MEET THE MAKER - NEXBA
TROY DOUGLAS – Co-Founder of NEXBA and Goodness Group Global
Troy Douglas is all about goodness in every way – so much so that his over-arching business is known as the Goodness Group Global. The no sugar beverage NEXBA, which is an international sensation, is the staple of his growing empire of ‘good for you’ products. With the beverage now a staple in many households, Troy shares some of his successes and tips with Australian Life Magazine.
Can you share with us how NEXBA came to life?
In 2010, my now brother-in-law Drew Bilbe was fresh back from travelling overseas and enjoying naturally sweetened delicious ice teas on sunny Mexican beaches and wanted to bring that experience back home. So, our journey to create a locally-made version began. Today, we have expanded our original concept to Goodness Group Global, as we are on a mission to remove sugar and the consumption of artificial preservatives through building the leading homegrown platform of brands that Taste Good & Do Good for you.
Why did you think NEXBA would work so well in Australia?
Very simply, as you walk down the Food and Beverage aisles in the supermarkets, products from the major brands are either packed with Sugar or Artificial ingredients. The future of the industry should be about great taste and natural sugar free products. That was our vision from day one when we started NEXBA and after six years of innovating, we cracked Goodsweet our secret intel chip that allows us to create great tasting products without the nasty stuff.
Why is Aussie made so important to the success of the business?
Australia has a phenomenal reputation globally for quality, clean, green and from a lifestyle perspective, it depicts health, sun and fun. All of these are great attributes for our Aussie Born brand, NEXBA, and hence why producing locally in Australia is such an important message for us.
What’s your piece of advice to businesses when things don’t go according to plan and you have to keep going?
To focus on what you can control in the present moment. All set backs are experiences that allow you to grow. By leaning into the pain, you will fast track a stronger business. I have challenges every day that I work through. We are the same as all small businesses.
What have you learnt most about yourself as you have grown NEXBA?
As an openly proud married gay man with a beautiful rainbow family (four amazing kids with two incredible mums), I have learnt that you are your best version of yourself professionally when you are living authentically. Your di erences and your quirks are the things that make you unique and interesting so celebrate that! Always be humble and curious about the world around you, and this has allowed me to grow alongside NEXBA and the business.
What’s some of your biggest achievements and what’s in store for the overall growth of Goodness Group Global over the next year?
2024 has been a big year, having become o cially B-Corp Certified. We have also expanded to GOODNESS GROUP GLOBAL and become a multi-brand platform with the launch of:
• REMIXT alcoholic fruit punch with Coles Liquor Group – First Choice stores nationally
• PACE Rapid Hydration has also recently launch into Independent Grocery with Aussie cricket captain Pat Cummins
For NEXBA:
▪ We have also recently launched our NEXBA Better Soda range which is o to a fast start in Woolworths.
▪ Rapidly expanding internationally, we will be in 15 markets in UK & Europe.
All of which means, we are set for a massive year of growth ahead from >$20M in FY24 revenue to being on track to deliver >$30M in FY25.
