Ella Shannon
Meet Ella — The Heart Behind IceeNOW
If you’ve ever stopped by an IceeNOW booth, you’ve probably met Ella — Sue’s daughter, right-hand gal, and the quiet force behind so much of what makes IceeNOW so special and successful.
Ella has grown up in the middle of the IceeNOW story, helping at tournaments, trade shows, and events across the country — from soccer and flag-football fields to the Boston Marathon Expo, Run Disney, The Run Show USA, and in-store demos at Dick’s Sporting Goods. You’ll often find her talking with athletes and parents, demonstrating products, explaining recovery benefits, and helping them experience the difference firsthand.
At just ten years old, Ella was already hauling boxes, testing samples, and packing early orders. As the company grew, she took on more — organizing inventory, photographing products, and creating photos and videos for IceeNOW’s website, social media, and Meta ads. She’s also played a key role in gathering athlete feedback to help improve product design, packaging, and messaging, even helping inspire Icee Tape, the brand’s signature cooling-and-compression wrap now sold in Dick’s Sporting Goods.
Sue leans on Ella’s artistic eye and creative instinct for everything from logo sketches and marketing designs to real-world demos and storytelling content with athletes of all ages. She’s a listener, tester, and collaborator — someone who connects with athletes, parents, and coaches, then turns those insights into action.
Beyond her day-to-day work, Ella also keeps Sue motivated — especially on the long days. The two travel together to events, build displays, and break them down at the end of multi-day shows, always finding fun and laughter in the process.
Even on the busiest days — after 6 a.m. soccer practice, school, and homework — Ella still finds time to get orders out, plan content, and prep for the next event. She’s the brand’s stabilizer and spark — the living example of IceeNOW’s mission: family, resilience, authenticity, and the drive to stay in the game.
The Story Of A Soccer Mom
It all started on the sidelines. As a mom of two very active kids, I’ve seen my share of trips, falls, twists, and tears. Someone always needed ice — and always needed it now. I’d look around for a cooler, a bag, anything that would work. And every time, I thought: there has to be a better way.
That’s where IceeNOW began — a simple idea from a mom who wanted to keep her young athletes in the game, not sidelined by injuries. Just like hydration, stretching, and recovery time, icing and compression are essential for healthy muscles and faster recovery. Every sports bag should have an easy, mess-free way to do it.
IceeNOW was designed to make recovery simple: cooling and compression that’s always ready — no ice, no freezer, no hassle. Because let’s be honest, it’s not just the kids who want to stay in the game. Whether you run, hike, play tennis, golf, pickleball, or hit the gym, none of us want to be slowed down by sore muscles or joint pain.
The formula still works: R.I.C.E. — Rest, Ice, Compression, Elevation. We’ve just made it easier. Over the years, thanks to feedback from athletes, parents, and trainers, IceeNOW has grown to include a full line of cooling, heating, and compression products — from sleeves and wraps to tape and on-the-go first aid solutions.
What started as a mom’s idea on the sidelines has become a family-run brand built on recovery, resilience, and community. Together with my daughter Ella — the inspiration and heart behind IceeNOW — we’re proud to help athletes of all ages be active, stay active, and get back to what they love.
~ Sue Shannon, Founder
