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Hiccup: Revolutionizing Running Events with Reusable Cups
Kristina Smithe, a Coast Guard veteran and marathon enthusiast, launched Hiccup in 2020 after noticing the vast amount of disposable cup waste at races and during travel.
With hubs in Tampa, Florida; Grand Rapids, Michigan; and Willits, California, Hiccup serves running events across the U.S., offering a sustainable solution to single-use waste.
Hiccup addresses significant recycling challenges, with only 8.7% of plastic recycled in the U.S. The company name “Hiccup” highlights its mission of sustainability and innovation in reducing race day waste.
What Is Hiccup?
Hiccup is a reusable cup service designed to reduce waste in the racing industry throughout the United States. They offer 8 oz. silicone cups as an eco-friendly alternative to the single-use cups typically used at aid stations for runners during races.
How Hiccup Works
- Drop-off: Hiccup delivers reusable cups to each aid station before the race.
- Pickup: They collect the used cups from the stations after the race.
- Cleaning: The cups are washed and prepared for use at future races.
Their mission is to reduce cup waste, significantly making races more environmentally friendly.
Key Features of Hiccup:
- An 8-ounce silicone cup designed for runners, durable and high-temperature washable.
- Over 700,400 disposable cups have been kept out of waste facilities since launch.
- Comprehensive logistics, including delivery, collection, and washing of cups.
- Uses a patent-pending machine cleaning 1,500 cups with 30 gallons of water per cycle.
- More economical than composting or bamboo options, cups are available for $5 each.
Who is the Founder of Hiccup?
Kristina Smithe is the founder of Hiccup. In December 2019, Coast Guard veteran and avid marathon runner Kristina Smithe had a revelation. During a cross-country flight and a marathon, she became acutely aware of the staggering amount of disposable cups used at such events.
Determined to make a change, she launched Hiccup in 2020, a company dedicated to minimizing single-use waste at running events through reusable cup solutions.
Kristina Smithe, who has completed 26 marathons, grew up in Marne, Michigan, and now calls Tampa Bay, Florida home. Her company, Hiccup, operates from three key hubs in Tampa, Florida; Grand Rapids, Michigan; and Willits, California. It serves running races across the United States with a mission to reduce the environmental footprint of these events significantly.
Hiccup’s flagship product is an 8-ounce silicone cup specifically designed for runners. This cup is sturdy and durable and withstands frequent high-temperature washes. Since its inception, Hiccup has prevented over 700,400 disposable cups from ending in landfills or recycling facilities.
The service provided by Hiccup is comprehensive. They deliver cups to race aid stations, supply collection bins, and pick up used cups once the stations close. With a robust inventory of 50,000 cups, Hiccup ensures that large and small events are well-equipped to minimize waste.
One of Hiccup’s standout features is its thorough washing process. Cups go through an initial dip in soapy and disinfectant water, a commercial dishwasher cycle, and a dip in 180-degree water. This process is powered by their patent-pending dishwashing machine, capable of cleaning 1,500 cups per cycle with just 30 gallons of water.
While Hiccup’s service comes at a higher cost than traditional disposable cups, it is more cost-effective than composting or bamboo alternatives. Runners can also purchase these reusable cups for personal use at $5 each, benefiting from their malleable design that allows easy folding or compression during races.
Hiccup’s approach tackles broader recycling challenges. According to EPA data from March 2021, only 8.7% of plastic gets recycled in the U.S., with most styrofoam and paper cups ending up in landfills due to recycling complexities. By offering a reusable solution, Hiccup contributes significantly to reducing this waste.
Considered initially “ZipSip,” Kristina chose the name “Hiccup” to highlight the word “cup” while incorporating an earth symbol and water drop into the logo design. It’s not just a name; it’s a testament to the company’s commitment to sustainability.
Hiccup continues to pave the way for eco-friendly running events, proving that small changes can make a big difference in preserving our planet. Whether you’re organizing a race or running one, consider making your next event a little greener with Hiccup.
Hiccup Shark Tank Presentation
Kristina Smithe, the founder of Hiccup, presented her innovative business aimed at reducing waste in the running industry on Shark Tank.
By introducing a reusable cup service for hydration stations at marathons, Kristina sought to create a sustainable solution for an ongoing problem faced by runners and event organizers alike.
- Founder Name: Kristina Smithe
- Company: Hiccup
- Seeking Investment: $200,000
- Equity Offered: 10%
- Final Deal: No Deal
- Shark: No Shark
Kristina opened her pitch with a vivid description of marathon day, where runners are busy trying to stay hydrated but often contribute to a significant amount of waste through disposable cups.
She explained how these cups are discarded after just a sip of water, leading to messy streets and environmental concerns.
Hiccup offers a solution: silicone cups provided to hydration stations during races. After the race, these cups are collected, cleaned, and reused for future events.
Kristina emphasized her mission to eliminate single-use cups from the running industry and create a more sustainable future.
Key Points from the Pitch
- Problem: The excessive waste generated by single-use cups during marathons.
- Solution: Hiccup’s reusable silicone cups that race organizers can rent.
- Market Potential: Kristina estimated that major marathons could use millions of cups, highlighting events like the Boston and Chicago marathons.
The Sharks were intrigued but had several questions regarding the business model and its growth potential:
- Cost Comparison:
- Robert Herjavec: What is the price difference between Hiccup’s reusable and traditional paper cups?
- Kristina’s Response: She mentioned that she charges 15 cents per cup, while paper cups cost around 7 cents each. After reaching a rental threshold, the price drops to 10 cents per cup.
- Sales Performance:
- Kevin O’Leary: How much revenue has Hiccup generated?
- Kristina shared that last year, her company generated $667,000 in sales.
- Scalability:
- Mark Cuban: How big can this business become?
- Kristina expressed her belief that with the right partnerships, Hiccup could scale significantly, potentially supplying two million cups for major marathons.
- Sponsorship Opportunities:
- Lori Greiner: Why haven’t you pursued partnerships for branding on your cups?
- Kristina explained that she was focused on operational tasks, such as cleaning and managing the cups.
Sharks’ Opinions
- Mark Cuban: Mark acknowledged the environmental impact of Kristina’s idea but was concerned about scalability. He expressed that while the concept was good, he didn’t see a way to grow it into a larger investment opportunity.
- Kevin O’Leary (Mr. Wonderful): Kevin was blunt in his assessment, stating that although the idea was solid, it wasn’t an attractive investment for him. He felt it lacked the potential for high returns and said he was out.
- Lori Greiner: Lori appreciated Kristina’s passion and entrepreneurial spirit but ultimately felt Hiccup was too early to attract her investment. She wished Kristina luck but decided not to invest.
- Robert Herjavec: Robert recognized the demand for sustainable solutions in the marathon space but echoed concerns about scalability. He felt that while there was potential for a solid business model, it wouldn’t attract the rapid growth investors typically look for.
Despite Kristina’s strong pitch and precise sales figures, none of the Sharks offered an investment. They all saw value in the concept but ultimately felt it wouldn’t fit within their scalability and return on investment criteria.
Kristina Smithe’s appearance on Shark Tank highlighted her commitment to sustainability and innovation in the running industry. While she did not secure an investment deal, her pitch effectively showcased the need for environmentally friendly solutions in event planning.
The insights from the Sharks may provide valuable guidance as she continues to develop Hiccup and work towards making her vision a reality. Kristina’s journey inspires other entrepreneurs looking to impact their industries positively.
What Happened To Hiccup After Shark Tank?
Since appearing on Shark Tank, Hiccup has grown its presence with operations in Tampa, Florida; Grand Rapids, Michigan; and Willits, California. They’ve been actively involved in 82 races and have built a collection of 50,000 reusable silicone cups. Event organizers favor these eight-ounce cups for being eco-friendly alternatives to single-use cups.
Hiccup is on a mission to reduce waste and has expanded its services to cities across the U.S., including North Carolina, Alabama, Kentucky, Ohio, and Minnesota. Their focus on sustainability has earned them a solid reputation among major marathons and races.
The company’s eco-friendly efforts have been recognized in the media, with features in Runner’s World and coverage by Fox 21 during the Grandma’s Marathon in Duluth.
Hiccup has helped eliminate approximately 300,000 disposable cups from events, showcasing their impact. They also partner with race organizers who aim for zero waste, working together to create more sustainable events.
If you are an organizer interested in using Hiccup’s reusable cups, you can contact them through their website. Once they fill out a form, bookings are confirmed, and all necessary details, including pricing, are provided directly. The cups are delivered straight to event venues instead of shipped to minimize costs.
You can also follow Hiccup on Instagram for regular updates about their product and offerings.
By choosing Hiccup, event organizers contribute to environmental sustainability and support a future where green practices are prioritized. Hiccup’s ongoing commitment inspires positive changes within the running community as we work towards a more sustainable future.
Hiccup Shark Tank Update
After appearing on Shark Tank, Kristina didn’t let the lack of a deal stop her. She kept driving Hiccup forward, successfully preventing over 700,400 cups from ending up in landfills and recycling centers.
Since their time on the show, Hiccup has expanded to several states, supplying reusable 8 oz. silicone cups for numerous races. Kristina also invented a unique dishwasher that can clean 1,500 cups at a time with just 30 gallons of water, and it’s currently patent-pending.
Hiccup has joined various races nationwide, including the St. Pete Run Fest Half Marathon, Publix Half Marathon, and Croom Zoom 75K. They were also part of Florida’s first zero-waste race, using their cups to help reduce environmental impact.
Hiccup provides cups to marathons and races across the U.S., including North Carolina, Alabama, Kentucky, Ohio, and Minnesota. They are sold in packs and can be reused multiple times, with pricing based on event details and location.
Hiccup’s mission is to make events more sustainable by replacing disposable cups with reusable ones.
Even without securing a deal, appearing on Shark Tank was pivotal for Hiccup. The company has expanded into more cities and supported more events, significantly reducing waste by eliminating disposable cups. Hiccup continues to inspire the running community by promoting eco-friendly practices with their reusable cups.
What Is the Net Worth of Hiccup?
Hiccup’s valuation was $2 million before appearing on Shark Tank. The net worth of Hiccup is estimated to be $2.5 million after its appearance on Shark Tank.
