Nutrition marketplace, Fuel Goods, and human performance testing company, Human Powered Health (HPH), have announced a strategic partnership.
The new collaboration focuses on how athletes fuel their lifestyles by blending nutrition, physiology, and technology to create personalized plans.
As an official partner of Human Powered Health, Fuel Goods will enable its physiologists to send personalized fuelling plans directly to athletes through its ‘Share Your Fuel’ feature. Based on lab results and performance testing, these tailored plans can be purchased and set up on auto-ship, making it convenient for athletes to stick to personalized fuelling plans.
“At Fuel Goods, we believe that fuelling should be straightforward while also being unique to each athlete – a balance that is hard to achieve,” said Laura Jorgensen, co-founder and CEO of Fuel Goods.
“By combining Human Powered Health’s cutting-edge lab testing and certified physiologists with our straight-to-your-door nutrition solutions, we’re making it easier than ever to implement and be consistent with your fuelling plan.”
Dan Cohen, Chief Performance Officer of Human Powered Health, added “Human Powered Health helps take the guesswork out of how individuals can effectively and efficiently achieve their health and performance goals, and Fuel Goods is the perfect complement to our services.
“Working in close collaboration with our performance physiologists and registered dieticians, together we now provide specially curated sports nutrition that will meet an individual’s needs so that they can continue to perform and replenish.”
The partnership stems from Fuel Goods’ co-founder Courteney Lowe’s 12+ years in professional women’s cycling, including competing on what is now known as the Human Powered Health Women’s Cycling Team from 2012 to 2014.
After struggling through a marathon, testing at a Human Powered Health lab revealed she had been taking extra electrolytes that sabotaged her races. This then sparked a discussion between the two organizations about the need to educate athletes, and female athletes in particular, on their unique physiological needs in sport.
“The relationships I’ve built throughout my cycling career have been instrumental in shaping Fuel Goods’ mission to create real solutions for athletes, especially women,” said Fuel Goods’ co-founder Courteney Lowe.
“Optum p/b KBS, now known as Human Powered Health, was the team that gave me my first big opportunity to race in the US, and it became a springboard for my career. Now, years later, it’s incredibly special to partner with them again to deliver personalized nutrition that empowers athletes with information and tools it took me an entire career to learn and implement.
“It’s a true full-circle moment, and I couldn’t be more proud to combine our shared expertise to address the unique needs of athletes in a way that’s never been done before.”
www.fuelgoods.com
www.humanpoweredhealth.com
