The hydration category is exploding—and so is the competition for shelf space. For BODYARMOR, winning isn't just about having the best product. It's about making sure that product is actually on the shelf when a consumer reaches for it. In this conversation, we'll pull back the curtain on one of the most overlooked challenges in CPG: the gap between what HQ plans and what actually happens in the aisle. What does it really take to close that gap? And what becomes possible when you give the right people the right data? Because no marketing campaign, no consumer demand, no brand strategy in the world can overcome a product that isn't on the shelf.