S14E5: Building the Red Bull for Relaxation with Ben Witte, Founder and CEO of Recess

In this episode of The Room Podcast, we sit down with Ben Witte, Founder and CEO of Recess, a consumer wellness brand pioneering a new category of functional beverages designed to help people relax, unwind, and feel better in an increasingly high-stress world. Recess blends ingredients like magnesium, adaptogens, and other functional compounds into beautifully branded drinks that position themselves as the “Red Bull for relaxation.” 

Before launching Recess, Ben built his career in early-stage startups and hypergrowth companies like AdRoll, where he developed a deep understanding of digital marketing, brand building, and emerging consumer trends.

In this conversation, Ben shares the core insight behind Recess: that relaxation would define the next major consumer category, driven by rising anxiety, changing alcohol consumption habits, and a cultural shift toward mental wellness. We dive into lessons on identifying non-obvious trends early, building a lifestyle brand in a crowded CPG market, and navigating major challenges like regulatory uncertainty and COVID-driven disruption. Ben also unpacks his philosophy on category creation, why great brands market outcomes instead of ingredients, and how founders should think about fundraising, timing, and long-term vision when building enduring companies.

We also discuss:
• How Recess validated product-market fit through user behavior
• Building a brand-first flywheel using digital and DTC channels
• Navigating the CBD regulatory crisis and COVID simultaneously
• Fundraising strategy in capital-intensive categories like beverages
• The long-term evolution of alcohol moderation and non-alcoholic drinks

Learn more about Ben on LinkedIn and explore Recess at https://takearecess.com/

(04:59) Ben Witte’s childhood and early influences
(05:24) Whether Ben always saw himself becoming a founder
(06:15) Early career and entry into startups through AdRoll
(08:36) The aha moment behind starting Recess
(11:16) Choosing adaptogens and betting on the relaxation trend
(13:54) Early signs of product-market fit for Recess
(15:57) Building the initial marketing flywheel and go-to-market strategy
(18:04) The first investors who backed Recess
(18:43) Fundraising strategy in a modern CPG environment
(20:30) A major challenge and unexpected twist in building Recess
(23:59) Scaling operations and evolving the supply chain
(34:15) Ben’s favorite Recess products and flavors
(34:28) What’s next for Recess and Ben personally
(34:45) Perspective on alcohol moderation and consumer behavior trends
(35:51) A woman who had a profound impact on Ben’s life and career

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