Jeffrey Robbins of San Diego on Life, Lessons & Legacy

We recently had the chance to connect with Jeffrey Robbins and have shared our conversation below.

Jeffrey, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. Have any recent moments made you laugh or feel proud?
Absolutely — a few stand out. One proud moment was seeing people cross the finish line at MammothMarch with a Drinklits tablet in their water bottle. We donated hydration to every participant, and seeing people genuinely energized and thankful — sometimes muddy, sometimes laughing in exhaustion — was incredibly fulfilling. It reminded me why we started this: to help people push farther and feel good doing it.

Another was our collaboration with the UCLA sustainability initiative, where our hydration tablets were included in eco-conscious student care kits. Knowing that our product is helping the next generation stay hydrated and reduce plastic waste made me feel like we’re building something meaningful beyond the business.

And of course, Bluesapalooza — we were the official hydration sponsor at this incredible music and beer festival in the mountains. Seeing people try Drinklits for the first time, dance with a can in one hand and our tablet in the other, even hearing our name shouted out between sets — that made me both laugh and feel proud. The energy was unforgettable.

Altogether, these moments reinforced that Drinklits isn’t just a product — it’s part of a movement. And being part of these events where people are active, connected, and conscious about their choices — that’s the sweet spot for us.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Jeff Robbins — I’m a dad, a lifelong environmentalist, and the founder of Drinklits, a hydration brand on a mission to help people do more and feel good, without compromising the planet.

Drinklits makes sugar-free, electrolyte-packed hydration tablets designed to be dropped into a reusable water bottle — replacing the need for single-use plastic electrolyte drinks. We’ve built the brand around simplicity, sustainability, and real functionality. Whether you’re training for a hike, chasing your kids around, or just trying to stay energized at work, Drinklits is there to keep you going.

What makes us different is that we’re not just selling hydration — we’re part of a growing movement to reduce waste and rethink what healthy habits can look like. We’ve had the honor of sponsoring events like MammothMarch, UCLA’s sustainability initiative, and Bluesapalooza — where we get to connect directly with communities that care about wellness and the environment.

My journey into eco-friendly CPG started with organic landscaping, then plant care products, and now hydration — all with the same core idea: create simple, effective tools that make it easier for people to live better and tread lighter. That’s what we’re building every day.

Great, so let’s dive into your journey a bit more. What’s a moment that really shaped how you see the world?
Growing up, I spent a lot of time hiking through the canyons near my home — getting dusty, climbing rocks, listening to birds and the wind move through the brush. Those long, quiet hikes as a kid gave me this early sense that the natural world wasn’t just a backdrop — it was something alive, something I was a part of. That feeling stuck with me.

Later on, I found the same connection in the ocean. I was a bodysurfer before I was a lifeguard, and that evolved into spending entire summers watching over the beach. When you’re in the water every day — and responsible for keeping others safe in it — you can’t help but notice how fragile it all is. I saw firsthand how pollution and overuse affect our coastline. That shaped me too.

Those two places — the canyon and the ocean — taught me a deep respect for nature and a responsibility to protect it. And now, years later, that connection is baked into everything I do, especially with Drinklits. We’re constantly asking, “How can we make staying healthy better for people and for the planet?” That lens came directly from those early experiences outdoors.

What did suffering teach you that success never could?
Suffering taught me that the process is the point. As an entrepreneur, especially one trying to build something that genuinely helps people and the planet, the highs and lows are constant. Success feels great — but it’s fleeting. It doesn’t teach you nearly as much as the moments when you’re unsure how you’re going to make payroll, when a production run goes sideways, or when you doubt what you’re creating.

Those hard moments showed me what I’m really made of. They taught me humility, creativity under pressure, and the power of community — because I’ve learned I can’t do this alone.

There’s a kind of artistry in entrepreneurship when you’re building with your heart and your hands. It’s not just business — it’s expression. It’s emotion. It’s trying to make the world a little better, even when it would be easier not to. That’s messy and hard and beautiful. I wouldn’t want it any other way.

Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
Yes — what you see is what you get. Maintaining my sense of self and staying authentic has been both comical at times and absolutely instrumental to our success. Whether I’m on a Zoom call with a chaotic office background, kids running around, or plants stacked behind me, I never turn off the camera. That’s real life — and I think people appreciate that.

With that said, authenticity only works when it’s paired with professionalism — showing up on time, doing what you said you’d do, following through, and consistently delivering. You can be real and reliable — and I believe that combination is what builds real trust.

Now more than ever, people are craving genuine connection. They don’t want a polished brand voice or a perfectly curated founder — they want to know the person behind the product. Being open, honest, and a little scrappy has helped us build real relationships, whether it’s with customers, retailers, or partners. It’s not always clean or quiet — but it’s always me.

Okay, so let’s keep going with one more question that means a lot to us: What do you understand deeply that most people don’t?
I’ve learned that when you create a product that’s inherently good — something that truly helps people and the planet — you don’t have to rely on flashy marketing gimmicks. The product becomes the message.

At Drinklits, our “marketing” is really just about getting the product into as many hands as possible. Once people try it — once they feel the difference and see how easy it is to cut down on waste — they get it. We’re not trying to manufacture desire; we’re trying to meet a need and make the world a little better while we’re at it. That’s something we all want, whether we’re talking about hydration, sustainability, or simply living with more intention.

The best marketing doesn’t always look like marketing — sometimes it’s just doing the right thing, consistently, and letting people experience it for themselves.

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