March 7, 2024

The Story of How Fuel Goods Came to Be

by Laura Jorgensen in Articles

I bet only a few of you know that all this started when I quit my job in corporate finance to pursue a professional cycling career and The Runner/RiderBox was my side hustle that paid the bills.

Fast forward 10 years and this episode of The Chief Endurance Officer dives deeper into The RunnerBox, RiderBox, and Fuel Goods story and the very essence of what drives us forward: the endurance mindset.

In this episode you get my take on things like:

How to keep going after devastating setbacks
A behind-the-scenes look at how we've embedded the endurance mindset into our team’s culture
Advice for aspiring entrepreneurs and how setting a vision can drive your path forward
How technology will shape the future of sports nutrition

This episode is not just a reflection of my journey or the ethos of our company.

It’s a testament to the power of endurance, resilience, and the relentless pursuit of excellence that resides in all of us.

Whether you’re an athlete, entrepreneur, or anyone with a goal in sight, there’s a wealth of insights waiting for you in this episode.

Tune in Now:

As always, I am immensely grateful for each of you in this community that pushes me to be better every day.

Here's to pushing boundaries together,

Laura

January 12, 2026

Hillary Allen Joins Team Fuel Goods

Fueling the Whole Journey in Trail and Ultrarunning When we started Fuel Goods, we had one goal: make it easier for athletes to fuel the way they deserve — with intention, education, and trust in their bodies. Not guesswork. Not trends. And definitely not one-size-fits-all sports nutrition. That’s why partnering with professional ultra runner Hillary Allen felt like a natural fit. This partnership isn’t just about performance. It’s about long-term athlete health, smarter fueling, and supporting women in endurance sports. A Trail Runner Who Redefines Success Hillary Allen — widely known in the trail running and ultrarunning community as Hilly Goat — is one of the most respected athletes in the sport. Beyond podium finishes and international races, Hillary is recognized for her openness around recovery, mental health, and sustainable training. In 2017, Hillary survived a life-threatening fall during a race. Her return to trail running wasn’t about rushing results — it was about patience, resilience, and redefining success beyond race outcomes. That mindset has shaped her career and made her a powerful voice for athletes navigating setbacks, comebacks, and long-term performance. Smarter Fueling with Fuel Goods and Flow Formulas At Fuel Goods, we believe sports nutrition should support the whole athlete — training, racing, recovery, and longevity. Hillary’s thoughtful approach to fueling and performance mirrors that philosophy. This partnership is a three-way collaboration with Flow Formulas, a women-led, research-backed sports nutrition brand focused on education, transparency, and athlete well-being. As Hillary shares: “Partnering with Flow and Fuel Goods feels like a natural extension of how I train, race, and live. They make it easier to show up prepared, recovered, and confident — day after day.” Together, Fuel Goods, Flow Formulas, and Hillary Allen are committed to making fueling simpler, smarter, and more supportive for endurance athletes at every level. Supporting Women in Endurance Sports This collaboration isn’t about a single race or season. It’s about supporting women in trail running and ultrarunning. Sharing evidence-based fueling education. And helping athletes build nutrition strategies they can trust. Hillary has created her own Fuel Goods Team Store, featuring the sports nutrition products she uses for training, racing, and recovery. Like all Fuel Goods athlete partnerships, a portion of every purchase directly supports Hillary as a professional athlete. Want to fuel like Hillary AND support her journey? Shop Hillary’s Team Store →

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December 5, 2025

We're Parents Again!

We did it. We're proud parents to another RunnerBox. She arrived December 1st, weighed exactly 1 pound 12 ounces and immediately became our favorite child. We could gush, but we're trying to play it cool. (I lied. We're going to gush.) Here's everything inside: Bonk Breaker Sour Blue Razz Chews.Like Sour Patch Kids with a sports science degree. Utterly dangerous. We’re all pretending we don’t eat them recreationally. Fuel Goods Ear Warming Headband.We haven’t taken it off since November. Unsure if it’s a running accessory or a seasonal personality trait. Formula 369.Carbs with main-character energy and a price tag that doesn't require you to sell a kidney. Trulean Wellness Shot x 2.The only reason any of us are upright in winter. Maurten 100 Gel.The legend itself. Courteney finally manifested it into the box through sheer willpower (and maybe the accent). Maurten Solid 160.Astronaut packaging on the outside. Rice Krispie rocket fuel on the inside. Trail Butter.We said “winter fuel” — Trail Butter said “I will become your entire personality.” Modern Oats.Cold mornings demand warm carbs. This one is keeping morale alive. GFB Cherry Hazelnut Bites.Gone instantly. As in: “We bought a lot” → “Where did they go?” → Michael avoids eye contact. Muscle Rehab Epsom Salt Soak.Proof we care about your legs after winter miles try to emotionally sabotage you. Momentous Whey.Clean, smooth, not chalky. Basically the apology winter owes your muscles. And that’s not even scratching the surface. We're loving combos like: Trail Butter + Modern Oats = cozy-carb perfection. Maurten + Formula 369 = your no-bonk winter flex. The headband + epsom salt baths = the only reason we still run outside in the cold. Honestly? We crushed it with this box. (Okay fine — it was mostly Courteney.) You can find it HERE. Fuel on,Laura & Courteney P.S. Want even more box building BTS? Follow us on Instagram or TikTok for the unfiltered Fuel Goods story.

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December 3, 2025

The Only Gift Guide Runners Actually Want You to Read

Whether you’re masterminding subtle hints for your own wish list (wink, wink) or hunting for the perfect gift for the runner who has literally everything, don’t sweat it—we’ve got you. These are the gifts they’ll actually use, love, and will probably brag about on their next group run. Spoiler: you won’t find shoes here. Why? Because shoe shopping for someone else is a one-way ticket to Gift Fail City unless they already told you exactly what they want. (And if they did, what are you doing here?) Think essentials, game-changers, and just the right amount of fun to keep them crushing miles (and looking good doing it). For the Runner Who Has It All The RunnerBox Starting at $34 Yeah, we’re tooting our own horn here. But when Runner’s World says you’re the best, you don’t argue—you just deliver. Curated gift box for for any athlete on your list? Check. Subscription for the gift that keeps giving? Double check. Trust us, this will have them smiling faster than their GPS finds satellites. For the Runner Who Likes to Stands Out A Sprints Hat $32 Find me a runner who doesn’t want a Sprints hat, and I’ll drop and give you 20. These hats are vibes. Lightweight, comfy, and so fun they might just outrun everyone—just to show it off. For the Runner Who’s Always Injured Maji Foot and Calf Massager $24.95 If you’re tired of hearing, “Can you rub my feet?” after every long run, here’s your solution. This massager is so good, you’ll probably never hear that question again. Win-win. For the Runner Who is Rough Around the Edges Avanza Cream for Rough Feet $24 No more “Why do my heels sound like sandpaper?” or “Is this just how feet are now?” Just smooth, soft magic, baby. Foot-care game = leveled up. For the Chocoholic Runner FlavaNaturals Performance Chocolate $5 It's chocolate that makes you a better runner. (OK, the “makes you a better runner” part isn’t technically verified, but it’s chocolate and it's good for you, so does it even matter?) For the Runner Who Always Gets Sick TruLean Greens and Wellness $1.80/sigle (great stocking stuffer) or $54.99/bag What’s the one thing runners want more than PRs? To NOT get sidelined by a cold. This greens + wellness combo is the superhero they didn’t know they needed for a sniffle-free winter. For the Picky Runner A Fuel Goods Gift Card Starting at $25 Because the best gifts are the ones that don’t require a gift receipt. Let them pick for themselves—they’ll thank you with every perfectly fueled mile. From stocking stuffers to next-level surprises, this guide is your ticket to winning the holiday gifting game for every runner on your list. Now, let’s make their miles merry and bright!

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