According to the latest release from new sports nutrition player, Osmo Nutrition, conventional wisdom in the endurance sports drink world holds that it’s optimal to have both electrolytes and carbohydrates in the same formula, to essentially turn a fluid into a fuel. Launched today and founded on the philosophy of, ‘Hydration in your bottle, food in your pocket,’ Osmo Nutrition aims to not only challenge that assumption but to turn it on it’s head.
The company is unveiling its initial, four powdered-drink product line in Sonoma County, California around the start of the Amgen Tour of California, which gets under way this weekend.
‘Based on leading science’, Osmo Nutrition’s hydration and recovery products deliver proven performance benefits to help athletes perform and feel their best. All of Osmo’s products are based on the peer-reviewed scientific research of noted Exercise Physiologist and Nutrition Scientist Dr Stacy Sims, MSc, PhD.
Osmo Nutrition’s product offering includes four powdered sports drink mixes that are optimized to work with an athlete’s body during four key phases of the exercise cycle: before, during, and after exercise, and before sleep.
“Osmo’s products are designed to work with the body’s natural responses to exercise and adaptation,” said Dr Sims. “Specifically, each formula works at a particular point of the exercise/stress cycle and allows the body to minimize the stressors of exercise and maximize the repair.”
While Dr Sims is Osmo’s Chief Research Officer, Osmo‘s Chief Executive Officer is Ben Capron, former Chief Brand Officer and Global Marketing Director for Specialized Bicycles.
“Osmo exists to help athletes feel and perform their best,” said Capron. “The way we see it, if you have a body, you’re an athlete. So the opportunity is huge because the market is big and because proper hydration and recovery are the significant improvements to performance an athlete can make. Stacy’s established science enabled us to create the most effective hydration and recovery products on the market.”
