USA Triathlon is partnering with BOA Nutrition, to make its first product, Endure, the ‘exclusive performance salt blast’ of USA Triathlon.
BOA (which stands for a Blast of Optimized Actives) is launching Endure, at the 2021 Toyota USA Triathlon Age Group National Championships on August 7-8 in Milwaukee. The new product is designed to help athletes delay the onset of fatigue by replacing lost sodium.
‘In conjunction with their hydration strategy or drink of choice, an athlete can use Endure’s patent-pending aerosol blast to deliver a concentrated amount of sodium.’
BOA and USA Triathlon (USAT) note that… ‘Determining the best combination of nutrients and hydration is an individualized process for each athlete and can prove challenging for endurance athletes competing in three sports over an extended duration of time.
‘BOA’s Endure allows an athlete to remain on pace with an easy-to-activate product that is convenient to use, concentrated, fast-acting and great-tasting. Berry Fusion Blast, the company’s first flavour, has a mixed-berry taste that masks the normally harsh taste of sodium and leaves no aftertaste, while delivering 150 mg of sodium per serving.’
Sodium is an important nutrient to aid hydration. Without enough sodium, an athlete’s muscles and cells can’t access fluids that are present in their body, and high exertion can help to create rapid sodium loss.
Athletes competing at the 2021 Toyota USA Triathlon Age Group National Championships on August 7-8 in Milwaukee have the first opportunity to learn more about the product at BOA’s on-site activation. Each event participant has received an exclusive product discount via email.
More than 6,000 registrants from all 50 US states and Washington DC are set tol be competing this weekend, which is a record field for this event.
‘BOA’s products are designed to be deployed easily and quickly while an athlete is training or competing. An athlete simply grabs their can of BOA and takes a two-second blast, coating the inside of their mouth and then swallowing. While not in use, the product can be stored on a bike or placed in a shirt/pants pocket or running belt.’
“We see BOA’s product as a significant and welcome breakthrough,” said Victoria Brumfield, USA Triathlon Chief of Staff and Chief Business Development Officer.
“Triathlon is known for its innovation, and BOA doesn’t disappoint. Their ground-breaking new product will be an essential tool in every athlete’s toolkit as they look to perform at their best by getting the sodium they need quickly and efficiently. We believe BOA represents a game-changer in the world of endurance sports.”
‘BOA’s proprietary technology, OraBlast, uses oxygen as the transportation engine to deliver nutrients. The unique system whereby oxygen is the compressed air that forces BOA’s unique mixture through a very small passageway – a valve – so that the molecules are atomized and then powerfully blasted into the mouth.
‘Oxygen is also utilized in the blending process in order to oxygenate the final BOA blend of nutrients and actives.’
“We looked at a lot of sports when we were deciding how to launch BOA, but everything kept coming back to triathletes,” said Jon Pritchett, CEO of BOA Nutrition.
“Triathletes train and compete under the most difficult circumstances. They push through existing boundaries in search of new goals and they deeply understand their own bodies.
“USA Triathlon impressed us with their commitment to adopting and driving innovation in the triathlete community and so it became clear this is where BOA needed to start its journey.”
www.boablast.com
www.usatriathlon.org
