A few years ago, labels on sports nutrition products looked like a chemistry textbook. A new generation of wellness enthusiasts is ditching the neon colors and artificial additives in favor of products made from natural ingredients.
The Journal Nutrients published a study that suggests plant-based diets can improve performance and recovery for athletes. Jay Brave is a London-based activist and vegan who began a vegan lifestyle after his trainer recommended it to enhance muscle recovery. He told JWT Intelligence: “I’ve felt younger since I became vegan.
Natural Ambition, based in Wales, launched its first line of vegan and organic products for sports nutrition in April 2019. The company uses the electrolytes found in freeze-dried Coconut Water to enhance performance and boost energy. Paul McLoughlin, founder of Natural Ambition, said, “I wanted to use something natural and pure to improve my athletic performance, whether it was for muscle repair and growth, energy, or recovery.”
While diet and nutrition remain important, there are new opportunities for products that emphasize natural ingredients with performance benefits. Flyte Clean Energy is a UK-based company that uses green coffee and maca without artificial ingredients to boost drinkers. C7 Brands also markets CocoFuzion100 in the UK as “Nature’s Sports Drink” to highlight the rehydration properties of coconut water. England Rugby has made the drink its official rehydration beverage, showing that both professional athletes as well as weekend warriors are embracing this trend.
Recovery is becoming more important, and it is also bringing about new opportunities. Sufferfest Beer Company, based in the US, has developed a range that includes natural ingredients to aid recovery. Fastest Known Time, or FKT, is their latest creation. It contains salt to repair muscles and blackcurrants, which are rich in vitamin C. League beer is a sea salt, buckwheat, and chia-based beverage aimed at the same crowd.
Cannabidiol (CBD), a wonder ingredient that is usually marketed as an anti-stress product, is also being promoted as a way to recover. Floyd’s Leadville, founded by Floyd Landis, an ex-pro-cyclist, is a Colorado CBD company that has developed a range of products to “take the edge of the pain” and help athletes gain an advantage. The products are available in different dosages and can be consumed so that they can be easily integrated into the athlete’s routine. The Toronto Wolfpack is a Canadian rugby league team that has also entered the CBD recovery market. They launched a line this month of CBD-infused products for athletes, including topical pain creams and tinctures.
Nature has long been associated with health and well-being. However, we have only recently begun to harness its benefits for optimal performance and recovery.
