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

February 3, 2026

The Only 6 Things You Need for a Perfect Valentine’s Day

Listen, we love romance. And if your Valentine is the kind of person who prefers long workouts over long-stemmed roses, we have some ideas to level up your game. A six-part plan for the perfect evening (and maybe even scoring bonus points in the process). 1. Thorne Berry Amino Complex 🍷 Sip, recover, repeat. Forget rosé—start the evening off with this blend. If they love pushing their limits, this will help them bounce back faster (so they can do it all over again). 2. The Fuel Goods Valentine's Day Box 💘 Roses are fine. Fuel is better. Not to toot our own horn, but toot toot! We've been told this box is "genius" and we must be on to something because we're almost sold out. 3. Hyland's Muscle Therapy Gel 💆♀️Massage by you first. Muscle rub second. Trust us, they'll love it. It's time to move to the massage portion of the evening and a real “I love you”? A post-workout rub-down. Ideal for recovery, relief, and the most romantic massage any athlete could ask for. 4. Avanza Anti-Chafe Balm 🔥 Because nothing kills the mood like chafing. If things are going well, this anti-chafe will come in handy. Beacuse whether you're running, riding, or sweating through a "HIT workout" (wink, wink), chafing doesn’t care. 5. Water Bottle + Electrolytes 💦 They need hydration after that workout (or…😉) No matter what type of effort they're dripping from, a quality water bottle + electrolytes will keep them fresh, hydrated, and functioning. 6. Fuel Goods Buff 👀 Bonus points if you hand them this gift while actually “in the buff.” We couldn't help but have fun with this one. The buff itself is lightweight and so cozy. But it's the way you present it that makes it a winner. There you have it! Now go make Valentine's Day a personal best! PS - Is your Valentine a choc-a-holic? Craft them a box of endurance chocolates at the Fuel Goods chocolate shop.

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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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