{"id":73978,"date":"2024-08-22T22:45:51","date_gmt":"2024-08-23T02:45:51","guid":{"rendered":"https:\/\/thelaurelofasheville.com\/updatestage\/?p=73978"},"modified":"2024-08-22T22:46:19","modified_gmt":"2024-08-23T02:46:19","slug":"new-asheville-company-promotes-simple-straightforward-nutrition-for-an-active-lifestyle","status":"publish","type":"post","link":"https:\/\/thelaurelofasheville.com\/updatestage\/outdoors\/new-asheville-company-promotes-simple-straightforward-nutrition-for-an-active-lifestyle\/","title":{"rendered":"Outdoors:<\/strong> New Asheville Company Promotes Simple, Straightforward Nutrition for an Active Lifestyle"},"content":{"rendered":"

By Emma Castleberry<\/p>\n

Asheville is a hub of outdoor activity\u2014from our robust calendar of race events to our impressive network of trails for hiking and biking, we are a community centered around getting outside and moving our bodies. And to do that, you need the right kind of fuel.<\/p>\n

\"\"Laura Jorgensen, chief endurance officer (CEO) of Fuel Goods, is a former professional cyclist that, alongside her teammate and co-founder Courteney Lowe (chief operating officer), decided to open up the business in Asheville because of its reputation as an active, progressive place.<\/p>\n

\u201cWhen we were still racing bikes professionally,\u201d she says, \u201cwe were drawn to Asheville for its incredible riding and vibrant outdoor community. What we didn\u2019t anticipate was discovering such a warm, inclusive community that truly felt like home.\u201d<\/p>\n

Fuel Goods is a sports nutrition company that strives to redefine what it means to be an athlete. \u201cThe sports nutrition industry historically has been geared toward a narrow definition of athleticism that can be daunting for many,\u201d says Jorgensen. \u201cAt Fuel Goods, we break down those barriers with a marketplace where everyone is welcome.\u201d<\/p>\n

\"\"Fuel Goods endeavors to make a sometimes complex industry simple and relatable: it considers who you are, what you like and what level of activity you\u2019re doing, then suggests snacks, gels, hydration powders, chews and supplements that will best support your goals. Anyone who has impulsively signed up for a triathlon, started training, and then found themselves spending hours poring over protein powder reviews online will certainly appreciate the company\u2019s mission. Likewise, seasoned athletes can enjoy the flexibility and individualized nature of Fuel Goods\u2019 \u201cBuild Your Own Box\u201d option. \u201cWhether you\u2019re just beginning your journey and need us to curate the perfect box of nutrition for you, or you\u2019re an experienced athlete who knows exactly what works and prefers to pick and choose on your own, we meet you where you are,\u201d says Jorgensen.<\/p>\n

When she made the decision to headquarter Fuel Goods in Asheville, she was warned about talent and resource gaps that might not make it the best place for a start-up. \u201cWe saw it differently,\u201d she says. \u201cIt\u2019s a classic chicken-or-the-egg scenario: successful startups can catalyze the influx of talent and resources. Nothing will change if nothing changes. We know it won\u2019t be easy, but we\u2019re not afraid of tackling hard things and are committed to contributing positively to the city\u2019s economic landscape, attracting high paying jobs, and being part of the change that transforms Asheville into a thriving hub for innovation.\u201d<\/p>\n

\"\"For Jorgensen, proper nutrition can mean the difference between a new activity becoming a joyful lifelong hobby for someone, or them abandoning it in frustration. \u201cToo many people let underfueling or poor fueling steal their joy and miss out on the enjoyment of exercise\u2014we know because we\u2019ve been there,\u201d she says. \u201cWe aim to make the whole process, from selection to delivery to consumption, convenient and enjoyable so everyone can discover the profound impact of what nourishing your body with good fuel can mean.\u201d<\/p>\n

You won\u2019t find a random selection of products on the Fuel Goods website. Each item has been vetted for alignment with the company\u2019s pillars of inclusivity, transparency and integrity. \u201cThere\u2019s no room to settle for mediocre brand values when so many companies are doing incredible work,\u201d says Jorgensen. Products are also evaluated by a team of nutrition experts and then tested by real-world athletes to ensure their quality.<\/p>\n

Fuel Goods, at its core, is about access and encouraging a broader community of active people. \u201cIf you move your body, we\u2019re here for you,\u201d says Jorgensen. \u201cI think the elite nature of the industry has overlooked an entire group of people and left many without the knowledge or resources to fully discover how transformative proper fueling can be. We\u2019re dedicated to changing that by making high-quality nutrition relatable and accessible so everyone can experience how much better life can be when you tackle it well fueled.\u201d<\/p>\n

Learn more at FuelGoods.com<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Asheville is a hub of outdoor activity\u2014from our robust calendar of race events to our impressive network of trails for hiking and biking, we are a community centered around getting outside and moving our bodies. 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