Company Performance Metrics
- Matthew Smoyak: Founder and Chief Executive OfficerPast Role: Eat Clean Bro, Marketing Director
NOOB® Energy is a zero-sugar functional energy brand built for gamers, creators, and anyone who operates at that same intensity. Founded in 2019. No institutional capital. Built from scratch.
First year: 30,000 cans on grassroots alone. By 2024: FYE, Spencer's, Hot Topic, Vitamin Shoppe, 6,800 doors at peak, over 1 million units moved. In
2025, the brand launched a powdered format for the crowd that doesn't carry cans.
NOOB® doesn't look or talk like an energy drink company. Bold design, a sense of humor, zero tolerance for filler. The customer base spans esports, fitness, and everyone in between who's tired of the same four brands on every shelf.
Independently operated by a small team with deep CPG, DTC, and retail roots . Built for underdogs. Always ready to press start.
