Dom Iacovone Details His Strategic Role in Reviving 3D Energy
Dom Iacovone has opened up about his unlikely role in helping Christian Guzman relaunch 3D Energy Drinks.
Guzman revived his dormant brand in late April following a multi-year legal tussle with previous partners for ownership.
The Texas-based influencer revealed he came close to liquidating the business during the drawn-out episode.
But after finally gaining full control for the first time in 3D’s history, he swiftly brought Dom Iacovone on board as a partner.
As the co-founder of Raw Nutrition — the supplement giant behind BUM Energy, a potential rival in the energy drink space — bringing in Iacovone looked like a puzzling move to fans on the outside looking in.
In a recent YouTube vlog, the business maestro unpacked why he decided to help Guzman with 3D’s revival — and why the drinks are competing in different lanes.
Dom Iacovone’s Journey So Far
Dom Iacovone began his journey in fitness entrepreneurship with Revive MD — a vitamin company co-founded with good friend and esteemed bodybuilding coach, Matt Jansen.
With six-time Mr. Olympia champion Chris Bumstead on board, the duo expanded into the wider gym-focused supplement space with Raw.
The brand exploded. Product offerings grew to include apparel and more, and Raw’s lines became more popular than the original CBum SKUs.
It wasn’t long before German giant The Quality Group — which owns More Nutrition and ESN — came knocking.
The trio struck a deal to become co-owners of The Quality Group, backed by CVC Capital Partners, and are now scaling Raw to new heights.
Dom Iacovone x 3D Energy Explained
Having helped Guzman navigate the murky waters of recapturing 3D, Iacovone was asked to join the rebirth as a partner.
Guzman said the success he’d seen Iacovone achieve with Raw in a relatively short time was proof enough he needed him on board.
By all accounts, Iacovone’s answer was almost an immediate “yes.”
“I owe you guys a full explanation on 3D,” he said.
“A lot of you guys have been asking about 3D; why we did it; if it’s going to interfere or compete against BUM.
“The answer is no. To be honest with you, it’s a very different energy drink, and I’m going to go into a little bit of the detail behind that.”
Iacovone said there’s a very specific energy drink category operating at under $2 a can. The two current major players in that space are NOS and Venom.
“So when I was doing my market research and trying to figure out how we can manage this, I was like, ‘we already have a fully built DSD network, we have the attention, 3D has great flavours,'” he added.
“We need to make it a little bit better by getting rid of the artificial colors, changing the formula a little bit, and really just nailing the flavors and redoing the can design.
“Going to the drawing board for those things would make it stand out in a category that hasn’t had innovation in it for like 10 years, right.”
Dom Iacovone’s plan to make 3D unmissable was to bring it in at a price point that would lowball fans’ expectations.
“I want you guys to understand the typical energy drink in this size can is anywhere from $3–$4 — some over $4,” he continued.
“So coming out with this energy drink in a 16 oz for sub $2 is probably the most insane thing in the world.
“But after running the margins, making sure it worked — it absolutely works. So not only are we going to deliver an amazing f***ing energy drink to you guys, but it’s also going to be at a price point that’s never been done before.
“And from my understanding and honesty, I think it’s kind of bulls**t because the margins are really good.”
Raw’s BUM Energy currently retails at $29.99 for a case of 12 — roughly $2.50 per can. While 112mg of natural caffeine is the cornerstone, it also features the focus nootropic Cognizin.
That, Iacovone believes, is enough to separate the two drinks and justify BUM’s more premium pricing.
“Energy drinks really aren’t comprised of much,” Iacovone explained.
“When you look at Bum Energy it’s a little bit different because we have Cognizin in it and Cognizin is a very, very expensive ingredient.
“It’s a patented nootropic and we have to pay a lot of money for that licensing and intellectual property, as well as all of the research they’ve done for it.
“That makes Bum Energy what it needs to be and what it’s priced at.”
The stripped-back approach will see 3D abstain from participating in “crazy marketing campaigns.”
Their hope is that passing the savings to customers will generate enough goodwill to keep fans coming back for more.
By all accounts, the tactic is already paying off.
Iacovone says sales are already going “insane” on The Vitamin Shoppe.
There’s more to come too, as 3D hits H-E-B stores, Buc-ee’s, and more.
“There’s a huge rollout happening over the next 6–8 months,” Dom Iacovone concluded.
“I would anticipate this brand becoming very, very big, very, very fast…
“The way that Christian has handled the relaunch of 3D and brought his community into that relaunch has been something absolutely awesome to watch.
“I couldn’t ask for a better partner. I’ve seen what he’s been doing, I appreciate what he’s been doing.
“As a founder of brands in the past, seeing the co-founder, the ‘influencer’ of the brand, put so much heart and soul into their part of it has been something so rewarding to witness.
“I’m hoping that I live up to my expectation of this deal — which I think I will — and we will become super successful very fast.”
