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

August 18, 2025

Breaking Down Our Latest RunnerBox

Words I like: New. Fresh. Understood the assignment. Words I don’t like: Overpaying. Stale fuel. Empty miles. For those of you new here: Every other month we pick 10–12 of our favorite products and put them straight into The RunnerBox. It's the best deal on our website. 📦 You pay as little as $34 💸 You get over $50 of our favorite fuel + gear 🔥 Plus $10 Fuel Cash to spend on anything at Fuel Goods. 🏃 Plus HUGE member discounts across our site. Runner math = $34 in, $85+ out. (The only math we like.) Get The Runnerbox® Here's everything we picked for this edition. BRAND NEW TO THE WORLD 🌀 Tailwind Recovery - this updated formula just hit shelves. More protein. Better flavor. Easier to mix. 🧇 Honey Stinger Peanut Butter Waffles - We dropped these on the marketplace last month. They flew. The waffles you already love + peanut butter. Dangerous. 🍊 Honey Stinger Citrus Chews - Not one flavor. Not two. THREE. Think a pack of Starburst for runners. I'm obsessed. OTHER GEMS WE LOVE 🍎 Näak Ultra Energy Purée – When Courteney found out Spring was a crock, she went hunting. She found Naak. If you have a senstive gut, you'll love this. 💪 ADDRA Protein Bar – Made with leucine (the amino that tells your mucles to rebuild.) Has cookie dough vibes. 💧 N2 Hydration Mix x 3 - Zero sugar. Ocean-sourced minerals. I heard seaweed and thought nope. Turns out… delicious. 🧼Fuel Goods Performance Towel – Ordered becuase we couldn't get Courteney to stop using her shirt. Loved it so much we thought you'd need it, too. 🦶 HEALI Cooling Therapeutic Tape – Kineisology tape leveled up with menthol and magnesium. I've been sticking it everywhere. 🥜 B’Cuz Granola Bites (3-pack!) – Hide them, or you’ll have none left. Just ask Michael. 🧼 Defense Bar Soap – Made for athletes. Fights grime + sweat, still gentle on skin. Those are the picks. The fuel we're using. The snacks we're hoarding. The gear we're fighting over at HQ. And it's all boxed up and ready for your long run. Subscribe today. Pay $34. Get $85+ back. Fuel On, Laura P.S. Not ready to subscribe? You can still grab any of these products individually But… you’ll miss the $10 Fuel Cash + discounts. Just sayin'.

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August 10, 2025

Every Woman's Fuel Fund

If you’ve ever felt like fueling was out of reach — financially, logistically, or just mentally — we want you to know: You deserve better. You deserve the kind of support that makes you feel confident from your first workout to the moment you cross the finish line. When Courteney and I were racing professionally, we didn’t have to hoard gels for long days or worry about having enough drink mix for race day — it was just there. You’ve heard me say that fueling changed everything for me. But really, that kind of access changed EVERYTHING. I could focus on training. I showed up on the start line knowing my body was ready. I never had to wonder if I was under-fueled. But that’s not the reality for most people. Fuel is expensive. The advice is confusing. And it’s often built for a version of an athlete who looks nothing like you, lives nothing like you, and has support you’ve never had. That’s why we started Fuel Goods — to make fuel accessible, the guidance clear, and the playing field more level. And it’s why we’ve teamed up with our friend Mak (aka The Realistic Runner) to create The Every Woman’s Fuel Fund — our way of giving you the kind of support we wish everyone had. 3 Grand Prize Winners Will Get: 📝 A fueling plan built just for you 🥤 A 3.5 month supply of fuel 📅 Monthly check-ins with us + Mak 🎽 A custom race kit + surprises we’re keeping quiet (for now) 🍽️ Dinner in Scottsdale with Mak Total Value: over $1,000! The grand prizes will be awarded to women running (or planning to run) Every Woman’s Marathon. But every single person who applies will receive an $80 fueling sponsorship from us. If you’ve always wanted to fuel better but felt like it was out of reach, now is your moment. Applications close TODAY. The only thing between you and the fuel you deserve is this application. We can’t wait to see your name come through, Laura & Courteney

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June 20, 2025

Recover & Refresh (or: How To Trick Your Brain Into Thinking You’re a Wellness Icon)

This smoothie bowl was engineered for post-ride glory — equal parts cool-down, recovery fuel, and “wow I’m kind of amazing for making this.”With carbs to refill, protein to rebuild, electrolytes to rebalance, and mint to make you feel like a functioning adult — it’s basically everything your body is begging for after a long ride or run.

Learn more