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When Eliud Kipchoge achieved the title of the fastest marathon runner in the world with a time of 2:01, he relied on several key tools. Among them was the Nike Alphafly, a £290 running shoe. Additionally, he carried a water bottle filled with Maurten, a clear fuel liquid from the Swedish brand. Maurten is considered a “game-changer” by Kipchoge due to its unique formula that contains 80g of carbohydrate per 500ml sachet. This formula allows him to stay hydrated throughout his runs, with Kipchoge drinking it every 5km. He praises the taste, calling it neutral and easy on the stomach. Amateurs have taken notice as well, leading to Maurten’s sachet sales reaching a million per week. The company, established in 2015, is projected to generate annual revenues of SKr380mn (around £27.5mn).
Maurten is just one example of a new wave of start-ups revolutionizing exercise fuel. These companies offer a clean approach to fueling athletic performance. Robb Wolf, a former biochemist and co-founder of LMNT, questions why so-called “sports” drinks were filled with sugar when sweat isn’t sweet. LMNT, an official partner of USA Weightlifting, sells sugar-free electrolyte drinks with natural flavors. These drinks are high in sodium and enriched with magnesium and potassium. Styrkr, a London brand launched last year, offers effervescent tablets that prevent muscle cramps without sugar or preservatives. Mission provides pre-workout performance tea while Lean offers a natural caffeine drink, catering to those who prefer to avoid coffee. Veloforte creates handmade gels in small batches. These products generally come with a higher price tag, with Maurten gels costing from £32.40 for a box of 12, 30 LMNT sachets priced at $45, and Veloforte’s gels sold at £6.59 for three.
In the past, exercise fuels have been seen as a necessary evil for endurance athletes. Traditional gel products contained sugar syrups, edible chemicals, and preservatives that were harmful to the gut. However, Maurten has developed a patented hydrogel technology for its gels. These gels only contain six natural ingredients, which help prevent digestive discomfort. The development of this formula took two years.
This new trend in exercise fuel aligns with the growing popularity of extreme sports and distance events. Amateur athletes are becoming more serious and are constantly striving to go faster and further. In order to achieve these goals, they seek out the best technology, equipment, and fuel available. Styrkr, for example, frequently sells out of their popular 50g rice bars due to high demand. These athletes understand the importance of having top-notch gear and fuel to support their performance.
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