Sports Nutrition Intimidation No More: Creators of RunnerBox and RiderBox Launch Sports Nutrition Marketplace
Established sports nutrition subscription service launches new, expanded brand, services, and website.
Fuel Goods proudly announces its debut as a sports nutrition marketplace brand for athletes of all levels. Created to change the momentum in the current sports nutrition landscape, Fuel Goods offers an online marketplace that speaks to all athletes, not just the elites. This latest venture from endurance entrepreneurs Laura Jorgensen and Courteney Lowe, owners of established subscription services The RunnerBox and RiderBox, invites inclusivity, curiosity, and fun into their customers’ recreational pursuits. Fuel Goods launches its new site, www.fuelgoods.com, as a snacks and sports fuel marketplace, touting nutritionist-vetted products, curated subscription and gift boxes, and straightforward, stress-free education. It is also where RunnerBox and RiderBox are housed.
Fuel Goods pushes the boundaries typically associated with sports nutrition to challenge the status quo and make fueling accessible, affordable, approachable, and easy…on and off the field and trail. Former professional cyclists, current endurance athletes, and Fuel Goods founders Jorgensen and Lowe witnessed the gap in servicing athletes who weren’t at the elite level and busy, but active adults and parents. With their business prowess, dedication to ensuring all active people can access the fuel they need to be and feel their best, and relationships with brand partners, trusted advisors, and customers, they launched Fuel Goods in early 2024.
“We’re not just a marketplace that ships products; we’re a movement towards a more inclusive and user-friendly philosophy of sports nutrition, where every goal, no matter its size, is celebrated,” says Laura Jorgensen, CEO of Fuel Goods. “We’re here to ensure that when it comes to nutrition, athletes of all skill levels are supported and given access to the best products because we believe that every workout, every mile, and every sweat drop counts towards becoming the best version of yourself.”
Other exciting developments include new packaging for The RunnerBox and RiderBox and the addition of two highly respected members to Fuel Goods’ Board of Directors, Dr. Stacy Sims and Daniel Jansen. Sims brings years of experience as an exercise physiologist and nutrition scientist to her role at Fuel Goods. Jansen brings passion and years of experience as an Olympian and American speed skating champion.
“The Runnerbox and RiderBox are excellent discovery products,” says Courteney Lowe, Chief Operating Officer of Fuel Goods. “Our athletes value and trust our curation and nutritionist vetting processes. As they become more adept at finding what works for them, we wanted to extend our services to help connect them with the highest quality options, and that’s where Fuel Goods comes in. Before, they were forced to cobble together fuel and snacks from different sources, in retail or through impersonal online services. Fuel Goods streamlines the process and delivers healthy, high-quality products that allow athletes to spend less time worrying about how to fuel and more time chasing their goals.”
Jorgensen and Lowe started shipping Runner and RiderBoxes in 2014 while competing as professional cyclists in Boulder, Colorado. Jorgensen leaned into the administrative and financial side of the business, while Lowe honed in on building relationships with brand partners. Their work created a platform to uplift athletes not represented in endurance media. At the same time, they found a way to highlight brand partners to an excited and motivated audience. Fuel Goods seeks to sustain that work by uplifting and demystifying the world of sports nutrition while keeping its doors open for everyone to discover the profound impact of what nourishing your body with good fuel can mean.
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