Fuel Goods and FLOW Formulas Welcomes Professional Ultra Runner Hillary “Hilly Goat” Allen as Sponsored Athlete

January 8, 2026

January 8, 2026 /ENDURANCE SPORTSWIRE/ – Fuel Goods, the inclusive sports nutrition platform built to simplify fueling, is proud to announce the sponsorship of professional ultra runner Hillary Allen, widely known in the trail running world as Hilly Goat. This partnership is supported in collaboration with women-led nutrition brand Flow Formulas, marking a shared commitment to athlete education, resilience, and women’s sport.

Hillary Allen is one of the most respected voices in trail and ultrarunning — not only for her podium finishes and international racing career, but for the way she openly shares the realities of recovery, mental health, and long-term athlete well-being. After surviving a life-threatening fall during a race in 2017, Hillary’s return to the sport became a powerful story of patience, persistence, and redefining success beyond results.

“At Fuel Goods, we exist to remove the guesswork from fueling and help athletes build trust in their bodies,” said Laura Jorgensen, Co-Owner of Fuel Goods. “Hillary embodies everything we believe in — curiosity, resilience, and the courage to approach sport with both ambition and compassion. She doesn’t just compete at the highest level; she helps others feel like they belong in endurance sports. That’s the kind of athlete we’re proud to support.”

The partnership unites two female-founded brands with shared values around education, inclusivity, and research-backed nutrition — grounded in the belief that thoughtful fueling should be accessible and supportive for athletes at every level.

“Supporting women in women’s sports is something Flow is always passionate about,” said Hannah Reese, CEO of Flow Formulas. “We are truly excited to officially welcome Hillary to the team and look forward to seeing her continued success!”

As part of the collaboration, Hillary will work closely with Fuel Goods and Flow Formulas to explore smarter fueling strategies for training, racing, and recovery — while continuing to advocate for transparency, education, and sustainability in endurance sports.

“Partnering with Flow and Fuel Goods feels like a natural extension of how I train, race, and live,” said Hillary. “I care deeply about fueling well, supporting brands that prioritize quality and integrity, and building community around movement. FLOW and Fuel Goods make it easier to show up prepared, recovered, and confident, day after day.”

This partnership reflects a broader shift in athletics: one that values athlete health, informed fueling, and long-term success over one-size-fits-all solutions.

“Hillary’s story reminds us that fueling isn’t just about race day,” Jorgensen added. “It’s about supporting the whole athlete — through setbacks, comebacks, and everything in between.”

Fuel Goods, Flow Formulas, and Hillary Allen look forward to a season of collaboration that champions women in sport and helps athletes everywhere fuel with confidence.

About Fuel Goods
Fuelgoods.com is a performance innovation company and online marketplace helping athletes fuel smarter. Founded by two former professional athletes — Fuel Goods blends firsthand experience with cutting-edge data to simplify the science of sports nutrition.

Its proprietary MyFuelFinder technology gives athletes personalized fueling recommendations, strategies, and product selections from top brands — all in one place. From everyday runners to elite competitors, Fuel Goods makes finding, trying, and buying the right fuel easier than ever.

About Flow Formulas

Flow Formulas has carved an unmistakable place in the endurance sports world as the only allergen-free, 100% research-based nutrition line trusted by cyclists, runners, and endurance athletes. Founded in Colorado in 2017, Flow Formulas began as a mission of necessity when co-founder Hannah, registered dietitian and training to qualify for the marathon in the Olympic trials, discovered she had multiple food sensitivities, including corn. Finding no suitable endurance fuel on the market, she began crafting her own blend based on peer-reviewed research, not from personal preferences or assumptions about what might work, but from actual scientific data. Joined by her brother Caleb—a chemistry PhD student and collegiate mountain biker—the pair transformed a kitchen project into what is now a premier line of scientifically grounded, allergen-free endurance nutrition products.