Hiccup Shark Tank

Reusable Cup

We independently review everything we recommend. When you buy through our links, we may earn a commission. More information.

Newsletter

Get the latest shark tank product reviews and updates delivered right to your inbox!

Shark Tank Spotlight

The Hiccup Concept

Hiccup aims to replace single-use plastic cups commonly distributed at race aid stations with reusable silicone cups. These cups are designed specifically for runners and can withstand the rigors of race day. Here’s how it works:

Reusable Silicone Cups: The primary product is an 8-ounce, lightweight silicone cup, durable enough to be washed and reused multiple times.
Logistics and Collection System: Hiccup’s service includes the delivery of these cups to race aid stations, along with collection bins to gather used cups. After the race is over, the company collects and cleans the cups, ensuring a streamlined process that reduces waste.

Practical Design: The cups are foldable, making them easy for runners to use, carry, and dispose of once they are finished. This collapsibility is a critical feature, allowing athletes to focus on their race rather than bulky equipment.

By focusing on high-volume, short-duration events like marathons, Hiccup offers a scalable solution to the growing problem of disposable cup waste in large athletic events.

The Problem: Disposable Cup Waste at Races

The waste generated by races is a significant environmental issue. Traditionally, cups distributed at aid stations are disposable, and many of them end up in landfills, contributing to the growing problem of plastic pollution.

Massive Scale of Waste: In large races, hundreds of thousands of disposable cups are used. This single-use plastic waste is harmful to the environment, and most of it is not recycled.
Sustainability Concerns: Race organizers and participants are becoming more aware of their carbon footprint and are looking for sustainable alternatives.

Kristina recognized this problem and leveraged her experience as a marathon runner to create Hiccup, an eco-friendly and practical solution.

Hiccup Shark Tank Experience

Kristina Smithe entered the Shark Tank arena seeking a $200,000 investment in exchange for 10% equity in Hiccup. Her pitch included a detailed explanation of her innovative product, emphasizing the following key points:

Environmental Impact: Hiccup’s business model is rooted in sustainability. By replacing disposable cups with reusable silicone alternatives, Hiccup aims to reduce the staggering amount of waste generated at major races.
Logistics Support: The company handles all logistics, from the delivery of cups to aid stations to their collection and cleaning after the event. This full-service model ensures that race organizers can easily adopt the system without added hassle.
Customer Demand: Hiccup also taps into a growing demand for eco-friendly solutions from both race organizers and participants who are increasingly aware of environmental issues.

Despite the strength of her pitch and the innovative nature of the business, Kristina was met with skepticism from the Sharks, especially when it came to scalability and profitability.

Shark Tank Summary


Season and Episode	Season 16, Episode 8
Air Date	January 17, 2025
Entrepreneurs	Kristina Smithe
Product	Hiccup offers a reusable cup service aimed at eliminating single-use cup waste in the running industry.
Investment Sought	$200,000
Equity Offered	10%
Initial Sales	Last year, she did $67,000 in sales. Her biggest single event was a race that used 50,000 cups, earning $6,500 in revenue.
Retail Plans	The company operates from three hubs: Tampa, Florida; Grand Rapids, Michigan; and Willits, California, serving races across the United States.
Shark Reactions	Despite the innovative approach, the Sharks were not convinced of the business’s scalability and profitability. Kevin O’Leary even remarked that the idea was “horrible.”
Bidding War	No bidding war.
Final Deal	No deal.

*After the filming of a Shark Tank episode, investments are subject to thorough audits and evaluations. During this time period, the terms of the investment can be altered or canceled by either party. As a result, the deals presented on the show may not always come to fruition for various reasons. This site does not guarantee the accuracy of any final investment figures.

Post-Show Success and Expansion

Despite not receiving investment from the Sharks, Hiccup did not let the lack of funding stop it from growing. Since its appearance on Shark Tank, the company has:
1. Expanded into New Markets: Hiccup has started serving races nationwide and operates out of three hubs located in Tampa, Florida, Grand Rapids, Michigan, and Willits, California.
2. Saved 700,000+ Cups from Landfills: Since its inception, Hiccup has prevented over 700,400 cups from entering landfills by providing reusable alternatives at races.

3. Partnerships with Major Races: The company has also formed partnerships with various races, securing its position in the industry as a provider of sustainable solutions for athletic events.

Kristina’s perseverance has proven that sometimes, even without the Sharks’ backing, a business with a strong mission can still succeed. Her continued efforts show the growing demand for eco-friendly solutions in the running community and beyond.

The Future of Hiccup

Hiccup has big plans for the future:

Scaling the Business: Kristina hopes to expand Hiccup’s presence at even more events, serving races of all sizes.
Innovative Products: The company is exploring the possibility of creating other eco-friendly race-related products, such as hydration pouches, to further reduce waste.
Educational Outreach: As part of her mission, Kristina is focused on educating race organizers and participants about the environmental impact of single-use products and the benefits of switching to sustainable alternatives.

With an increasing emphasis on sustainability in many industries, Hiccup’s future appears bright as it continues to grow and evolve.

Conclusion

Hiccup’s appearance on Shark Tank may not have resulted in an investment, but Kristina Smithe’s vision for a more sustainable future for running events is gaining traction. Through innovation, dedication, and a passion for the environment, Hiccup is making a significant impact by offering reusable cups at races and reducing the harmful effects of disposable plastic waste.

In the future, Hiccup could become an industry standard for races looking to cut down on their environmental footprint, proving that even the boldest ideas can thrive with the right passion and perseverance.

Hiccup

Check Out