27/10/2023
Let me say some things about heavy mugs
I fully understand the disappointment that many of you experienced during the release of a second limited batch of the Heavy Mugs last week. Simply put, we were not prepared for the intense pressure that followed, causing the site to fail. Our intention was to offer the mugs on a first-come, first-serve basis. Instead many of you spent much time trying unsuccessfully to buy the mugs which we regret. I am the first to admit that we could have handled this situation better.
Let me also say a few other words about the Eleiko Heavy Mug. We are thrilled to see so many people engage with the idea of making everyday life heavier, initially done as a good laugh and later realized as a limited batch of physical products. To me as CEO of Eleiko, I just love seeing so many sharing a light-hearted, fun approach to life with a true passion for lifting heavy things and getting stronger.
Speaking of passion, we have felt the full force of that passion lately. The product was not meant for serial production to begin with. Following the response from our community, we decided to produce a limited batch that very quickly sold out. We then made another limited batch that was released last week with the technical flaws described above. Looking back, it would have been better to have a made pre-order waiting list and serve people one after the other.
So where are we now… we have made in total 300 Heavy Mugs at this point. The original mug used in the launch video was stolen when we exhibited during one of our larger exhibitions this year. The second mug was given to a lucky winner in our Instagram raffle but when arriving at the destination there was a hole in the box and no Heavy Mug to be seen (a new mug has been shipped). Most mugs have been sold on the website at basically cost.
Although we love our coffee between lifts, we have made a decision not to become a mug company. Therefore, and with a somewhat of a heavy heart, we will not make more mugs at this point. But we will continue to push our core products forward, while still keeping an eye on the next must-have things in strength.
Erik Blomberg, CEO Eleiko
