March 20, 2012 – The 1996 Ironman World Championship presented some historic firsts: Luc Van Lierde became the first European champion, The Belgian set a world record that wasn’t matched until 2011. And more than 1,400 competitors were introduced to a powerful, brand-new boost of energy for their long day in Kona: a new product called “energy gel,” supplied by GU Energy Labs of Berkeley, California.

GU created the first energy gel in 1994, and its quick adoption by the toughest race on earth, began a long partnership between the two brands. Today, GU is enormously proud to announce that it is returning to Kona and beyond with a two-year agreement with Ironman to be the official on-course energy gel and energy chew supplier in the United States.

As the first gel sponsor of Ironman, GU is intimately familiar with the unique energy needs of Ironman athletes. Original GU Gel, Roctane Ultra Endurance Gels, and GU Chomps will be on course, offering Ironman athletes a spectrum of tasty, high-performance energy solutions with the aim of getting competitors to the finish faster — and feeling better.

“It’s like coming home,” said GU Energy president Brian Vaughan. “We have a historic tie to Ironman, and while our connection with Ironman athletes has never waned, we’re really pleased to be able to step up and serve in an official capacity as an event sponsor for these pinnacle events.”

The agreement covers US events — ten Ironman events — including the Ironman World Championship — as well as twenty-three Ironman 70.3 events, including the Ironman World Championship 70.3, and five 5150 Triathlon Series races.

“We are excited to welcome GU back to our family of partners,” said Erik Vervloet, Chief Marketing Officer of Ironman. “A large part of our success depends on strategic partnerships. The synergy between these two brands is evident. Neither will compromise when it comes to delivering what it takes to get competitors across the finish line. The team at GU shares our passion for providing the key elements an Ironman athlete needs to excel.”

Reflecting the rapid growth in triathlon overall, Ironman and its portfolio of brands have witnessed historic numbers in recent years. The inaugural Ironman U.S. Championship sold out in just over 11 minutes. Overall annual participation numbers for Ironman races now sit at more than 25,000 in the U.S. alone, up from mere hundreds in the 1970s. The annual number of participants in domestic Ironman 70.3 events is more than 50,000, while the 5150 Triathlon Series each year sees approximately 15,000 athletes across events in the U.S.

The Triathlon Show 2012 proved to be a great success for TCL Sports.  TCL sports had three stands; 2XU, Newton Running and GU, each of which proving to be a great success.

The show marked the launch on the 2012 2XU collection, and the launch of a new flavour of GU Energy Gels, Chocolate Mint.  Whilst on the Newton stand we had the busiest show to date which is testament to Newton’s increasing presence in the market.

To top it all off we also received for a second year in a row the 220 Run Shoe of the year award for the Newton Isaac.

We’re pleased to announce that the 7th flavour of GU Energy Gel – Espresso Love has launched in the UK. If you love the taste of coffee, you’ll love this GU flavour!

GU energy gel comes in both caffeinated and non-caffeinated flavours. Strawberry Banana and Lemon Lime do not have any caffeine in them. Orange, Vanilla, Chocolate, Triberry and Plain all have 20mg of caffeine per packet. Espresso Love has 40mg of caffeine.

Caffeine consumption during exercise improves performance in several ways: it sharpens focus and perks you up; but more importantly, it helps the body produce more power, reduce the pain of hard efforts, and may even tap fat for fuel during exercise. All of this prolongs your ability to exercise at a high intensity. We use just enough caffeine to jump start this benefit and no more.

Try GU Espresso Love for yourself – find your local GU retailer here.

Or buy online at www.guenergy.co.uk today.

Retailers can order Espresso Love through their account manager.

TCL Sports have spent the last 2 days at the Intersport show in Solihull, Birmingham. The show provides an excellent platform for the TCL sales team to talk to members about the full range of products that will be on offer for 2012.

At the show there has been lots of interest in the Newton MV2 racer. The whole barefoot concept is getting are lot of attention within the Intersport group, as lots of the mainstream brands have copied the natural running movement and are releasing their own “minimalist” style shoes at the show.

TCL are happy to announce a new 2XU performance centre has launched in central London. Bespoke Cycling now has the largest selection of 2XU clothing/wetsuits available in one location in the capital.

Other brands include Newton, GU and a host of top end bikes and accessories. On the 23rd July, Bespoke Cycling will also be hosting a Newton seminar night.

A presentation on Natural running will be delivered along with a practical session, when the Newton shoes can be trialed out.

You can visit Bespoke Cycling online at http://www.bespokecycling.com/ or visit the store at 143-146 Farringdon Rd, London, EC1R 3AB.

TriGrandPrix, Serious about Athlete Care, and GU ENERGY LABS have announced a comprehensive multi-year partnership for 2011. The partnership entitles GU Energy to become the nutrition partner for the TriGrandPrix 2011 Championship. This partnership includes Six Triathlon Experiences: TriGrandPrix UK (May 22nd), BH Zarauzko Triatloia (June 11th), Aritzaleku Triathlon (July 2nd-3rd), Kilkenny Triathlon (July 23rd), Valencia Triathlon (September 11th) and the Ciboure Itsas-Mendi Triathlon (October 2nd).

“The partnership between GU Energy and TriGrandPrix is a perfect match that combines professional Triathlon Experiences with the highest quality nutrition products. We are very proud to join a talented crew of athletes and scientists to deliver the best sports nutrition on the planet into the hands – and mouths – of deserving TriGrandPrix Athletes globally!
[Jose M Torres, TriGrandPrix Chief Operating Officer].

Our Experience working with GU Energy Labs at the GU-TriGrandPrix Kona Concert in Hawaii this past October was an amazing experience. We share similar values and had, from the very beginning, the same vision “Athlete Care”. This alignment allowed us to deliver a concert that was a huge success.

GU-TriGrandPrix Kona Concert Videos

http://www.youtube.com/watch?v=rrF-rODEQCo

“This is a perfect opportunity for GU Energy to present GU Energy Gel, Roctane Ultra Endurance Energy Gel, and GU Chomps to TriGrandPrix athletes enabling them to successfully cross the finish line.”
[Brooke Kennedy, GU Energy Labs Marketing Manager]

2011 will be an exciting year for GU Energy and TriGrandPrix. We have managed to become one of the fastest growing Triathlon brands in Europe and the quality and effectiveness of GU Energy products is ready to conquer the European Territory. “GU Energy is one of the world’s leading nutrition brands in the sport of triathlon and for us there is not a better example of Athlete Care [Jim Breen, TriGrandPrix CEO].
“I am so excited that TriGrandPrix and GU Energy have decided to work together. It’s pretty awesome that TriGrandPrix has made Athlete Care such a huge priority – and now with GU Energy on board – they prove their commitment“
[Mirinda Carfrae, Hawaii World Champion 2010]

“TriGrandPrix offers full services to athletes, from very detailed information and Accommodation to guided course-tours. With the involvement of GU Energy, Athletes can have the highest quality nutrition product on race day!”
[Edith Niederfriniger]

“I am so happy that GU Energy, Serious about Nutrition and TriGrandPrix Serious about Athlete care have decided to work together. In my opinion, a perfect match
[Rajesh Durbal, Live-Free.net]

TCL Sports are pleased to announce the UK launch of three new product lines from the popular GU Energy family at the TCR 2011 show at Sandown Park this weekend. The new products are GU Electrolyte and Recovery Brew, GU Chomps and GU Roctane.

GU Electrolyte & Recovery Brew

GU Electrolyte Brew is water’s new best friend. The fact is, when you work out you sweat more than just water. So when you drink you gotta have a special Brew with the right amounts of sodium, potassium and carbohydrates to bring your system back into balance. Used consistently, GU Brew will help you perform better and go longer. No gimmicky additives here. GU Brew is as simple as they come – with just a handful of key ingredients, meaning the product is easy on your stomach and will keep you focused on reaching your goals in training and racing.

The premium quality ingredients in GU Recovery Brew help you quickly replenish energy stores and rebuild muscles after an intense workout. You’ll notice a difference when you compare us to the competition. GU Recovery Brew relies on whey protein isolate – not cheaper whey protein concentrate. Arginine and Glutamine promote recovery by mitigating the effects of intense training and supporting a strong immune system. Both simple and complex carbs in optimal balance will re-fuel your competitive fire and get you back to training and racing on schedule. There is also over 100% of daily allowances of vitamins C and E in every serving.

GU Chomps

GU Chomps offer a change of pace from gels and an answer to that moment in your run, ride, ski, swim, hike when you’ve just got to have something to chomp on!

GU Chomps deliver the premium ingredients and performance benefits you’ve come to expect from GU Energy products:

• Amino acids for added focus, rippin’ energy and speedy recovery.
• Vitamin C + E, those mighty antioxidants that combat tissue breakdown.
• Sodium and potassium to restore electrolyte balance.
• Exclusive blend of complex and simple carbohydrates.

GU Roctane

Roctane comes from years of testing scientifically-proven formulas with thousands of elite athletes training for and competing in the most physically-demanding sports in the world. Roctane’s advanced formula amplifies GU’s original Energy Gel recipe and adds new ingredients to boost your chances of success. Now it’s your turn to fill your tank with premium Roctane and compete like a pro.

See the new products at the TCR show or ask your local sports store for GU Energy products. You can find current UK GU retailers on the GU Energy UK website: www.guenergy.co.uk

On Sunday 2nd October 2011 a team of runners from Wellingborough & District Athletics Club will run the Loch Ness Marathon to raise much needed funds for the Lakelands Day Care Hospice in Northamptonshire, an organisation set up to care for patients with life limiting illnesses such as cancer and heart failure and their families.

The team represent a real cross section of running experience from seasoned marathon runners to those that are attempting marathon distance for the first time as is often the case in running clubs up and down the country.

TCL Sports leading distribution brands were a perfect match for the group who recognised how 2XU Compression would help endurance performance as well as aid recovery and how nutrition such as GU Energy Gels were a critical factor in maintaining energy on long training runs as well as during the marathon itself.

Mike Trees, managing director of TCL Sports said “from personal experience I can appreciate the commitment required for marathon running and what the team will go through over the next few months preparing for the race. To do that and raise thousands of pounds for a very worthy cause is a great thing to do. We wish them the best of luck with both their training and fundraising”.

TCL Sports support the Run Loch Ness team with 2XU Compression and Running and GU Energy Gels.

Follow the team’s training progress, find out about their fundraising activities or make a donation online at: www.runlochness.org

Now in its second year TCL Sports were proud to attend The Run Show at Olympia in London.  The event was packed with the latest gadgets to appeal to every level of sport enthusiasts as well as including many interesting seminars.  TCL sports were busy educating about the benefits of natural running and how this links in with the philosophy of Newton Running Shoes.  The shoe also saw the launch of the Terra Momentous, the new trail shoe from Newton. 

Also on the TCL stand was 2XU Compression and Gu energy gels.  The response to all brands was very encouraging and shows how 2XU, Newton and GU are become increasingly established in the running market.

With the weather getting colder and with people thinking about there winter holidays, the TCL team continued to push 2XU Compression into the snow sport market by attending, The London Snow Show.  Compression is the perfect answer to the soreness experienced by any skier on the 2nd or 3rd day on the slopes in addition to preventing injury.  The TCL team experienced a busy week of selling, educating and spreading the word as to the benefits 2XU Compression. 
 
GU was also taken along to open the minds of skiers to different nutritional options that they have.  Chocolate Outrage proved to be a big favorite, so hopefully before too long you will find GU on the counter of your winter holiday Ski Bar.