Next Generation Nutrition

Optimal performance, health, sustainability and flavor for everybody – no compromise necessary

When we started spending long hours in the mountains, it didn’t take many trips to realize we needed to pack food and hydration to keep feeling good and strong. 

So we headed to our local running shops, supermarkets, and specialty grocers for sport nutrition products to experiment with. Maybe you can relate.

From the shelves and the web stores we selected bars, gels, waffles, snack mixes, chews, drinks, and shakes. Even gummies and shots, powders and pills. We gave all the strange packets and bars and bottles a chance to prove themselves to us. 

To our dismay, we found the content of each product was essentially the same: a shiny hyper-masculine package of unpronounceable ingredients promising to ‘take our game to the next level,’ to be slurped down one after the other as soon as the energy surge wears off. 

After consuming enough of these, our stomachs would turn and the quality of the run, hike, or bike would turn with them. We learned our experiences were very common after consulting with fellow outdoor enthusiasts and athletes. For all the promise on the package, we were left severely underwhelmed. 

Besides, it was clear to us that the marketing departments of those companies believed only one type of active person is interested in high performing sport nutrition: hyper-masculine, results-driven super athletes. 

The reality is that only a few people can relate to that extremely narrow persona. So where does that leave the hikers? The mountain ridge traversers? The wildflower pickers? The sailors and the climbers? They deserve a company that understands them, too. 

As we worked our way through the different shapes and colors of birthday party flavored sport nutrition products, we wondered why they all seemed to entirely remiss any responsibility to the environment. We take care to live conscious, environmentally responsible lives, and it matters to us that the companies we support with our dollars do, too. 

We also took note that these companies failed over and over to understand that health was important to us in every part of our lives. Our dinners don’t include sodium benzoate or locust bean gum, so why did they ask us to forfeit our lifestyle choices when it comes to sport nutrition? Part of the reason we are active is to stay healthy, and by the looks, tastes, and feels, these products didn’t seem healthy to us. At all. 

Our trust in the sport nutrition industry as a whole deteriorated as we unmasked the industry for what it is:  

outdated

hyper-masculine

unsustainable

unpalatable

and unhealthy.  

We questioned, is it really too much to ask for sport nutrition to be high-performing, nourishing, inclusive, and produced in an environmentally conscious way? 

Turns out it’s not. So we decided to be the change.

Enter: Next Generation Nutrition

We decided to reject the standard in search of a better way. We spent long hours in the kitchen and spoke with many nutritional experts. We blended up whole foods that would be future MUIR Energy gels and hydration, vowing only to use the highest quality real foods that nourish. 

We took our whole food blends on our runs, hikes, bikes, and picnics, and finetuned them until we reached flavors and consistencies optimizing performance, health, and sustainability.  

We did our taste testing with the fiercest critics known to mankind: kids that visited our founder for piano lessons after school.  

We found that when you fuel with real food, your palate doesn’t fatigue the same way it does with derived and synthetic based gels, bars, and drinks. You can keep eating real food mile after mile, peak after peak, pitch after pitch. When we started production, we aimed to create a model company for sustainability. 

After all, we spend a lot of time playing outside, and we want to make sure we’re contributing to the health of Mother Earth, not her demise. You can learn more about our commitment to serving the earth here.

Lastly, we committed to welcoming all walks of life interested in clean, high-performing energy. Super athletes included.

Next Generation Nutrition is about rejecting the unacceptable standards for sport nutrition without compromising flavor, performance, quality, inclusivity or environmental responsibility. 

We believe everyone has a right to pursue health, happiness, and their goals, and a responsibility to serve the earth and nourish their bodies. 

NGN is optimal performance, health, sustainability, and flavor for everybody. 

We invite you to experience the difference for yourself.