truefuels Pre-Order Now Live

April 23, 2025

truefuels, Revolutionary Nutrition Brand Founded By Two-Time Olympic Gold Triathlete, Alistair Brownlee Is Now Open For Pre-Order With Exclusive Perks

London, UK – 23 April 2025: The wait is nearly over to fuel like one of triathlon’s greats – Alistair Brownlee has officially opened pre-orders for his nutrition brand, truefuels, with exclusive incentives available for early customers.

truefuels is based on what Alistair felt he always needed, but never managed to find during his hugely successful career, born out of years spent mixing his own nutrition formulas combined with extensive lab research and testing. The neutrally sweetened, one-to-one glucose to fructose ratio is designed to maximise absorption so athletes benefit from intake quickly, paired with the electrolytes to support hydration. This precise balance takes the guesswork out of race-day and training nutrition and enables athletes to push further, fueling both muscles and brain function efficiently.

To celebrate the preorder launch of truefuels and Alistair’s birthday, Alistair will today (23rd April) lead his first truefuels city run in Leeds. Future 5km city runs will take place in cities across the UK and Europe, a truly unique opportunity for running enthusiasts to run alongside a 2x Olympic Gold Medalist. For the first 48 hours of preorder, until April 25th, all products will be 30% off along with FREE shipping. People who create an account and hit the preorder button in the first two days will also unlock Pro Membership which includes free delivery for a year and exclusive access to product drops.

From April 28th the truefuels team will reward customers with further offers and incentives including: discounts, signed merchandise from Alistair himself and exclusive Q&A calls with Nigel Mitchell (Technical Director, truefuels) and Alistair. For more info on offers and member benefits, see HERE.

The truefuels product line up is made up of two gel formulas that Brownlee has crafted and tested himself in his own training, alongside co-founder Goran Vasilijevic. The pair have also tested the products on a team of fifty elite triathletes to ensure the gels suit a wide variety of athletes and are as comfortable on the stomach as they are effective.

Performance Gel 40/0.25

A winning formula packed with 40g of carbs to fuel your race or training session. The gel is also fortified with 0.25g of sodium and essential electrolytes so you can push your body without risking cramps and dehydration.

Performance Gel 40/1.0

One for the heavy sweaters or those exercising in hotter climates. The 40g of easily absorbed carbs keep the body energised while minimising gastro issues. The powerful combination of 1g of sodium and electrolytes makes this gel unique in sports nutrition as it’s all you need to carry to get those crucial calories and electrolytes all in one.

Both gels are scientifically optimised and packed with a short list of the cleanest and most functional ingredients, including:

• Maltodextrin & Fructose: fast-absorbing carbohydrates for immediate and sustained energy.
• Coconut Water Powder: natural electrolytes for superior hydration and muscle function.
• Himalayan Salt: rich in essential minerals for fluid balance and preventing dehydration.
• Tri Magnesium Citrate: highly bioavailable magnesium for muscle recovery and preventing cramps.
• Potassium Sorbate: ensures product freshness and stability without compromising purity.

Alistair said; “Finally opening truefuels to pre-orders is extremely exciting, it’s the culmination of years of research and testing. We started with a clear product and worked backwards from there to try and develop the perfect gel, and really bring that combination of experience, science, real world and lab testing into a product that every athlete can use. Having a product like this when I was competing professionally would’ve eliminated so much guess work and trial and error.”

Co-founder Goran Vasiljevic continues; “developing truefuels alongside one of the greatest triathletes of all time has been fascinating. We’re delighted to bring truefuels to everyone who wishes to elevate their training and race-day performance. Everything inside has a clear purpose or function. We’re proud to say that truefuels will not only improve athlete’s sporting abilities, but also their everyday health.”

Pricing:

• Pack of 20 – £59.94

Pre order HERE.

Expected Delivery Date of pre-ordered gels is 2nd week of June.

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Press contact

Email: kate@competepr.com / micheal@competepr.com

About truefuels

truefuels is redefining sports nutrition with a commitment to pure, evidence-based fuelling solutions. Developed in collaboration with elite athletes and world-leading sports scientists, truefuels delivers precisely what your body needs – nothing more, nothing less. truefuels’ signature 1:1 glucose-to-fructose ratio ensures maximum carbohydrate absorption while reducing gastrointestinal distress. truefuels takes the guesswork out of sports nutrition. A tailored approach ensures athletes receive the right fuel at the right time, maximising performance and recovery without digestive discomfort. Backed by Olympic-level expertise and a relentless pursuit of performance, truefuels empowers athletes to push limits, recover faster, and be your best.

Alistair Brownlee MBE – Co-founder

Alistair Brownlee is a two-time Olympic triathlon champion and one of the most recognised endurance athletes of all time. With victories spanning the Olympics, Commonwealth Games, and World Triathlon Championships, Brownlee has set the benchmark for elite performance in endurance sport.

Now retired from sport, Alistair is applying his deep understanding of fuelling and performance to the business world. As co-founder of truefuels, he is on a mission to develop precision-engineered sports nutrition that meets the demands of athletes at every level. His transition from athlete to entrepreneur reflects the same relentless pursuit of excellence that defined his racing career.

Goran Vasiljevic – Co-founder

Goran Vasiljevic is a leader, investor, and strategist dedicated to transforming sports nutrition. With over 20 years of experience in business transformation and investment, he has worked with global institutional investors, managed multi-billion-dollar accounts, and led high-impact business turnarounds at Holaluz and McKinsey & Company. A former competitive tennis player, Goran competed across Europe as a junior. After major shoulder injuries redirected his career, he transitioned to college tennis, becoming part of the most successful team in school history, winning three Conference USA titles.

Goran believes in evidence-based innovation and precision fuelling. His leadership philosophy is rooted in decisive action, continuous learning, and strategic foresight. As co-founder of truefuels, he is committed to delivering clean, scientifically formulated nutrition to help athletes optimise performance and recovery.