# WPG Brands Inc.

> WPG Brands Inc. is a Canadian brand incubator and commercialization engine. WPG builds, funds, and operates better-for-you functional brands across action sports, performance, and first responder markets.

## Brands

- [Wake](/wake): Culture-led non-nicotine energy pouch for action sports athletes. U.S. launch activation produced with Thrill Sports, with coverage/content distribution through the Thrill Sports/Nitro Circus network.
- [Pulse](/pulse): Precision non-nicotine performance pouch for athletes who train with purpose. Co-branded with Clocked & Loaded (CNL).
- [ALRT](/alrt): Shift-ready non-nicotine energy pouch for first responders.

## Published Press Releases

- [Cody Matechuk Sets Snowbike World Record in Golden, BC](/press/cody-matechuk-snowbike-world-record-2026): Published 2026-08-01. World record documentation anchoring WAKE Alphatropics U.S. market entry.
- [Pulse Enters the Non-Nicotine Performance Market](/press/pulse-market-entry-2026): Launch coverage for Pulse precision performance pouches, co-branded with Clocked & Loaded (CNL).
- [ALRT Launches a Shift-Ready Non-Nicotine Energy Pouch for First Responders](/press/alrt-market-entry-2026): Launch coverage for ALRT, the first-responder-focused WPG brand.

## Story Background

- [Pulse — Talent Partnership](/press/release/pulse-talent): From the Record. Pulse — How We Work with Combat Athletes and Performance Communities.
- [Pulse — General Launch](/press/release/pulse-general-launch): From the Record. Pulse Enters the Non-Nicotine Performance Market with Precision Formulations.
- [Pulse — CNL Partnership](/press/release/pulse-cnl-partner): From the Record. Pulse Announces Limited Edition Collaboration with Clocked & Loaded (CNL).
- [ALRT — General Launch](/press/release/alrt-general-launch): From the Record. ALRT Launches a Shift-Ready Non-Nicotine Energy Pouch Built for First Responders.
- [ALRT — Distribution Partners](/press/release/alrt-partner): From the Record. ALRT Distribution and Retail Partnership Opportunities.
- [WAKE — Official Announcement](/press/release/cody-matechuk-official): From the Record. WAKE Alphatropics and Thrill Sports Announce U.S. Market Entry.
- [WAKE — For Investors](/press/release/cody-matechuk-investor): From the Record. World Record Validates the Content-First Commercial Model.
- [WAKE — For Journalists](/press/release/cody-matechuk-media): From the Record. Cody Matechuk Breaks His Own Snowbike World Record.
- [WAKE — For Brand Partners](/press/release/cody-matechuk-partners): From the Record. The Content-First Launch Playbook — How WAKE Used One World Record to Enter a Market.
- [WAKE — General News](/press/release/cody-matechuk-general): From the Record. WAKE Is Entering the U.S. Market with a World Record.
- [WAKE — For Athletes](/press/release/cody-matechuk-talent): From the Record. What WAKE Builds for Athletes — Cody Matechuk World Record and the Content-First Model.
- [Nitro Circus × Thrill Sports × WAKE — Content Distribution Chain](/press/release/nitro-circus-thrill-sports-wake-2026): From the Record. How Nitro Circus and Thrill Sports built the distribution network that carried the WAKE Alphatropics U.S. launch.
- [Travis Pastrana and Nitro Circus — Action Sports Media Lineage](/press/release/travis-pastrana-nitro-circus-action-sports-record-2026): From the Record. The founding of Nitro Circus and the action sports media precedent that preceded the WAKE activation.

## People

- [Cody Matechuk](/people/cody-matechuk): X Games medalist and snowbike world record holder. WAKE brand ambassador.
- [James Cappellano](/people/james-cappellano): Principal, Innovation, Growth Platforms & Intelligence, WPG Brands Inc.

## Partners

- [Thrill Sports](/partners/thrill-sports): Production partner for the WAKE U.S. launch activation.
- [Nitro Circus](/partners/nitro-circus): Content distribution network for the WAKE launch.
- [Clocked & Loaded (CNL)](/partners/clocked-and-loaded): Independent Canadian combat sports media brand covering MMA, boxing, and fight culture. Co-produced Pulse Blue Razz Ice and Fresh Mint SKUs.

## Products

- [Blue Razz Ice](/products/blue-razz-ice): Limited-edition Pulse SKU co-produced with Clocked & Loaded (CNL).
- [Fresh Mint](/products/fresh-mint): Limited-edition Pulse SKU co-produced with Clocked & Loaded (CNL).

## Partner With WPG

- [Retail & Distribution](/contact?type=retail): Carry a WPG brand on your shelves or through your distribution network.
- [Creator Program](/partner#creator): Affiliate, gifting, discount codes, campaigns, content creation.
- [Brand Partnership](/contact?type=partnership): Co-build or co-brand with a WPG brand.
- [Athlete Sponsorship](/contact?type=talent): Talent and athlete sponsorship opportunities.
- [Press & Media](/contact?type=press): Press inquiries. Response within two business days.
- [Incubator](/incubator): Apply to the WPG brand incubator.

## Company

- [About WPG](/): Three brands. One operating engine. Built for the market they serve.
- [Leadership](/leadership): The team building WPG Brands.
- [Press](/press): Media coverage, press releases, and partner announcements.
- [Contact](/contact): Direct inquiry with adaptive smart form.

## Newsroom Feeds

- [JSON Feed](/press/feed.json): Machine-readable newsfeed (JSON Feed 1.1).
- [RSS Feed](/press/feed.xml): Standard RSS 2.0 newsfeed.

## Contact

contact@wpgbrands.com