For the third year, C4 Energy fueled all of Austin as the Official Energy Drink of South by Southwest® (SXSW) 2024! 
Each March, Austin transforms into a melting pot of innovation, creativity, and culture as it hosts SXSW. What began as a music festival in 1987 has evolved into a multifaceted event, encompassing technology, film, music, and more.  

Nutrabolt champions a growth mindset, and actively seeks out unique opportunities to engage high-performing teammates. This year, the company was proud to send 10 people to SXSW to fuel their own journey of greatness! 

Rachel Cain from Nutrabolt’s Accounting team received a Day Pass. This was her first time attending SXSW, and she embraced the opportunity to see one of her favorite authors and podcasters live. 

“I was able to see Jay Shetty, one of my favorite authors and podcasters. I was also able to hear Daniel Kwan and Daniel Scheinert, writers of ‘Everything Everywhere All at Once,’ explain how they created the movie concept,” Rachel shared. “Both were so so fascinating!” 

At Nutrabolt, we prioritize maintaining a healthy balance between work and home life, and know how important shared moments are with loved ones — big and small. For teammate and Platinum Badge recipient Jaymee Cusick, attending SXSW was the perfect retreat from her daily grind. 
“Being able to experience SXSW with my husband was priceless,” she said. “In this busy world, we don’t get a lot of time to be together without kids, so we took full advantage. It made the experience that much more special to share it with him.” 

Creative connection is a common occurrence throughout SXSW, even amongst our teammates! Receiving a Day Pass gave Natasha Oparnica and Rachel Cain the chance to meet, and explore all that the conference had to offer together. 

“I spent the day with Rachel who also won a Day Pass. We had never met before that day, but found we had similar interests in session topics,” Natasha said. “We had lunch, drank C4, played mini golf, and made custom photobooks at the UKG activation. It was so fun!” 
As the Official Energy Drink of SXSW® 2024, Nutrabolt’s high-performing Brand and Field Marketing teams showcased how our innovative brands empower consumers to ‘flip the switch’ from the day with C4 Smart Energy, to night with C4 Ultimate Energy.​ 

C4 Smart Energy fueled networking events, workshops, fireside chats, and panel discussions throughout the day. Then, as the sun set, C4 Ultimate Energy took center stage, and powered guests at launch parties, music shows, concerts, and more. 

Our passionate team spent over 1,000 total hours handing out 96,000 ice-cold cans to festival-goers, adding ‘Energy That Hits’ into every moment, especially at the C4 Energy Hub. Of course, our winning teammates made sure to partake in C4’s street activation. 

“It was great to meet our Field Marketers, and truly see ‘cans in hands’ become reality,” shared Allison McGuire, one of Nutrabolt’s Platinum Badge recipients. “Meeting people in line or at networking events, and telling them where I worked filled me with pride at their immediate recognition. It was like being a mini celebrity!” 

In addition to a standout street activation, C4 integrated into the programming of SXSW with two panel sessions: “College Athletes as Influencers” and “Leading with Purpose.”   
The highly attended sessions featured top talent including Bijan Robinson, Lindsay Brewer, Ayden Ames, Sam Hurley, and sports journalist Malika Andrews. Nutrabolt’s Director of Talent Management and Influencer Marketing, Marquel Carter, hosted the “College Athletes as Influencers” panel session. 

Brendan O’Toole, VP, Procurement at Nutrabolt, used his Day Pass to attend the C4-hosted session. 

“It was cool to hear the athletes speak, and offer a different perspective of the changing landscape in college athletics, for the right reasons.” 

Brian Munoz, Trade Marketing Coordinator at Nutrabolt, also expressed that the panel session led by C4 was very engaging.  

“I think the C4 Energy athlete session was probably my favorite event. It was very insightful to hear firsthand how they experienced the impacts of NIL, and those changes in the NCAA rules and landscape,” he said. 

What makes the culture at Nutrabolt unique is the diverse interests our teammates have. We believe that part of fulfilling our mission to maximize potential for all means supporting our teammates and their passions — from beverages to e-sports, to footwear and comedy. 

Jonathan Brunssen from Nutrabolt’s Business Intelligence team explored comedy and film sessions with his Day Pass.

“Four different acts made my stomach hurt from laughing so much! I also love TV and movies, so seeing some new shows in the Paramount+ Lodge was amazing.”  
Fostering an environment where teammates can grow, connect, and feel inspired both in and out of the workplace is a remarkable privilege, especially at one of the most iconic events in our hometown. 

“SXSW was truly an amazing experience. I would say, don’t get too attached to your schedule because things pop up all the time that you may be interested in,” Allison recommended. “Or you could meet a new friend in line and decide to go explore something different. SXSW is where people who love art, science, and technology come together to make the world a better place. There is something to enjoy for everyone!” 

To learn more about the teammate experience at Nutrabolt, visit: