Our Story
It Started With a Sunburn
The GenAthleteX story began on a cruise, with people heading inside when they wanted to be outside.
It Was Only 10:30 in the Morning
Greg DeWitt and his wife met Canadian passengers who had been cruising for two consecutive weeks. They were badly sunburned and retreating indoors around 10:30 in the morning. There was plenty of day left, but enjoying more of it outside was no longer an appealing option.
That encounter sparked a conversation between Greg and his wife: what about a sunscreen brand for people who love cruising?
Later, over dinner on the same cruise, they met a couple from Atlanta. The sunscreen idea came up, and Greg jokingly suggested calling it Zeus. The gentleman from Atlanta immediately replied:
“Because gods don’t burn.”
Zeus never became the brand name, but the exchange gave the idea a memorable bit of personality. The brand that took shape was GenAthleteX.
Beyond the Ship, Onto the Trail
The idea started with cruising, but it was easy to see a larger purpose. Time outside matters whether you are exploring a port, walking a favorite trail or heading out on a bike.
Hiking and cycling offer different ways to enjoy that time. A trail gives you somewhere to explore on foot. A bike lets you cover familiar ground differently or venture farther along a new route. The distance and pace are yours to choose.
The same freedom belongs to a morning on the pickleball court, a ski trip or an afternoon spent on a project. GenAthleteX grew around people who enjoy participating in life, with experience behind them and plenty they want to do next.
From an Idea to the Shelf
The first collection included GenAthleteX Shield Active Mineral Sunscreen, a tinted version, a branded rash guard and a runner's hat. The idea became products that reached the shelf, supported by packaging, photography and an ecommerce website.
Sun protection, travel and outdoor activity gave the original collection its direction. Building it also gave Greg something he had deliberately set out to gain: firsthand experience running a product brand.
Learning by Building
After more than 30 years in marketing, web development, design, digital strategy and business growth, Greg wanted to experience the practical challenges his entrepreneurial clients faced from the founder's side.
GenAthleteX meant working through product selection and white labeling, branding and packaging, photography, payment processing, inventory, fulfillment and customer acquisition. His professional experience helped, but the operational work still had to be done.
Over time, responsibilities to other marketing clients demanded more of Greg's attention, and GenAthleteX took a back seat. The brand remained a practical reference point for the realities of ecommerce, informing the guidance he shares through Gogo Marketing and his entrepreneur community.
A New Chapter in 2026
In late summer 2026, Gogo Marketing partnered with Blue Line Labels to relaunch and expand GenAthleteX. The collaboration brought together experience in branding, digital marketing, packaging, product preparation and ecommerce operations.
The refreshed family carries the original sun-protection products forward and adds XKINI Muscle & Joint Pain Cream. Three Greek naming connections give the family a shared identity: movement, shade and beauty.
Movement
XKINI · Movement
XKINI Muscle & Joint Pain Cream is the new addition. Its name is inspired by κίνηση, meaning movement, and its product line expresses its place in the brand: GET BACK TO WHAT YOU LOVE.
Shade
XSKIA · Shade
The untinted sunscreen returns as XSKIA Mineral Sunscreen SPF 32. Its name draws from σκιά, meaning shade. MORE TIME IN THE SUN.
Beauty
XKALO · Beauty
The tinted sunscreen returns as XKALO Tinted Mineral Sunscreen SPF 31. Its name draws from κάλλος, meaning beauty. FOUNDATION FOR THE SUN.
Explore the Sun family to meet XSKIA and XKALO.
Building What Comes Next
Plans include refreshing the apparel collection and exploring additional health, beauty and active-lifestyle products. The direction remains rooted in the people GenAthleteX is here for: experienced adults who enjoy travel, outdoor recreation, fitness, hobbies and doing things for themselves.
The partnership has another purpose, too. Gogo Marketing and Blue Line Labels intend to help other founders bring their own products to market. GenAthleteX provides a working example of how product, packaging, an ecommerce website, payments, marketing and fulfillment fit together.
For the people choosing GenAthleteX, the connection is more personal. You have places you want to explore, activities you look forward to and your own idea of a day well spent. Those are the reasons behind the brand, from its first conversation on a cruise to what comes next.
Live Life Outside
Take the trail you enjoy. Make time for the ride. Plan the trip you have been looking forward to. There is plenty worth getting outside for.
Have a question about GenAthleteX? Get in touch