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First In Thirst

The Big Idea

Gatorade has conquered all its rivals and has ruled the sport-drink industry since its creation more than 40 years ago. If you need proof of this, all you have to do is visit any sporting event in the country. You will see Gatorade whether you are watching amateurs or pros. You will spot numerous athletes carrying them around in their colorful bottles or lining up to grab a cup from bright orange coolers. Simply put, Gatorade is the sports drink of choice and it is everywhere.

Join sports business reporter and author Darren Rovell as he uncovers everything that led to the success of Gatorade. Find out Gatorade's enthralling story and the nine business rules that have helped Gatorade grow to be the giant that it is today.

Chapter 1 - Sweat in a Bottle

In the year 1965, the freshman team of the University of Florida was in bad shape. In one weekend, more than 20 players were treated for heat exhaustion and severe dehydration.

The problem was keeping the players hydrated. Athletes who drank too much water complained of stomach cramps. Salt tablets helped but unfortunately, too much salt causes legs to cramp as well. The need for a miracle liquid that the players can drink was apparent.

Dr. Robert Cade, a 37-year old associate professor of medicine at the University of Florida , and his research fellows decided to help. Cade and his fellows started to do heavy research on the formulation of sweat and how the body absorbs liquid.

They concluded that a beverage containing just the right amount of sodium and glucose would move into the body faster than plain water in one section of the small intestine. With this information, the fellows immediately sought the assistance of the team's head trainer, Jim Cunningham, and the University of Florida 's varsity head football coach, Ray Graves, to grant them permission to test their beverage on the players.

The Guinea Pigs and Testing

Graves gave the doctors permission to test the beverage on the freshman team. The players were given blood tests and were asked to provide pre-workout blood and urine samples. They also collected and measured the sweat the players lost during practice. The doctors discovered that the players can lose as much as 25% of their total body sodium. This was an alarming statistic that can have lethal implications.....