Top gaming org FaZe Clan is venturing into the nutrition business. The company has taken an ownership stake in meal replacement shake startup CTRL — the first time it has assumed a co-owner position with another brand, it says.
CTRL, which stands for ‘Catered To Real Life‘, was created by Sundance DiGiovanni, the founder of esports org Major League Gaming, as well as noted entertainment exec Glenn Delgado and the entrepreneur Skyler Johnson. The company produces a line of powdered meal replacement shakes targeting gamers and athletes, that are cereal-flavored and contain a multitude of ingredients promoting healthy gut bacteria, digestion, and appetite control.
The investment will also call for 10-year-old FaZe to put its marketing muscle behind CTRL — including its fleet of 85 gaming creators and esports pros who count 230 million collective followers across all social platforms — in a bid to build the brand’s presence globally. (You can check out a promotional photo featuring Alexander ‘FaZe Adapt’ Pinkevich above). CTRL will also collaborate with FaZe to develop new shake flavors.
“FaZe Clan has long championed the importance of health and fitness for gamers,” FaZe CEO Lee Trink said in a statement. “By taking a stake in CTRL, we can bring much-needed attention to the importance of better nutrition and provide a healthy option built especially for gamers by people who understand this community best.”
“People generally think of gamers as kids in their mom’s basement drinking soda and eating potato chips,” added FaZe founder Thomas ‘FaZe Temperrr’ Oliveira. “The truth is we actually take care of ourselves and want to continue breaking the traditional stereotype of what it means to be a gamer. With CTRL, we’re introducing a healthy option to the gaming community and letting our fans know that nutrition is extremely important to us.”