Texas start-up Too Fit USA brings Paleo-approved sports nutrition

By Adi Menayang

- Last updated on GMT

Texas start-up Too Fit USA brings Paleo-approved sports nutrition

Related tags Sports nutrition Nutrition

Founders Jake Huddelston and Joshua Uptmore have both been athletes their whole lives. Being avid users and observers of supplements, they noticed a gap they wanted fill, and a culture they wanted to change. 

Born out of College Station, Texas, Huddelston and Uptmore’s sports nutrition start-up Too Fit USA is a visible brand in several paleo communities, having a profile up on Paleo Foundation​ and sponsoring the Paleo FX event​ in Austin, TX, in two weeks.

Huddelston opined that the it was hard for him to find sports nutrition products with good quality products, and that the industry is prone to actors that conduct their business with “shady practices.”

He told NutraIngredients-USA that Too Fit USA was born because of the “need in the market for products that contained the highest quality ingredients that would not only enhance performance but also be nutritious and healthy.”  

Moxie and Rally

Their two products, which made their trade show debut last weekend at the Healthy and Natural Show in Chicago​, are the cherry-flavored pre-workout powder Moxie and the watermelon-flavored recovery powder Rally. 

Founders Joshua Uptmore (left) and Jake Huddelston.

Their approach to designing the formulations was combining what they call “whole food nutrition and chemical, scientific-driven ingredients.”

Take their formulation of Moxie, for example. “Most people associate pre-workouts with an increase in heart rate, a tingling sensation, and inability to fall asleep,”​ Huddelston said. “We wanted to provide an increase in energy without creating anxiety or a rise in heart rate. Who wants to go for a run or do a crossfit workout with their heart rate 20 beats higher than normal?”

Aiming to design a pre-workout product that nourishes the adrenals instead of taxing them, the team came up with a formulation that mixes plant-based ingredients like pine bark extract, beetroot extract, and pure codyceps with sport nutrition staples creatine (Creapure), astaxanthin, and beta alanine (Carnosyn).

A niche start, but aiming wider

A soft launch of their product last fall was done at their local crossfit gym, Crossfit Aggieland. “We only had our first 150 units at that point and were still building out the website,” ​Huddelston said. “Since fully launching in January the reaction has been great. We were initially only sold on our website TooFitUSA.com but we are now carried on Amazon Prime, Crossfit gyms, and a handful of retailers throughout Texas.”

They are attending shows with the goal of widening their reach, targeting more than just Crossfit athletes. “With the cleanliness and purity of the formulas, they’re intended to be used by any active individual,”​ he added.

They’re aiming triathletes, yogis, cyclists, obstaclae course racers, runners, swimmers, and even body builders. “It seems crazy that one product can be beneficial across so many domains, but at the end of the day Moxie and Rally are both nutrient dense,”​ Huddelston added. “It’s food, fuel, made from whole foods and herbs combined with proven sports nutrition ingredients.”

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