Electra Beverages: Here's What Happened After Appearing On Shark Tank

Any athlete knows that staying hydrated keeps you on top of your game, but when former WNBA champion Fran Harris took a closer look at the nutritional label on popular sports drinks, she was less than impressed. Filled with sugar, salt, and artificial flavorings like red dye no. 3 and red dye no. 40, she didn't think they were living up to their pledge of being beneficial for athletes and frankly made ordinary bottled water brands look appealing in contrast. Harris was inspired to create a product packed with substantial hydration assets, like electrolytes and vitamins and, before she knew it, Electra Beverages was more than just a dream.

Harris secured some initial funding for her product by way of a $40,000 WeFunder campaign. It was a start, but the former small forward for the Houston Comets still needed more capital to get the business off the ground. She began looking for bigger fish to invest in her sports drink, which led her to seek a deal with some of the biggest fish in the pond: the sharks of "Shark Tank."

Gaining a partnership with a shark can take a company to heights it never dreamed of reaching, as illustrated by the cold brew coffee business BRUW when it secured a deal on "Shark Tank." With this in mind, Harris wasted no time when she arrived on set, detailing the problem with contemporary sports drinks and how Electra Beverages presented a solution. Her ask was for $350,000 in exchange for 20% of the company's equity. She acknowledged that the sports drink market was competitive, but the former SWC Player of the Year declared she was up to the challenge.

The sharks seemed to like the taste of the drinks, which came in Litty Lemonade, Passion Fruit, and Oh Yeah! Orange flavors. However, when questioned about the company's sales, Harris had no numbers to share as the business had just launched. The sharks were more concerned about the market sector she was attempting to compete in, with Kevin O'Leary colorfully describing her competitors in that sector as "bone-crushing monsters," (via YouTube). Mark Cuban had to bow out because of conflicting partnerships with beverage companies involved with the Dallas Mavericks, and other sharks were quick to follow.

As the only shark left at the table, Barbara Corcoran countered Harris' offer by stating she would give her $100,000 and a $250,000 line of credit for a whopping 40% equity stake. Upon revealing that Harris was close to securing endorsements from a couple of NFL and NBA Hall of Fame players, the two agreed to the same deal for 30% equity, contingent on one of those Hall of Famers being on board.

Harris' better-for-you hydration solution received the exposure boost that typically accompanies products featured on "Shark Tank," landing a deal for valuable shelf space in 172 H-E-B stores in 2021. The entrepreneur locked in distribution, allowing her company to expand, but Electra Beverages never quite took off. It isn't confirmed that the sports drinks made it to all the H-E-B locations slated to sell them, and there are currently no reports of the beverage being sold in any other major retail locations.

The product was sold directly to consumers from the Electra Beverages website, as well as on Amazon, but it seems the company never experienced any significant growth. Interestingly, Barbara Corcoran's website doesn't currently list Electra Beverages as a partner. Although she walked out of the show with a deal, Harris may have been overconfident that she could get one of the Hall of Fame athletes to endorse her product, which was part of the initial arrangement. Though this is speculative, it's possible that, without meeting that contingency, Corcoran may have never finalized the deal and left Electra Beverages to fend for itself.

During the "Shark Tank" episode, one of the concerns voiced by Mark Cuban was that the shipping costs associated with selling heavy liquid products were incredibly high, suggesting that Harris consider selling a powdered mix-in version of Electra Beverages instead. Harris initially rebuffed, contending that athletes fresh off of a workout wanted a refreshing grab-and-go product that folks could drink immediately. However, it appears that she has taken Cuban's suggestion to heart, as the Electra Beverages website currently only lists powder mix-ins in the original three flavors Harris introduced on the show.

While it does appear folks can purchase 12-packs of powdered Electra Beverages directly from the website for $19.99, the home page doesn't feature the products or any direct links to them. Instead, there is a message at the top of the page claiming that the brand is "Relaunching Summer 2024." The company's social media accounts have been quiet in recent years, and the product is no longer listed on Amazon. Electra Beverages may still be operational, but if so, it is a shadow of its once-promising potential.

As we move into the spring of 2025, the most recent message on the Electra Beverage website indicating a relaunch in the summer of 2024 is not a good sign for the company. Harris' LinkedIn account still showcases her as the founder and CEO of Electra Beverages & Nutritionals, LLC, but with no definitive word regarding the company's future. Instead, she actively posts about business and leadership on the platform, taking a particular interest in women's sports. Her profile states she is open to work, listing possible fields of employment as a business consultant, startup mentor, marketing specialist, or sports marketing. Harris is also currently working to bring a WNBA expansion team to Austin, Texas.

As for Electra Beverages, it seems the "bone-crushing monsters" O'Leary mentioned on "Shark Tank" aren't letting the business gain any ground in what they consider to be their turf. Technically, the company still exists, but it may as well be in name only. There is always a chance it becomes the billion-dollar conglomerate Harris once hoped for, but judging by the lack of social media presence and seemingly zero retail partnerships, it will be quite an uphill battle for Electra Beverages to get back on its game.