Gamechangers 2025 … Arabica to Bumble, Colossal and Duolingo, Evocative to Fenty, Gorilla Glass and Halo Top, Ipsy to Liquid Death … challengers, disruptors, and inspiring brands

December 31, 2024

“Gamechangers” are individuals, companies, innovations, or events that significantly alter the status quo in their respective fields. They often introduce new ideas, technologies, or practices that disrupt existing norms and pave the way for new opportunities, improved efficiencies, or entirely new markets.

Almost 10 years ago I wrote the book “Gamechangers” which won awards and was translated into over 30 languages. It featured disruptive companies like Airbnb, shaking up the world of hospitality, cryptocurrencies, harnessing the power of network technologies, and even Elon Musk, with a mindset for disrupting any industry.

Be the Gamechanger … 10 ways to change your game, from strategic purpose to target audiences, unusual products to unexpected services, customer experiences to new business models
100 Leaders … profiles of game changing leaders, from Anne Wojcicki to Bernard Arnault, Cristina Junqueira to Ben Francis, Zhang Ruimin to Zhang Yimin, and many more.
250 Companies … case studies of gamechanging companies, from 1Atelier to 77 Diamonds to A Boring Life, Aerofarms to Alibaba, Babylon to Boom Supersonic and many more.
Gamechangers Latin America … from Camposol to Cariuma, NotCo to Nubank … Learning from brands thriving in adverse and volatile markets
Gamechangers Turkey … from Appsilon diamonds created in the lab, to Biolive plastics made from olive stones … Oleatex’s plant-based vegan leather, and WeWalk’s smart canes.

So who are the Gamechangers of 2025?

I’m looking for companies who are disrupting markets, challenging the conventions, shaping the new behaviours, and succeeding. They might do this by reimagining products and services, channels and pricing, business models or ecosystems.

Take the purest spring water, for example, and think how you can make it more engaging to young people. Liquid Death has become a cult brand, and highly profitable business. Or consider Athletic Brewing, a great tasting beer, perfect after a workout. And with zero alcohol.

Here’s my shortlist:

Abridge: Using AI to transcribe doctor-patient interactions and generate medical notes, improving healthcare documentation and patient care.
Adyen has transformed the payment industry by providing a single platform for businesses to accept payments anywhere in the world, both online and in-store.
Agility Robotics: Developing humanoid robots that can walk, grasp, and carry objects, revolutionizing logistics and manufacturing.
Arabica: Coffee shops with Asian minimalism, African coffee roastery, and Arabic meeting place. Founded by Japanese entrepreneur seeking to “See the World Through Coffee”.
Athletic Brewing:Whether you’re looking to cut out alcohol for life or just for a night, you shouldn’t have to sacrifice your ability to be healthy, active and at your best, to enjoy great beer.
Agua Bendita produces super-luxury handmade bikinis, inspired by their Colombian roots, and made by a team of 700 single mothers from off-cuts of fabric.

Beauty Pie: Subscription based platform
allowing members to purchase products directly from top-tier labs at a reduced price.
Bumble: A social discovery app empowering women to make the first move in dating, friendships, and professional networking
Canva: An online design tool making graphic design accessible to everyone with easy-to-use templates and collaboration features.
Colossal Biosciences seeks to reawaken the past, to bring back extinct species using CRISPR technology, through genetic rescue, to support biodiversity
Duolingo, the language learning app has transformed the way people learn new languages by making the process fun, accessible, and gamified.
EcoSpirits: Introduces new pricing models that incentivize consumers to return bottles for recycling, promoting a circular economy.
Ecovative uses mycelium, from mushrooms, to grow category defining products ranging from leather like textiles to sustainable packaging.

Elf: A beauty and skincare brand known for its affordable, clean, and effective products. 100% vegan, no animal testingand made without the nasty bad-for-you stuff.
FanDual. Online fantasy sports and sports betting platform, transforming the way fans engage with sports, providing an immersive and interactive experience.
Fenty: Known for its inclusive beauty products, Fenty continues to disrupt the beauty industry with its wide range of shades and innovative formulations.
Fervo Energy: Innovating in geothermal energy to provide a sustainable and reliable source of clean energy.
Gorilla Glass. Known for its durable and damage-resistant glass used in smart phones and other electronic devices
Halo Top Creamery is attracting more ice cream lovers with a promise of lower calories and less guilt.

Helsing: Specializing in AI-powered defence solutions, Helsing is transforming how military operations are conducted.
Impossible Foods has revolutionized the food industry by offering sustainable and delicious options that closely mimic the taste and texture of traditional meat.
Impulse Space: Working on space propulsion technology to make space travel more efficient and cost-effective.
Ipsy: Personalized makeup and beauty products by monthly subscription, exclusive offers, and how-to video tutorials from the brand’s stylists.
Iqos. Heats tobacco instead of burning it, producing a vapor that contains nicotine but has less ash, smoke, and odour compared to conventional cigarettes
Jio: An Indian telecommunications company providing affordable internet services and revolutionizing digital connectivity in India.
Klarna. Known for its “buy now, pay later” financial services, Klarna has revolutionized the way consumers shop online by offering flexible payment options

Liquid Death: Known for its bold branding and canned water, Liquid Death has disrupted the beverage industry.
Meati: This company produces high-protein, sustainable meat alternatives made from mushroom roots.
Miniso: “It isn’t just a store; it’s a playground of endless fun and excitement” with 6,000 stores worldwide in 100 countries.
Mirror: This reflective screen offers personalized workouts with top trainers, providing a virtual fitness studio experience.
Nextdoor: Transformed the way neighbourhoods connect and communicate by providing a platform to share news, events, recommendations, and services.
Niyara India: This brand has quickly become a go-to for modern Indian women, blending elegance, comfort, and affordability.
NotCo: Using artificial intelligence to create plant-based alternatives to animal products, NotCo is revolutionizing the food industry.
Oatly: This plant-based milk brand has gained significant market share by appealing to consumers looking for sustainable and healthy alternatives to dairy.

Octopus Energy: A renewable energy supplier in the UK, committed to providing affordable and sustainable energy solutions.
OpenAI: Continues to lead the AI revolution with its generative AI models, impacting various industries from cybersecurity to agriculture.
Parkrun: A global initiative that organizes free weekly 5km events in local parks, promoting community and fitness.
Peloton: Known for its interactive fitness equipment and online classes, Peloton has revolutionized home workouts.
Quibi. Known for its short-form mobile streaming platform, quick, engaging content designed for mobile devices, catering to the modern, on-the-go consumer.
Reformation: This brand focuses on sustainable fashion and has a strong online presence, making it a leader in digital marketing and e-commerce.
Revolut. The money superapp, or neobank, enabling everyday banking, currency exchange, stock trading and more. With a particular focus on travellers.

Seedlip: Partners with bars and restaurants to offer non-alcoholic cocktail options, promoting the idea of “mindful drinking.
Skims: Sells underwear, loungewear and shapewear, and focuses on body positivity and sizing inclusivity.
Smarter: This company brought the Internet of Things (IoT) to consumers with products like Wi-Fi-connected kettles and fridge cameras.
Surreal Cereal: Disrupting the breakfast scene with their delectably , zero-sugar, high-protein cereals,
Sway: A beverage brand that has made waves with its innovative flavors and sustainable packaging.
Tony’s Chocolonely wants to make all chocolate 100% slave free. Not just our chocolate, but all chocolate worldwide.
Too Good To Go is a mobile app that connects customers to restaurants and stores that have unsold, surplus food

Tru Earth: A laundry detergent brand that offers eco-friendly and waste-free packaging, appealing to environmentally conscious consumers.
Unmind. Provides a digital platform offering tools and resources for employees to manage their mental well-being,
Varda Space Systems: Developing space infrastructure to support the growing space economy, including satellite manufacturing and space logistics.
Waabi: Focused on autonomous driving technology, Waabi is making strides in making self-driving cars safer and more reliable.
Who Gives a Crap: A toilet paper brand that donates 50% of its profits to build toilets for those in need around the world.

Whoop: A wearable tech company that provides detailed insights into athletes’ performance and recovery.
Xero. Transformed how medium-sized businesses manage their finances by offering user-friendly and efficient tools that streamline accounting processes.
Youfoodz. Revolutionized the convenience food market in Australia by offering fresh, healthy, gourmet meal options that are delivered directly to your door.
Zepto: A rapid delivery startup that promises delivery within 10 minutes, disrupting the food delivery market.
Zipline: A company using drones to deliver medical supplies to remote and hard-to-reach areas.

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