Malcom Crittenden: Using His Experiences with Diabetes
and Alkaline Water to Help Others
“Does that sound crazy?” he asks. “It’s not. Alkaline water has already helped to save my own life, so I want to pass on its benefits to as many people as possible.”
Malcom faced a crisis in 2014 when he was diagnosed with type 2 diabetes. “It was definitely a shock. But when I got over it, I decided to fight the disease in every way I could. I knew about changing my diet, of course. But what about what I was drinking?”
In doing his own research, Malcom discovered natural alkaline water. “It’s the best form of hydration for your body,” he says. “I decided to drink it, but while I could find it, it was relatively scarce.”
Over the next four years, Malcom added alkaline water to 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.”
Jubilant, he decided to start Alkaline Lyfe Water because he wanted everyone to have access to the benefits of natural spring alkaline water.
Interest in the company’s product has taken off. “Because of the pandemic, people are willing to spend more money on products that make them feel healthier. They are looking for any edge to protect their body. Alkaline water is that edge.”
Malcom grew Alkaline Lyfe customer by customer. He also had very little capital in the beginning. “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.”
Malcom focused on getting grocery stores in his home state of Alabama to buy his product. “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.”
Meeting Lil Boosie, AKA Boosier BadAzz, changed Malcom’s fortunes. “He is an extremely popular rapper in the South. 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.”
Since the company was started in 2017, it has 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 would like to take the company beyond water. “I want Alkaline Lyfe 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.
For entrepreneurs who need some advice, Malcom is always willing to talk to them. “I have found that the best way to improve is to make sure that I don’t get stagnant. I don’t sit still or get complacent. If I end the day and can say that I didn’t learn something new, I know that it wasn’t a good day.”
Since beating diabetes, Malcom has a different view of health. “It’s never too late to make good changes in your life,” he says. “You might be headed in the wrong direction with your health like I was, but by implementing one change, like drinking alkaline water, you can improve your life significantly.”