Born from a triathlete’s frustration with bulky hydration belts, Simple Hydration makes hook-shaped water bottles that slide into a runner’s waistband, race belt or pocket while keeping the hands free. Brian Hock conceived the design while training for the 2010 Louisville Ironman, then launched the first bottle a year later through a successful Kickstarter campaign. The family-owned company now supports racing and ambassador teams whose members use its bottles in training and competition around the world.