Fuel Good Iowa City became an investor with Greater Iowa City, Inc. in March 2026, a few months after opening their doors during the winter. They have been a welcome addition to the Iowa City area, serving up delicious protein shakes and teas.
Greater IC chatted with owner Lori Hoskyn, a small business owner in our region for the past decade, about how she made the decision to bring Fuel Good to Iowa City and about her path as an entrepreneur began.
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David Fine, Communications Manager at Greater Iowa City, Inc.: Lori, how did your journey as an entrepreneur start?
Lori Hoskyn: Owner of Fuel Good, Iowa City: My journey started about 10 years ago. I was in corporate sales for 23 years. My goal was to open a business that helped people lose some weight and gain energy. I went home and talked to my husband. He’s like, “you know what? That’s your dream. Let’s do it.” So, I opened up my first club in North Liberty and it kind of blew up. I left my corporate job and decided to go full time. It’s been amazing. I’m a very big community supporter and I love when people come in, and are happy, and want help with their nutrition.
David: You mentioned walking away from your corporate job, and that’s your security. You’re walking into the great unknown. What were those nights like when you’re sitting around thinking, “am I making the right decision?”
Lori: I had many, many nights like that, but I have a very supportive husband and family. I’m not one to sit around. So, if it doesn’t work, I’m going to make it work. And it was a lot of getting out into the community and meeting people. It was a lot of hard work, but it paid off, and it was something that really filled my heart.
David: How’d you come up with the name Fuel Good?
Lori: Ooh, that’s a good question. I just thought of it on the fly. This is something that really fuels people up. So why not call it Fuel Good?
David: What’s the essence that you want people to feel when they come in to Fuel Good?
Lori: I want them to feel welcomed. It’s important to me to train my staff, to say, “good morning. How are you?” This is our routine, to be really involved with the customers and making them feel like they want to come back and feel good about their drinks that they’re taking with them. We opened during the middle of winter this past year when students were gone. But by the end of January, we had a lot of college kids and hospital workers in the morning.
David: Fuel Good is an investor with Greater Iowa City, Inc. and had its Official Ribbon Cutting with Greater IC this spring. What was that energy like, seeing the community and the Greater IC Community Ambassadors?
Lori: I loved it, it was such a great turnout. I was very impressed with Greater IC and the staff. We got to showcase our products, and I got to talk to some of the business owners and hope to continue to network with them. And the Ambassadors, I’m thinking, maybe I want to be an ambassador someday. Because I know how good it made me feel for that support, and I just want to do that for others. And I’ve made some good friends, have gone out to lunch with them, and have met with them at 1 Million Cups presentations.”
David: To be a woman-led business owner in this community, what does that mean to you?
Lori: It means, don’t tell me I can’t do it, because I can. And I will push hard for it. I don’t like to fail. I feel like us women really work hard, and we’re really out in the community, and we like to be seen, we like to be heard. Let’s just say, I don’t stop.
David: What do you like about Fuel Good’s location in Iowa City?
Lori: I think it’s in a perfect spot. It was in a dentist office, so I [redesigned]. I’m only a block and a half from downtown. So these students walk to me. And then I’m surrounded by businesses. I feel like this is a good spot.
David: What else do you want to say for people that have never been in here before?
Lori: I chose Iowa City for a reason. I am very big in health and nutrition. I want a place that they can come in and get a good protein shake that’s full of vitamins and minerals, and that tastes amazing. I’m 63. I need my energy, and I need good, healthy energy. So we also are excited that we can offer drinks that are good for you.
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