British diet model Science in Sport has signed a three-year extension to its partnership with Ineos Grenadiers. This builds on 5 years throughout which SiS’s merchandise have fuelled the staff to seven Grand Tour victories.
According to Science in Sport, the success of the partnership has been achieved via a collaborative and insight-led method, together with nutritionist recruitment, tailor-made fuelling plans and bespoke product improvement based mostly on the wants of the staff and particular person riders.
For instance Chris Froome’s well-known stage 19 win on the 2018 Giro d’Italia, an 80km lone break over the Colle Delle Finestre which put him within the pink jersey, was fuelled by a then trial product referred to as Beta Fuel, which has since develop into commercially obtainable.
Tao Geoghegan Hart’s 2020 Giro victory has an identical story that Science in Sport says will see a brand new consumer-facing innovation launch forward of this 12 months’s Tour de France.
Product improvement and analysis on the Science in Sport lab, based mostly at Liverpool John Moores University, will proceed to play an enormous function within the partnership, in accordance with the model.
Sir Dave Brailsford mentioned: “Nutrition is an important a part of elite sport and in SiS we’ve got a accomplice who share our ethos of continuous innovation. Together, we’ve been utilizing world-leading science to ship a performance-first method and construct upon a five-year relationship that has seen cutting-edge merchandise gasoline our staff to win the largest races within the sport. We’re trying ahead to reaching much more with SiS sooner or later.”
Ahead of the Giro, Science in Sport has launched a brand new marketing campaign that it says relies on a core perception that development has develop into an obsession for the model and its athletes – referred to as ‘Progression is our Obsession’ – and has produced a video telling the story of its function in Tao Geoghegan Hart’s 2020 Giro win.