Hoffman (an M.I.T. graduate who was a professional water engineer before moving into the domain business), said he noticed an increase in his bottled water sales, especially online where the water is available in the entire United States, soon after Healthy Living from the Inside Out arrived in bookstores. That led him to contact Ms. Hemingway and suggest the spokesperson arrangement. 

 Hoffman, who is based in Palo Alto, California, said “We could not think of a better person to represent O2Cool Oxygen Water. Mariel is a leading advocate of healthful eating and drinking, in addition to exercise, yoga, body awareness, and stress reduction. Our water has mostly been available only in the Western U.S. and a few cities east of the Rocky Mountains. Now we are planning to add distribution to cover the entire country.”

Regarding his product, Hoffman said "O2Cool 

Hoffman asking a question from the 
audience at the 2008 Domain Roundtable conference in San Francisco in April.

Oxygen Water includes 8 times the oxygen of ordinary water for fresh breath and oral health. Made from natural spring water, with a natural pH of 8.4, O2Cool contains a naturally high level of magnesium, a mineral which is well known as vital to cardiovascular health."
(Posted July 21, 2008)