Personalized sports nutrition and hydration app, ZoneIn will be launched as a direct-to-consumer offering in early May. ZoneIn is claimed to be the first nutrition platform customized to the training schedule and biometrics of every athlete.
Daily macronutrient and hydration targets are generated for each user, in order to optimize both performance and recovery. The platform informs users when and what they should be consuming throughout the day, sending time-sensitive notifications based on an athlete’s training schedule.
ZoneIn was launched by co-founders Kush Mahan and Craig Friedman in 2017. Despite advances in sports science, they found that over 86% of athletes still lack effective nutrition services. Given the impact that proper nutrition and hydration can have on performance and general health, Kush and Craig partnered with sports scientists from NBA and MLS teams to create an individualized digital solution.
In the past three years ZoneIn has partnered with over 100 college teams, youth academies and professional organizations. In the current environment, where athletes are away from their teams and coaches, they are ‘increasingly relying on ZoneIn to stay healthy and engaged.’
Usage has been especially high among running and swimming teams. ZoneIn notes that the energy required from these sports makes diet a key factor for performance and recovery.
ZoneIn will be providing its service to any athlete at a discounted rate starting in May. The company has reportedly received particular interest from competitive cyclists and triathletes, who are ‘looking for an intelligent app to properly fuel their body and reach peak performance.’
ZoneIn adds that all endurance athletes are ideal for the platform given the caloric burn, hydration demands and heart rate variability that accompanies endurance training… ‘The intense endeavours that endurance athletes undertake daily are not possible unless the right foods and fluids are consumed at the correct times.’
“ZoneIn’s biometric-driven service is built to democratize access to evidence-based sports nutrition,” said ZoneIn CEO Kush Mahan. “Athletes are trying to remain fit and healthy right now – we want everyone to have the opportunity to leverage technology and reach their goals.”
