The FEED: Custom Nutrition For Endurance Athletes

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The Feed sources nutrition products from both major and minor brands, and then ships the packages to your door once a month.

Shopping for sports nutrition can be a pain, and many of us simply base our buying habits around whichever Clif Bar flavor is on sale at the local grocery store. This method is convenient, but what happens when our taste buds sour on Peanut Toffee Buzz?

The Feed, a Colorado-based nutrition company, is hoping to solve the problem by curating a custom menu of bars, gels, drink mixes and even waffles from major and minor brands in the nutrition space, and then mailing the collection to your door. The company refers to itself as “your personal soigneur,” in reference to the staffers on professional cycling teams who man the feed zones during major races.

Currently its menu offers a wide range of products from Clif, PowerBar, Honey Stinger, Bonk Breaker, GU, Justin’s Nut Butter, Breeze Bar, Skratch Labs, Cytomax, Fluid, Camelbak, Rip van Waffle and Science In Sport and Fluid performance drink. The company hopes to add more brands to their stock each month.

Customers choose from three monthly price points: $10, $20 and $30, and once a month the Feed mails out a box filled with a selection of products. After each shipment, customers can call a Feed representative to swap out products and ask about nutrition needs. In late September, the company will also allow customers to customize their selections via the web.

“If you talk to 10 people, they are going to have 10 different nutrition preferences, and we’re trying to meet everybody’s needs,” said co-founder Bryan Smith. “If you don’t want Clif Bars but want Breeze Bars, that’s great, whatever you prefer.”

Each shipment comes with literature about when to eat during a ride, and which products to eat.

The company traces its roots to the domestic cycling scene. Smith is a longtime staffer with Slipstream Sports, as is co-founder Matt Johnson, who is also the president of Slipstream, which owns the Garmin-Sharp pro cycling team. Its third founder, Kevin Field, was director of the Canadian Symmetrics cycling team.

Smith said the three share a background in ecommerce, and had brainstormed ways to start a new company to cater to outdoor and endurance enthusiasts. The inconvenience of nutrition shopping and general lack of nutrition knowledge amongst consumers, Smith said, presented a natural problem to fix. Packed into each shipment are handy index card-sized instructions for how to eat and drink during rides of varying length and intensities.

“We’ll talk you through what you should eat and when you should eat it over the phone,” Smith said. “It’s a service that is a little different from regular online retail.”

The Feed claims its bulk buying saves the consumer about 30 percent on total purchases versus shopping at retail. The entry-level $10 box includes seven pieces: two bars, one gel, two chews and two hydration packs. The $20 is a 14-piece set: five bars, two gels, three chews and four hydration packs. The $30 pack is 22 pieces: nine bars, three gels, four chews, and six hydration packs.

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