First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

This is a great book. Gatorade is one of the most well-known consumer products in existence and this book details how it came to be what it is today. I would recommend this to any sports fan, business student, history buff or marketing person. They nailed marketing and the book goes into great detail to tell you how they've come to have the dominating market share that they do. Gatorade really is First In Thirst. You will not regret your purchase.

I am not a sporty type, nor am I an American so most of this book was foreign to me. But it was fascinating and a real interesting read. I struggled to put it down and have recommended it to a number of people. Anyone who likes to know how things happen should read this book.

I hate being the lone non-5star review for this, but it fell just short for me. There are moments in the book where the names and years are too convoluted to follow perfectly. The book isn't ordered chronologically per se, but more by a topic by topic basis, so at times it is tough to follow just how far along Gatorade was (did they sign Jordan yet? was Powerade on the scene? etc etc). Also, I could have used some re-introductions at times of the myriad "characters" of the book since it is not necessarily chronological and people disappear for a few sections at a time.Also, on kindle there were a few minor formatting issues. Numbers have odd spacing (sometimes a fraction will look 1/2 or 1 / 2 or mini like how MS Word shrinks them after you type them; not sure how else to describe that!) and some words seem to have random spaces. I came across maybe 7 or 8 oddities like this, so it's nothing that takes away from the reading, just something I thought I'd mention.All in all, a very good book with TONS of interesting information and tidbits for marketing minds and sports fanatics.

If you are thinking in pursuing a career in sports marketing you definitely need to read this book. A great compelling story on the history of Gatorade and all the strategy behind the Gatorade brand. The book is well written and supported.

A highly-informative book written with love by a dogged sports business researcher. It is incredible to me that the University of Florida was so unsupportive of their faculty during the nascent days of the product, yet had its hand out when the money started rolling in.You don't have to be interested in industry to enjoy this book!

Read it in business school and still use its talking points.

Excellent product quality as described.

I only knew loosely that it was created by the Florida Gators in the 60's. Well this book tells the whole story relatively well. Doctors and scientists actually created Gatorade and there is a very interesting story about the evolution of the drink. I bought the book out of obligation because all I drink is orange Gatorade. Very happy to have bought the book and learned a great deal about the drink I love.