Our Story
Three pillars that define I C O N.
I C O N. was founded with a singular vision:
to deliver high-performance pre-workouts accessible to all.
I C O N. began as a vision forged in the grind, inspired by those who push boundaries and demand more from themselves every day. It started in the gym, where connections were built, goals were set, and the hunger for improvement never faded. From these roots, the idea for I C O N. emerged: a brand that embodies ambition, discipline, and self-investment.
I C O N. was built to deliver high-quality pre-workout supplements that truly work, crafted with clean, effective ingredients designed to fuel the relentless pursuit of greatness. I C O N. is a mindset, a symbol of those who rise, grind, and repeat, driven by the belief that every rep, every step, and every move should be nothing short of iconic—it’s a movement for those who refuse to settle for anything less than legendary.
"Make every move ICONic."
Edward Balaoro
Founder and CEO
Edward is a seasoned graphic designer and fitness enthusiast, founded I C O N. to set a new standard in the fitness supplement industry.
Combining his creative expertise with technical experience gained at Apple and Nodexus, as well as his leadership as Creative Director at The GlassHouse San Jose, Edward created I C O N. to deliver products that not only meet but exceed the expectations of those dedicated to their fitness journey.
His vision with I C O N. is to empower individuals to embrace their potential and make every move ICONic.
Matt Castaneda
Chief Operating Officer
Castaneda was brought on as a co-founder after spotting Edward's
I C O N . logo on a thermal bottle, sparking a conversation about reviving the brand.
Driven by a shared passion for fitness and creativity, he leveraged his experience managing legal filings and operations for his father’s government-affiliated business to help steer I C O N.’s growth.
Inspired by the brand’s vision, he played a pivotal role in shaping
I C O N.'s evolution into a supplement company, building a team rooted in creativity, ambition, and a commitment to self-investment.
Matt Kuch
VP Product Marketing and Product Formulation
Kuch brings industry-leading experience as a fitness coach and a deep understanding of nutrition and biomechanics.
His expertise in combining ingredients to optimize results has shaped I C O N.’s supplement formulations.
With a commitment to science-backed performance and real-world application, Matt ensures I C O N. delivers products that empower athletes to achieve their best.
Daniel Caballero
VP Marketing Communications
and Product Formulation
Daniel is a passionate content creator and fitness enthusiast with expertise with Adobe content creation platforms.
He combines creativity with a dedication to fitness, nutrition, and strength training while pursuing a career in healthcare.
Daniel brings a unique perspective to I C O N., fueled by a passion for growth, creativity, and empowering others to reach new levels of success.
Grayson Mah
Chief Financial Officer
Grayson leveraged his experience and guidance from his father, a seasoned professional in the financial industry.
With a strong foundation in finance, Grayson ensures I C O N.’s financial stability and growth, steering the brand toward long-term success while staying true to its mission of inspiring self-investment and ambition.
He envisions I C O N. as a brand that unites driven individuals, focused on growth, resilience, and striving for excellence in every aspect of their lives.