‘Just Chill’: a message in a beverage
Just Chill’s founder and CEO Max Baumann and Manhattan Beach native co-founder Caleb Davidge. Photo One day in the winter of 2008, Malibu surfer Max Baumann was people-watching at the Los Angeles International Airport. Australia-bound to catch waves with friends and train with a high-performing instructor, he was in high spirits. He appeared to be an anomaly. “People getting tickets from LAPD, mile-long security lines, nervous travelers getting on the plane for the first time … I felt this hectic vibe come over me,” Baumann, 24, recalled. He then noticed several recurring themes in the hands of these stressed-out travelers: Red Bull, Monster and Starbucks. The world doesn’t need another energy drink, he thought, but quite the opposite—a stress-relief beverage. Several months later, he brought in three trusted friends and fellow surfers who were then attending UC Santa Barbara — Caleb Davidge, Mitchell Raisch and Russell Fager — to form The Chill Group, Inc., and in March of 2010, Just Chill, an all-natural, stress-relief beverage, was born. “That’s something you tell someone who’s too stressed out, too anxious, too angry, too irritable, all of the emotions we want to reverse to…
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