IRONMAN Adds BASE Performance Bars and GU Energy Labs as New Nutrition Partners

March 20, 2019

TAMPA, Fla. – IRONMAN, a Wanda Sports Holdings company, is excited to announce the addition of BASE Performance Bars and GU Energy Labs as IRONMAN® and IRONMAN 70.3® North American Series nutrition partners. BASE Performance Bars will serve as the Official Bar with GU Energy Labs as the Official Energy Gel. Both products will be available as on-course nutrition starting at IRONMAN 70.3 Oceanside on April 6 and continuing at all North American IRONMAN and IRONMAN 70.3 events throughout 2019.

BASE Performance provides premiere nutritional supplements for endurance athletes. BASE has developed a unique and simple system with a variety of products for endurance athletes to improve performance, gain lean muscle, increase endurance and enhance recovery. Athletes know the value and importance of BASE training. The theory behind BASE Performance is no different. Having a strong BASE nutritionally will allow athletes to maintain a healthy body so that they can train, recover, adapt and get stronger so that they can perform at their best. The BASE Bars are certified organic, certified gluten-free, certified non-GMO, certified kosher, dairy free and soy free.

GU Energy Labs, founded in Berkeley, CA, has been helping athletes reach their peak performance since 1993. Their focus on innovation inspired them to create the original Energy Gel, and their commitment to performance has led to the creation of a full line of sports nutrition products to meet the demands of IRONMAN athletes.

GU Energy Labs is looking forward to supporting IRONMAN events with their line of ROCTANE Energy Gels that will fuel triathletes as they push to achieve their personal best performance. ROCTANE Energy Gels are designed for long-duration and high-intensity activities, exactly like IRONMAN and IRONMAN 70.3 races. These amped-up energy gels deliver energy via dual-source carbohydrates for fast and easy absorption, and each packet is packed with up to three times as much sodium (to aid in hydration) and three times as many amino acids (to help prevent muscle breakdown) when compared to GU’s original Energy Gel formula. ROCTANE Energy Gels also include beta-alanine and taurine (to buffer acidity and improve heart function). Three-time IRONMAN World Champion Mirinda Carfrae reaches for Pineapple ROCTANE Energy Gel when she’s racing!

For additional information on BASE Performance Bars and IRONMAN partnership, visit https://youtu.be/G7dPCOtwWOI. Visit their website at www.baseperformance.com.

For more information on GU Energy Gels, visit www.guenergy.com.

For more information on the IRONMAN brand and global event series, visit www.ironman.com. Press may contact press@ironman.com.


About BASE Performance

BASE Performance strives to provide the cleanest, most natural products on the market with zero to little additives. BASE was developed by endurance triathletes to provide clean nutrition to athletes. BASE is headquartered in Boulder, Colorado.  Learn more at www.baseperformance.com

About GU Energy Labs

GU Energy Labs strives to help athletes to reach their highest potential with products that deliver the right nutrients, in the right amounts, at the right time. Developed in collaboration with Olympians and age groupers alike, the GU nutrition matrix of Hydration, Energy and Recovery products has helped countless athletes achieve their dreams since its inception in 1993. Headquartered in Berkeley, GU Energy Labs produces all of its Energy Gels onsite with just the right blend of heart and science. Recommit to becoming your best athletic self, learn more about GU products, and discover how nutrition planning can help you get there at www.guenergy.com.


As part of Wanda Sports Holdings, the IRONMAN Group operates a global portfolio of events that includes the IRONMAN® Triathlon Series, the IRONMAN® 70.3® Triathlon Series, 5150™ Triathlon Series, the Rock ‘n’ Roll Marathon Series®, Iron Girl®, IRONKIDS®, International Triathlon Union World Triathlon Series races, road cycling events including the UCI Velothon® Series, mountain bike races including the Absa Cape Epic®, premier marathons including the Standard Chartered Singapore Marathon, trail running like Ultra-Trail Australia™, and other multisport races. IRONMAN’s events, together with all other Wanda Sports Holdings events, provide more than a million participants annually the benefits of endurance sports through the company’s vast offerings. The iconic IRONMAN® Series of events is the largest participation sports platform in the world. Since the inception of the IRONMAN® brand in 1978, athletes have proven that ANYTHING IS POSSIBLE® by crossing finish lines at the world’s most challenging endurance races. Beginning as a single race, IRONMAN has grown to become a global sensation with more than 230 events across 53 countries. For more information, visit www.ironman.com.

About Wanda Sports Holding

Wanda Sports Holdings is the world’s leading sports business entity, founded to capture the opportunities in the global sports industry and to contribute to the prosperous international sports landscape – in three key areas: 1) Spectator Sports (media and marketing business), 2) Participation Sports (active lifestyle business), 3) Services (digital, production and service business). Wanda Sports Holding incorporates the international sports marketing company Infront Sports & Media, the iconic endurance brand IRONMAN, and Wanda Sports China. The headquarters are in Guangzhou, China.