Neversecond™, introduced a line of scientifically-proven fueling solutions that promise to alter the sports nutrition landscape by helping endurance athletes unlock their true potential. Neversecond™ gels and drink mix, which are being used by EF Education-Nippo Pro Cycling and Team Bahrain Victorious in the Tour de France, will soon be available at
The spark that would become Neversecond™ started when lifelong endurance runner and successful entrepreneur, Bill Armstrong, had a difficult time finding nutrition that was supported by cutting-edge science to power his daily runs, swims and bike rides. Armstrong's quest for science-based fuel for his workouts led him to the laboratory of Asker Jeukendrup, Ph.D., one of the world's leading scientific authorities on sports nutrition. For nearly 30 years, Jeukendrup has been at the forefront of sports science research and has worked closely with countless world-class athletes including runner Haile Gebrselassie and Chrissie Wellington. Jeukendrup works, amongst others, with Team Jumbo-Visma and the Dutch Olympic team.
Armstrong and Jeukendrup were quickly in agreement that the sports nutrition world was full of inaccurate information and was built on myths that were promulgated on the internet. They believed the ideal method for creating the best sports nutrition was by separating facts from myths and to use the best available scientific knowledge to enhance performance and recovery.
Using decades of clinical research and testing, Jeukendrup and the Neversecond™ team developed a complete line of sports nutrition products that include all the ingredients athletes need for optimal performance and do not feature fillers or unnecessary ingredients. Neversecond™ has also made it easier for athletes to nail their nutrition by developing a clear guidance system that helps athletes make intelligent sports nutrition decisions.
To help prove and refine their products, Neversecond™ has enlisted a team of the world's highest-level athletes including runners Jordan Hasay, Sondre Moen and Joseph Gray; triathletes Mario Mola, Lisa Nordén, Adam Hansen and Rudy Von Berg. Neversecond™ is also the nutrition sponsor of EF Education-Nippo and Bahrain Victorious UCI WorldTour cycling teams.
Beginning in mid-July, Neversecond™ will sell its C30 Energy Gel, C30+ Energy Gel with Caffeine and C30 Sports Drink on