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Michael Hekking
Founder & First Officer First Energy Gum
Michael Hekking is the Founder and First Officer of FIRST Energy Gum, a company that produces caffeine chewing gum as an alternative to energy drinks and coffee.12 Here are some key details about Michael Hekking:
Professional Background
Michael Hekking co-founded FIRST Energy Gum with Olympic champion Mark Tuitert.1 He has played a crucial role in developing the company's brand strategy and positioning in the retail landscape.1 Prior to FIRST Energy Gum, Hekking held positions at notable companies:
- Sensation International BV
- ID&T
His experience spans areas such as commercial communication and marketing.3
Leadership and Innovation
Under Hekking's leadership, FIRST Energy Gum has:
- Expanded its retail presence, now available in major Dutch retailers like Albert Heijn, Jumbo, and Shell petrol stations.1
- Shifted the brand's focus from a niche sports product to targeting active, adventurous consumers aged 25-45.1
- Implemented a new brand strategy emphasizing the "Explorer" archetype, positioning the product as a means to "Stay Adventurous".1
- Launched sustainability initiatives, including moving production from the US to Europe and redesigning packaging to reduce environmental impact.2
Recent Developments
In 2024, Hekking has been involved in:
- Launching a new marketing campaign focused on adventure and exploration.1
- Introducing a new Cool Mint flavor with 80mg of caffeine.4
- Positioning FIRST Energy Gum as a sustainable alternative to coffee and energy drinks, based on a Life Cycle Assessment study.2
Michael Hekking's LinkedIn profile can be found at linkedin.com/in/michaelhekking, where he shares updates about FIRST Energy Gum and industry insights.3