A cross-country flight and marathon in December 2019 led Coast Guard veteran Kristina Smithe to identify a specific environmental challenge: the large volume of disposable cups used at running events and during travel. After calculating the combined cup waste from her flight and marathon, multiplied across all participants, she launched Hiccup in 2020 – a reusable cup service focused on reducing single-use waste at running events.
The 31-year-old founder, who has completed 26 marathons herself, grew up in Marne, Michigan before settling in Tampa Bay, Florida. Her company now operates from three hubs – Tampa, Florida; Grand Rapids, Michigan; and Willits, California – serving races across the United States.
Hiccup’s core product is an 8-ounce silicone cup designed specifically for runners to use at race aid stations. The company has prevented over 700,400 cups from entering landfills and recycling facilities since its launch. The cups are intentionally made from silicone for its durability and ability to withstand frequent high-temperature washing.
The service includes complete logistics management: Hiccup delivers cups to aid stations before races, provides 20-gallon collection bins, and picks up used cups once stations close. The cups are transported in 17-gallon totes, with each tote containing seven bags of 50 cups each. The company currently maintains an inventory of 50,000 cups.
Hiccup’s washing process is thorough: cups are first dipped in soap and disinfectant water, run through commercial dishwashers, and then dipped in 180-degree water. The company has developed its own patent-pending dishwashing machine that can clean 1,500 cups per cycle using just 30 gallons of water.
The company serves both large and small events, with minimum orders of 1,000 cups for races within their hub states and 5,000 cups for out-of-state events. While the service costs more than traditional disposable cups, Hiccup positions itself as more cost-effective than composting or bamboo alternatives.
For runners interested in personal use, the cups are available for purchase at $5 each. The malleable design allows the cup to be easily folded or compressed during use, making it practical for runners moving quickly through aid stations.
Current recycling statistics underscore the relevance of such services: according to EPA data from March 2021, only 8.7% of plastic gets recycled, with the remainder going to landfills, incinerators, or overseas. Americans dispose of 25 billion styrofoam cups annually, most of which cannot be recycled in standard facilities. Even paper cups present challenges, as they typically contain 5% polyurethane plastic and polyethylene lining, making them difficult to recycle or compost.
The company name itself emerged after considering alternatives – initially planned to be called ZipSip, Smithe ultimately chose Hiccup for its incorporation of the word “cup” and the ability to integrate both an earth symbol and water drop into the logo design.
