By Shaun Wheatcroft
Tuesday, October 16, 2018

Athlete nutrition brand signs sports communications agency

Rising sports nutrition brand Fuel for Sport has appointed multi award winning independent sports communications firm Macesport as its retained PR, Social Media and Digital agency.

The makers of popular nutrient rich ready-to-eat meals, Fuel for Sport has plugged a gap in the market for convenient meals that pass the dietary test for professional and amateur athletes alike with the right amounts of protein, carbohydrates and flavour to fuel high intensity training and games.

Fuel for Sport Director, Tom Mawhood, said; “Engaging elite sports nutritionists in the development of each recipe was critical to earning the trust of athletes and their coaching staff who have very strict requirements and clearly understand how their diet impacts performance.”

Endorsement from sports nutritionists is also enabling Macesport to build a credible reputation for Fuel for Sport as the go-to provider of ready-made athlete nutrition among the wider sports community.

“Macesport was the obvious choice for us given the team’s in depth understanding of sports and what makes athletes tick. Being Nottingham based they are local to us, but have an impressive global network that will allow us to extend our reach and build our brand even further,” Tom said.

The sports communications specialists will oversee the strategy and development of the brand across all marketing channels with a focus on PR, social media and digital including influencer campaigns and e marketing.

Macesport CEO Ben Thompson, a former professional athlete understands the challenges involved in fitting healthy meal preparation around a busy training and work schedule.

“We’re big fans of Fuel for Sport and delighted to be working with them on a retained basis to raise brand awareness and help to grow a product that we really believe in.

“Part of our strategy involves working with athlete ambassadors who can share their love for the products and drive engagement in the brand. This is a best-in-class product that not only stands up to dietary scrutiny but passes the test when it comes to taste and convenience.”

Professional rugby players, strength and conditioning coaches and dieticians have already given the meals their seal of approval, with the key points of difference being high nutritional values which don’t require refrigeration and can be stored at an ambient temperature which doesn’t compromise on taste.

Already Fuel for Sport is being used by a number of top athletes including; British canoe sprint athlete and Olympian Rebeka Simon, Bath Rugby and England international Zach Mercer, Nottingham Rugby and Canada international Shane O’Leary, England netballer Jade Clarke, Saracens professional rugby player Manu Vunipola and Edinburgh Rugby and Scotland international Blair Kinghorn.

“Unlike other pre-prepared meals, these can be kept in your sports bag for pre or post training and include almost 40g of protein per meal which, like most sportspeople will know, is difficult to find in a single meal and without the need for painstaking food prep and cooking time.

“Fuel for Sport is a gamechanger for many of the ambassadors we’re working with and helps to give them back precious time in their day,” added Ben.

The Nottingham-based agency will be undertaking an integrated communications campaign utilising its special expertise in PR, events and digital marketing to support Fuel for Sport’s ambitions for future growth.

Fuel for Sport is available to order online in five meal variations including; Chicken & Tomato Curry, Chilli & Rice, Mexican Tuna Pasta, Thai Chicken Curry and Turkey Meatballs & Pasta. For more information visit fuelforsport.co.uk