Tony Genovese, 27, a veteran of several tours in Iraq, together with two partners that serve in the Illinois Army National Guard, recently launched the start-up company Easy Go Dispenser. The company plans to feature a product known as the Easy Go Sport, a sophisticated water bottle design that measures out powder for protein drinks. | Submitted
The Easy Go Sport is set to retail somewhere between $15 and $20. To learn more about the company and its products as well as an informational video, go to www.easygodispenser.com.
Updated: March 23, 2012 8:08AM
For those of you who have become newly dedicated gym rats or others who already have the habit, Tony Genovese has something for you.
A veteran of several tours in Iraq and Afghanistan as well as a member of a military combat competitive team, Genovese, 27, together with two partners who serve in the Illinois Army National Guard recently launched a start-up company, Easy Go Dispenser. Their product is the Easy Go Sport, a sophisticated water bottle that measures powder for protein drinks. The product was inspired by Genovese’s military experiences when he and his fellow servicemen would bring protein shakes along on a mission only to find the drinks had later spoiled in the heat.
“I wanted to come up with a way to put the protein powder directly into a water bottle,” said the 2002 graduate of Neuqua Valley High School. “My partners and I started putting our heads together about two years ago, and have formed an LLC for the business. Currently, I’m using my military benefits to attend college at UIC and earn a degree in marketing, and we’re hoping to actually launch the product later this year.”
Friend Molly Antos Morey, who works in Arlington Heights with S&S Public Relations, said she went to school with Genovese and has been advising him on some marketing strategies. Morey said some of her friend’s high school interests have carried over years later into his entrepreneurial pursuits.
“Tony was always a creative person in high school, and both he and my husband were on the wrestling team,” she said. “He’s still very into fitness and is in great shape. I think offering this alternative for people who work out to get their protein drinks in a way that means they won’t be spoiled by the end of the day is a great idea.”
The EasyGo Pro is a bottle that offers two compartments. The bottom stores powder for a protein shake while the top sections allows a pre-measured portion to be dispersed inside a water bottle.
“Basically people that do protein shakes have to bring a bag of stuff to the health club where they take out their protein powder and mix it in these shaker cups they use,” Genovese said. “With our system , you bring a regular bottle of water .... like you’d have at home, join the top of our Easy Go Sport with your own bottle of water and just shake up your protein drink. When you’re done, you can throw your own Aquafina bottle or whatever away. It’s a much easier system, and your drink is fresh.”
A second bottle for mixing baby formula known as the EasyGo Baby is also being developed. Genovese said a company in China will likely produce the Easy Go products.
“We are going to launch the product later on a website known as ‘KickStarter.com,’ which means we won’t have to put up a lot of seed money to start the company,” Genovese said. “Most of the cost goes into tooling and manufacturing. We have a modest goal of $20,000 in pre-sales, which means if we get 1,000 people to buy just one product, we’ll go ahead and authorize manufacturing.”