GETTING a lift
The Hype serves up drinks aimed at boosting health
BY JENNA BLOUNT
They call it “ healthy fast food .”
Kenny and Kassie McChurch opened The Hype Nutrition in Suite E at 1320 11th St . NE in Clinton back in March . Kassie was working at a health club in Des Moines , the same city where her husband of nearly 11 years works in elevator sales , when they decided they ’ d open up a club of their own .
Kenny knew he wanted it to be in Clinton , near where he grew up , but especially before anyone else could have a chance to beat him to the opportunity .
“ Clinton just kind of needed something like this ,” Tara Krogman , a long-time friend of the couple and the third part of the Hype team , says . It “ makes people feel good .”
Protein powder first became popular as a nutritional supplement in the 1950s and was historically associated with bodybuilding as well as its notoriously awful taste .
In the 1990s , after extensive studies and research that was conducted and the focus on fitness in society shifting to that of both genders and of all ages , the protein market expanded . The ability of protein powder to be used for purposes beyond gaining Mr . Olympia-worthy muscles had been revealed . Today , protein supplements are an over- $ 20 billion industry , helping people to lose weight and build stronger immune systems . Additionally , they now also taste delicious .
The Hype offers meal-replacement shakes in flavors like Butterfinger Cake and Cherry Dilly . Dense in nutrients , and at about $ 7 each , they contain the 24 grams of protein of a full meal , but only 200 to 250 calories . Therefore , they are “ macro-friendly ” for the flexible dieting community looking to lose weight without losing out on macronutrients and still getting the feeling of being full after consuming a low number of calories .
Kenny prefers a 32-ounce Mega Tea on his way to work every morning .
“ They don ’ t taste like tea ,” he says . Nor do they look like tea .
Kenny equates the taste of the tea with being more along the lines of Gatorade rather than that of traditional tea and each one is
“ IT ’ S A FUN BUSINESS . WE ’ RE JUST SO HAPPY TO BE A PART OF THE COMMUNITY .”
- Kenny McChurch , Hype owner
as colorful as a handful of Skittles candy . The teas contain a single gram of sugar and a metabolic boost . The Tea Bombs are The Hype ’ s healthy version of an energy drink without the crash later . These have 160 to 200 mg of natural caffeine , equal to about two regular cups of coffee .
Kenny says a lot of customers have moved away from drinking soda , so they really enjoy the tea spritzers available on Spritzer Saturdays . A recent featured spritzer was called the Sour Gummy Spritzer , which offered benefits like digestive health support , antioxidants , healthy energy , mental clarity ,
brain function support , reduced mental fatigue , and eight different vitamins .
Some Sundays feature fundraisers . One scheduled for Aug . 21 will raise funds for Clinton High School ’ s football and volleyball teams , which will get to keep approximately 40 % of that day ’ s sales as well as all of that day ’ s tips .
The community returned support at The Hype ’ s ribbon-cutting ceremony facilitated by Grow Clinton Ambassadors on Aug . 2 . The place was filled with family and friends there to congratulate the couple on the success of their new venture . Kids were entertained by a balloon artist and face painting just outside the door , while others inside sampled protein cookie dough .
The ceremony was held five months after The Hype ’ s opening because the business ’ s first months were so busy that it was difficult to find a time to schedule it . In the spirit of it being better late than never , though , the event doubled as an August summer celebration .
“ It ’ s a fun business ,” Kenny said . “ We ’ re just so happy to be a part of the community .”
The Hype is open from 8:30 a . m . to 1:30 p . m . Monday through Friday and 8 a . m . to 1 p . m . on Saturdays .
24 Clinton Magazine Fall 2022