GU Energy Labs explained

GU Energy Labs
Founder:Bill Vaughan
Location City:Berkeley, California
Location Country:United States
Key People:Brian Vaughan, Owner; Magdalena Boulet, President
Num Employees:50 (2011)

GU Energy Labs is a company based in Berkeley, California, that produces sports nutrition products, most notably energy gels. Often consumed during endurance events, the gels are designed to be quickly and easily digested during any type of activity. Other products include energy chews, drink mixes, hydration tablets, stroopwafels and a Roctane line that includes an energy drink mix, protein recovery drink mix, gel, and capsules. The company was founded in 1994 by Bill Vaughan, who began creating an energy gel product in 1990. GU is considered the first major distributor of energy gels. The company has grown over time, and in 2011 its corporate headquarters and 50 employees relocated to a larger space in Berkeley's 4th Street shopping district.

Background and company history

Sports energy gels emerged in the United Kingdom in 1986 as a "convenient, prewrapped, portable" way to deliver carbohydrates during endurance events.[1] Gels have a gooey texture and are sometimes referred to as "goo" generically.[2] [3] Bill Vaughan, a biophysicist at University of California, Berkeley,[4] began working on an energy gel product in 1990.[2] He established GU Energy Labs in Berkeley, California, in 1994.[5] GU Energy Labs is regarded as the first major distributor of energy gels, supplying products at the Ironman World Championship in 1996.[6] [7] GU is now run by Bill's son, Brian Vaughan, who serves as president.[2]

In June 2011, GU moved its corporate operations and 50 employees from a 13000square feet space to one with twice as much floor space.[8] [9] The larger, 26000square feet space, located in Berkeley's 4th Street shopping district, affords the company an increased production capacity, with room for additional growth.[8] [9] GU's 2011 relocation was the first time in five years that all of its employees operated from a single location; previously, the company's operations, shipping, and marketing were executed from multiple buildings throughout Berkeley. GU outsourced its shipping operations to a third party provider, "for improved service and response times".[9]

Products

GU Energy Labs produces a variety of performance sports nutrition products, intended to increase the endurance of athletes.[10] Its products include GU Energy Gel, energy chews, drink mixes, hydration tabs, stroopwafels and a line of Roctane products. Their energy gel contains carbohydrates (maltodextrin and fructose), an amino acid blend, electrolytes (sodium and potassium) and, in some flavors, caffeine.[11] [12] Gel packets provide 100 calories and come in a variety of flavors,[2] including triberry, chocolate outrage, mandarin orange,[13] mint chocolate, salted caramel,[14] strawberry banana, and vanilla.[11] [15] The energy chews, created in 2009 and based on the gel formula,[10] are made from similar ingredients but also include antioxidants and come in a chewable form.[16]

GU produces three drink products: the GU Roctane Energy Drink Mix and the GU Roctane Protein Recovery Drink Mix.[17] The Roctane Protein Recovery Drink Mix, designed for consumption following physical activity, was created in 2009 and includes amino acids, antioxidants, carbohydrates, and protein.[10] [18] GU Hydration Tablets contain a low-calorie sweetening agent derived from Stevia.[19]

GU's Roctane line, introduced in 2008, includes an energy gel, energy drink mix, protein recovery drink mix, and capsules.[10] [20] The drink formula contains caffeine (in most flavors), beta-Alanine, taurine, and additional amino acids.[21] Compared to GU's original energy gel, servings of Roctane energy gel contains three times more branched-chain amino acids, more electrolytes, and ten times more histidine.[2] [22]

Sponsorships

The company sponsors numerous triathlon, swimming, biking, running[23] and outdoor athletes in order to promote its products, including the Brazilian team at the 2010 FIFA World Cup,[24] USA Triathlon,[5] TriGrandPrix,[25] the Rock 'n' Roll Marathon Series,[26] Western States Endurance Run, and the Leadville Race Series.[27] In 2012, the company became the first official gel and chew sponsor for Ironman.[7] [28] In 2013, in conjunction with the Challenged Athletes Foundation,[29] GU established the "Challenge for Kids" campaign to benefit children suffering from amputation maladies, including traumatic limb loss, congenital effects, and "disease-state" complications.[30] The company created a special edition passionfruit flavor for its Roctane line; profits from the product would allow the purchase of prosthetics, allowing children to regain mobility.[30] [31] GU increased its goal to $100,000, having surpassed its original goal of $50,000.[32] The company has also supported the National Interscholastic Cycling Association, an organization that promotes high school mountain biking.[33] [34]

See also

Notes and References

  1. News: Schwarb. John. Forget carb-filled bars, runners gaga for goo. St. Petersburg Times. January 3, 2003. January 13, 2014. St. Petersburg, Florida.
  2. Gallman. Judith M.. Brian Vaughan: GU Guru. Oakland Magazine. February 11, 2014. January–February 2009. February 22, 2014. https://web.archive.org/web/20140222003923/http://www.oaklandmagazine.com/Oakland-Magazine/January-February-2009/Dialogues/. dead.
  3. News: A new fuel for athletes: energy gels. November 19, 2004. January 23, 2014. The Baltimore Sun. Judith. Blake. 1930-8965. Tribune Company. February 22, 2014. https://web.archive.org/web/20140222010017/http://articles.baltimoresun.com/2004-11-19/news/0411190030_1_energy-gels-power-gel-electrolytes. dead.
  4. News: Kaplan. Ben. Dazed and infused with the runner's high. February 11, 2014. National Post. May 24, 2011. Toronto, Ontario. 1486-8008. Postmedia Network.
  5. Web site: USA Triathlon, GU Energy Labs Team Up for Silver-Level Sponsorship. April 15, 2011. January 13, 2014. USA Triathlon. February 22, 2014. https://web.archive.org/web/20140222001408/http://www.usatriathlon.org/news/articles/2011/04/usa-triathlon-gu-energy-labs-team-up-for-silver-level-sponsorship.aspx. dead.
  6. Web site: GU Energy Returns to Ironman. March 20, 2012. January 14, 2014. World Triathlon Corporation. February 22, 2014. https://web.archive.org/web/20140222070942/http://www.ironman.com/triathlon-news/articles/2012/03/gu-energy-returns-to-ironman.aspx#axzz2qOIASpfR. dead.
  7. Web site: GU Energy signs two year deal with Ironman. Gary. Roethenbaugh. February 4, 2014. March 21, 2012. Triathlon Business.
  8. Annie's plans move from Napa to Berkeley. January 7, 2011. January 13, 2014. Berkeleyside. Lane. Knobel. Berkeley, California.
  9. GU Energy Labs Expands Into New Hometown Headquarters. DNF Media. Outdoor USA Magazine. June 6, 2011. January 13, 2014. February 21, 2014. https://web.archive.org/web/20140221093030/http://www.odrmag.com/vendors/1016-gu-energy-labs-expands-into-new-hometown-headquarters.html. dead.
  10. Web site: The GU Story . January 23, 2014 . GU Energy Labs . dead . https://web.archive.org/web/20140208042429/https://guenergy.com/gu-story . February 8, 2014 .
  11. Web site: GU Energy Gel. GU Energy Labs. January 14, 2014. January 9, 2014. https://web.archive.org/web/20140109192810/https://guenergy.com/products/products-energy-gels/. dead.
  12. News: Caffeine Gives Endurance Athletes a Third and Fourth Wind. January 23, 2014. Murray. Carpenter. November 19, 2012. NPR.
  13. GU Energy Gel – Product Review. The Cricket Magazine. February 4, 2014. 2013. https://archive.today/20140204164425/http://thecricketmagazine.com/gu-energy-gel-product-review/. February 4, 2014. dead.
  14. GU Energy Labs' Salted Caramel Energy Gel to Hit Store Shelves. July 19, 2013. January 23, 2014. Running Magazine. Immagina LLC.
  15. Flavors:
  16. Web site: GU Chomps Energy Chews. GU Energy Labs. January 14, 2014. February 8, 2014. https://web.archive.org/web/20140208062549/https://guenergy.com/products/products-chomps/. dead.
  17. Web site: GU Electrolyte Brew Drink. January 23, 2014. GU Energy Labs. December 7, 2013. https://web.archive.org/web/20131207072516/https://guenergy.com/products/products-electrolyte-brew/. dead.
  18. Web site: GU Recovery Brew Drink. January 23, 2014. GU Energy Labs. June 25, 2014. https://web.archive.org/web/20140625052713/https://guenergy.com/products/products-recovery-brew/. dead.
  19. Web site: GU Electrolyte Brew Tablets. January 23, 2014. GU Energy Labs. February 8, 2014. https://web.archive.org/web/20140208054206/https://guenergy.com/products/products-electrolyte-tablets/. dead.
  20. Web site: Roctane Ultra Endurance. GU Energy Labs. January 14, 2014. February 8, 2014. https://web.archive.org/web/20140208062538/https://guenergy.com/roctane-ultra-endurance/. dead.
  21. Web site: Roctane Ultra Endurance Energy Drink. GU Energy Labs. January 23, 2014. February 13, 2014. https://web.archive.org/web/20140213234553/https://guenergy.com/roctane-energy-drink. dead.
  22. Web site: Roctane Ultra Endurance Energy Gel. January 23, 2014. GU Energy Labs.
  23. Sponsorship of marathons and other running events:
    • Web site: GU Energy Labs . January 14, 2014 . Modesto Marathon . dead . https://web.archive.org/web/20140103135825/http://www.modestomarathon.com/sponsor-directory/gu-energy-labs/ . January 3, 2014.
    • Web site: Hawaiian Airlines, Lucky and GU Energy Labs Return to Oakland Running Festival . Oakland Running Festival . January 14, 2014 . February 4, 2013 . dead . https://web.archive.org/web/20130401050607/http://www.oaklandmarathon.com/Assets/Oakland+Marathon/Sponsors+return+for+2013+ORF.pdf?method=1 . April 1, 2013.
    • Web site: Course FAQs . February 4, 2014 . Sydney Running Festival.
  24. Web site: GU Energy Gel Fuels Brazilian World Cup Squad . Mike Trees Training . February 11, 2014 . dead . https://web.archive.org/web/20140427000424/http://www.miketrees.com/gu-energy-gel-fuels-brazilian-world-cup-squad.htm . April 27, 2014 .
  25. Web site: GU Energy Labs partnering with TriGrandPrix . Rob . Condon . January 13, 2014 . March 24, 2011 . TriGrandPrix . dead . https://web.archive.org/web/20160225053558/http://trigrandprix.com/athlete-care/gu-energy-labs-partnering-with-trigrandprix/ . February 25, 2016 .
  26. Web site: Gu Energy. February 4, 2014. Competitor Group, Inc..
  27. Leadville Race Series:
  28. Web site: Industry News: Underpants Turn to Gold: GU Energy Raises Charity Funds at Ironman World Championship. February 4, 2014. October 23, 2012. Scott. Surface. Outdoor Industry Association.
  29. News: San Jose Amputee Gets Second Chance at Ironman Championship. Garvin. Thomas. February 4, 2014. October 31, 2013. NBC.
  30. Web site: GU Energy 'Challenge for Kids' charity campaign has new target of US$100,000. Gary. Roethenbaugh. December 12, 2013. February 4, 2014. Triathlon Business.
  31. Web site: Challenge for Kids . February 4, 2014 . GU Energy Labs . dead . https://web.archive.org/web/20140222020817/https://guenergy.com/gu-gives/challenge-for-kids . February 22, 2014 .
  32. Web site: GU Charity Campaign Passes $50,000 – Aims for $100K. February 4, 2014. Outdoor Industry Association. Gordon. Wright. December 11, 2013.
  33. Web site: GU Gives Supports NICA thru Colorado Trail Race . July 22, 2013 . February 25, 2014 . Brian . Vaughan . GU Energy Labs . dead . https://web.archive.org/web/20140301011637/http://roctane.com/gu-gives-supports-nica-thru-colorado-trail-race/ . March 1, 2014 .
  34. News: National Interscholastic Cycling Association adds 3 new mountain bike leagues. February 25, 2014. Matthew. Beaudin. November 5, 2013. March 1, 2014. https://web.archive.org/web/20140301012130/http://velonews.competitor.com/2012/09/news/national-interscholastic-cycling-association-adds-3-new-mountain-biking-leagues_240391. dead.

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