July 10, 2026

We took runner-up at Outside Ignite. That's not the part I'm proud of.

by Laura Jorgensen in Articles

Laura here, with new news.

Fuel Goods was just named runner-up at Outside Ignite — Outside's startup pitch competition in Denver.

Eight finalists, live pitches, a room full of judges who know this industry cold.

We came in second, which technically means we lost to exactly one company.

A fact I have fully made peace with and also think about constantly.

It was very cool. I'd be lying if I said otherwise.

But let me tell you what it actually took to get there, because "runner-up" is a very tidy word for a deeply unhinged month.

I spent over a month fine-tuning the pitch deck.

Years of building this company, and I still needed thirty-plus days to get it into five minutes.

Turns out the hardest version of your business to explain is the short one.

(BTW, I hit the split to the second.)

I rehearsed the script no fewer than a thousand times.

At one point I fed it into an AI and generated an emo song out of my own pitch.

Which is a sentence I genuinely did not expect to write, and which I am now sharing with you against Courteney's explicit advice.

[Listen here.]

Because Denver sits a mile above sea level, I pounded Ultima like it owed me money —

On the theory that if my legs were going to betray me at elevation, it would not be for lack of electrolytes.

The morning of, I went and did one of my first post-knee replacement runs.

The only way I know how to get my head sharp is to go make my body tired first.

Over a decade in and my pre-big-moment routine is still just "go run and think about it."

And then I was backstage, shaking.

Full adrenaline, hands not entirely under my own management.

It was the exact feeling I had at the starting line of my first professional race — that specific cocktail of terror and certainty.

Then I walked out, started talking, and hit my groove.

Same as I did back then, the second the gun went off.

Here's the part I'm proud of — what we got up on that stage and said.

The sports nutrition industry has a problem.

And it is not a shortage of products.

There are gels.

Chews.

Drink mixes.

Recovery powders.

Tiny packets making enormous promises.

We are drowning in options.

Most of us have a kitchen drawer that could sponsor a marathon on its own.

And yet most athletes are still standing there before a long run thinking:

What do I take?

When do I take it?

How much do I actually need?

And why did I still fall apart at mile 20?

We showed Outside that problem.

Then we showed them what we've built to solve it.

Needless to say, they liked it.

That problem is the whole reason Fuel Goods exists.

We built Fuel Goods for the athlete who knows fueling matters but has no interest in becoming a sports dietitian to survive a training block.

The one who is tired of bonking, overthinking, underfueling, and panic-buying at the expo.

Runner-up at Outside Ignite just told us, in front of a room full of people who would know, that we're chasing the right problem.

LFG,

Laura

June 5, 2026

Hillary Allen Made a Fuel

We don’t sponsor many athletes. So when we do, it’s because we really, really believe in the person. Hillary Allen is one of those people. She’s an elite ultra endurance athlete, a Fuel Goods athlete, and someone who knows exactly what long days demand from your body. Meet the Hillary Allen Special Edition Endurance Mix This is a 10-serving bag of Flow Formulas Endurance Mix in white peach, inspired by the Palisade peaches grown along Colorado’s Western Slope. It's fresh. It's bright. It's clean. It's very much not “mystery sports drink from the bottom shelf of a gas station.” It uses a 1:0.8 glucose-to-fructose ratio to support high carbohydrate absorption. Which is helpful when you’re deep into a long effort and would prefer your gut not start filing complaints. TL;DR: it’s built for the big days. The long runs. The mountain missions. The rides that accidentally become character development. The workouts where your watch says “productive,” but your soul says “please be serious.” The part we want to say out loud Flow Formulas is female-founded. Fuel Goods is female-founded. Hillary is a badass female athlete. So yes, this one feels personal. Not because we needed a cute collab moment. Because the product is good, the people behind it care, and Hillary helped build something she’d actually use. That’s the kind of athlete collaboration we can get behind. And it’s why Fuel Goods gets to be the first place you can buy it. The Hillary Allen Special Edition Endurance Mix is exclusively available through Fuel Goods for a limited window before it goes into wider distribution. If you want it before everyone else has it, that window is now. Here’s to women fueling women. Literally, with carbs. Figuratively, with belief, guts, and the kind of collaborations that make this sport better. We’re proud to help bring this one into the world. And even prouder that you get first dibs. Click HERE to get yours now. Fuel On, Laura and Courteney

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May 16, 2026

High Carb Drink Mix vs. Standard Hydration: What You Actually Need and When

The honest guide for athletes who are tired of guessing. You've seen the term "high carb" everywhere lately. On race recaps, in training groups, on the shelves of Fuel Goods. And if you've spent any time in an endurance community in the last few years, someone has probably told you to "drink your calories." But here's the part that usually gets skipped over: not every run, ride, or race needs the same fuel. Using a high carb drink mix on a 45-minute tempo run is like showing up to a Tuesday night dinner with a full catering spread. Overkill. Possibly uncomfortable. Almost definitely unnecessary. This guide breaks down exactly what high carb and standard hydration mixes are, when each one belongs in your bottle, and how to think about the decision for your specific distance and pace. No jargon, no oversimplification. Just the stuff that actually helps you fuel better. First, let's clarify the difference Standard hydration mix is designed to replace the electrolytes — primarily sodium — you lose in sweat, with a modest amount of carbohydrates to support energy and improve fluid absorption. A typical serving delivers around 20g of carbs and 80 calories. It's light, easy to drink, and intended to work alongside the food you eat — gels, chews, bars — not replace it. High carb drink mix is a different tool entirely. It's built around complex carbohydrates that deliver a large amount of energy in a gut-friendly way — designed to break down steadily rather than spike and crash. Depending on the product, a single serving typically delivers 50–100g of carbohydrates and 200–400 calories. The goal is concentrated liquid fuel for efforts where solid food becomes impractical, inaccessible, or just really unappealing at mile 18. The key distinction: standard hydration keeps you topped up. High carb is doing the heavy lifting when your glycogen stores are under serious pressure. The carb math your body actually cares about Here's the number that changes how you think about fueling: most endurance athletes need between 60 and 90 grams of carbohydrates per hour during sustained, hard efforts. Some elite-level athletes push 90–120g/hr — but getting there requires deliberate gut training over weeks. For context, 60g/hr is roughly two standard energy gels per hour. 90g/hr starts to require a mix of sources — which is where liquid carbs become genuinely useful. Your gut can only absorb about 60g of glucose per hour through one transport pathway. To get beyond that threshold, you need a second type of carbohydrate (fructose) that uses a completely separate pathway. High quality high carb mixes — including Skratch Super High-Carb — use both, which is how you get to higher absorption rates without the traffic jam that causes GI distress. The practical upshot: a high carb drink mix isn't just "more carbs." It's a smarter delivery system for when your body needs a lot of fuel fast. When to use standard hydration Standard hydration mix is your everyday workhorse. It earns its place in your bottle for: Efforts under 90 minutes. For shorter runs, rides, or swims, your glycogen stores are largely sufficient. You don't need to replace a lot of calories mid-effort — but you do need to replace sodium and fluid, especially in heat. Standard hydration handles this perfectly without any risk of gut issues. Easy and moderate training days. Long slow distance runs, zone 2 rides, recovery sessions. Your body is working aerobically and burning fat alongside carbs. You don't need the firepower of high carb mix — you just need to stay hydrated and keep electrolytes balanced. Any effort where you're eating real food. If you have a crew, aid stations with solid food, or pockets full of bars and chews, standard hydration paired with solid fuel is a completely viable strategy. Many athletes do their best long runs this way. Hot weather, high sweat rate days. On days when you're sweating heavily, you may actually need more sodium than carbs. Standard hydration mix — with its sodium-forward formula — is built exactly for this. You can always supplement calories separately. When to use high carb drink mix High carb mix earns its place when the fueling demand goes up and the practical ability to eat solid food goes down. Specifically: Long efforts over 90 minutes at race effort. This is the core use case. Once you're pushing hard for longer than 90 minutes, your glycogen stores are under real pressure. Getting 50–90g of carbs per hour from solid food alone — gels, chews, bars — is entirely doable, but requires a lot of unwrapping and chewing when you're breathing hard. Liquid carbs remove the friction. Half marathons (for faster runners) and full marathons. For a half marathoner running under 2 hours, high carb is worth considering — you're working hard enough that fuel is a genuine limiter and there are limited opportunities to eat at race pace. For full marathons, it becomes even more relevant. The longer you're out there, the more important it is to hit your carb targets consistently, and the harder solid food becomes to stomach as fatigue builds. Cycling and triathlon. This is where high carb drink mix has been used longest and is most established. Cyclists have the advantage of being able to carry bottles without the jostling of running, and the ability to consume more fluid per hour. During an Ironman bike leg, athletes commonly fuel almost entirely via liquid carbs — it's just easier to execute at 20mph than reaching for a bar. Triathletes in particular benefit from liquid fueling on the bike so they head into the run with a stocked glycogen supply rather than trying to catch up once they're on their feet. When chewing is simply not happening. There's a point in every long race where the idea of eating something solid is physically unappealing. This isn't weakness — it's physiology. Your gut is under stress, your digestive system has slowed, and your body has made clear it is not interested in a waffle. High carb drink mix is built for exactly this moment. In combination with standard hydration. This is an underused strategy: mix your High-Carb with a scoop of standard Sport Hydration Mix to simultaneously hit your carb targets and get a bigger sodium hit. Especially useful for saltier sweaters or hot race days where you need more of both. A practical guide by distance Half marathon (13.1 miles) Target: 30–60g of carbs per hour, depending on pace and finish time. For most runners, a combination of standard hydration mix and 2–3 gels per hour covers this comfortably. Faster runners (under 1:45) may benefit from adding a single-serving High-Carb packet in the bottle for a more seamless fueling experience with fewer mid-race unwrapping moments. Start fueling earlier than feels necessary — around 20–25 minutes in — and don't wait until you're hungry. Full marathon (26.2 miles) Target: 60–90g of carbs per hour. This is the sweet spot for high carb drink mix. At marathon pace, you're working hard enough that a deliberate fueling strategy matters, and the back half of the race is where fueling decisions made in the first half show up. A single-serving High-Carb packet per hour, paired with gels or chews for additional carbs and a separate bottle of standard hydration for electrolytes, is a solid starting framework. Practice this in training — your long runs are your laboratory. Cycling (2+ hours) Target: 60–90g of carbs per hour, up to 120g for high-intensity efforts. Liquid fueling is at home here. A full serving of High-Carb (100g of carbs) in one bottle, with a second bottle of standard hydration for electrolytes and additional fluid, covers most training rides. For racing or big climbing days, scale up accordingly. The key advantage on the bike is that you can carry more fluid and drink it without breaking stride. Triathlon Target: varies by leg, but build your carb reserves on the bike. The triathlon-specific rule: don't save your fueling for the run. Fuel aggressively on the bike — liquid carbs are easiest to execute at that stage — so you hit the run with glycogen stores that haven't been depleted. High carb on the bike, lighter fueling strategy on the run. Standard hydration throughout. Gut training: the thing nobody wants to talk about Here's the honest caveat: if you're new to high carb fueling, don't start on race day. Your gut is trainable — meaning it can adapt over weeks to absorb and process more carbohydrates during exercise — but it needs time and repetition. A sensible progression: Start with 30–40g of carbs per hour and add 10–15g every few long efforts. Give yourself several weeks to move from 40g to 60g, and more time still to get to 75–90g. Practice at race effort — your gut behaves very differently at easy pace than at the intensity you'll actually be racing. And use the same products you plan to race with. Surprises on race day are not the fun kind. The reward for doing this work: a reliable fueling strategy that holds up when it matters most. How to mix high carb drink mix (and avoid the lumps) One thing high carb mixes are honest about: they take a little more effort to mix than standard hydration. The complex carbohydrate molecules are larger and don't dissolve instantly — but a little technique goes a long way. The move: add your powder to a dry bottle first. Add 4–5 oz of water and shake hard. Then add the remaining water and shake again. For best results, let it sit for 15 minutes before drinking — this gives the powder time to fully hydrate. Pre-mixing the night before and refrigerating works exceptionally well and is a trick Courteney swears by. The short version Use standard hydration for efforts under 90 minutes, easy training days, and anytime you're eating solid food alongside it. Reach for high carb drink mix when you're going long and hard, when chewing solid food feels optional or impossible, and when you need to consistently hit 60g+ of carbs per hour without the logistics of unwrapping gels in the rain at mile 19. They're not competitors. They're tools. And knowing which one your day calls for is half the battle. You’ve got this and we’ve got you! Not sure where to start? The High Carb Sample Bundle lets you try a few options before committing to a full bag. Your long run, your call.

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May 6, 2026

The Thing in the Fancy Box: Maurten BiCarb, Explained for the Rest of Us

You've seen elites use it. You've wondered if it's for you. Here's the honest answer. Let's address the elephant in the room: Maurten BiCarb looks like a science experiment. There's a mixing bowl. There are components labeled A, B, and C. There's a QR code that leads to a "Digital System." It's a lot. But here's what it actually is: baking soda. Very fancy, very well-engineered baking soda — designed to help your muscles keep working when your pace tells them to stop. If you've got a marathon on the calendar and you've been curious about BiCarb, this is the no-jargon breakdown you didn't know you needed. First, what's actually happening to your legs at mile 20 You know that burning, heavy, "my legs have left the building" feeling late in a race? Conventional wisdom blamed lactic acid. The real culprit is hydrogen ions — a byproduct of your muscles working anaerobically (a.k.a. going hard without enough oxygen). Those ions make your muscles increasingly acidic, which overwhelms your system and leads to the slowdown. Sodium bicarbonate — the active ingredient in BiCarb — is alkaline. It neutralizes that acid buildup, buffering your muscles against the rising acidity so they can keep firing a little longer and a little harder. It's been used in sports science research for decades. In fact, early studies date back to over 100 years ago. The catch has always been the side effects: traditional bicarb loading (think: raw powder or capsules) is notoriously hard on the gut. Cramping, bloating, and worse — usually right when you need to be focused on mile 22, not a porta potty. So what did Maurten actually solve? Maurten applied the same hydrogel technology behind their gels and drink mixes to bicarbonate. The BiCarb is encapsulated in a hydrogel that delays its reaction with stomach acid, carrying it further into the digestive system before it's absorbed. Less surface-area reaction in the stomach = significantly reduced GI distress. The result: you get the buffering benefits without the gamble. It's still bicarb. It's just bicarb that's been wrapped in a delivery system designed to actually work inside a human body during a race. The system includes three components — a mixing bowl (A), the hydrogel powder (B), and the bicarbonate mini-tablets (C) — plus access to a personalized digital protocol based on your body weight and experience level. Does it actually work for a mid-pack marathoner? Here's the honest answer: the research on BiCarb is strongest for shorter, high-intensity events lasting 45 seconds to about 8 minutes — think 800m to 5K. For the marathon specifically, the evidence is less clear-cut than the marketing would suggest. That said? You don't have to be Sabastian Sawe to find value in it. Though for reference: Sawe used the Maurten BiCarb System on his way to running the first sub-two-hour marathon at London 2026. So it's not nothing. For a mid-to-back-of-pack marathoner, the case for BiCarb is this: the final miles of a marathon are often run at a pace where your body is working hard enough to accumulate that acid buildup. Anything that helps buffer that — even marginally — is worth understanding. And at minimum, the 30–40g of carbohydrates in the hydrogel itself isn't a bad pre-race fuel addition. The cardinal rule: train with it before you race with it. Never introduce anything new on race day. How to actually use it: the mid-pack marathoner's protocol Here's where the instructions on the box get a little vague. Let's make it practical. The night before Keep dinner normal — familiar carbs, nothing heavy, nothing that's going to make you nervous in the morning. This is not the night to experiment with the pasta special at the hotel restaurant. Race morning: 2–3 hours before your start time Eat a light, carbohydrate-forward meal. Simple is better. The London Marathon winner's pre-race meal? Two pieces of toast with honey. Not a stack of pancakes. Not a five-egg scramble. Toast and honey. If it's good enough for a world record, it's good enough for your BQ attempt. The goal is to top off your glycogen stores without anything sitting heavy in your stomach when BiCarb kicks in. 90 minutes before your start time This is your BiCarb window. Here's why: BiCarb needs time to be absorbed and reach peak blood concentration. Maurten recommends 90 minutes before your race — and that window matters. Too early and the benefits fade; too late and you're absorbing it while you're already running, which increases GI risk. Mixing instructions: Add 200ml of cold water to the mixing bowl, Component A. Add the hydrogel powder, Component B, and shake for 15 seconds. Let it stand for a few minutes. Add the bicarbonate mini-tablets, Component C, and stir gently. Eat the contents immediately — don't chew, just swallow. It has a neutral taste with a slight sweetness. The texture is a clear, slightly thick gel with small tablets. Think: a Maurten gel, but with more going on. Important: pair it with carbs BiCarb should be taken with 30–40g of carbohydrates. This isn't optional — the carbs help with absorption and reduce the likelihood of stomach discomfort. The hydrogel in the system already contains carbohydrates, so you're already partially covered, but pairing it with your pre-race breakfast carbs is the move. On the bus / walk to the start Sip water normally. Don't overdrink. Stay calm. The BiCarb is doing its work. What to stack with it BiCarb doesn't work in isolation — it's one piece of a race-day fuel strategy. Here's how to think about the full picture: Maurten Solid 160 is the ideal pre-race carbohydrate companion. An oat-and-rice bar with 40g of carbohydrates, it's designed for exactly the pre-loading scenario BiCarb requires. Easy to digest, not fussy. Maurten Drink Mix 320 is what many elites use on the bus to the start — a high-carbohydrate drink to keep glycogen stores topped off without eating more solid food. Worth having on hand for longer race mornings. Maurten Gel 100 is your in-race workhorse. Take one 5 minutes before the gun, then every 30–40 minutes during the race. The Gel 100 Caf 100 version, with 100mg of caffeine, is worth planning into the back half of your race. The full picture: light breakfast 2–3 hours out → BiCarb 90 minutes out → Drink Mix on the way to the start → Gel 100 five minutes before the gun → Gels every 30–40 minutes on course. A few things worth knowing before you buy Dose by body weight. The BiCarb System comes in multiple serving sizes based on your weight and bicarb experience level. Start with a lower dose your first time and work up. Max two servings per week. This is not a daily supplement. The sodium content is high and Maurten is explicit about the limit. Practice at least once before race day. Seriously. Do a hard long run or a tempo workout using it first. Your gut needs to meet it before your race does. GI side effects are still possible. The hydrogel technology reduces the risk significantly, but everyone's gut is different. Some people still experience bloating or discomfort, especially at higher doses. Bottom line Maurten BiCarb is not magic. It won't fix a training block that needed more long runs. It won't carry you through the wall if you went out too fast. But for a runner who's done the work and wants to give their muscles the best shot at holding on through the final miles? It's a tool worth understanding — and worth trying in training before you trust it on race day. The science is real. The timing matters. The toast and honey is not optional. New to Maurten? The full lineup — BiCarb, Gels, Drink Mixes, and Solids — is available at FuelGoods.com.

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