Episode Overview

Podcast: The Agile Brand with Greg Kihlström®
Episode: #775 – ZICO Coconut Water Founder Mark Rampolla on Brand Integrity and the Courage to Make Tough Decisions
Air Date: November 26, 2025
Guest: Mark Rampolla, Co-founder and Managing Partner, Ground Force Capital
Main Theme:
This episode dives deep into the journey of Mark Rampolla, founder of ZICO Coconut Water, exploring the nuances of scaling a brand, the emotional rollercoaster of selling to a giant like Coca-Cola, and the unexpected opportunity to reclaim and revive his company. The conversation centers on brand integrity, agility, leadership self-awareness, and the courage it takes for founders to reverse course and make tough, sometimes counterintuitive, decisions.

Key Discussion Points & Insights

1. Origins of ZICO and the Founding Vision

• Personal Motivation: Mark shares that his passion for health, wellness, and a desire for freedom from “golden handcuffs” of corporate life inspired him to found ZICO in 2004.
  “I wanted a different life than my corporate career....I thought that…entrepreneurship would be my ticket to freedom. And I just happened to love coconut water.” —Mark (02:24)
• Importance of Finding a Core Audience: Early experimentation led ZICO to target hot yoga communities, solidifying their brand identity as a post-workout recovery beverage.
  “Building with that community, having a reason to be and a very specific value proposition...became really the thing that helped us break through over the next decade.” —Mark (03:55)

2. Scaling and Selling to Coca-Cola

• Initial Investment and Acquisition: Coca-Cola took a minority stake in 2009 and fully acquired ZICO in 2013.
• Shift of Mindset: Mark candidly describes how the focus changed from “building to last” to “building to sell” after Coke’s involvement.
  “The game changed to...build to sell because that became the game...Over the next few years, we built the company to work for Coke, not necessarily to work to last forever.” —Mark (06:08)
• Emotional Aftermath: Initially, Mark felt victorious and relieved but later wrestled with the reality that what seemed like success was somewhat hollow.
  “This quote unquote success was not all I thought it would be...the best was when they sold and the worst was the day after.” —Mark (08:01)

3. Brand Integrity vs. Agility

• Loss of Agility in Corporate Hands: Mark argues that while Coca-Cola maintained product quality and brand integrity, the brand lost its agility, which was key to its success.
  “We had a very core, strong brand and culture, but both were agile…. [Coke] had no agility…. That doesn’t work with a fast-growing brand.” —Mark (09:28)
• Culture Clash: Corporate skillsets and founder skillsets fundamentally differ, especially regarding innovation and adaptability. “The skill set that allows a leader to thrive and grow in a Coca-Cola is not the same thing that allows a leader to be successful as an entrepreneur.” —Mark (11:07)

4. Buying the Brand Back – The Second Chance

• Catalyst: In 2020 during COVID-19, Coca-Cola divested several brands including ZICO. Mark (through Ground Force Capital) saw an opportunity both economically and personally. “Sometimes life gives you a second chance...I started to realize, wow, I thought I was done with this brand...I think I still have some learning.” —Mark (14:41)
• How Mark’s Approach Changed:
  • Less urgency; focus on building to last, not just for acquisition.
  • Brought in a stronger management team.
  • Emphasis on emotional intelligence and authentic leadership.
  • Instituted practices like meditation and emotional check-ins at board meetings. “We start our board meetings with meditations. I have cried in board meetings....We’re also going to do it by creating an environment where everybody involved has the opportunity for self realization.” —Mark (17:33)

5. Lessons for Founders and Investors: Self-Discovery, Leadership, and Success

• Leadership Self-Awareness: Mark highlights the importance of founders understanding their strengths, limits, and what role they truly want to play.
• Investing Philosophies: At Ground Force Capital, he looks for brands with:
  • Clear values AND agility.
  • Humble, self-aware founders focused on both inner and outer growth.
  • Solid business fundamentals—scaling, efficiency, profitability. “Your brand can only grow as fast as you grow as a leader.” —Mark (25:04)

6. Advice for Acquirers and Brand Stewards

• Balancing Integrity and Flexibility:
  “What are the foundational principles and where are you adaptable and agile?...Brands live...Let it have a life, find its own journey.” —Mark (22:07)
• Role of Stewards: Treating brand stewardship more like parenting—guiding but not controlling the evolving identity.

7. Mark’s Personal Routines for Staying Agile

• Discipline as Freedom: Mark stresses personal discipline—meditation, workout routines, limiting drinking, structured schedules—as keys to maintaining agility and true freedom.
  “I realized exactly the opposite is true, that freedom takes discipline.” —Mark (26:50)

Notable Quotes & Memorable Moments

• On Founding ZICO:
  “They were golden handcuffs and I wanted to be free.” —Mark (02:24)
• On Selling to Coke:
  “I won...but over a period of time I started to decide, well, now what?” —Mark (08:01)
• On What Coke Missed:
  “You can have integrity with agility. In fact, you have to, both as a leader and as a brand. And they didn’t have that.” —Mark (10:56)
• On Second Chances:
  “Sometimes I don’t know if you’ve seen this happen. Sometimes life gives you a second chance.” —Mark (14:41)
• On Leadership Growth:
  “Your brand can only grow as fast as you grow as a leader.” —Mark (25:04)
• On Brand Stewardship:
  “They’re not our kids, they’re the children of the universe that we escort through some period of time in our life. I think great brands are the same way.” —Mark (22:07)
• On Staying Agile:
  “Freedom takes discipline.” —Mark (26:50)

Timestamps for Key Segments

| Segment | Topic | Timestamp | |---------|-------|-----------| | Founding ZICO & Motivation | 02:24 | | Finding Audience in Yoga | 03:55 | | Coca-Cola Investment & Mindset Shift | 06:08 | | Selling: Emotional Impact | 08:01 | | Brand Agility vs. Integrity | 09:28 | | Corporate vs. Entrepreneurial Skills | 11:07 | | Reacquisition of ZICO | 14:41 | | Lessons from Second Time Around | 16:46 | | Boardroom Vulnerability & Culture | 17:33 | | Investor Philosophy & Success | 19:27 | | Advice for Integrating Brands Post-Acquisition | 22:07 | | Brand Stewardship Analogy | 22:07 | | Traits of Next-Gen Brands | 25:04 | | Personal Agility Routines | 26:50 |

Conclusion

This episode provides a rare, candid look into the emotional and strategic complexities of entrepreneurship, brand ownership, and value-driven growth. Mark Rampolla’s reflections offer actionable insights for founders, investors, and marketers:

• True brand resilience comes from striking a balance between unwavering values and adaptability.
• Founders must continually practice self-awareness and authentic leadership.
• Discipline and humility—not just innovation—fuel enduring brands and personal freedom.

Listeners leave with memorable real-world lessons on building to last, not just to exit, and are reminded that sometimes, in both business and life, a “second chance” can lead to deeper fulfillment and success.