As the founder and CEO of a newly-launched sustainable water enhancement line, Hab, Shane McCassy brings two decades of experience introducing innovative and disruptive health/wellness brands to his latest work for his company. His career path has given him the unique privilege of leading launch efforts for several new-to-market mobile apps, creating businesses’ online platforms, and he has established multiple health-based consumer products for nationwide retail distribution.
Some of the brands he has worked with include Oakley, Amp’d Mobile, Muscle Milk and Tone It Up. At Muscle Milk, he was the brand’s Director of Marketing, where he helped them become the #1 protein beverage in the U.S. At Tone It Up, where he served as the brand’s COO, he helped to build a platform that connected millions of women around the world to live a healthier and happier life. Home Business Magazine had the opportunity to interview Shane, who was happy to discuss his business journey and more.
HBM: Can you briefly walk us through your story—how you started and how you got to where you are today?
SM: “Growing up, I was kind of a jack-of-all-sports and a master-of-none, which kept me busy and gave me a love of sport, health and fitness. Over the first 15 years of my professional career, I worked at brands like Oakley, Muscle Milk and, most recently, Tone It Up. Each experience gave me key ideas of what it takes for a brand to be special. One of the main ideas that stuck with me until today is the importance of product. A brand’s product must be integral in making a person’s life better in some way!
The second was the power of community. Building a brand that is worthy of community with a purpose will give you lifelong customers. My latest project is called Hab. The name ‘Hab’ came from the word ‘habit’. Our early mission was to create healthy habits for your body and the planet. What came from that idea are Hab’s naturally-flavored bits (tablets). Add our bits to water (still or sparkling) in your favorite reusable bottle or cup and enjoy refreshing fruit-flavored water without the waste! We never use any artificial ingredients and our packaging is 100% plastic free!”
HBM: Tell us about Hab. What makes the product special?
SM: “First thing I have to say is the flavor! It really is the best tasting fruit-flavored water product out there! You also get 100% of your daily value of Vitamin C in every serving. Hab is the only product where you get amazing fruit-flavored water without the waste.”
HBM: How does Hab give back to charity?
SM: “Giving back is a huge part of Hab’s DNA. Since Hab is all about helping people enjoy more water, we wanted to help those who don’t have access to any water. We partnered with The Water Project to help bring clean (safe) water to those in need. A portion of every sale goes to help support them and the amazing work they do.”
HBM: Tell us about launching Hab during COVID-19. Has it been a smooth or rough road?
SM: “Launching during COVID-19 had its challenges. It was mostly on the R&D and manufacturing side, where things that used to take 1 week took 3. As with many situations in business that arise, you have to adjust and pivot where needed to get to your goals.”
HBM: What are some tangible tips you’d share for those who want to make a difference in regards to sustainable living in 2020 both at home and at work?
SM: “My suggestion is to start small and grow from there. My first step in being more sustainable in my own life was cutting out plastic water bottles from my daily life. I brought my reusable bottle with me everywhere and as an added benefit, it helped me drink more water. Once you get that down, you can look at other parts of your daily routine. I recently swapped my shampoo, body wash, and face soaps from plastic bottles to bar soaps, and I love them! It’s the little things that can help divert plastic and packaging from ending up in our oceans or landfills.”
HBM: What are some tips you’d share with new wellness entrepreneurs just starting out?
SM: “Don’t start with a product or service you want to make. Start with a plan of how you want people to feel when they experience you or your products. Once you figure out the spiritual side, you can start working on the product or service you want to offer. If it comes from a pure place and you are passionate about what you’re doing, the chances of connecting with people and success are much greater!”
HBM: What are your plans for the near future for Hab?
SM: “Our plan is simple: we want to help people enjoy more water. We will release new flavors throughout the year and learn from our community about different ways we can help them achieve their dreams and live a happy, healthy, and sustainable life.”
HBM: What are some key learnings you hope to bring from your time working at Muscle Milk, Oakley, and Tone It Up to Hab as the brand grows?
SM: “Focus on making great products that make people’s lives better. When you have a product or service that is truly remarkable, your customers become your biggest cheerleaders and help you grow and scale organically.”
