European Specialist Sports Nutrition Alliance

'There is a clear dichotomy between those interested in performance optimisation and health optimisation...' ©iStock/kieferpix

'there is a risk that brands alienate their core consumers'

Sports nutrition 2.0: The category is playing a dangerous game

By Shane Starling

Sports nutrition has long-expanded beyond its hardcore niche to become a global multi-format, multiple demographic, multi-billion euro behemoth – but is everybody winning in the game of sports nutrition 2.0? We asked sector expert Nick Morgan from Sports...

'We actually don't have a main competitor in this space' ©iStock/kagenmi

Firm champions sports nutrition on another (genetic) level

By Shane STARLING

Beverly Hills-based FitnessGenes is bringing its DNA-driven personalised nutrition concept to sportspeople at all levels – and has moved across the pond to the UK and Europe. Is the sports world ready for personalised nutrition?

Spotlight

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