like to share with the NaVOBA Community?

I would like to share some additional insights and information about myself and my business, Body Aqua (Health2O), that highlight our journey, values, and aspirations: 

Inspiration: The idea for Body Aqua emerged from the challenging conditions I faced during my service. Recognizing the critical need for effective hydration and health support, I was inspired to create a product that not only sustains life but also enhances overall well-being. 

Veteran Support: As a veteran-owned business, we are passionate about supporting fellow veterans and giving back to the community. We actively participate in initiatives that benefit veterans and their families. 

Health Advocacy: We engage in educational campaigns and partnerships that promote health and wellness, encouraging our customers to make informed and healthy lifestyle choices. 

As of December 31, we have sold over 8.4 million bottles across various locations, generating significant revenue for our business partners.

By sharing our journey and commitment to excellence, we hope to inspire and connect with the NaVOBA community. We believe in the power of resilience, innovation, and community support to drive success and make a positive impact. 

Thank you for the opportunity to share our story.

Service Information

Branch: Army

Service Years: 1993-2017

Highest Rank Attained: Captain

Why did you join the military?

I joined the military because I needed to find out who I was before I could fulfill my dreams of success and admiration. At the time, I felt stuck in a twilight zone of failure in South Carolina. I was working as a janitor for a college I didn’t attend, a busboy for a food chain I didn’t manage, and a waiter for a seafood restaurant where I had no stock. I felt like I was merely living to pay bills, which wasn't the life I envisioned for myself. Realizing that I needed a significant change to pursue the life I wanted, I called the recruiter and enlisted in the military.

Military Occupation:

In the military, I served as a 63B Light-Wheel Mechanic for the first 15 years of my career, ensuring the maintenance and repair of essential military vehicles. For the remaining 10 years, I transitioned to a 90A Logistics Officer, overseeing the efficient management and distribution of resources and supplies. This combined experience allowed me to serve a total of 25 active years in the U.S. Army.

Any significant military achievements / experience you would like to mention?

During my military career, a near-life experience in Iraq, along with other deployments, profoundly changed my perspective on life. These experiences reshaped how I view nationalities, color, and other insignificant dividers that often keep America from being truly united. They taught me the value of unity and the importance of looking beyond superficial differences to find common ground and mutual respect.

Fun Facts:

If I weren't a business owner, I would be working to fulfill another dream, giving 110% of my energy, time, and efforts. However, I realize that without a true sense of purpose and direction, I might not ever achieve anything significant in life. Life is more than just existing; it's about truly living and making a meaningful impact. This understanding drives my commitment to my business and the broader goals I aim to achieve.