Podcast Summary: Digital Social Hour — Robert Neuner: How a Beer Distributor Built a Global Oxygen Brand | DSH #1630
Host: Sean Kelly
Guest: Robert Neuner, Founder of Boost Oxygen
Date: November 19, 2025
Overview
In this episode, Sean Kelly sits down with Robert Neuner, founder of Boost Oxygen, to explore how a former beer distributor pivoted into the booming niche of portable oxygen. The conversation takes listeners through the early skepticism surrounding selling "air," regulatory challenges, product innovation, brand growth, and unique marketing strategies—including a memorable Shark Tank appearance and collaborations with high-profile investors and athletes.
Neuner provides candid insights into entrepreneurship, scaling a novel product, and the science and stigma around supplemental oxygen.
Key Discussion Points & Insights
1. Origins of Boost Oxygen
- Pivot from Beer to Oxygen:
Neuner describes his journey from importing Czech beer to founding Boost Oxygen after noticing oxygen cans in Europe and leveraging connections in the packaging industry."I spent ten years getting people drunk and the next twenty years getting people sober." – Robert Neuner [01:56]
- European Market Roots:
Boost Oxygen maintains a strong European presence, particularly in the UK, Germany, and Czechia.
2. Product Science & Skepticism
- How Supplemental Oxygen Works:
Portable oxygen mainly benefits those with low blood oxygen (SpO2), or people at high altitudes, older age, or athletes post-exertion."Oxygen will do essentially nothing for you if you're not depleted... but if you're short of breath, you breathe it in, you feel better." – Neuner [00:45]
- Debunking Misconceptions:
Many believe air is 100% oxygen (it's only 21%), leading to resistance and mockery about buying "canned air.""People are like, 'why are you selling air?' It's like, no, it's not air. It's pure oxygen." – Neuner [00:10, 04:47]
- Athletic Bans & Special Cases:
Supplemental oxygen is banned in boxing, MMA, and tennis, yet required in emergencies ringside. In special situations, athletes—such as a tennis player with one lung—need official waivers."Boxing were banned. MMA were banned... Tennis were banned... (but) it helped him out, so he was able to continue playing into his 80s." – Neuner [00:00, 09:21]
3. Retail Growth & Sales Channels
- Regulatory Hurdles and FDA Involvement:
Boost Oxygen’s early years were cautious due to FDA rules. The turning point came when FDA officials demanded they make no medical claims, allowing wider investment."At the end of the week they said, okay, well, as long as you don't make medical claims, we'll allow you to continue to sell this." – Neuner [03:05]
- Retail Expansion:
Boost Oxygen products are found nationwide in Walmart, CVS, Walgreens, and independent pharmacies; not yet in Target."We're working on [Target]... Walmart, Walgreens, Natural Grocers, a lot of independent pharmacies..." – Neuner [03:49]
- Amazon & Online vs. Brick-and-Mortar:
Neuner notes the importance of Amazon and the need for fast, local purchases for situations when immediate oxygen is needed."With oxygen, people are out of breath and... want oxygen now. So having it locally is very advantageous." – Neuner [04:32]
4. Shark Tank: The National Spotlight
- Behind-the-Scenes Experience:
The team was approached (not self-nominated) by Shark Tank in 2019; Neuner describes the stress and editing process."We're up there for an hour... they condense it down to seven minutes." – Neuner [06:49]
- Targeting the Sharks:
The main focus was on securing a deal with Kevin O’Leary. Mark Cuban, though the Mavericks use Boost, was hesitant with supplements. Lori Greiner was also considered due to retail connections."Kevin was really interested as we went along... and Kevin's been great." – Neuner [08:04]
- Ongoing Collaborations:
Neuner speaks highly of O’Leary (“Uncle Kevin”) and also has a private-label partnership with Damon John for “Shark Jevity.” - Shark Tank Legacy:
The Shark Tank effect boosted credibility, visibility, and retail momentum.
5. Notable Use Cases, Pop Culture & Endorsements
- Casinos & Oxygen:
Casinos in Las Vegas pump oxygen to keep gamblers alert—a testimony to the benefits of supplemental O2."They're pumping oxygen... to help keep you sober, alert, obviously, gambling, awake." – Neuner [05:27]
- Pop Culture:
Boost Oxygen made a surprise (and amusing) cameo in The Simpsons, cementing its mainstream status."All of a sudden, oxygen showed up on the show... It was cool." – Neuner [10:51]
6. Marketing & Brand Growth
- Advertising Channels:
The company uses remnant TV (with Kevin O’Leary ads), airport, and in-store advertising—especially effective for their older-skewing audience. Streaming and programmatic ads are also part of the mix."Our demographic is older and older people are still watching TV... Tatari also does streaming." – Neuner [11:27]
- Word of Mouth & Trust:
Word of mouth and trust have fueled organic growth and strong customer loyalty."We built up a trust with our customers. We're very highly ranked." – Neuner [13:49]
7. Innovation & Future Products
- Hydration/Electrolyte Packets:
Boost is launching a new hydration product using bicarbonate (baking soda), not just sodium/potassium chloride, for better blood pH balance and oxygenation."It's using bicarbonate... it really helps with the limitation of lactic acid." – Neuner [13:09]
- Branching Beyond Oxygen:
This marks their first expansion beyond oxygen products, with continued double-digit growth in the core business.
8. Manufacturing, Tariffs, and Price Integrity
- Tariff Challenges:
Aluminum tariffs have squeezed margins, but Neuner insists on holding prices to remain accessible, especially for seniors."A lot of senior citizens... are budget constrained, so we really try to keep the price lower for them." – Neuner [15:31]
Notable Quotes & Memorable Moments
- On the Product’s Rationale:
"Oxygen will do essentially nothing for you if you're not depleted... if you're short of breath, you breathe it in, you feel better." — Robert Neuner [00:45] - On Skepticism:
"People are like, 'why are you selling air?' It's like, no, it's not air. It's pure oxygen." — Robert Neuner [00:10, 04:47] - On Evolution:
"I spent ten years getting people drunk and the next twenty years getting people sober." — Robert Neuner [01:56] - On Regulatory Turning Point:
"As long as you don't make medical claims, we'll allow you to continue to sell this." — FDA agent, quoted by Neuner [03:05] - On the Shark Tank Edit:
"We're up there for an hour... they condense it down to seven minutes." — Robert Neuner [06:49] - On Affordability:
"A lot of senior citizens, because they rely on us and they're budget constrained, so we really try to keep the price lower for them." — Robert Neuner [15:31] - Pop Culture Bump:
"All of a sudden, oxygen showed up on the [Simpsons] show and it's... cool." — Robert Neuner [10:51]
Chronological Timestamps for Key Segments
- 00:00 — Product bans & the special case for a one-lung athlete
- 01:16 — From beer distributor to oxygen entrepreneur
- 03:04 — FDA visit and business inflection point
- 03:41 — Retail partnerships and distribution
- 04:42 — Overcoming consumer skepticism
- 05:27 — Casinos pumping oxygen
- 05:48 — Shark Tank experience and decision process
- 08:04 — Shark preferences and securing Kevin O'Leary
- 09:05 — Oxygen banned in competitive sports
- 10:13 — Endorsement at the Boston Marathon
- 10:21 — The Simpsons cameo
- 11:22 — TV/streaming ad strategy for “older” consumers
- 12:30 — Launching bicarbonate-based electrolyte product
- 13:31 — First major product diversification
- 15:05 — Tariffs, manufacturing challenges, and efforts to keep prices steady
- 15:45 — Damon John's involvement and social media influence
- 16:29 — On oxygen and cancer recovery
- 17:29 — Accessibility without prescription & clear use cases
Tone and Style
The conversation is frank, good-humored, and occasionally self-deprecating, adding authenticity and making Neuner's entrepreneurial story relatable. Sean Kelly’s curiosity and willingness to challenge (“Why would anyone buy this?”) allows Neuner to address skepticism with real-world evidence, humor, and data.
Conclusion
This episode gives an entertaining and insightful deep dive into the creation and growth of Boost Oxygen, highlighting creative entrepreneurship, product education, and the rollercoaster of scaling a business with regulatory and psychological headwinds. It’s as much a primer on hustling a novel product into mainstream acceptance as it is a case study in adaptive branding, all told with humor and candor.
Find Boost Oxygen:
Retailers nationwide, Amazon, and boostoxygen.com
Classic Neuner Quip to Close:
"To anyone who's looking for a quick hit of oxygen, then... look for Boost." – Robert Neuner [18:10]