Most founders don’t fail because they work too little, they fail because they build for the wrong customer.

In this episode of The E Forge Podcast, we sit down with Stephen and Brittany Le Melzer, founders of Imba, a clean cognitive soda built for mental clarity, focus, and sustained energy, without the typical jitters or energy crash. What makes this story powerful is the pivot: they originally thought Imba was for gamers, but the market revealed something else, health-conscious moms, wellness customers, athletes, and busy operators wanted “energy without the crash” and “clarity without the jitters.”

You’ll hear how a kitchen-born supplement stack turned into a functional beverage brand now landing in 7-Eleven locations and Florida retail stores, while they grind through farmers markets, taste tests, wholesale, and self-distribution.

If you’re a founder, operator, or product builder trying to figure out product-market fit, refine your customer avatar, and grow through brick-by-brick distribution, this episode is a masterclass in listening to demand, adjusting messaging, and building a real-world brand from scratch.

You’ll learn:

→ How to spot when your customer avatar is wrong (and what to do next)

→ The “listen to the market” method for finding real product-market fit

→ Why “functional beverages” are replacing traditional energy drinks for many buyers

→ How they built early momentum through farmers markets + live taste tests

→ Their approach to wholesale vs direct-to-consumer growth

→ What “self-distribution” looks like store-by-store (and why it’s hard)

→ How to communicate “clean energy” without sounding like fear-mongering

→ The ingredient transparency angle: no proprietary blends + clear labeling

Want to learn more about Cory Long? Check out the links below.

Ai Authority Engine ⁠https://invisibletoinvinciblechallenge.com/aiengine⁠

YouTube ⁠https://www.youtube.com/@therealcorylong⁠

Apple ⁠https://podcasts.apple.com/us/podcast/e-forge-with-cory-long/id1823417933⁠

Spotify ⁠https://open.spotify.com/show/4aZD9YaIr5OttNLce5iGOm?si=7149ceb9ed9c4819⁠

Instagram ⁠https://www.instagram.com/therealcorylong/⁠

Facebook ⁠https://www.facebook.com/therealcorylongEforge/⁠

Disclaimer -

This video is for educational and informational purposes only. It does not constitute financial, tax, or legal advice. Always consult with a licensed tax professional or financial advisor to discuss your specific situation.