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Functional soda brand Cove Soda has announced a major overhaul of its executive leadership team, appointing industry veteran Bryan Crowley as Chief Executive Officer and Board Member.

Crowley is joined by Craig Olikiewicz as Chief Commercial Officer and Joe Lee as Chief Operating Officer. The appointments signal Cove’s transition from a breakout Canadian brand to a scaled North American contender, coinciding with the functional soda category's shift from niche trend to high-growth staple.

Executive Pedigree: Scaling for Longevity

Bryan Crowley brings over 25 years of leadership experience to the CEO role, with a résumé spanning both early-stage innovators and global category leaders.

• Recent Roles: Most recently served as CEO of G FUEL. Previously partnered with Lance Collins to launch Casa Azul Spirits and ZenWTR.

• Track Record: His background includes serving as CEO of Soylent, Chief Strategy Officer at KeVita (acquired by PepsiCo), and executive roles at Pabst Brewing Company and Mars, Inc.

Crowley’s mandate is to apply operational rigour and strategic clarity to Cove's expansion, particularly as it pushes into the United States market where retailers are actively reallocating shelf space to low-sugar, functional alternatives.

Bryan Crowley commented on the category dynamics:

Commercial and Operational Leadership

Supporting Crowley is a new C-suite bench designed to drive retail execution and supply chain efficiency.

• Craig Olikiewicz (CCO): Joining as Chief Commercial Officer, Olikiewicz was formerly Senior Vice President of Sales at Nutrabolt. He is tasked with leading national retail expansion and commercial execution, bringing deep experience in the energy and CPG sectors.

• Joe Lee (COO): Having joined in Spring 2025, Lee brings over 20 years of global operations and supply chain leadership. His role is critical in ensuring the brand can scale efficiently to meet accelerating demand.

Financial Context and Momentum

The leadership appointments follow a significant capital injection. In November, Cove announced a $15 million USD Series A financing round led by Vanterra Ventures. The round attracted a high-profile roster of investors, including RiverPark Ventures and The Palm Tree Crew, alongside celebrities and athletes such as Diplo, Miles Teller, and Jack Eichel.

Founders John and Ryan MacLellan, who started the brand at a local farmers' market in 2017, remain integral to the company. Cove currently stands as the leading functional soda brand in Canada.