PureSport, a patent-pending performance drink, is continuing its rise from Olympian's secret weapon to mainstream sports drink with a number of distribution, athlete, product and personnel announcements, the brand recently announced.
Brendan Hansen, the world-record holding swimmer who won gold in Beijing, is taking a break from 15 years in the international world of competitive swimming to join PureSport as director of training and performance, according to the company. In his new position, Hansen will be responsible for building the company's relationships with athletes, trainers, coaches and sports clubs.
"I've been training with PureSport for the last two years and believe so much in the product that I've decided to put my swimming career on hold to do what I can to spread the word about PureSport," says Hansen. "I'm excited about this new challenge and intend to approach it with the same work ethic and commitment to excellence that I’ve applied to my career in swimming."
Launched in July 2008, Pure Sport took center stage at the Beijing Olympics thanks to Olympic gold medalists Michael Phelps, Brendan Hansen, Ian Crocker, Aaron Peirsol and Nastia Liukin, all of whom made public the key role that PureSport played in their Olympic training programs.
"What I love most about what we've built is that we're a tight group and our athletes are real product ambassadors, not hired marketing guns," says Michael Humphrey, CEO of PureSport. "Every one of them trains with PureSport and has experienced first-hand the product’s ability to help them perform at peak levels."
To meet the growing consumer demand for the product, PureSport has signed a national distribution deal with Sports Authority, a full-line sporting goods chain, as well as online outlets including SwimOutlet.com and NutritionExpress.com.
Until now, PureSport, which has enjoyed a cult-like following among professional athletes, coaches and trainers, had been available primarily through the company's website.
PureSport also has inked exclusive product training deals with a range of top athletes including Ryan Powell, the nation's top-ranked lacrosse player; soccer star, Kenny Cooper Jr.; triathletes Brandon Marsh and Amy Marsh; and NFL player Bernard Berrian of the Minnesota Vikings, according to the company.
"I kept hearing a buzz about PureSport and thought, I've gotta try this stuff, so I did. And let me tell you, it really works—it makes a huge difference in terms of reducing post-workout muscle fatigue and soreness," said Berrian. "I'm thrilled to be part of the PureSport team."
PureSport's secret is in its patent-pending formulation, which boasts a 2:67-to-1 protein-to-carbohydrate ratio, which is optimal for muscle performance and recovery. The product also has no caffeine, no added sugar and about half the calories of other sports drinks, which has made it popular with those watching calories.
In other news, PureSport has earned registration with Informed-Sport, a leading, independent supplement testing program that registers products that they have tested and proven to be free of substances prohibited by the WADA, the World Anti-Doping Agency.
"We're honored by the designation," says Humphrey. "PureSport is as clean a drink as they come, which is why athletes, trainers and coaches love it so much."
But PureSport is quickly gaining a following among non-athletes as well. According to Humphrey, the company has received calls from safety directors at corporations who want to buy PureSport for their industrial workers.
Humphrey says he's not surprised by the growing popularity of the product and the company's growth.
"It's clean, it tastes great and it works," says Humphrey. "It's performance in a bottle whether you're competing in a world-class sporting event, working out in the gym, doing yoga, recovering from the flu or cleaning out your garage."