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PowerBar strengthens Ironman partnership in Europe


Ironman has become PowerBar’s second largest European commitment after the Tour de France. The relationship between Ironman and PowerBar in Europe has been extended even further for the UK series of Ironman events; and PowerBar will provide bars, gels, drinks and recovery products at Ironman UK, Ironman Wales and Ironman 70.3 UK.

As a leading sports nutrition brand in Europe, PowerBar notes that, in the world of triathlon, ‘we don’t believe in miracles, we believe in preparation.’ Whoever takes on the challenge of an Ironman or Ironman 70.3 knows this. The body burns over 10,000 calories during an Ironman and loses roughly 12 litres of fluid in sweat – so optimal nutrition is among the key factors for sporting success before, during and after competing.

Kevin Stewart, Managing Director of Ironman UK said, “We are delighted to be working with PowerBar during the biggest ever summer of Ironman racing with an extended range of products covering gels, bars and now also the on-course drinks. Knowing the importance of high-quality nutrition to our athletes, PowerBar is the first choice partner for Ironman in the UK.”

Tim McTavish, PowerBar Country Business Manager for UK & Eire added, “A long, common path links both PowerBar and Ironman. Triathletes form our core target group and are the opinion-formers for sports nutrition. It’s very important for us to make our contribution to help sportspeople surpass themselves and realise their goals and so we’re extremely pleased to strengthen our partnership with Ironman.”

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Over 8,000 PowerBar Energize bars, 16,000 PowerBar PowerGels, 15,000 cycling bottles and more than 20,000 litres of ISOACTIVE drink are available on average to Ironman athletes per race. As noted by PowerBar, on course nutrition is essential to both first timers and professional athletes alike.

Phil Graves current Ironman 70.3 UK champion and a PowerBar sponsored athlete commented, “I’m really pleased that my preferred nutrition brand PowerBar are yet again supporting Ironman in the UK. Nutrition is deeply important in my race and knowing that PowerBar is on the course gives me the confidence to follow my race plan without any nutrition worries.”




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