Written by Romell Reddock nutrition

As a marathon runner who’s tackled a fair few races, I’ve learned that fueling isn’t just about grabbing the nearest gel or hydration mix, it’s about finding what actually works for you. I have a very very close relationship with cramp 😥 due to poor fueling strategies, underestimated hydration needs, and spent far too much time looking at which brands genuinely support endurance performance versus those just selling another product.

But here’s what’s changed in recent years: the best endurance nutrition brands aren’t just selling products anymore, they’re building communities.

From Products to Communities: A New Era of Endurance Nutrition

For decades, sports nutrition brands focused on a product-first approach, developing gels, hydration mixes, and supplements, then pushing them out to the masses through advertising and sponsorship deals. But today, endurance nutrition brands such as Maurten, Humantra, and Puresport are redefining what it means to be a sports nutrition brand.

Rather than just throwing out ads and hoping runners buy their products, these brands are embedding themselves into the endurance space, creating interactive, engaged communities where runners feel like they belong.

💧Humantra is shaking up hydration by challenging traditional sports drinks, educating everyday athletes on why hydration is more than just salt and sugar and helping them make more informed fueling decisions.

🍄Puresport has gone beyond just selling recovery products, it’s hosting in-person run clubs, mobility sessions, and recovery events, making training smarter, not just harder.

This shift from brand to community is what sets these companies apart. And more brands are starting to follow suit.

What’s Driving This Shift?

Runners want brands that understand them.

The endurance space has evolved, runners aren’t just looking for nutrition products, they’re looking for support, education, and connection. The traditional transactional relationship between brands and athletes is being replaced by a sense of belonging.

Trust is built through engagement, not just advertising.

It’s no longer enough for brands to tell runners why their product is the best. They need to show up in training environments, host events, provide valuable insights, and be part of the journey.

Athletes are demanding more transparency and education.

With the rise of science-backed training and nutrition strategies, endurance athletes are more informed than ever. They want data, expert-backed advice, and practical solutions rather than just being told, “This gel will help you run faster.”

How Brands Can Build Real Connections 

The rise of community driven brands like Humantra and Puresport offers key lessons for any company looking to engage communities

1. Engagement Beats Advertising

Traditional marketing is one-directional, brands speak, consumers listen. But endurance athletes trust brands that talk with them, not just at them. Some of the most successful brands are using:

✅ Strava challenges to create friendly competition and brand interaction.

✅ Interactive Q&As with experts to educate athletes on fueling strategies.

✅ In-person events that go beyond selling and actually support training and recovery.

2. Education Is the New Marketing

The best brands don’t just sell nutrition, they teach runners how to fuel better. Instead of just listing product benefits, they provide:

✅ Short-form content breaking down hydration and fueling strategies.

✅ Data-driven insights that help runners personalize their nutrition.

✅ Expert backed advice from real people.

3. Community Drives Loyalty

Runners are more likely to stick with brands that make them feel part of something bigger. Puresport’s in-person run clubs prove that runners want more than just a transaction, they want a connection. Brands that create online or offline spaces for runners to connect will win in the long run.

Final Thoughts: The Future of Endurance Nutrition

The future of endurance nutrition isn’t just about what’s in a gel or a hydration mix, it’s about the community, culture, and conversation around it. The best brands aren’t just fueling runners, they’re running with them.

As a runner, I know firsthand that the right fueling strategy can make or break a race. But what’s just as important is feeling supported, educated, and connected to a brand that actually understands the endurance journey.

For brands looking to make an impact in this space, the message is clear: stop just selling products, start building communities.

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Check out our previous work with Optimum Nutrition here.

Follow Rom on Instagram here.