A new sports nutrition brand developed by 2× Olympic champion Alistair Brownlee launches in the US truefuels, a new European sports nutrition brand, launched this month in the US, bringing its simple, science-driven approach to athletes, active adults, and anyone looking to fuel training with products designed to work with the body’s natural systems for fueling, hydration, and cooling.
Co-founded by Alistair Brownlee, two-time Olympic gold medalist in triathlon, and Goran Vasiljevic, CEO and co-founder, truefuels was created around a simple idea: sports nutrition should give athletes what they need, when they need it, without overcomplicating the formula. Its products are designed to work as a system, using high-quality ingredients backed by science, tested by athletes in real-life conditions, and kept as simple as possible.
The range includes energy gels with 40g of carbs, a neutral flavor, and a fluid texture, making them easier to take during longer efforts. The gels also include key electrolytes lost through sweat during exercise and are available in 2 varieties, one with 1g of salt and one with 0.25g of salt to suit the needs of a wide range of athletes.
The Active Hydration Mix is a no-sugar, zero-carb electrolyte powder made to support hydration. It can be paired with the gels for more intense, hot workouts, or used on its own to support daily hydration.
The star product is CoreCtrl, a first-of-its-kind thermoregulation supplement. CoreCtrl supports the body’s natural ability to regulate core temperature by helping the body shed heat more efficiently. This helps athletes stay cooler for longer in hot weather, making it easier to keep moving, training, and enjoying more time outside.
CoreCtrl has already attracted attention at the highest level of sport. The Guardian recently reported that England’s national soccer team used CoreCtrl as part of its heat-management strategy during the World Cup, where extreme temperatures have become a major performance concern. The Australian Open has also partnered with truefuels to provide elite tennis players with better heat preparation.
For Brooklyn parents who run, ride, train, race, play tennis, coach soccer, or are just trying to keep moving through the hot summer months, truefuels offers a smarter approach to sports nutrition: high-quality ingredients, no unnecessary additives, less sweetness, and no sugar where athletes don’t need it. Preorders are now open in the US, with up to 40% off when you sign up for the truefuels newsletter. Simple sports nutrition, developed by athletes, backed by science.
