Revealed: Who REALLY Owns Prime Drink? The 20/20/60 Split And The Business Moguls Behind Logan Paul And KSI

The question of "who owns Prime Drink" is one of the most Googled business inquiries of the last few years, and the answer is more complex than a simple celebrity co-founder story. As of December 2025, the ownership of Prime Hydration, LLC, the company behind the massively popular Prime Hydration and Prime Energy beverages, is split between the two celebrity co-founders, Logan Paul and KSI, and a major beverage industry player known as Congo Brands. This unique 20/20/60 equity split is the engine that has driven the brand to a multi-billion dollar valuation in a remarkably short period, leveraging both viral fame and established distribution expertise.

Prime Hydration, which launched in early 2022, is a phenomenal case study in influencer marketing, but the brand’s success is equally dependent on the operational backbone provided by its majority owners. While the faces of the brand—the former boxing rivals turned business partners—receive all the public attention, the crucial logistics, manufacturing, and day-to-day operations are overseen by the less-publicized executives at Congo Brands, who maintain the controlling interest in the company. Understanding this three-way partnership is key to grasping how Prime was able to disrupt the established sports drink market so quickly.

The Core Owners: Logan Paul, KSI, and the Congo Brands Executives

Prime Hydration, LLC is a Delaware-based entity, and its ownership structure is a strategic blend of celebrity influence and business acumen. The company is not solely owned by its famous co-founders; rather, it is a partnership designed to maximize market penetration through distinct roles.

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• Logan Paul (Co-Founder & Co-Owner): Paul, a globally recognized internet personality, boxer, and professional wrestler, holds a 20% equity stake in Prime Hydration. His role is primarily focused on marketing, brand messaging, and leveraging his massive social media reach to drive hype and sales.
• KSI (Co-Founder & Co-Owner): Olajide "JJ" Olatunji, known as KSI, is a British YouTuber, rapper, and boxer who also holds a 20% equity stake. Like Paul, he is one of the public faces of the brand, using his extensive following in the UK and globally to spearhead promotional campaigns and product launches.
• Congo Brands (Majority Owner): This is the operational engine of Prime, holding the remaining 60% equity stake. Congo Brands is an American manufacturer and investment firm that provides the essential business infrastructure, including manufacturing, distribution, and supply chain management.
• Max Clemons and Trey Steiger (Congo Brands Founders): Clemons and Steiger are the businessmen behind Congo Brands. They are the true majority owners of Prime through their company's 60% stake. Their expertise in the beverage industry, having previously worked on other successful drink brands, is what allowed Prime to scale so rapidly from a viral idea to a global product.

The strategic genius of the ownership model is that it allows Paul and KSI to focus on what they do best—creating viral content and driving consumer demand—while Clemons and Steiger's team at Congo Brands manages the complex, high-volume logistics of getting the product onto store shelves worldwide.

The True Ownership Split and Company Structure

The 20/20/60 ownership split is the defining feature of Prime Hydration’s corporate structure. This arrangement is highly unusual for a major consumer product launch, as celebrity endorsements typically involve a flat fee or a small percentage of royalties, not a substantial equity stake.

The two internet personalities, Logan Paul and KSI, each own a 20% share, giving them significant financial incentive and influence over the brand's creative direction. Their combined 40% stake ensures they remain highly motivated to promote the product relentlessly, turning their former rivalry into a powerful business partnership.

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The remaining 60% is controlled by Congo Brands. Founded by Max Clemons and Trey Steiger in 2014, Congo Brands is a Louisville, Kentucky-based company with a track record in the beverage space. They are responsible for the critical, less glamorous aspects of the business: securing manufacturing facilities, negotiating distribution deals with major retailers like Walmart, and managing the entire supply chain. This is the operational foundation that allowed Prime to surpass $1 billion in annual sales faster than many established competitors.

Latest Financials, Controversies, and the Future of Prime Drink

Despite its meteoric rise, Prime Hydration, LLC has faced significant scrutiny and has seen its market dynamics shift in 2024 and 2025, which is critical for understanding the current state of the company and its owners. This fresh data provides a more nuanced picture of the brand's performance beyond the initial hype.

Company Valuation and Sales Trends

Industry analysts have given Prime Hydration a wide-ranging valuation, generally placing the company between $3.1 billion and $8.4 billion. This valuation is based on its explosive revenue growth and its ability to compete directly with giants like Gatorade and Powerade. For example, Prime Hydration was reported to have become the most-sold hydration beverage at Walmart in 2023.

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However, the brand's initial hyper-growth appears to be moderating. Recent reports indicate a significant sales decline in certain key markets in 2024. For instance, Prime Hydration's U.K. revenue reportedly plunged by approximately 70% in 2024 compared to the previous year. This revenue drop suggests that the novelty factor is wearing off, and the company is now entering a more challenging phase of sustainable growth against competitors.

Legal and Product Controversies

The company has also been involved in a high-profile class action lawsuit regarding its Prime Energy product. Lawsuits filed in 2024 and extending into 2025 allege that Prime Energy drinks contain more than the advertised 200 mg of caffeine per can. These legal challenges, which focus on accurate labeling and consumer safety, could set new precedents for the energy drink industry and represent a significant risk entity for Prime Hydration, LLC.

The ownership structure means that Max Clemons and Trey Steiger's Congo Brands, as the majority equity holder, is ultimately responsible for navigating these operational and legal challenges, while Paul and KSI must manage the public relations fallout. The company's ability to maintain its high valuation will depend on its response to these legal issues and its strategy for stabilizing sales in a post-hype market.

Conclusion: Beyond the Influencer Hype

The question of "who owns Prime Drink" is best answered by recognizing the distinct contributions of the three major partners. Logan Paul and KSI are the brand's indispensable public faces, driving unprecedented demand through their massive global platforms and co-founder status. However, the true controlling interest—the 60% stake—belongs to Congo Brands, led by Max Clemons and Trey Steiger. This business-savvy team is the operational backbone, managing the complex logistics that turned a viral concept into a multi-billion dollar entity. As Prime Hydration, LLC faces a new era of legal challenges and stabilizing sales in 2025, the balance of power between the celebrity co-founders and the Congo Brands executives will determine the long-term success of the beverage empire.