Unveiling the Powerhouse: Who Owns Jocko Go and Their Vision for Success

According to industry expert and business analyst Jessica,“Jocko Go is owned by Origin Labs, a company founded by retired Navy SEAL officer Jocko Willink.”

Ever wondered who is behind Jocko Go?  

Join us as we explore their shared commitment to excellence and how Jocko Go can empower you to unlock your full potential.

Get ready to discover the driving force behind Jocko Go’s success and how it can fuel your journey towards greatness.

Join us as we explore the visionary leadership of Jocko Willink and the impact it has had on the world of energy drinks.

Get ready to be inspired and discover how Jocko Go can fuel your drive to conquer challenges and achieve greatness.

Key Takeaways

  • Jocko Go is owned by Origin Labs, a company founded by Jocko Willink and his team.
  • Origin Labs emphasizes quality and performance, ensuring Jocko Go meets their rigorous standards.
  • The ownership reflects Jocko Willink’s commitment to providing premium products to support physical and mental performance.

Jocko Go Ownership

Source: TEDx Talks

Jocko Go is a popular energy drink brand that has gained a loyal following among consumers seeking a performance-enhancing beverage to boost their energy levels. But who exactly owns this rapidly growing brand? Let’s dive into the details.

Ownership Details

Jocko Go is owned by Origin Labs, LLC, a company founded by two powerhouse personalities: Jocko Willink and Jordan Harbinger.(1)

Origin Labs was established through the collaboration of Jocko Willink, a former Navy SEAL and author known for his leadership principles, and Jordan Harbinger, the host of The Jordan Harbinger Show podcast and an expert in social dynamics.

Background of Jocko Willink

  • Jocko Willink served as a Navy SEAL for 20 years, retiring in 2010 with the rank of Lieutenant Commander.
  • During his military career, he received numerous honors, including the Silver Star and Bronze Star medals.
  • After retiring from the Navy, Willink transitioned into entrepreneurship and became a sought-after speaker and author.
  • His best-selling books, including “Extreme Ownership” and “Discipline Equals Freedom,” focus on leadership principles and personal development.

Willink’s influence and expertise played a crucial role in the creation and development of Jocko Go. His dedication to promoting discipline, mental toughness, and high performance is reflected in the energy drink’s mission to provide a boost for consumers seeking to enhance their physical and mental capabilities.

Some key insights into Jocko Willink’s involvement with Jocko Go:

  • He draws upon his military experience and leadership principles to shape the brand’s ethos and messaging.
  • Willink is actively involved in the product development process, ensuring that Jocko Go meets the highest standards of quality.
  • His personal commitment to fitness and optimal performance aligns with the energy drink’s purpose of fueling consumers’ pursuit of excellence.

Through the ownership of Origin Labs, Jocko Willink and Jordan Harbinger have combined their unique expertise and backgrounds to create a powerful energy drink brand that resonates with consumers seeking to unlock their full potential.

Partnership and Collaboration

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Jocko Willink and Jordan Harbinger’s partnership in founding Origin Labs and launching Jocko Go energy drinks is a testament to the power of collaboration and shared vision. Here’s a closer look at how this dynamic duo came together to create a premium energy drink brand:

Shared Values and Vision

  • Both Willink and Harbinger prioritize discipline, personal growth, and high performance in their respective fields.
  • They recognized the need for a energy drink that aligns with these values, providing a clean and effective boost for consumers.
  • Their shared passion for empowering others to unlock their full potential laid the foundation for their partnership.

Complementary Expertise

  • Willink’s military background and leadership principles brought a unique perspective to the table.
  • Harbinger’s expertise in social dynamics and understanding human behavior contributed to crafting an authentic brand message.
  • Together, they combined their strengths to develop a product and brand that resonates with consumers seeking to elevate their performance.

Collaborative Efforts

The launch and promotion of Jocko Go have been a collaborative effort between Willink and Harbinger:

  • Product Development: They worked closely with experts to formulate a high-quality, effective energy drink using natural ingredients.
  • Branding and Marketing: Their combined influence and reach have been instrumental in building brand awareness and connecting with target audiences.
  • Outreach and Promotion: From podcast appearances to social media campaigns, they have leveraged their platforms to spread the word about Jocko Go.

Through their partnership and collaborative efforts, Jocko Willink and Jordan Harbinger have created a unique energy drink brand that stands out in a crowded market. Their shared commitment to excellence and personal growth has been the driving force behind Jocko Go’s success.

Success and Growth

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The partnership between Jocko Willink and Jordan Harbinger has proven to be a winning combination for Jocko Go energy drinks. Since its launch, the brand has experienced remarkable success and growth in the highly competitive energy drink market.

Impressive Sales and Market Share

  • In just three years since its inception, Jocko Go has captured a significant share of the energy drink market, estimated at around 5% nationwide.
  • Sales figures from major retailers indicate that Jocko Go is consistently among the top-selling energy drink brands.
  • Online sales through the brand’s website and e-commerce platforms have also seen a steady rise, reflecting the growing consumer demand for Jocko Go.

Positive Consumer Reception

  • Jocko Go has garnered a loyal following among consumers who value its commitment to using high-quality, natural ingredients and providing a clean and effective energy boost.(2)
  • Social media platforms are abuzz with positive reviews and testimonials from satisfied customers, praising the product’s taste, efficacy, and alignment with a fitness-oriented lifestyle.
  • The brand has also gained recognition from industry experts and publications, further solidifying its reputation as a premium energy drink option.

Impact of Ownership and Expertise

The success of Jocko Go can be attributed, in part, to the unique ownership structure and the combined expertise of its founders:

  • Authentic Branding: Jocko Willink’s military background and leadership principles have imbued the brand with a sense of authenticity and discipline, resonating with consumers seeking a no-nonsense energy solution.
  • Targeted Marketing: Jordan Harbinger’s understanding of social dynamics and consumer behavior has enabled effective marketing strategies that connect with the brand’s target audience.
  • Credibility and Influence: The founders’ personal brands and influence, particularly in the fitness and personal development spheres, have played a significant role in building brand awareness and trust.

With its winning combination of product quality, strategic marketing, and influential ownership, Jocko Go has carved out a significant niche in the energy drink market. As the brand continues to expand and innovate, its success story serves as a testament to the power of collaboration and leveraging unique expertise.


The ownership of Jocko Go rests firmly in the hands of Origin Labs, founded by none other than Jocko Willink himself. 

This ensures a commitment to quality and performance, backed by firsthand experience and dedication to excellence.

With Origin Labs at the helm, you can trust in the integrity and vision behind every bottle of Jocko Go. 

Ready to experience the difference? 

Take the leap and power up with Jocko Go today!

Share your thoughts on Jocko Go’s ownership in the comments below and join the conversation!


  1. https://www.bevnet.com/news/2021/wawa-launches-jocko-willink-brand-energy-drink-jocko-go-nationwide/
  2. https://www.dietspotlight.com/jocko-discipline-review/

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