Redefining endurance performance

Sports nutrition, or performance nutrition – whichever you prefer – has traditionally been seen to have two main pillars; muscle and strength, and endurance.

And while any brand can provide products that meet the needs for both types of activities (and there are plenty of them), in general they tend to be stereotyped and experts in just one pillar.

A great example of the evolution of endurance nutrition is its increasing relevance to Crossfit and Hyrox, which combine both strength and endurance. 

Traditionally, endurance nutrition traditionally targeted long-distance cardiovascular events, but the popularity of these exercise formats has seen brands racing to win this fast growing middle ground, not least through collaborations.

Take the My Protein and Hyrox collaboration as an example.

The Hyrox/My Protein collaboration includes recovery, electrolyte and energy products in one bundle, to complete "all the essentials to aid your HYROX journey".

Then there is ESN with its Endurance range - "made for hybrid athletes".

So whether pre-workout, electrolytes, creatine or protein, a broad range of products are breaking down the traditional barriers of strength vs endurance.

This is performance 2.0 and where more and more sports nutrition brands will look to innovate and build relevance.

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