Posted: May 30, 2007

Nutrition: Infinit Nutrition Launches Revolutionary Sports Drink In Europe

If someone told you one formula of sports drink could meet the needs of different athletes with different body types doing different sports, wouldn't you question it? June 1, 2007 INFINIT Nutrition, launches the world's first custom sports drink in Europe, allowing athletes to create personalised nutrition for their specific sporting challenges. InfinIT Nutrition tailor make sports drinks for the individual, based on personal input, rather than taking a ‘one size fits all’ approach to nutrition and performance. Established in the USA in 2002, by a group of triathletes frustrated with off the shelf nutrition products, Infinit has grown exponentially, expanding into Canada in 2006 and is now being launched in Europe from its West London base by InfinIT Nutrition. Michael Hanreck Director InfinIT: “I used InfinIT for the first time in Hawaii during Ultraman 2005 World Championships. It helped me keep going through this gruelling 27-hour event (6 mile swim/250 mile bike/52.6 mile run). I was so impressed with it I decided to bring it to Europe. Different people with different races have different nutritional needs. InfinIT offers what is right for you, without the artificial ingredients so common in sports products”. What is it and how does it work? Whereas most sports drinks provide a standard blend to competing athletes, InfinIT Nutrition offers a personalised solution for use during events and training. Everyone’s body is different and InfinIT Nutrition offers athletes their own unique and tailor-made energy drink to help maximise their individual performance. Simple to use, customers log on to the secure website (www.infinitnutrition.eu) and give details of their sporting requirements Athletes are then guided to a formula that will provide them with the right number of calories and electrolytes per serving and the right blend of simple and complex carbohydrates for the length of activity they are undertaking. Their personal formula also takes into account any preferences they have in terms of flavour strength and whether the individual wants caffeine, protein or amino acids to be added to their mix. All formulas created are checked with the patented Osmo Fit system, to make sure they will be digested easily. The individual can view and save their formula on the website or make any final tweaks to the recommended formula before ordering on-line. At all times, InfinIT Nutrition staff are on hand to answer any questions or queries that clients may have regarding the product. What do its users think? Andy Bass, General Manager Toshiba Computer Systems UK, a regular Ironman & marathon competitor: ”After you’ve done your first Ironman it’s about ‘competing not completing’. I’m making any future races null and void unless I get within 15% of my normal marathon time, I'm convinced infinIT is going to help me get there!.” Jess Draskau Peterson, GB Triathlete and consistent top five finisher at IronMan distance (Pro Women), whose three-hour run leg is one of the best in the women’s field: “infinIT is an awesome product. I don’t want to sound cheesy but it's a revolution in the sports-drink industry. infinIT really is truly tailored to an individual's needs.” Piet Hein Schramm, Investment Banker and Ironman triathlete “I started using infinIT in 2004 by shipping it from the USA having read much about it and visiting their website. From then onwards, nutrition (the most important part of endurance racing) was sorted and it took me within seconds of qualifying for Ironman Hawaii. Now its available in the U.K. which is great news for all E.U. based athletes.” Where is InfinIT available? InfinIT Nutrition is a web-based company, established in West London. Full details of the products and services are available on the website and its founders Emmie and Michael Hanreck can be contacted for more information and guidance. Both founders are experienced Iron Man competitors, with Emmie (Gribble) Hanreck even appearing on the BBC’s SAS Desert: Are you tough enough? in 2005. Catch the InfinIT Team in Action! The InfinIT team will be out and about this summer and amongst other activities are sponsoring Concept Sport’s Weymouth Half IronMan distance triathlon on 3rd June and the Swanage Olympic distance triathlon 12th August. You can also meet them at the IronMan France Expo, in Nice where they will have a stand on 20-25th June. Website: www.infinitnutrition.eu. Testimonials Jenny Gowans, Pharmacologist, editor of Healthcare Republic, second place finisher at Ironman Frankfurt 2006 (F30-34) and two-time Hawaii Ironman qualifier. “I’m loving my infinIT recovery drink. I’ve been lactose intolerant since birth and don't seem to have nearly as many stomach issues with infinIT as I do with other sports drinks.” Andy Bass, General Manager Toshiba Computer Systems UK, a regular Ironman & marathon competitor. ”I can run a sub 3 hour straight marathon but pre-infinIT in an Ironman it was always swim, bike and walk. I’ve never been able to eat much before the start of a race and my stomach just can’t process any food during it. I kid you not, on infinIT, for the first time in my entire Ironman career I flew the run! In Norseman there are no aid stations, but you can have a support vehicle. You stop, they fill up your camelback with infniIT and stick a ton of ice in there with it.....ahhh, bliss!! I got far more calories down me than ever before, that’s so important if you don’t want to die on the run. For me its the neutral flavour I love and the fact you can formulate it to have many more calories per serving than any of the other sports drinks out there. After you’ve done your first Ironman it’s about ‘competing not completing’. I’m making any future races null and void unless I get within 15% of my normal marathon time, I'm convinced infinIT is going to help me get there!.” >P>Piet Hein Schramm, Investment Banker and Ironman triathlete “I tried nearly all types of nutrition but my stomach just couldn’t handle any of the other sports drinks out there in long distance endurance events. They were all too sweet for me. After a while, I’d just feel sick. I always craved something salty. In one race I tried taping a small tube of Pringles to my handlebars but it didn’t work too well! The reason infinIT works so well for me is that you can set the taste level to your own preference which in my case is nearly zero, resulting in a nearly salty tasting sports drink. I started using infinIT in 2004 by shipping it from the USA having read much about it and visiting their website. From then onwards, nutrition (the most important part of endurance racing) was sorted and it took me within seconds of qualifying for Ironman Hawaii. Now its available in the U.K. which is great news for all E.U. based athletes.” Richard Melik, 20 time marathon runner and Ironman triathlete “I have got on very well with infinIT this year. I've designed my own custom mix based on the long distance formula with less flavour. It tastes strange initially but the further you ride the better the slightly salty taste is as your body begins to crave salt. It also means you don't get that horrible sickly feeling coming to the end of the ride where you can't stomach anything sweet. The other real bonus is it simplifies the whole nutrition process. I mix 2 bottles of concentrate containing 3 hours of calories in each, and then just pick up water from the aid stations for my aero bottle on the front. Other than that I take 1 bar and 1 gel for an occasional treat to keep me interested, but I nearly always come back to T2 with half a bar and the gel still in my pocket.” InfinIT Nutrition LLC was set up in USA in 2002 and has been used since then highly successfully by a growing number of athletes. InfinIT Nutrition EU Ltd was set up in 2007 by Michael Hanreck and now offers European users tailor-made sports drinks which are blended to an individual’s specifications – a revolution in sports drinks. www.infinitnutrition.com.