Endurance sport nutrition brand SFuels has welcomed triathlon industry icon Bob Babbitt to its advisory board.
Bob Babbitt has been a long-standing and enduring presence in the industry. He was co-founder of Competitor Magazine, co-founder of the Challenged Athletes Foundation (CAF), as well as the creator of the Muddy Buddy Ride and Run Series, and the creator and host of Babbittville Radio.
As one of the sport’s most recognized figures, SFuels noted that Babbitt will be… ‘instrumental in facilitating commercial growth plans, accelerating market awareness, and identifying key athletes and opportunities for SFuels’ sport nutrition products.’
“Over the past 40 years, there has been a significant transformation in endurance sports fuel,” said Bob Babbitt, USA Triathlon and Ironman Hall of Famer.
“Finally, we have an industry player revolutionizing fuel nutrition with a sharp focus on optimizing performance, enabling rapid recovery and supporting our longevity in these sports we love.
“I’m excited to be a part of a company that aligns with my passion for endurance sports and long-term health and wellness.”
Leighton Phillips, Co-Founder of SFuels, said “Over the past four years we’ve built and proved the SFuels portfolio at the pinnacles of the sport – and now we’re ready for scale. Bob is an admired figure in the triathlon industry with decades of experience and reach with triathletes around the world.
“SFuels is gaining an extraordinary asset in Bob, and his industry-network will underwrite our aggressive growth aspirations and support the market demand for our products.”
Bob Babbitt will kick off his SFuels involvement with a five-month video series profiling key athletes that have transitioned to the brand. He will narrate the series in conjunction with current elite triathlete Hayden Wilde; as well as Kona age-group world record holder Dr Dan Plews; 2021 IRONMAN Age-group World Champion Matt Kerr and multi-time 100-mile world record holder, Zach Bitter.
SFuels has attracted other luminaries with triathlon legend Dave Scott and endurance-performance researcher Dr Dan Plews also on board with the company.
