The Sqwincher Corporation was started back in 1975 in Columbus, Mississippi, when founder Mack Howard had the idea of creating an alternative sports drink that could compete against Gatorade. After consulting with one of his friends who was a sports trainer, he crafted a new sports drink called Sqwincher. Unlike Gatorade, Mack’s drink was unique in that it had a higher composition of potassium and a lower composition of sodium, which made it a healthier option. When Mack’s son, Tommy, joined the business in the late 80’s they decided that Sqwincher needed to find its own niche – as a heat stress safety product for the industrial market. Twenty years later, Sqwincher continues to take professional grade hydration to the masses and is considered "The Drink of Industry".