GU believes nutrition should be used to maximize each athlete’s performance and enjoyment of sport, first and foremost, and then do so in the most natural and sustainable way possible. That is what GU is about.

GU Nutrition Matrix. The intersection of hydration, energy and recovery. These are the pillars of our nutrition system. We take the latest sports and nutrition science, validate it with world class athletes as well as ourselves, and use what we learn to create energy, hydration and recovery products to maximize athletic performance and enjoyment. Period.

GU Nutrition Planning. Sound nutrition planning is based on each athlete’s body type, personal preferences, current fitness, race goals, race plan, and the changing conditions of the day. GU nutrition plans use these and other inputs to craft specific strategies to meet each athlete’s unique needs. GU’s uncommonly thoughtful approach to planning is a major part of who we are. It will be a growing component of our communication with athletes going forward.

GU FOR IT. What ever your athletic goal, there’s a GU FOR IT. This is our 2015 marketing campaign designed to encourage athletes to take on new challenges and to explain that GU’s complete line can be used with smart nutrition planning to achieve new levels of performance and enjoyment.