Michael Hekking

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:

1. Expanded its retail presence, now available in major Dutch retailers like Albert Heijn, Jumbo, and Shell petrol stations.1
2. Shifted the brand's focus from a niche sports product to targeting active, adventurous consumers aged 25-45.1
3. Implemented a new brand strategy emphasizing the "Explorer" archetype, positioning the product as a means to "Stay Adventurous".1
4. 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