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The Story

The first sports specific drink was developed in 1985 in the USA. It soon became a hit among recreational and elite athletes. The company that developed this product still exists today, and the formulation of the drink has not changed much over the years, despite the fact that research departments of various institutes and universities came to discoveries that should result in the composition of the drinks to be changed and optimised.
Whether this is unfortunate or not is not our job to decide. However, being science geeks ourselves, we wanted to create a science-informed product that athletes would benefit from. 
We partnered with a recent PhD graduate from a world leading university Dr Tim Podlogar, who is not only one of the world’s leading experts in sports nutrition but also a very good cyclist himself, and asked him to help us develop the new Ndure energy powder.
Before going into intricacies of the composition of the drink, we first want to let you know what a good energy drink during exercise is really made of. And why.
The main component of the optimal beverage to be consumed during exercise are carbohydrates.

Therefore, the main component of the Ndure powder is carbohydrates. But not any carbohydrates. Carbohydrates come in various forms and can be ingested in different quantities. Thus we have thought about this carefully as well!
Because it matters what type and at which rate we consume carbohydrates during exercise!
This is another very important thing that needs to be taken into consideration as eating too little will lead to impairments of performance or even hitting the wall, whereas having too many carbohydrates can cause gastrointestinal discomfort or hinder training adaptations.
Video 11 - what is the optimal dose
Ndure thus consists of a 1:0.8 ratio between maltodextrin and fructose. As far as we know, Ndure is the first sports carbohydrate drink with this ratio. In terms of the quantity, have a look at the Nduranz fuelling guide (link).
No, there are electrolytes as well. The story behind electrolytes is pretty complex, and we put quite a lot of thought into which electrolytes and in what quantities are present in the Ndure. We will let Dr Tim Podlogar explain this topic to you.
Video 13 - electrolytes
Ndure - the ultimate carbohydrate-electrolyte drink on the market
So, to sum up. We wanted to achieve 3 main goals: 
Hydration - provide athletes with a palatable source of water. There is no hiding behind the fact that dehydration leads to impaired performance and increased heat stress.
Energy - optimal carbohydrate intake. Not too much, not too little but in the right ratio.
Electrolytes - we wanted to give you the electrolytes you are losing during exercise - hence the electrolyte content in the drink resembles the average concentrations of electrolytes found in the sweat.
Video 15 - what did we want to achieve
We are pretty confident we achieved all of this. We can’t wait for you to try the Ndure! 
Oh, and because we really want you to enjoy it, we decided to launch it as a prototype first so that you can give feedback on the taste and other characteristics based on which we can finalise the product.