Rob Gronkowski is partnerin with Ryde on its new SLEEP + Ryde: FOCUS launch. [Photo courtesy of Ryde:]

Dallas-based Ryde, a global “wellbeing shot” brand, has tackled a high-profile partner for a new product launch: former New England Patriots All-Pro tight end Rob Gronkowski.

Gronk, as he’s affectionately known, retired from the Patriots last November and now works as an NFL analyst for Fox Sports. 

Launched in Australia and Canada in 2023 and in the U.S. in 2024, Ryde is focused on “wellness innovation.” The company relocated its U.S. headquarters from North Carolina to Uptown Dallas in early 2025. The company says its pocket-sized 2-ounce supplements feature a proprietary Ryplenish formula “developed by experts in molecular biology, neuroscience, and behavioral psychology, and backed by rigorous scientific research.”

The Ryde-Gronk partnership aligns with the debut of Ryde: SLEEP, the brand’s newest functional wellbeing shot, made with Informed Choice Certified ingredients “scientifically-proven to help you fall asleep faster and promote sleep quality.”

Gronk’s secret to longevity: optimizing his downtime

Ryde said the secret to Gronkowski’s longevity is “knowing when to shift into low gear,” not by crashing but by optimizing his downtime.

“I’ve always lived life at full speed, but the real secret to staying on top of my game is knowing how to recover,” Gronkowski said in a statement. “Wellness shouldn’t be a tedious chore. I’ve tried all the overhyped bedtime trends and complicated gym hacks that don’t work, Ryde: keeps it easy. Whether I need to lock in my concentration with FOCUS or shut things down with SLEEP—it just works. No gimmicks, no nonsense, just quick, delicious shots that help get me ready to dominate the next day.”

Ryde said its Ryde: SLEEP shot is formulated with melatonin, GABA, L-Theanine and chamomile, and aims to support sleep quality while helping users fall asleep faster.

Now starring in an Instagram campaign

To help fuel the launch, Gronkowski is appearing in a two-piece Instagram campaign for Ryde, which you can see here and here.

Andre Denischuck, GM of wellness and stimulation, USA, at Ryde, said Gronkowski “perfectly embodies our brand philosophy of poking fun at unrealistic ideals. He lives life to the fullest, but understands that recovery is a non-negotiable.”

“With the launch of Ryde: SLEEP shot, alongside our fan-favorite FOCUS shot, we’re proving that taking care of your wellbeing doesn’t have to be complicated,” Denischuck added. “We’ve done the heavy lifting with science-backed, Informed Choice certified ingredients, packing elite-level benefits into an easy, efficacious 2-ounce shot.”

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