Welcome to the trade off you don't need to make
For years it's been accepted that elite athletes aren't totally healthy due to the stress they place on their bodies maxing out peak performance year after year. They're fast, but that speed comes at a price. Or so goes the theory.
It's similarly been accepted that sports nutrition is best made using manmade sugars, sweeteners and industrial dairy derivatives (whey) which, although unhealthy for everyone else, are somehow also the best possible choice for performance-minded athletes.
At 33, we're not drinking the Kool-Aid
Swole bros hitting the iron might love nothing more than necking sugared milk powder with a side of hormones, antibiotics and more. But us? We'll pass, thanks.
Triathlon and marathon headbangers may delight in forcing down enough gel to fill a sweet shop, while 'training' their stomach to handle the punishment and spiking their blood sugar into the stratosphere.
Us? Erm, no. But thank you for asking.
Because these nuggets of accepted sporting wisdom are, if you'll pardon our French, b*llocks.
Accepting that elite athletes are unhealthy means accepting a ceiling on their performance.
We don't buy that.
At 33 our ethos has always been about unlocking the barrier between maximum performance and maximum health. Because they're the same thing and bringing them together is the biggest marginal gain available in sport today.
Take massive performance, add massive health, brace for massive performance
Similarly, accepting that athletes should be fueling on the same sugars, sweeteners and other ingredients all clearly linked to today's booming diabetes, cardiovascular disease and dementia stats is misguided at best, immoral at worst.
Unhealthy ingredients aren't magically made healthy just because they're called sports nutrition.
We've been bringing serious health to serious performance at 33 since day one. It's taken us from humble origins in our own kitchen to being on sale in 30 countries and counting today.
Huge thanks to everyone who's joined the adventure - you're pioneers of a new level of performance.
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