Xyience made its name by marketing its supplements and energy drinks to mixed martial arts fans, and now it's looking to health clubs for additional growth. The company is introducing a line of protein-infused drinks next year to build its brand among athletes and is looking to sponsor CrossFit athletes in addition to its endorsements from the Ultimate Fighting Championship. "We want to be known as the energy drink of the health club, not the night club," said President John Lennon.

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