Hey Flexy Fam,Welcome back to Episode 52 of Flex and the City 🎙️This week we’re joined by a special guest, Max Luthy, co-founder of Plink! — a low-sugar electrolyte tablet designed to make daily hydration easier, more joyful, and more sustainable.Before launching Plink, Max worked in trend forecasting and innovation, advising brands like Disney, Spotify, Adidas, and even the Dubai government on what the future of consumer behavior would look like. In this episode, we unpack how sustainability, wellness, and consumer habits have evolved — especially post-COVID — and what that means for how we live, move, hydrate, and build brands today.We talk about:Why the biggest beverage brands are also the biggest plastic pollutersHow COVID reshaped wellness, work culture, and daily routinesThe rise of hydration from “elite athlete” to everyday essentialGym intimidation, fitness tribes, and the need for inclusivityBuilding a values-driven brand in a profit-driven worldWhy wellness doesn’t need shortcuts — just better systemsThis conversation goes far beyond hydration — it’s about integrity, sustainability, human behavior, and choosing progress over perfection.🎧 Listen now on YouTube, Spotify, or Apple Podcasts⭐ If you enjoy the episode, don’t forget to rate and review — it helps us more than you know.Max Luthy + Plink! Socials:Find Plink's fizzy electrolyte tablets for daily hydration at www.drinkplink.comFollow them on instagram Follow them on TikTok Find Max on LinkedIn