Logan Paul says he regrets not selling a stake in Prime, the beverage brand he co-founded with fellow social media personality KSI, when the company was at the height of its success. Paul estimated that the decision may have cost him at least $100 million.
Money Mistake
Prime launched in 2022 and quickly became a major consumer brand, selling hydration drinks, energy drinks and other beverages. The company gained significant attention through Paul and KSI’s massive social media followings and extensive marketing campaigns.
During an appearance on the “PBD Podcast” on Sept. 15, Paul described his decision not to sell part of the company or bring in acquisition partners as a “massive, massive, massive mistake,” according to Forbes.
Paul said he believes he could have benefited financially by bringing in outside partners or selling a portion of his ownership while Prime’s valuation was high.
The comments provide a glimpse into the financial decisions that can come with building a rapidly growing consumer brand and determining when to take money off the table.
Prime surpassed $1 billion in global retail sales within two years of its launch and reached its peak popularity in 2023.
Paul said private equity investors were once willing to invest $500 million in the company, but Prime did not pursue an exit or bring in an acquisition partner.
Paul and co-founder KSI left those decisions to their business partners and “paid the price for it,” Forbes reported.
TechStock² noted that the $100 million figure is a retrospective estimate of what Paul believes he could have made.
It was not a disclosed $100 million loss or a publicly documented offer.
The actual amount Paul could have received would have depended on the company’s valuation, his ownership stake, dilution, and whether the transaction allowed existing shareholders to sell their shares.
Forbes reported that the company reached $1.2 billion in annual sales within 24 months and briefly outsold Gatorade in Walmart’s hydration category.
Analysts valued Prime at more than $3 billion at its peak, while the brand secured deals with Arsenal FC, UFC, WWE and the Los Angeles Dodgers.
The company’s momentum has since faded. Prime faced complaints about its products, regulatory scrutiny, and backlash surrounding Paul and his other business ventures.
The company was estimated to have generated about $300 million in revenue in 2025, a 76% decline from its peak, according to Forbes.
Prime’s energy drink also drew scrutiny because it contained 200 milligrams of caffeine.
Some schools banned the drink, while Senate Minority Leader Chuck Schumer called for an FDA investigation into whether Prime marketed potentially dangerous caffeine levels to children.
A lawsuit alleging that independent testing found “forever chemicals” in certain Prime flavors was settled in January, Forbes reported.
Paul said Prime is now working to “stabilize” the company and “earn a little bit of trust back” after negative headlines, lawsuits and regulatory scrutiny.
The missed opportunity comes as another creator-driven beverage company has completed a major deal.
Celsius Holdings agreed in 2025 to acquire Alani Nu for $1.8 billion, including $150 million in tax assets, putting the net purchase price at $1.65 billion, according to TechStock².
Celsius said the transaction valued Alani Nu at 2.8 times its $594.9 million in 2024 revenue and about 12 times its fully synergized adjusted EBITDA of $137 million.
Alani Nu has continued to grow under Celsius.
The company reported $732.4 million in revenue during the first half of 2026, following an expansion of its distribution through PepsiCo.
Its tracked retail sales also increased 55.7% during the 13 weeks ended June 28.
Paul’s business history has also faced setbacks beyond Prime.
Forbes reported that his CryptoZoo project never became functional and prompted allegations of a “rug pull.”
A related class-action lawsuit was later dismissed.
Still, Paul’s Prime admission points to the value he now places on taking money off the table when a business is at its peak.
“Don’t be afraid to take chips off the table.”
https://ts2.tech/en/logan-paul-says-primes-missed-exit-cost-him-100-million-alani-nu-found-a-buyer
