Performance nutrition brand truefuels has unveiled CoreCtrl, which is positioned as a new product category focused on performance thermoregulation.
The new supplement is designed to help endurance athletes manage heat stress by supporting the body’s natural cooling mechanisms.
While traditional sports nutrition typically focuses on replacing energy and electrolytes, CoreCtrl aims to address the physiological limits caused by internal heat production. According to the company, approximately 75%–80% of energy released during exercise is heat, which can constrain performance regardless of an athlete’s fitness level.
The product development was informed by recent sports science, specifically the research of Peel et al (2024). The formulation of CoreCtrl is designed to enhance the body’s sweat response and improve evaporative heat loss, thereby reducing internal heat storage.
Alistair Brownlee, Co-Founder of truefuels and two-time Olympic Triathlon Champion, said “Our 2026 innovation builds on our core hydration and fuelling expertise to help athletes better manage core temperature and heat load.
“It involves targeted physiological support through optimised electrolyte balance, fluid dynamics, and nutrient timing that aids the body’s natural cooling mechanisms and maintains cardiovascular stability under heat stress. It’s not about overriding the body’s responses, but about enhancing resilience.”
CoreCtrl is intended to be used alongside truefuels’ existing range of 40g gels and electrolytes. The brand emphasises that the product does not provide artificial cooling but instead supports built-in physiological systems.
The claimed benefits of the supplement include:
- Increased sweat response and gland activation
- Improved evaporative heat loss
- Reduced internal heat storage
- Extended sustainable performance in hot conditions
Goran Vasiljevic, Co-Founder and Chief Executive of truefuels, said “At truefuels, we believe heat should be a condition you train and perform in, not a limit you hit. CoreCtrl represents the next evolution of performance nutrition.
“We’ve invested in refining hydration, electrolytes and fueling for real-world racing. This innovation builds on that foundation, helping athletes manage heat load more effectively while maintaining focus, cardio stability and control under stress.”
For optimal results, athletes are advised to take one serving of CoreCtrl daily for eight days prior to a race or heat-focused training block. Each serving should be mixed with 500ml of cold water and consumed 30–60 minutes before exercise.
truefuels is a UK-based company co-founded by Alistair Brownlee and Goran Vasiljevic. The brand positioning is around evidence-based, clean nutrition solutions for endurance athletes.
