Malcom Crittenden is the founder and owner of Alkaline Lyfe LLC. To fully understand what Malcom does, you must first understand why he does it. On May 6, 2014, he was admitted to the hospital with a blood sugar level that was over 400. He was diagnosed with type 2 diabetes and prescribed three medications to help control it.

Determined to beat the disease, Malcom did some research and learned that natural alkaline water is the best form of hydration for the human body. He also noticed how hard it was to find this type of water. Over the next four years, Malcom incorporated alkaline water into his new diet and ultimately became diabetes-free. 

“\While I can’t claim that alkaline water alone can cure diabetes, I was able to reverse my type-2 diabetes with diet change along with drinking natural alkaline water.” Malcom decided to start Alkaline Lyfe Water because he wanted everyone to have access to the benefits of natural spring alkaline water. 

Malcom believes in his company in part because the future is health. “Water is already a gigantic industry. Alkaline water is experiencing major growth. Even before the pandemic, the health industry was growing at an alarming rate. Adding the pandemic to that was like throwing gas on a raging fire. Now more than ever, people are willing to spend more money on products that make them feel healthier. People are looking for any edge to protect their body. Some people say alkaline water is a fad, but I say it’s here to stay.”

Getting his company up and running wasn’t easy. “I had limited resources, so my only option was to grind up. I grew Alkaline Lyfe customer by customer with my bare hands. I quit my job as a personal banker at Wells Fargo, took out my 401k, which was only about $13,000, and hit the ground running. After three months, I had spent all of my money on bills and company expenses. I had to survive off strictly selling my product. On top of that, I had a newborn baby who was born shortly after I ran through all of my 401k savings. A few grocery stores bought my product in my home state of Alabama. I also started going by gas stations, healthy restaurants, gyms – anywhere that sold water. Before long, I counted up all of the locations that my product was in, and I had over fifty in the Atlanta area alone. 

“I was then introduced to one of the most popular rappers in the south, Lil Boosie AKA Boosier BadAzz. We produced an alkaline test video that went viral. Online orders went through the roof, and we started focused on distributorship to get the product in different areas. That alone finally gave us some cushion to get an office and warehouse, buy a delivery truck, and invest in more inventory. With the product getting more buzz, we closed a large contract that could potentially be worth seven figures. After three years of nonstop grinding, we finally built up some capital, but it was all through sales, no investments.”

Malcom is particularly proud of the company’s sales. “Since our company was started in 2017, we have experienced 100% growth in sales each year. This year we plan to do more than that. This is the year that Alkaline Lyfe will go from a regional to a national brand.”

He has big plans for the company’s future. “I see myself leading Alkaline Lyfe into being more than water. I want it to be a brand that focuses on natural ways to help benefit as many people as possible. Not only do I see Alkaline Lyfe as the number 1 selling alkaline water but also a go-to brand for other natural products.”

What separates Alkaline Lyfe from other alkaline waters is that it is pure natural alkaline water. Most companies use water enhanced with minerals or baking soda to make it alkaline. Alkaline Lyfe doesn’t have any enhancements at all. The company also sells Alkaline Lyfe 102, a sea moss-based gel with other powerful natural herbs.

Malcom is always willing to share advice with other entrepreneurs. “Get better every day. Failing is part of the process, so embrace it. Don’t be stagnant. If you are not aggressive, you won’t last. There’s always a way to adapt to the circumstances and get it done.”

Malcom wants to use his experiences to inspire others. “I’m a perfect example of what can be done with hard work and dedication. I am the so-called American dream. Everyone loves the underdog. My story can encourage others to become entrepreneurs.”