When we started Fuel Goods, we had one goal: make it easier for athletes to fuel the way they deserve — with intention, insight, and joy. Not chaos, not guesswork, and definitely not the one-size-fits-all approach that’s dominated endurance sports for too long.
So when we met Emily Hawgood, we felt it immediately. The spark. The alignment. The “yes, she gets it” moment.
The Kind of Athlete Who Lifts the Sport
Emily doesn’t just race — she radiates. Originally from Zimbabwe, now lighting up the international ultra and trail running scene, she’s the rare kind of athlete who leads with both grit and grace. Whether she’s chasing podiums at Western States or cheering for the person chasing cutoffs, she brings the same energy: give your all, and lift others while you’re at it.
That’s exactly what we believe in at Fuel Goods.
Fueling Smarter, Together
At Fuel Goods, we’re obsessed with helping athletes understand their fueling — what works for their physiology, their training, and their goals. Emily’s approach to racing mirrors our approach to building: test, learn, adapt, and trust the process.
What Comes Next
This partnership isn’t about putting another logo on a singlet. It’s about pushing the sport forward. Together, we’ll be exploring how smarter fueling can unlock potential, create community, and redefine what’s possible for endurance athletes around the world.
As Emily says:
“Fueling is such a critical part of racing — and it’s something I’ve learned the hard way through both success and setbacks. Having a platform that gives athletes confidence in their nutrition is game-changing.”
We couldn’t agree more.
Welcome to Team Fuel Goods, Emily — let’s make fueling easier, smarter, and more inspiring than ever.
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