Maxinutrition, the company behind sports nutrition brands Maximuscle, Maxifuel and Maxitone, has signed a new research partnership with [government agency] UK Sport to develop new products for British athletes in the run-up to the 2012 Olympics.
The agreement sees both Maxinutrition and UK Sport investigate the role nutrition plays in improving athletic performance. This will in turn be used to develop a range of tailored products designed to optimise the performance of British athletes in the build-up to London 2012.
According to Maxinutrition, the partnership with UK Sport will help take sports nutrition to a new level and will ‘normalise’ the category. Products developed and tested with the athletes could then potentially be launched into retail for wider consumer use, said Naomi Grant, Technical and Performance Director at Maxinutrition.
"Sports nutrition isn’t completely understood by people," she said. "We’re taking it to another level by showing people sports nutrition isn’t just for bodybuilders, but also for all sorts of people, such as those who do triathlons at weekends."
“We are delighted to be working with Maxinutrition because their vision is aligned with ours,” said Dr. Scott Drawer, head of UK Sport’s Research & Innovation team. “Their desire for developing relevant evidence for high performance and the desire to understand how best to support the training process is ultimately our goal for our athletes.
“They share our passion for British Sport and we believe that their expertise combined with ours and that of our key partners should lead to an exciting, innovative partnership.”
Maxinutrition works with over 1,000 elite athletes, national governing bodies and professional sports teams including the England and Wales Cricket Board and the Welsh Rugby Union.
Earlier this year, British Triathlon and Maxifuel announced a three year partnership which sees Maxifuel become British Triathlon’s Official Sports Nutrition Sponsor until 2013.