WPG Brands Inc.

Brands that perform.

We build the brands. We run the engine. We are building shared systems intended to support more than one brand.Consumer brands built to move, in every market, every channel, no nicotine required.Wake, Pulse, and ALRT are live now, proof the model works.
Living market intelligenceLatest verified record · October 11, 2026
WAKE Kicker Mint energy pouch canPULSE Blue Razz Ice energy pouch canALRT Cool Mint energy pouch can
Operator Trust

Built by founders who have done it before.

WPG Brands is operated by Patrick Sills, Abeer Subhani, James Cappellano and Maria Krivochei. Their responsibilities span commercial strategy, brand strategy, growth platforms, finance and operations. The operating team, not one individual, builds and governs the company and its portfolio.

Meet the operators →
Wake WAKE Kicker Mint energy pouch canWAKE Tropical Fruit energy pouch can
01 / Action Sports
Wake.
ENERGY. CULTURE. ACTION.
Action sports and culture driven non nicotine performance brand. Commercial engine anchored by stunt activations, athlete partnerships, and retail distribution.
Caffeine energy pouch · 50mg + Alpha GPC + L theanineAction sports fans and stunt first audiences
WAKE × THRILL SPORTS: culture becomes distributionA commercial partnership connecting WAKE with Power Slap, Street League Skateboarding, Nitro Circus and Thrill Stunts.Explore the WAKE × Thrill Sports launch →
Explore WAKE → Shop WAKE ↗ Stock or carry WAKE →
ALRT ALRT Cool Mint
03 / First Responder
ALRT.
FOCUS. READINESS. SHIFT.
Professional duty brand built for first responders. Non nicotine formulation for shift ready performance in an underserved institutional market.
Caffeine energy pouch · Cool MintFire, EMS, medical, police, military, worksite crews
BUILT FOR THE SHIFT: the reason ALRT existsFounder Dan Perilli built ALRT around the routines of first responders and other professionals working when every second counts.Read the ALRT founder and product story →
Explore ALRT → Shop ALRT ↗ Stock or carry ALRT →
Press & Coverage →·WPG Brands·WAKE @takewake·PULSE @takeyourpulse·ALRT @stayalrt
Commercial Validation

Wake × Thrill Sports.

The Wake × Thrill Sports partnership is the WPG commercialization model in action. Brand, partner, audience, and retail path, built together from the start across Power Slap, Street League Skateboarding, Nitro Circus, and Thrill Stunts. This is how WPG activates brands at scale.

The engine behind the brands

Where science meets retail.

The operating platform beneath the WPG portfolio is the company's primary asset. Formulation, supply chain, compliance, commercial strategy, partnerships, and distribution, owned, integrated, and designed to be repeatable. When WPG adds a brand to the portfolio, the infrastructure is already in place. That repeatability is what makes the model scalable and the portfolio defensible.

Not every brand gets in.

WHO
The filter

Every brand is checked against consumer fit, category fit, channel fit, and brand voice before it gets resources. Brands that do not fit are declined.

HOW
The standard

The same operating discipline runs on every brand WPG commercializes, no exceptions. The standard is the moat.

GROW
The compounding claim

Every brand strengthens the system for the next one. The infrastructure gets more valuable with every brand added, not diluted.

WPG Commercialization

Independent brands need more than attention. They need a path to market.

the WPG Commercialization Program is built for independent oral consumer goods brands that need commercialization, retail readiness, operating discipline, and strategic market access.

Apply for review through the Commercialization Program →
One company. Four ways in.
01

Explore the brands

Wake · Pulse · ALRT

02

Partner with WPG

Retailers & partners

03

Apply to the Incubator

Independent brands

04

Investor Relations

Investors

Three brands. One connected operating company. Built to scale.

WPG compounds commercial value through distinct brands, repeatable commercialization work and shared operating infrastructure. Each brand keeps its own identity while WPG connects the route from product to market.

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WPG brand updates, direct.
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Latest from the newsroom

WPG · October 11, 2026Before the Category Was Familiar: What It Took to Introduce Oral Pouches to North American Consumers

Patrick Sills recounts the shift from explaining an unfamiliar oral pouch format to meeting consumers who already understand it and expect better products, clearer ingredients and earned trust.

Read the latest story →
ALRT · September 27, 2026Spartan Las Vegas Weekend: The ALRT Readiness GuideRead next →ALRT · September 26, 2026From Killington to Las Vegas: What ALRT Is Taking Into the Next Race WeekendRead next →
Explore the WPG Brands News Network →Explore the Science Desk →
About this record
Organization recordCurrent
  • Published byWPG Brands Inc.
  • Current version
  • Evidence3 sources

This panel shows who is responsible for the page, when it changed, what supports it and how the current record connects to the next governed movement.

Record history
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