The Story Beneath the Surface

Madison Blue didn’t begin with a product idea.

It began with a pause.

In 2021, after founding and leading the software company Kajabi for over a decade, I stepped down from the CEO role. My wife, Kimberly, was facing another battle with cancer, and it was clear: I needed to be home. Not in an office. Not at a whiteboard. Just... present.

I remained Executive Chairman. Kajabi continued to grow. But I entered a season of stillness...and perspective.

We bought a piece of ranchland in Wyoming near the Bighorn Mountains. It was meant to be a place to retreat, to breathe, and maybe build a future home.

We drilled a well. Not for business. Just for water.

Twelve hundred sixty feet down and it flowed.

No pumps. No machines. Just pressure...natural and ancient.

I tasted it.

I wasn’t expecting much.

Some waters feel heavy. Some fight back. Some leave something behind.

But this... this was just right.

The minerals weren’t obvious — but they were there.

Enough to feel structured, not flat. Enough to feel... finished.

It was clean. Balanced.

Then a local distiller reached out...just from seeing our Madison well listed in the records.

That was enough to make me stop and wonder: what exactly is under this land?

We sent it to the lab. What came back was rare.

• Exceptionally low microbial content
• Crystal clear with no visible turbidity
• Naturally alkaline
• Rich in calcium and magnesium
• Low in sodium
• No additives needed. No treatment required.

This wasn’t spring water. This was Natural Artesian Water...rising under pressure from a protected aquifer that predates modern industry.

That lab report didn’t just tell me the water was clean.

It told me it was as clean, structured, and mineral-rich as anything from across the Atlantic.

And that hit me:

Why is there a European bottled water at nearly every fine dining table in America... when this was under our own land?

And why are we carrying around lab-built water in plastic... when something this natural, this mineral-rich, is rising from our own ground?

I wasn’t looking to make a statement.

But I realized...this was one.

A quiet one.

An unspoken one.

But a statement all the same.

I didn’t want to brand it. I wanted to protect it.

I knew it couldn’t go into plastic.

Not after what I’d been reading.

The studies about microplastics. The taste difference I’d noticed for years, but never had a name for.

Water like this deserved better.

Glass was the only answer.

There’s no plastic. Only glass.

There’s no filtration. No enhancement.

Just stillness. Just structure. Just the water. Unaltered.

And so, the same instinct that led me to step back...not from purpose, but from pace, is now what’s guiding this:

Do less. But do it with more intention.

In 2026, we’ll begin bottling Madison Blue in a 750mL glass vessel.

The bottle won’t make claims.

It won’t need to.

No lab enhancements. No slogans. No promises of performance.

Just origin. Just composition. Just the water... unaltered.

We didn’t create Madison Blue. We found it. And now, we’re sharing it.

Thanks for being here.

Kajabi is about helping people share what they know.

Madison Blue is about sharing what’s been here all along.