Through training, we grow stronger, get faster, and learn how to endure more. By eating the right nutrients, in the right amounts, at the right time, we build our muscles, mend our bodies, and optimize our performance. We are in pursuit of our ultimate potential. With smart training, and the perfect mix of nutrients delivered at the right time, we can unleash our innate and boundless athletic capacity. Our desire to achieve just a little bit more drives us to answer what to eat, how much to each, when to eat. We know there’s no terminus, no destination, but we also know every small breakthrough brings us a step closer to realizing our true potential. Innovation is all we know. Innovation is what created GU, and it’s what created the first energy gel over 25 years ago. It’s why today we still offer the widest variety, best tasting, and most nutrient rich hydration, energy, and recovery products on the market. We have always been on a mission to optimize every aspect of diet and nutrition, which is our way to serve athletes everywhere.