The two cardiologists went through a slew of names for their new drink — Cardio Boost being one, but that sounded like either an energy drink or something that would make your heart explode. An advertising agency suggested another, which translated to "garbage" in Swahili.
They experimented with different formulas. One drink, made with chlorophyll, turned a dark brown in sunlight. Another with vitamin B-6 turned drinkers' urine a neon yellow.
The co-workers at Pima Heart Associates spent nights in the kitchen, measuring powders and extracts and tasting new concoctions.
They went through a small fortune — $300,000.
Finally, this year, Lou Lancero and Salvatore Tirrito finished their 18-month experiment, creating Xood, a sports drink powder.
Xood, pronounced "exude," doesn't have artificial colors, sweeteners and flavorings.
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"We made a drink," Tirrito said, "based on what should not be in drinks."
The idea came almost two years ago, when the cycling buddies decided they could do better than Gatorade or niche drinks for endurance athletes.
"We wanted to make something different, something not readily available," said Lancero, 54. "A new class of endurance drink."
An article in Outside magazine stated that, contrary to common wisdom, the body could absorb energy faster when a drink includes two different sugars. Inspired, Tirrito and Lancero decided to try to make their own drink.
They read journals and books, and learned how to balance the books of a private business. Tirrito, 38, began formulating recipes with powders purchased at health-food stores.
Their friends would be their first guinea pigs, taking bottles filled with the drinks on long rides and giving their opinions on its effectiveness and taste.
The doctors paid for materials production and marketing, totaling about $300,000. Lancero said the two are "probably not going to see any profit for a few years."
Tirrito said the investment beats the stock market. But both he and Lancero said the financial investment needed the support of their wives.
"I told him, 'f this is something you really want to do, I'm behind you.' " said Breanne Tirrito, Sal's wife. "You really do panic in a way, but when you have faith in something, that kind of subsides."
The final product contained maltodextrin, fructose, whey protein, electrolytes, vitamins and natural extracts. The two settled on three flavors already proven to already have health benefits.
The green tea drink is naturally caffeinated, and the pomegranate drink may fight free radicals induced during workouts.
The third flavor, mango-steen, comes from an Asian fruit touted to be high in anti-inflammatory agents.
They are available in select Tucson nutrition stores and online at www.xoodhealth.com. But Lancero and Tirrito said they are making inroads by sponsoring endurance events in Tucson.
Xood is sponsoring an 18-person cycling team at El Tour de Tucson on Saturday, and is also the ride's official drink sponsor.
"This is probably the best community to launch a sports drink," Tirrito said. "Tucson is a mecca for endurance athletes."
Lancero said his vision is for Xood to "become the choice purveyor of heart-healthy sports drinks," both locally and nationally. Neither doctor is quitting his day job quite yet.
"I'm looking to create something — I'm looking to leave a legacy for my children," Tirrito said. "I'd love to sponsor a racing team my son rides on in the Tour de France."
Up next
• What: 26th El Tour de Tucson
• Where: 109-mile race starts on Granada Avenue, south of Congress Street
• When: 7 a.m. Saturday
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