Middle East’s Biggest Fitness Show Becomes Launchpad for Neutonic Drink in UAE
James Smith and Chris Williamson’s hugely popular Neutonic drink has officially landed in the UAE.
The “world’s first productivity beverage” chose the perfect stage for its long-awaited debut: Dubai Active Show.
Fans exploring the aisles of the Middle East’s leading health and fitness event were the first to welcome Neutonic to the region.
The flourishing nootropic brand surprised visitors with a sizeable plot in Dubai Exhibition Centre, perfectly placed beside GymNation’s HYROX 365 track.
Stacks of cans were lined up for attendees to sample, joined by the brand’s caffeine-free capsules and focus blend.
Smith and Williamson launched their Neutonic drink — a blend of natural caffeine and nootropics — in November 2023.
In little under two years, they’ve sold more than 4 million cans and secured listings in gyms and retailers across the UK.
That emphatic start recently attracted $3.7 million of investment in Neutonic’s first funding round, taking the brand’s valuation to $20 million.
Australian influencer and co-founder of the Sweat app, Kayla Itsines, bought in, as did Grenade founder Alan Barratt and Dubai-regular Mike Thurston.
“UAE, we’re coming for you,” Smith wrote in the wake of the cash injection.
Smith, who shot to fame busting fitness myths in his uniquely blunt style, now has more than 5 million followers across his social channels.
Away from the online realm, he’s a three-time Sunday Times No.1 bestselling author and has completed more than 100 global speaking events.
That tally will rise on Sunday when he delivers a business mentorship workshop as one of Dubai Active’s flagship guest experts.
Williamson, his business partner, boasts a similarly substantial audience and is best known for hosting the chart-topping Modern Wisdom podcast.
What is the Neutonic drink?
The Neutonic drink is currently available in five flavours: Orange Sunrise, Tropical Ice, Wild Citrus, Strawberry Lemonade and Blue Raspberry.
The first three have launched on Neutonic’s dedicated UAE website — priced at DHS 240 for 12 cans — with the remaining flavours to follow.
Promising instant focus and mental clarity, the formula features a premium blend of nootropics — Cognizin®, Rhodiola Rosea, L-Theanine and Panax Ginseng — alongside 120mg natural caffeine and 100% RI of eight B vitamins.
For those avoiding caffeine, Neutonic’s brain capsules and instant sachets provide a stimulant-free alternative.
Don’t be surprised to see the Neutonic drink land as an instant hit in the UAE. The beverage taps the growing demand for performance — in the gym and professionally.
Now Neutonic has significant muscle behind it — both financially and literally — from some of the fitness industry’s most recognised figures, it is clearly here to take over chillers.
SEE ALSO: James Smith Brings His Business Mentorship Masterclass to Dubai Active
