Steamboat’s PowerICE has large ambitions for its hydrating ice bar
July 5, 2013
Steamboat Springs — Grant Fenton thinks the possibilities are endless for PowerICE, the frozen electrolyte company he brought to Steamboat Springs in 2012.
The children and parade watchers on the Fourth of July weren't professional athletes looking to cool down after a grueling training session, but they enjoyed the Popsicle-esque treat on the hot July day regardless.
"There really isn't another product like it," said Fenton, who is president of the company.
While people enjoy the orange and lime flavors, Fenton said, it's the benefits of an alternative to sugar-filled Popsicles or ice chips in hospitals that provide the upside to PowerICE.
When Fenton moved the company to Steamboat, PowerICE underwent a process of rebranding and relaunching, he said.
It bills itself as a "great tasting, frozen, hydrating ice bar designed to enhance the performance of athletes and fitness enthusiasts." In layman's terms, it's an ice bar that provides a function similar to Gatorade or similar electrolyte drinks with the added bonus of cooling your body more efficiently.
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And Fenton can cite research showing that the benefits from using an ice bar to rehydrate are real.
The roster of athletes who've signed onto the PowerICE team include Steamboat's own Todd Lodwick, Ironman triathlete Heather Gollnick, former baseball player Roberto Clemente Jr. and others who run the gamut of sports.
But to peg PowerICE as strictly for athletes would be to sell the company's ambitions short.
"We're trying to get an idea of the breadth it can apply to consumers," Fenton said.
PowerICE is used in Yampa Valley Medical Center across departments, he said. Children receiving cancer treatment and mothers recovering from childbirth are eating PowerICE rather than Popsicles or ice chips.
And there's interest from other hospital chains across the nation, Fenton said.
"The health care thing is a huge priority," he said. "It's doing something really beneficial for those patients."
The possible military applications are a priority, as are growing the retail outlets for the product. Fenton said additional flavors also are in the works.
The group of seven staff members in Steamboat is poised to grow, as is the international support for the company.
PowerICE will be represented at about 50 events this summer, Fenton said, and will be attending trade shows. The company has been able to take advantage of some opportunities for synergy with other outdoor and nutrition brands in Steamboat for those events and shows.
And while PowerICE has large ambitions across sectors, Fenton said, its home in Steamboat makes its focus on active lifestyles more genuine.
"As we learn and we grow, it's important for this to be a Steamboat Springs company," Fenton said. "We will see PowerICE in a lot of different scenarios."
To reach Michael Schrantz, call 970-871-4206 or email mschrantz@SteamboatToday.com