Post by RUN CLUB

HOW MARATHON FUEL BECAME BIG BUSINESS Not long ago, marathon fueling wasn’t much of a conversation. Most runners grabbed a few gels before race day, hoped they agreed with their stomach and spent far more time researching shoes than what they planned to consume over 26.2 miles. Today, sports nutrition has become one of running’s fastest-growing—and most competitive—businesses. The latest example comes from Spanish nutrition company Santamadre, which plans to commercialize what it says is the first lactate-based energy gel after Ethiopian star Yomif Kejelcha used the product during his record-setting 1:59:41 marathon debut in London. The gel combines 40 grams of carbohydrates with 60 millimoles of lactate, reflecting growing research that lactate isn’t simply associated with fatigue but can also serve as an energy source during endurance exercise. The moment feels familiar. Maurten became one of running’s defining nutrition brands after its hydrogel technology was closely associated with Eliud Kipchoge and his pursuit of the two-hour marathon barrier. Now, Santamadre finds itself in a similar spotlight after Kejelcha’s historic debut. In endurance sports, landmark performances often become powerful marketing moments. But Santamadre’s launch is really part of a much bigger trend. Over the past decade, sports nutrition has evolved from a commodity category into one of the industry’s most innovative businesses. Maurten helped redefine carbohydrate fueling, while Precision Fuel & Hydration built its brand around personalized hydration and sodium replacement. Neversecond has gained traction with research-backed fueling systems, and bicarbonate products have become increasingly common among elite runners searching for marginal gains. Today, companies are no longer competing on flavor or packaging. They’re competing on physiology. Every new product is built around a different scientific hypothesis—whether it’s hydrogel delivery, individualized hydration, higher carbohydrate intake, bicarbonate buffering or now lactate metabolism. That doesn’t mean every innovation will become the next industry standard. Santamadre’s claims will require broader independent validation beyond the company’s own athlete testing. But the pace of innovation shows no signs of slowing. For runners, fueling has become almost as technical as selecting a race shoe. For brands, it’s become one of running’s most valuable growth categories, where a single record-breaking performance can introduce an entirely new product to the market. running.news | Covering the business, culture and future of running. SANTAMADRE Maurten Precision Fuel & Hydration NEVERSECOND™ #running #marathon #fueling