STAMFORD, CONN. — Michael Fedele has an extensive history with sports nutrition beverages. With a resume that includes being a brand manager at Powerade, a senior brand manager at vitaminwater and the head of marketing at Body Armor, the beverage industry executive is tackling a new sector of ready-to-drink beverages: coffee. Fedele is the founder and chief executive officer of Throne Sport Coffee, a better-for-you coffee brand targeted toward consumers with active lifestyles.
Fedele launched the company in May 2024 after noticing a lack of ready-to-drink coffee beverages tailored to active lifestyles.
“Active adults consume many different products throughout their day, but one product I saw them consuming almost more so than anything else was coffee,” Fedele said. “…the reality is so many folks, whether you’re an active athlete or just your average Joe, use coffee and drink coffee multiple times throughout their day to keep going. I felt that there was a great opportunity to develop and craft and launch a coffee that provides a little bit more.”
The brand currently has five flavors: mocha java, salted caramel, mint mocha, french vanilla and black. Cans are available in a 12-pack for $29.99 or a variety 4-pack for $9.99.
Containing 50 calories and 8 grams of sugar, the sports coffee is formulated with 150 mg of caffeine, natural flavors and sweeteners, Arabica beans, B vitamins, electrolytes and amino acids.
“One of the things that really has been resonating with consumers, maybe more so than we thought initially, is that we have so many of our products that are dairy-free,” Fedele said. “So, when you think about a low-calorie, low-sugar, dairy-free product, and you’re an active person, you have the ability to pick up a Throne Sport Coffee, enjoy it, and then you don’t feel bogged or weighed down after. You can go for a run, go work out, or get on with your day.”
Throne Sport Coffee was formulated on the foundation that the beverage, unlike some competitors, would be low calorie and low in sugar while still maintaining its status as a coffee beverage, as compared to a “coffee-flavored energy drink,” Fedele said.

Michael Fedele (left), founder and chief executive officer of Throne Sport Coffee, and Patrick Mahomes, lead investor.
| Photo: Throne Sport Coffee“Some (ready-to-drink coffee brands) attempt to be innovative in their own ways, but, at the end of the day, so many of them are just kind of like one another,” Fedele said. “So, I wanted to make sure that we had the ability to have a differentiated brand and product and proposition, but also one that wasn’t going to be a niche product and had the opportunity to be taken mainstream. I feel like we’re on our path to doing that.”
The company is partnered with approximately 5,000 retail outlets with expectations to double in 2025, Fedele said. Currently, the beverage may be purchased at QuikTrip convenience stores, Hy-Vee-affiliated outlets, Casey’s and Amazon.com.
“We’re definitely investing in other partnerships and assets,” Fedele said. “A lot of them are going to be in the fitness space.”
In the initial product development, Fedele cemented a partnership with National Football League star Patrick Mahomes, who is currently the company’s lead investor, No. 2 stakeholder and face of the company. The two connected over a passion for a desire of natural caffeine without “the extra junk” in coffee. After receiving samples, Mahomes decided to get involved with the company.
“He’s extremely passionate about this project,” Fedele said.
Mahomes is not the only household name connected to the company. Fedele said there are several professional athletes, consumer product goods (CPG) and beverage executives and sports business executives investing in the company. He also said 25 out of the 30 Major League Baseball teams will be provided with Throne Sport Coffee during baseball’s Spring Training this year.
Fedele’s extensive past in the beverage sector has been beneficial to the initial success of Throne Sport Coffee.
“…I was fortunate enough to have the opportunity to be on the senior executive management team (at Body Armor) and learn from some tremendous entrepreneurs in terms of how to operate a business and have a seat at the table beyond just marketing, but into observing and seeing and learning about all facets of beverages,” Fedele said. “(This experience) was crucial.”
With his experience, Fedele has high hopes for the future of Throne Sport Coffee.
“We’re looking to grow the (ready-to drink beverage) category,” Fedele said. “We want to bring new consumers and new occasions to ready-to-drink coffee … we’re here to pioneer functional, ready-for-you products to the masses.”