We wanted a supplement that could effectively expand our capacity and provide sustained, focused energy. We couldn’t find it, so we created it.
We (Smart Fuel’s founders) consistently have a lot on our plates. From raising children to managing existing businesses (and building new ones), navigating health challenges, showing up for loved ones, or empowering others in our communities, the responsibilities are endless.
While we believe in boundaries and prioritizing, our lives were still filled with essential commitments that demanded our attention, and often, we didn’t have the energy to meet those demands with the focus and presence they deserved.
We realized that sometimes, we don’t need less on our plate; sometimes, we need a bigger plate entirely. But is that even possible? With the right mind-body support, we believe it is.
Before launching Smart Fuel, our founding team built one of the most successful and premium wellness brands in the CBD industry—Joy Organics—selling over 3.5 million units and serving 175,000 customers. We learned what it takes to scale trust, deliver real results, and build lasting relationships with our customers. Now, we're channeling that expertise into a new mission: helping high performers fuel their minds and expand their capacity.
Our CEO, Gerrid, is not only our visionary, he’s also our first test subject. With five kids and multiple 7-figure businesses, his days have been a nonstop cycle of decision-making, problem-solving, and showing up for the people who depend on him.
He was taking as many as 57 supplements daily and tried nearly every nootropic on the market, but nothing gave him the focused, sustained lift he needed to stay sharp and steady all day long. Often, he’d find himself exhausted by mid-afternoon. We figured if we could successfully create something that would work for him—that could expand his capacity—it would work for anyone.
We consulted the science and the experts, tested countless combinations of nootropics, and eventually hit the mark with our first formula: Liquid Motivation.
Liquid Motivation
Our flagship product delivers fast-acting, intelligent energy, designed for optimizers who care about both daily performance and long-term cognitive health. We didn’t want another energy drink, so we crafted something different: a cognitive performance blend that doesn’t rely heavily on caffeine. Just 75mg of it provides a gentle lift, but the real magic comes from the rest of the formula: dopamine precursors for motivation, amino acids for focus and stamina, and a blend of adaptogens and L-theanine to support mood and resilience.
The result? Smooth, sustainable energy that helps you lead more confidently, think more clearly, and perform at your highest level, even on your most demanding days.
The Optimizer Community
But performing at your highest level isn’t just about having more energy and capacity; it’s about knowing where to channel it.
That’s why we created The Optimizers: a content and community hub for intentional, sustainable growth. At the heart of it is our newsletter. We distill insights from the world’s top 100 experts in performance, leadership, health, relationships, and creative flow, so you don’t have to wade through the noise to find what you need to level up in any area of your life.
Because actualizing your potential doesn’t stop at nutrition. It’s also about the habits you build, the tools you rely on, and the people you surround yourself with.
We’re not here for hacks or quick fixes. We’re here to expand possibility—with better fuel, sharper systems, and a community of people who are optimizing for more than just output. They're optimizing for a life well lived.
Meet Our Co-Founders
Gerrid Smith
Chief Executive Officer
Gerrid is essentially the force behind Smart Fuel—a builder at heart with a sharp eye for what’s missing in the market and the grit to create it. Before Smart Fuel, he launched Blackfin, a multi-million-dollar digital marketing agency that earned national recognition and disrupted the SEO space for personal injury law firms. He’s been featured in Entrepreneur, CIO Magazine, Inc., and Search Engine Journal for his innovative thinking and entrepreneurial success.
What drives Gerrid isn’t just performance; it’s potential. Whether he’s leading a team, mentoring fellow founders, or raising five kids with his wife, he’s constantly asking: how do we show up fully for what matters most? That question sparked the idea for Smart Fuel, and it’s what keeps him focused on building tools, products, and systems that help people operate at their highest level without sacrificing their well-being in the process.
Todd Smith
Chief Optimization Officer
With 40 years of entrepreneurial experience, Todd brings a unique mix of drive, heart, and strategy to Smart Fuel. He launched his first business at 18, became one of the youngest Realtors ever inducted into RE/MAX’s Hall of Fame, and went on to become a sought-after international speaker and author. His book and blog, Little Things Matter, have helped thousands master the art of small, consistent actions to improve their lives.
At Smart Fuel, Todd focuses on personal development content and our customer journey. It’s his mission to create the absolute best experience possible from the moment a customer lands on our site. We couldn’t do what we do without his highly-critical eye and passion for treating high performers with the respect they deserve (which means no dumb emails filling your inbox, no digging to find an answer to a basic question, and no nonsense when you reach out to support).
He takes Liquid Motivation to beat Gerrid on the pickleball court.
Barry Smith
Chief Financial Officer
Barry is our operational backbone—but his impact goes far beyond the numbers. With over 25 years of experience with leading and scaling businesses, he’s successfully built global teams, driven sales, and cultivated purpose-driven cultures. At Smart Fuel, Barry ensures we stay financially sound and mission-aligned. He’s also behind a lot of our soul-nourishing content, and the life force of our Optimizer community.
Outside the boardroom, he leads coaching programs in meditation for high-level leaders and continues to explore his own spiritual growth.
He takes Liquid Motivation to help him go deeper in his meditation practice, stay focused through full days, and show up with calm clarity for the people he leads and loves.
Hannah Smith
Chief Marketing Officer
Hannah blends strategic vision with mission. As CMO of Smart Fuel, she leads the brand’s voice and content strategy, shaping everything from messaging to community engagement. She’s also an author, futurist, and human rights advocate who’s spent her career researching the root causes of conflict and injustice—equipping changemakers with the tools to create meaningful, lasting change.
Before co-founding Smart Fuel, she was constantly searching for something that could help each day feel like one of her best—especially while supporting leaders and continuing her advocacy around the world. Now that she has Liquid Motivation, she’s able to do just that.