A new nutrition headquarters for endurance athletes

Sam and Jules came to us as Total Endurance Nutrition. A great team of nutrition coaches, lots of PhDs, and a brand that hadn't kept up with progress. The old logo had a runner moving right to left, which can easily read as running backwards. Not ideal for a business built on forward momentum. Once we kicked things off, it was clear the name was the bigger problem. Total Endurance Nutrition only spoke to one kind of athlete, and Sam and Jules wanted to go beyond that and support different sports and athletes at different stages, from run club novices through to Ironman finishers and ultra athletes. So we started with research. Competitor mapping, keyword work, and properly digging into where athletes were actually looking for help and not finding it. We focused on the people who want honest coaching and don't feel like the existing brands are talking to them. AI-generated plans feel generic, and influencers contradict themselves daily. Evidence, transparency and experience framed the gap we aimed at. FuelHQ became the answer. The headquarters. One brand, built to scale across sports and stages, with a sub-brand system that can scale comfortably.