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The 33Fuel Podcast

107 EpisodesProduced by 33Fuel Natural Sports NutritionWebsite

At 33Fuel we’re here for your Performance, Health and a Fitter Future - it’s our Fuelosophy®. This podcast lives that Fuelosophy with great fitness, health & training content for your performance today, your health tomorrow and a fitter future for us all. 33Fuel crafts multi-award-winning natural sp… read more

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Running into a faster future with Kieran Alger

August 13th, 2021


Running journalist Kieran Alger is this week’s guest on the 33Fuel podcast. Alongside his own extensive personal running experience - 40+ marathons …

Busting diet myths with Gillian Killiner

July 29th, 2021


Gillian Killiner, founder of 121 Dietician, and one of the UK’s top dieticians is this week’s guest on the 33Fuel podcast.

It was a diagnosis of Hashimoto’s - a thyroid disease that wrought havoc on her health – that …

Everything you always wanted to know about alcohol but were afraid to ask

July 22nd, 2021


Tim Etherington-Judge spent years in the drinks industry promoting the world’s biggest brands, but his seemingly perfect lifestyle wasn’t all it seemed. Deeply unhappy, he reached the pit of his darkness in an Athens …

Junk foods - what they are and why it matters

June 24th, 2021


Identifying junk food seems simple on the surface: fast foods, soft drinks and sweets probably spring to mind. You might think that’s the end of it, …

Guilt, pleasure and time with coach Mark Ryan

June 3rd, 2021


British Triathlon Level 3 coach Mark Ryan is this week’s guest on the 33Fuel podcast. With a swathe of other qualifications to his name, Mark also heads up the coaching at Oxford Triathlon Club.

In this conversation, …

Eat clean, run dirty with Jess Vandenbush

April 9th, 2021


Founder of Eat Clean Run Dirty – a beautifully present trail running magazine - Jess Vandenbush is this week’s guest on the 33Fuel podcast. Jess is …

CBD, stress & nutrition with Phoebe Liebling

March 19th, 2021


This week’s guest on the 33Fuel podcast is Harley Street Nutritional Therapist Phoebe Liebling. In this interview, Phoebe explains the nutritional strategies she uses to help her clients achieve their goals. She …

How to harness fascia for natural running perfection

February 18th, 2021


Biomechanics expert, running coach and best-selling author Shane Benzie is this week’s guest on the 33Fuel podcast. Over multiple trips to Kenya and …

Elite triathlon performance on a plant-based diet

February 5th, 2021


Grant Sheldon has bagged a Top 5 on the World Triathlon Series, multiple World Cup podiums and represented Scotland at the Commonwealth Games. He’s …

Business lessons for sports performance with Charlie Reading

January 14th, 2021


We’re thrilled to welcome financial planner, business guru and Ironman triathlete Charlie Reading onto the 33Fuel podcast. Charlie is a rare breed: …

Lose weight eating your favourite foods

January 7th, 2021


Clinical psychologist of 30 years and founder of The Appetite Doctor Helen McCarthy is this week’s guest on the 33Fuel Vlog. Helen specialises in the …

Graham Carter - building growth & resilience through action

December 4th, 2020


Running 100 miles is a serious undertaking and surely only for elite athletes, right? Not so. Graham Carter blows these preconceptions out the water - a self-proclaimed ‘ordinary man’, he ran not one but four 100-mile …

Total running wisdom with Trailrunner Nation hosts Scott & Don

October 30th, 2020


You’re in for a treat this week! This episode of the 33Fuel podcast features our good pals Scott and Don, founders of the wildly popular Trail Runner …

Performance strategies from Ironman World Champion Chrissie Wellington

October 15th, 2020


We’re absolutely thrilled to welcome 4X Ironman World Champion Chrissie Wellington to the 33Fuel podcast. An Ambassador for 33Fuel since our early …

Run massive miles and save the planet with Damian Hall

September 24th, 2020


33Fuel ambassador Damian is a record breaking ultra runner with credits to his name including a Top 5 finish at UTMB and many podium finishes at the …

Strongman to World Tour cycling nutrition with Will Girling

September 17th, 2020


Will Girling is head of performance nutrition for World Tour cycling team EF Pro Cycling. He holds a Master’s degree and Postgrad Diploma in …

Fuel like a pro with Hannah Grant

September 8th, 2020


Hannah is the protagonist of the excellent Amazon series Eat Race Win (link below) which provides a behind-the-scenes look into the life of a pro cycling team’s performance chef. It documents how Hannah sources …

Achieve sustainable weight loss with Grant Breese

July 17th, 2020


Personal trainer to professional and amateur athletes, Grant Breese is this week’s guest on the 33Fuel podcast. Grant has worked in the industry for …

Build a powerful base with Jamie Greaves

July 10th, 2020


Strength and conditioning coach Jamie Greaves is this week’s guest on the 33Fuel Podcast. Not only is Jamie a highly experienced strength coach but …

Endurance training secrets with Hayden Allen

June 30th, 2020


Exercise physiologist, athlete and endurance specialist Hayden Allen is this week’s guest on the 33Fuel Podcast. Hayden has a real depth of sports …

Powerful nutrition habits that last with Meghan Bentley

June 19th, 2020


Meghan Bentley has a deep academic background in the worlds of sport, exercise nutrition, health and lifestyle. Meghan works with the English Institute of Sport, has a Masters degree in sports and exercise nutrition and …

Conquer fear with ultrarunner and coach Kerry Sutton

May 15th, 2020


This week’s guest is ultrarunner and coach Kerry Sutton. Kerry has a long history in endurance sports, having rowed at university before embarking on …

Cooking for high performance in lockdown with Rachel Muse

April 30th, 2020


This week’s podcast guest is performance chef Rachel Muse. Rachel began her career in hotel and restaurant kitchens before travelling extensively cooking for wealthy families in the corporate world. On returning to …

Nutrition during lockdown for health and performance with Matt Gardner

April 15th, 2020


We’re pleased to welcome Matt Gardner onto this week’s 33Fuel podcast. Matt is a highly experienced nutritionist, having looked after the nutrition strategies for the likes of North Face and Nuffield Health, as well as …

Real world triathlon lessons learned from an Ironman season

February 28th, 2020


Covering everything from race pace and execution to planning, training plans, metal toughness and - of course - nutrition - this show draws on a combined 25-plus years of endurance racing experience to reflect on …

The dark side of intermittent fasting

February 21st, 2020


Intermittent fasting is popularly seen as a useful and relatively simple tool with health and performance benefits, but it has another side which is …

Gut health 101 with Ross Austen

February 6th, 2020


In this week’s episode of the 33Fuel podcast, we talk all things gut health, kombucha, fermented food and Team GB bobsledding with Ross Austen.

A former bobsleigh athlete on the GB development team, Ross is a gut health …

The indoor cycling debate with bike fit experts Cyclefit

January 30th, 2020


Is indoor training the key to achieving your best cycling performance or is it the work of the devil? Are the best cyclists entering virtual races and watching an avatar of themselves or are they out on the roads?

Breaking records with World Marathon Challenge champion Susannah Gill

January 24th, 2020


The 7x7x7 World Marathon Challenge requires runners complete seven marathons in seven days on seven continents. Made famous by Sir Ranulph Fiennes, …

Win at winter training and build your best season ever with Taylor Thomas

January 16th, 2020


Expert endurance coach Taylor Thomas is this week’s guest on the 33Fuel podcast. In this conversation, Taylor shares how to win the winter training battle. Learn how to structure winter training to reap huge gains come …

Plant-based diet for performance with Nigel Mitchell

January 7th, 2020


We’re delighted to welcome Nigel Mitchell onto this week’s 33Fuel podcast. Nigel was head of nutrition at Team GB cycling and Team Sky before moving …

Understanding RED-S with sports and eating disorder dietician Renee McGregor

December 16th, 2019


Sports and eating disorder dietician Renee McGregor is this week’s guest on the 33Fuel podcast. Renee has over 20 years’ experience working in a range of capacities, from NHS clinics to Olympic athletes within a range …

Create a powerful identity for yourself with George Anderson

December 9th, 2019


We’re delighted to welcome motivational speaker, endurance athlete and business development coach George Anderson onto this week’s episode of the 33Fuel podcast. Our conversation explores what it means to label yourself …

Martin Yelling - lessons to love running for a lifetime

November 21st, 2019


We’re delighted to welcome Martin Yelling onto the 33Fuel Vlog. An international runner turned duathlete turned Ironman triathlete, Martin represented Team GB in a range of distances and is now the London Marathon’s …

Jakob Bloch - balancing work, life and extreme training

November 12th, 2019


This week’s guest on the 33Fuel podcast is CEO and ultrarunner Jakob Block. The CEO of a commodities headhunting and knowledge firm, Jakob has a very …

Ian Walker - mental toughness and creating powerful habits that stick

November 7th, 2019


On this episode of the 33Fuel podcast, we speak with record breaking cyclist and environmental psychologist Dr Ian Walker. Ian specialises in …

Lessons from 1,046 marathons and 25 years sober with Rory Coleman

October 25th, 2019


We’re delighted to welcome Rory Coleman onto this week’s episode of the 33Fuel Podcast. To date, Rory has run 1,046 marathons – 254 of which were …

Strength, power and smart training with Brian Keane

October 21st, 2019


We’re delighted to welcome Brian Keane onto this week’s podcast. Brian is a man of many talents - he’s a strength and conditioning coach with a …

How to break records at any age, with Sharon Gayter

October 15th, 2019


In this episode of the 33Fuel podcast, we chat with Sharon Gayter. A deeply experienced 55-year old ultrarunner, Sharon proves that age is just a …

How to race at the elite level and keep your job with Paul Lunn

October 7th, 2019


In this episode of the 33Fuel podcast, we speak with Paul Lunn. Paul is an exceptional Ironman triathlete, with a PB of 8:50 over the 140.6 mile …

Lessons from interviewing 200 successful athletes | Sarah Williams

September 10th, 2019


In this episode of the 33Fuel Podcast, we speak with Sarah Williams. Recognised as one of the 10 most inspiring female adventures by the Guardian newspaper, Sarah is an endurance athlete with a wealth of impressive …

How to be your best with Olympian, World and European Champion triathlete Michelle Dillon

August 16th, 2019


  Two-time Olympian, World and European Champion triathlete Michelle Dillon is this week’s guest on the 33Fuel Podcast. Having raced at the very pinnacle of triathlon, Michelle was forced to retire early after major …

Beat your fears with award winning coach Kim Ingleby

July 3rd, 2019


  In this episode of the Vlog, we bring you our conversation with multi-award winning mind and body coach Kim Ingleby. Founder of Energise …

Neal Henderson, every endurance athletes' dream coach

July 2nd, 2019


Head of Sports Science at Sufferfest and CEO of Apex Coaching, Neal is a former pro triathlete turned coach to world and Olympic medallists. In this episode of the 33Fuel Vlog, you’ll discover why he’s every endurance …

Turning injury into advantage – lessons from an elite triathlete

June 21st, 2019


  Kim has trodden a path many aspire to: from average athlete to representing the Great British Age Group triathlon team. Like many athletes, she’s discovered her limitations and had to overcome hurdles on her journey. …

Zach Bitter | In conversation with the US 100-mile Record Holder

June 18th, 2019


 Imagine running 07:00 minute miles…for 100 miles. That’s what Zach Bitter did when he broke the 100-mile US running record in 2015, clocking a total time of 11:40 hours. We’re thrilled to hear from this extraordinary …

Luke Tyburski | Lessons from an ultra endurance athlete

June 12th, 2019


  Luke is a good friend of 33 and we’re delighted to have him on the Podcast again. Luke’s predominant mission in life is to open up people’s minds to show them that they’re capable of so much more than they believe. He …

How to become an ultrarunning champ with Anna-Marie Watson

June 12th, 2019


  Anna Marie Watson has reached the upper echelons of the sport. Finishing Top 10 at iconic races like the UTMB, MDS and Trans Grancanaria, Anna-Marie was ranked 7th in the Ultra Trail World Series 2018. But it hasn’t …

Charlie Webster’s 3000-mile cycle that ended on life support

May 29th, 2019


TV and radio broadcaster Charlie Webster challenged herself to cycle 3000 miles from London to Rio, arriving in time for the 2016 Olympics. She achieved this immense feat but found herself on life support just 48-hours …

Sophie Power – athlete, entrepreneur, mum

May 22nd, 2019



This week’s guest is accomplished ultra runner, social impact entrepreneur and mum of two Sophie Power. But she’s likely best known for THAT photo …

Secret Tips from Triathlon Coach Mark Ryan

May 14th, 2019


  Mark is a BTF Level 3 triathlon coach. An avid endurance athlete himself, he also guides athletes of all levels at Oxford Triathlon Club to achieve big goals. In this chat, we cover all aspects of triathlon training …

Never Give up! Lessons of life with Ironman Triathlete Conor Devine

May 8th, 2019


 Conor’s mission is to inspire and motivate people to overcome adversity and achieve more than they thought possible through plant-based nutrition and exercise. He’s a single father and an avid endurance athlete. He …

A Great British Underdog - Interview with Damian Hall

April 30th, 2019


British ultrarunner Damian Hall loves being an underdog, but his recent successes mean he no longer toes a start line without expectation. We chat to …

Pro cyclist to paralysis and back

March 29th, 2019



Fred Morini has just signed a four-year contract with his first professional cycling team. But on his first training ride, he suffered a terrible …

Weight loss for athletes | 33Fuel Nutrition

January 24th, 2019



In endurance sports, weight is a key issue - the more you carry, the more effort needed to shift it. If you’re over race weight and want to lose some fat, learn how to do it the right way and create sustainable …

Maltodextrin and sports nutrition – a bad combo

January 22nd, 2019


You’ve been told for decades that maltodextrin is a key ingredient in sports nutrition. But what if you learnt that maltodextrin actually promotes …

Post exercise immunosuppression and endurance athletes

December 3rd, 2018


You’re in the best shape of your life, so why do you keep getting ill? You may be suffering from Post Exercise Immunosuppression (PEIS) where hard training knocks out your immune system. Beat it with these three simple …

Maranoia: how to cope with this irrational fear

November 29th, 2018


This episode is all about Maranoia. This affliction hits athletes of all levels from pros to first-timers, and the impacts can be huge. Typically, an attack of maranoia is most likely to strike 2-3 weeks before the …

Seven things we learned from marathon chef Michel Roux Jr

November 26th, 2018


It began with a bad diet: Sugar, a lot of bread and plenty of cigarettes. Despairing of the migraines, low mood and poor professional performance, chef Michel Roux Jr started running. He has now completed 21 marathons. …

5 Cold Weather Training Tips From The World’s Best

November 22nd, 2018


Most endurance athletes love to train outdoors, but it can be tough in winter. As nights get colder and days draw in, training often takes a back …

Performance nutrition with Matt Gardner

November 15th, 2018


Matt’s a highly qualified nutritionist with a holistic view on training, nutrition & performance. In this broad-ranging conversation we go deep …

Can a plant-based diet make you faster?

October 8th, 2018


This show’s all about plants, whether a plant based diet has benefits for athletes and easiest - and quickest - ways to boost your own plant intake and power up your race day performance. At 33Fuel we deliver maximum …

Dairy - good for performance?

October 2nd, 2018


Dairy’s been at the heart of a classic healthy diet for so long it’s role as a central source of good food is barely questioned. But an increasing …

Alcohol and Performance - All You Ever Wanted to Know

September 20th, 2018


Today we’re going to the pub people because this one’s all about booze and your performance - can you drink and train without wrecking your results, …

Better Sleep for Athletes - Get Fitter While You Sleep!

September 18th, 2018


Sleep’s one of the biggest free performance enhancers for athletes, yet it’s also one of the most overlooked. But as we only get fitter through recovery, and with sleep our biggest recovery block, taking simple steps to …

When science attacks - how sports nutrition science works

September 13th, 2018


This episode’s about what happens when science is misused in sports nutrition, how to understand what lies behind the evidence for some products and how to make sure your performance isn’t hijacked by bad science. Big …

Why We Hit The Wall (and how to avoid it)

September 11th, 2018


‘Hitting the wall’ is an accepted part of endurance sport, but when you understand WHY we hit the wall you can also uncover the two simple strategies to make sure you never hit it again. This show explains all - it’s …

6 Performance Lessons from the World’s Best Triathletes

September 6th, 2018


Sports journalist and handy triathlete Tim Heming recently wrote a piece for our blog unpicking the performance secrets that set the world’s best triathlets apart. The piece was packed with brilliant tips we can all use …

Science in Sports Nutrition - Is It Really Helping?

September 4th, 2018


There is a LOT of science behind ordinary sports nutrition, but despite countless volumes of research, too many athletes using apparently ‘proven’ …

Can You Train Like a Pro AND Keep Your Job?

August 23rd, 2018


Can us amateurs train at pro levels and hold down jobs? Is it even a wise idea? To find out, 33Fuel co-founder Warren took on 4 x World Ironman Champ …

What Is The Best Sugar For Athletes?

August 16th, 2018


Sugar has a bad rap but avoiding it 100% is neither smart nor necessary, particularly as an athlete -33Fuel co-founder Erica explains the key to …

Why Do Athletes Always Puke The Same Colour?!

August 14th, 2018


This is a weird one! While researching visual references for a keynote on beating stomach trouble during exercise, we noticed every athlete was puking yellow! We went in search of why and will be sharing the answer with …

Coffee and Athletic Performance - A User’s Guide

August 9th, 2018


Coffee’s a great performance aid for runners, cyclists and triathletes, but needs using carefully. Get dosages, timing or quality wrong and its …

Why Protein Matters for Powerful Performance

August 7th, 2018


The best sources of protein - when to take it, how often and more! 33Fuel co-founder Erica explains why protein matters for athletes. Plus, why all …

How Ordinary Sports Nutrition Got Stuck in the 80s

August 2nd, 2018


Training & equipment have come a LONG way since the 80s. But ordinary sports nutrition? Erm, no. Weirdly, energy gel and drink powder formulas …

Pro Cycling’s Dirty Plastic Secret

July 31st, 2018


Pro cycling is awash in a sea of plastic. This sucks for the environment, and for endurance sport culture. We ran the numbers and you will be shocked …

How Smiling Makes You a Faster Athlete

July 26th, 2018


The simple act of smiling can genuinely make you faster - in this episode 33Fuel co-founder Warren explains the science behind smiling and performance, and how you can incorporate this simple yet mighty weapon into your …

Chrissie Wellington - Lessons From an Ironman World Champion

July 24th, 2018


With an incredible Ironman record (13 races, 13 wins), Chrissie Wellington is a 4 x Ironman World Champ and sports icon. Today’s show comes from a recent 33Fuel event where she dropped knowledge bombs galore in …

Heartbeats per mile - the new training upgrade?

July 19th, 2018


As endurance athletes we’re familiar with using heart rate (in beats per minute) to monitor training efforts and progress. But new evidence is …

Asthma, Salbutamol & Performance - A New Marginal Gain

July 17th, 2018


Why do so many pro cyclists have asthma and what can the rest of us learn from it? In this show 33Fuel co-founder, endurance athlete and 35-year …

Why the sugar tax SUCKS

July 5th, 2018


The sugar tax should have been an awesome, curbing the worst excesses of the food industry. Instead it’s a dud, because all that missing sugar just …

Lessons in performance nutrition - from Metallica!

July 3rd, 2018


“My lifestyle determines my deathstyle” Metallica, Frantic. This gem from some of metal’s hardest-living wildmen nails the core of perforamance nutrition. In this episode 33Fuel co-founder and endurance athlete Warren …

3 Signs you need to eat during exercise

June 28th, 2018


For a performance upgrade, fueling to hunger - not to schedule - is key. In this episode 33Fuel co-founder & endurance athlete Warren explains …

Training motivation - you GET todo this

June 26th, 2018


“You don’t have to train, you getto train”. This is a genius line from Irish endurance legend Gerry Duffy, a man who transformed his own life and fitness and went onto win the first ever Deca Ironman race - ten Ironman …

Ultramarathon musings with Trail Runner Nation

June 14th, 2018


33's Warren joins TRN for a fun chat about all things ultrarunning, including... Why running isn’t just for runners anymore (and why that's a Good …

Live in Studio G with Trail Runner Nation!

June 14th, 2018


33Shake co-founders Warren & Erica join The Nation in person!  A great trail running discussion ensued, and the team also got to share 18 miles of the Western States trail together (and all with no bonking). 

Chaffage, Hobos and Underwear - with Trail Runner Nation

June 14th, 2018


More running fun and games as 33's Warren rejoins The Nation to discuss, among other things... • Are ultrarunners becoming hobos? • Underwear or …

The dos and don'ts of ultrarunning, with Trail Runner Nation

June 14th, 2018


In this far from serious trail running ramble 33's Warren Pole joins The Nation to discuss the finer DOs and DON’Ts of Ultra Running... 


Diving into the grab bag with Trail Runner Nation

June 14th, 2018


33's Warren joins TRN  to reach deep into the grab bag. So if you want to know what catwalks, crusty leather suits and ropes with knots are doing on a podcast about trail running, this episode may just have the …

33Fuel - How it all began!

June 14th, 2018


33's Warren joins Trail Runner Nation to talk about just how - and why - 33Fuel got started in the first place 




In Conversation With Trail Runner Nation

June 14th, 2018


On tour across the US Erica and Warren pay Studio G a visit at its top secret location to talk all things trail with Trail Runner Nation hosts Scott & Don 



Holiday Game Show With Trail Runner Nation

June 14th, 2018


It's Europe v the USA in the second annual Trail Runner Nation holiday game show! 33's Warren and UK ultrarunner Donna ni Cuarta are representing …

TRN Audio Magazine – Volume 3

June 14th, 2018


33's Warren Pole joins Sally McRae and The Nation in the newest volume of the TRN Audio Magazine.  Subjects include:
• Tipping Point
• Blinded by the …

TRN Audio Magazine – 4th Edition

June 14th, 2018


33's Warren joins Scott, Don, Michelle Barton and The Nation as 'guest writers' for this new installment of the Audio Magazine. Subjects include: David Epstein, “Are athletes really getting faster, better, stronger?” …

Trail running fun with Trail Runner Nation

June 14th, 2018


Warren and Erica stopped in to hang with Trail Runner Nation hosts Scott & Don in the legendary Studio G for a fun in-person catch up and some …

How to beat stomach trouble on the run

June 14th, 2018


How many times have you been having a great run and then BAM, your stomach goes south?  In this episode recorded for the excellent Trailrunner Nation podcast, 33's Warren and Brad Kearns from Primal Endurance join …

The Conversation: 33 Shake USA Tour

June 12th, 2018


33 Fuel (UK) - This amazing new fitness Gel company founded by Warren & Erica Pole is changing the industry. Tune in tonight as we get a chance …

Nutrition for cycling performance

May 12th, 2018


Recorded at the HQ of London road bike legends Cyclefit, Warren's presentation on sports nutrition for cycling performance covers everything from what to eat, when to eat it, as well as busting a lot of sports nutrition …

More Marathon des Sables fun and games

May 12th, 2018


If you enjoyed our Marathon des Sables show, here's a bonus - the full-length Q&A session from Warren's presentation with knowledge bombs galore! 

3 things no one tells you about running across the Sahara desert

May 10th, 2018


Recorded at the Marathon des Sables seminar in London, in this episode MDS veteran Warren lifts the lid on just what to expect for anyone running this crazy race (run 150-plus miles, in six days, across the Sahara …

Nutrition advice for your first 50km ultra

May 9th, 2018


Sports journalist and marathon runner Tim Heming is taking on the Royal Parks 50km Ultra as his first race beyond marathon distance. He and Warren …

Fat burning & energy reserves - how to maximise both!

May 9th, 2018


In this episode with ace coach George Anderson, he and Warren go deep on fat and fuel efficiency in endurance sports. The body relies primarily on two sources of fuel - fat and carbs. There's a limited amount of stored …

Energy gel problems and solutions - for endurance athletes

May 9th, 2018


In this episode recorded with Trailrunner magazine in the US, Warren introduces 33Fuel's Chia Energy Gel and explains how the company was born out of the horrible experiences he and many other edurance nathletes had …

Do you really know what's in your energy gel?

May 9th, 2018


In this episode we compare two leading energy gels, the SiS Go Gel and High5's Isogel and discover their ingredients are virtually the same, and that these ingredients can cause stomach problems. They may even have …

How to fuel brilliantly for endurance sports

May 9th, 2018


In this episode Warren chats with top coach George Anderson about endurance fueling and how to get it right, and introduces 33Shake's Chia Energy gel, an all-natural alternative for endurance athletes demanding the most …

33Shake sports nutrition: how it all began

May 9th, 2018


As endurance athletes at 33Shake we were sick (literally) of gagging on products packed with sugar and manmade junk. It was slowing us down and killing performance so we went in search of natural alternatives that were …

Science in sports nutrition: do we need it?

May 8th, 2018


It's long been an accepted fact that science in sports nutrition is essential. But like most accepted facts, this one's overdue a major rethink...  



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