Joe will be spearheading the distribution partnership efforts for MusclePharm and will be building out the sales organization for the MusclePharm beverage initiative for c-store and Grocery. Joe was part of the original team that launched Rockstar Energy Drink in 2001 (sold to PepsiCo for $3.9 billion in 2020) and brings relevant beverage, sales and distribution experience to MusclePharm functional energy initiative. During his 18-year tenure at Rockstar, Joe was the Executive Vice President of Sales and Distribution.