Chanakya Shah founder of Up & Run started the company after struggling to find an effective electrolyte solution as a long distance runner. Frustrated by products that didn’t replenish sodium adequately and by the high cost of importing better alternatives, he decided to build a cleaner, performance focused hydration formula tailored for endurance athletes. Without overthinking the process or waiting for a perfect plan, he launched the brand with a simple goal: create a zero sugar, low calorie electrolyte mix with optimal sodium, potassium, and magnesium ratios that actually supports recovery and hydration during extended activity.
Bootstrapping the journey while managing everything from product development to social media and operations himself, he built early traction through community engagement on Twitter. One of his biggest early lessons was the importance of building operational backups, from manufacturers to logistics partners, to reduce risk in a young startup. His approach reflects a bias toward action over analysis paralysis, with a strong focus on sales metrics, returning customers, and product reliability as the foundation for scaling a performance nutrition brand from scratch.