Jason Thomas and Cale McPherson are rewriting the rules of hydration. Driven by a shared frustration with the lack of clean, effective electrolyte products in Australia, the duo co-founded Sodii, a healthy alternative which has fast become Australia’s highest-rated electrolyte brand. With distribution in over 650 retailers and a loyal customer base of athletes, wellness enthusiasts and everyday Aussies, Jason and Cale’s journey exemplifies how innovation, persistence and purpose can switch the narrative and build a loyal customer base. In this Checkout episode, Jason and Cale give us a glimpse into their personal and professional lives, sharing everything from the tools powering their success to the lessons they’ve learned along the way.
Pushing Boundaries in Health and Wellness
Jason and Cale are no strangers to creativity and experimentation. When asked about unusual things they’ve purchased online, their answers reflected their passion for health optimisation through some unconventional personal projects.
Jason came up with a creative solution for cold therapy:
I literally bought a chest freezer and converted it into an ice bath. It’s got a water filter and thermometer, so it’s not just any freezer—it’s my daily ritual for recovery and focus.
Similarly, Cale shared his experience with crafting a home sauna: “I wanted a full-spectrum infrared sauna at home, but the globes I needed required a lot of wattage. So, I ended up ordering reptile heating lamps—they’re the only thing strong enough to handle it.”
It’s clear Jason and Cale’s ingenuity and passion for health goes beyond Sodii, with a collective curiosity that drives them to seek innovative solutions, in every facet of their lives.
Drawing Inspiration from Disruptors
Jason and Cale find inspiration in brands that challenge the status quo—much like Sodii. They gravitate toward companies that carve out unique niches and redefine customer expectations. Cale expressed his admiration for Chief, a clean protein bar and snack brand: “Chief’s products flip the script on the protein bar category. Instead of sugar-laden junk, they’ve created something that’s real and unprocessed. They’ve built a loyal audience by doing things differently.”
Jason highlighted the rise of smaller, niche shoe brands that are taking on retail giants, carving out niches for themselves even in super crowded markets.
You’ve got these challenger brands like HOKA, and even Saucony, taking on Nike and Adidas. They’re finding these unique spaces, whether it’s trail running or comfort, and really standing out in ways the big players just aren’t.
By observing how other disruptor brands navigate their industries, Jason and Cale continue to refine Sodii’s approach to growth and customer engagement, carving out their very own niche as they go.
Tools That Drive Business Success
Behind Sodii’s success lies a toolkit of carefully chosen tech and platforms. For Jason and Cale, the right tools aren’t just handy—they’re essential to powering Sodii’s balance of innovation and efficiency.
For Cale, design is where the magic begins: “Figma is our go-to. We use it for everything—design, brainstorming, and even as a central hub for documents. It’s where we bring all of our ideas to life.” Whether it’s sketching out new packaging concepts or planning content, Figma allows the team to stay agile and collaborative.
Meanwhile, Jason emphasised the power of email marketing through Klaviyo: “Email is one of our strongest direct channels. Klaviyo lets us build precise flows that nurture our customers. It’s not just about sales—it’s about keeping them engaged and educated.” From tailored product recommendations to detailed educational content about hydration, Klaviyo enables Sodii to deliver value with every interaction.
These tools allow the team to balance their creative roots with data-driven strategies, ensuring Sodii continues to grow while staying true to its brand.
Lessons from Game-Changing Thinkers
When it comes to personal and professional growth, Jason and Cale look to some of the most influential minds in business and marketing. These thought leaders have provided the duo with frameworks that not only guide Sodii’s decisions but also keep them focused on their mission.
For Cale, Seth Godin is a consistent source of inspiration
Seth Godin’s books remind us that marketing is about more than just ads. It’s about connecting with people, building something meaningful, and creating a plan that aligns with your values. His latest book, ‘The Practice’ is a must-read.
Godin’s emphasis on authenticity and connection resonates deeply with Sodii’s ethos, influencing how they approach both their branding and their customer interactions.
Jason credits Simon Sinek’s ‘Start with Why’ for helping Sodii find its direction early on: “That book really helped us clarify our mission early on. It’s not about making a product; it’s about solving a problem and creating something that genuinely helps people.” This idea of purpose-driven business is evident in every aspect of Sodii, from its carefully crafted product formulations to its transparent messaging.
Grappling with Growth
Building a fast-growing brand like Sodii isn’t without its challenges, and Jason and Cale are very candid about the hurdles they face, both personally and professionally. As their business continues to scale, the demands on their time, resources, and focus have grown exponentially, testing their ability to adapt and prioritise.
Jason highlighted the operational pressures of meeting increasing demand: “Sales are outpacing production—it’s a good problem to have, but we’re working on creating a better runway for inventory.”
For Cale, the challenges extend into his personal life, as he navigates the new territory of fatherhood: “I’ve got a nine-week-old newborn at home, so balancing fatherhood with a startup has been a learning curve. It’s tough, but also incredibly rewarding.”
Building a Legacy Through Disruption and Innovation
Jason and Cale’s journey speakeasy to more than business success. It showcases how innovation, purpose and authenticity can redefine an industry. Their ability to think outside the box, draw inspiration from disruptors, and leverage powerful tools have all contributed to carving out a special niche for Sodii in the fiercely competitive hydration market.
The Checkout is a short snippet of our conversations.
