The original creators of Propel Fitness Water operate from Greensboro and are now recruiting college-age consumers to market a different kind of liquid fuel, BURN energy drink.

Tyler Benedict and his beverage company, Source Beverages, first entered the market by creating and patenting the name Propel for a powdered drink mix for endurance athletes. When the product hit the shelves in 1999, its name caught the attention of the makers of Gatorade. After one month, Gatorade bought the name for use on their product.

The ingredients of the drink mix remained the same, but following Gatorade’s purchase, Benedict, with the help of a few friends, changed the product's name to Pro-Lyte and moved his company from Daytona Beach, Fla. to Greensboro in 2000.

In 2001, Source manufacturers discontinued Pro-Lyte and created a product that could benefit both athletes and the average consumer. They added amino acids and electrolytes and the product was changed to a liquid form. In February 2002, Source launched BURN energy drink.

BURN is citrus-flavored and boasts better taste, more vitamins and a 25 percent higher level of caffeine than the leading competitor.

Manufacturers recruit college-age students to promote these qualities through Overt Ops, promotional teams that travel the country offering ready-to-drink samples of BURN.

Overt Ops presents a unique opportunity for college students to gain advertising experience and improve their public speaking skills.

“It’s a really effective way to convey the brand,” Benedict said. “You hand someone a cold can and tell them to try it.”

Any college-age student with reliable transportation and a flexible schedule may apply to join Overt Ops by logging on to Source Beverage’s Web site.

In the 5 1/2 years since its debut, BURN has become a leading name in a demanding market that is constantly introducing new competitors. Benedict credits the longevity of his product to non-traditional means of advertising, perseverance and to the help of many distributors.

“We’ve had some great vendors who have seen the potential of the brand,” he said.

BURN is sold in citrus and sugar-free citrus flavors. This January, a juice-based version of the drink will be available as well.

Consumers may purchase BURN at most convenience stores in North Carolina, California, Florida, Illinois, Michigan, Missouri, Pennsylvania and Texas.

Source is expanding its BURN distributors with the goal of reaching a nationwide market in the next four years. By the end of 2007, the company plans to assign distributors to cover four additional states – Kentucky, Virginia, Tennessee and Indiana.

Reporter: Sarah McGlinchey - 11/14/07