The story behind Fuel Goods
"We believe everyone deserves to discover the profound impact of what nourishing your body with good fuel can mean"
Laura + Courteney
Fuel Goods Founders and former professional cyclists
Our mission is to connect and empower you with the best nutrition on the planet.
If you're on this website, you're probably devoted to an active lifestyle. You've probably said nutrition is important to you and you want to fuel your best.
And then you've probably gone and grabbed whatever crappy fuel was in your cabinet because it was available.
We say, stop the madness!
Our motivation is to make sports nutrition approachable for all people, body types, and speeds.
At Fuel Goods we don't dream small. We know that sports nutrition can be confusing and overwhelming.
We aim to be the starting point of sports nutrition exploration online, achieving this through discovery, education, and curation. Some come along for the ride as we go on a fun-filled journey to find your perfect fuel!
We say, stop the madness!
Our timeline
2013
Fuel Goods isn't our first rodeo. Since 2013, we’ve been delivering boxes of tried and tested products to endurance athletes chasing down finish lines. You might remember us as The RunnerBox, the top subscription box for runners then and still numbero uno today!
2015
Since we were racing bikes professionally at the time, it was a no-brainer to add a cycling subscription to the mix!
2021
The RunnerBox and RiderBox grew to thousands of subscribers and we had to hang up our pro cycling careers just to keep up with all the demand!
2024
We were sending our subscribers all over the internet to restock on items they received in their boxes and thought, "isn't there somewhere they can easily get it all in one place?"
And lo and behold, even in 2024 the answer was no. Not unless you want to wade through the sea of Amazon BS or companies that ignore anyone outside of their narrow view of athleticism.
So, we took it upon ourselves to blaze a trail towards a more inclusive and user-friendly philosophy of sports nutrition, where every goal, no matter the size, is celebrated.
Welcome to Fuel Goods, where every athlete belongs.
We don't care if you've been at it for 20 years or started yesterday.
We don't care if you're setting records or just setting out.
No matter where you're at, we're here to provide straightforward solutions to help you fuel your best.
Now, let's meet the team
Based in the mountains of Asheville, NC, we are a team of former professional athletes, nutrition experts, and tech geeks on a mission to bring you products and experiences that will get you excited about fueling good.
The core team
Laura Jorgensen
Co-founder and CEO
Freak in the sheets #Excel 📈
Courteney Lowe
Co-founder and COO
Exercise and bread are life 🏃🏻
Hannah Lowe
Chief Nutrition Officer
Godzone Adventure Queen 🚵🏻♀️
Brad Gillon
Chief Technology Officer
Code Ninja on wheels 💻🚐
Jennah Dunham
Content & Comms Manager
Cilantro = Soap. #AntiCilantroCrusader 🌿🧼
Eric Thompson
Creative Director
King of Halloween costumes 🧟
Athlete and industry advisors
Dr. Stacy Sims
Renowned Physiologist and Nutritionist
Dan Jansen
Olympic Gold Medalist
