With Serena Williams in its court as co-founder, this active recovery line's packaging is designed for top notch performance. Launched in December 2022, WILL PERFORM is offering a refreshing take on athletic recovery with muscle care and pain management. "Our brand is very much about the idea that recovery is bigger than just the reactive pain relief. Recovery should be something that we think about every day, especially for people like Serena, who are working incredibly hard and need to make sure that they can perform the next day," says Alexia Lundberg, Ph.D., chief product officer and biochemist by training. As Lundberg explains, co-founders Eric Ryan and Serena Williams knew each other through her investments in OLLY (Ryan is co-founder of several recognizable brands including Olly, Method, and Welly). "They came together with a shared interest in redefining the athletic recovery category. Serena wanted to create something that felt authentic to her, with products she wanted to use. That, combined with Eric's idea that Millennials think about health and wellness as a lifestyle pursuit and want products to support that, led to the start of the brand," she says. Ryan brought in Hank Mercier as the CEO of WILL PERFORM and its third co-founder.
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