Fitness influencer Ashton Hall’s unconventional 3:50 AM morning routine, prominently featuring Saratoga Spring Water, has taken the internet by storm, sparking a meme frenzy and unexpectedly catapulting the bottled water brand into the spotlight. Hall’s video, showcasing his elaborate regimen, includes repeated face immersions in ice water mixed with Saratoga Water and has led to a notable increase in the brand’s visibility and sales.
The Viral Routine: A Boost for Saratoga Water
Ashton Hall’s Unusual Ritual
Ashton Hall, boasting millions of followers across Instagram and TikTok, recently shared his detailed early morning routine, which has since gone viral. The video, titled “The morning routine that changed my life 3:50am to 9:30am,” documents Hall’s meticulously structured day, beginning before the sun rises.
Hall’s regimen includes:
- Removing mouth tape
- Brushing his teeth
- Pouring a glass of Saratoga Water
- Push-ups on his balcony
- Meditation
- Repeatedly dunking his face into a bowl of ice water mixed with Saratoga Water
- Consuming a banana and rubbing its peel on his face
This emphasis on Saratoga Spring Water has led to a notable increase in the brand’s visibility and sales, with social media users humorously commenting on the unexpected marketing boost.
Internet Reacts: Memes and Market Impact
The video has amassed over 40 million views on YouTube, sparking widespread discussion and a flurry of memes across social media platforms. Social media users have particularly focused on Hall’s use of Saratoga Water, leading to a surge in the brand’s popularity. The craze was even enough to give Primo Brands Corp., the parent company of Saratoga Spring Water, a boost in the stock market.
Saratoga Spring Water: More Than Just a Trend
A History of Health and Healing
Founded in 1872, Saratoga Spring Water capitalized on the popularity of Saratoga as a spa destination where people came to drink waters from natural mineral springs for purported health benefits. The springs are the result of a geological fault that allows water trapped in shale layers to surface. Historically, Mohawk and Iroquois tribes drank and bathed in Saratoga waters to celebrate the waters’ supposed strong healing and curative properties.
The Mineral Composition and Benefits
Saratoga Springs water owes its reputation to the abundance of minerals present in its composition. With its unique blend of calcium, magnesium, potassium, and carbonates, this water offers numerous benefits for overall health and well-being. When consumed, Saratoga Springs water can aid digestion, promote hydration, and support healthy bones and teeth. Furthermore, it has been lauded for its potential to alleviate ailments such as arthritis and digestive disorders.
Some specific benefits attributed to the minerals found in Saratoga Spring Water include:
- Calcium: Important for bone health, muscle function, and nerve transmission.
- Magnesium: Involved in over 300 enzymatic reactions, crucial for energy production, muscle and nerve function, and blood sugar control.
- Potassium: An electrolyte that helps regulate fluid balance, nerve signals, and muscle contractions.
- Carbonates: Can act as an antacid, potentially aiding digestion.
- Sulfates: Play an important role in the formation of brain tissue, joint proteins and the proteins that line the walls of the digestive tract. They stimulate the pancreas to generate digestive enzymes and are thought to help detoxify the body of medicines and environmental contaminants.
Saratoga Water’s Journey to Mainstream Popularity
Outside of New York and other parts of the Northeast, Saratoga Water was largely a secret or at least a cult favorite until recently. BlueTriton Brands, with 14 lines of bottled water, bought the previously independent Saratoga Spring Water Co. in late 2021. The goal was to expand Saratoga Water into a national brand to coincide with its 150th anniversary last year.
The Power of Influencers and Viral Moments
Social Media’s Impact on Consumer Behavior
The virality of Hall’s morning routine underscores the influential power of social media personalities in shaping consumer behavior and trends. While some viewers question the practicality of his methods, the increased attention and sales for Saratoga Water demonstrate the tangible impact such exposure can have on a brand.
Saratoga Spring Water: A Premium Choice
Saratoga Spring Water isn’t just any bottled water. The brand has long been a symbol of luxury, often found in high-end restaurants, boutique hotels, and exclusive events. Despite its prestige, the brand never quite reached mainstream cultural relevance—until Hall’s morning routine changed everything.
Primo Brands’ Perspective
Even before Saratoga’s viral moment, Primo Brands called the water one of its “rapidly growing premium products.” The company bought Saratoga in 2021, and the brand did $13 million in net sales that year, according to Primo’s investor-day presentation last month. Saratoga went on to do $71 million in net sales during 2024, making for a 76% compound annual growth rate over that span.
