GU Energy Labs

GU Energy Labs is a company based in Berkeley, California, in the United States, that produces performance sports nutrition products, most notably energy gels. Usually consumed during endurance events, the gels are designed to be quickly and easily digested. Other products include energy chews, brews, brew tablets, and a Roctane Ultra Endurance line that includes an energy drink formula mix and gel.

Background
Sports energy gels emerged in the United Kingdom in 1986 as a "convenient, prewrapped, portable" way to deliver carbohydrates during endurance events. Gels have a gooey texture and are sometimes referred to as "goo" generically. The gel Leppin Squeezy was distributed at the Hawaii Ironman Triathlon in 1988. Once considered a "cult product in clear packaging", energy gel products are now marketed in fancy packaging and come in a variety of flavors. The energy gel market grew during the 1990s, as professional athletes began endorsing products. Manufacturers generally encourage the consumption of multiple packets, with water, when participating in endurance events. Individual packets typically cost between 99 cents and $1.29 (as reported by the St. Petersburg Times in 2003).

History
Bill Vaughan, a biophysicist at University of California, Berkeley, began working on a gel product in 1990. He established GU Energy Labs in Berkeley, California in 1994. GU Energy Labs is regarded as the first major distributor of energy gels, supplying products at the Ironman World Championship in 1996. According to the company, its mission is "to help athletes go faster and longer than ever before". GU is now run by Bill's son, Brian Vaughan, who serves as president.

In June 2011, GU moved its corporate operations and 50 employees from a 13,000-square-foot space at 1204 Tenth Street to one with 50 percent more square footage. Located in Berkeley's 4th Street shopping district, the space was formerly occupied by Clif Bar, another sports nutrition company. The larger, 26,000-square-foot space, located at 1609 Fourth Street, affords the company an increased production capacity, with room for additional growth. According to Outdoor USA Magazine, the new space provides to employees a safer bike commute, a company gym, ping-pong tables and areas designated for brainstorming and lounging. GU's 2011 relocation marked 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".

In March 2013, GU announced the addition of sales agencies in the New England, Northeast, Rocky Mountain and Southeast regions of the United States. In the New England region, Up East Sales will cover the running and outdoor accounts, while New England Specialty Sports will handle the cycling market. In the Northeast, MVP Sales will cover run and outdoor retail. In the Rocky Mountain region, Mountain Source will handle the cycling, running and outdoor accounts. The running and outdoor markets in the Southeast region, which includes Alabama, Georgia, Kentucky, Mississippi, North Carolina, South Carolina and Tennessee, will be covered by Venture Sports, Inc.

Products
GU Energy Labs produces a variety of performance sports nutrition products, including GU Energy Gel, GU Chomps (energy chews), brews, and a line of Roctane Ultra Endurance products. According to GU, their energy gel contains carbohydrates (maltodextrin and fructose), an amino acid blend, electrolytes (sodium and potassium) and, in some flavors, caffeine. Gel packets provide 100 calories and come in a variety of flavors, including blackberry, chocolate, mandarin orange, peppermint stick, raspberry, salted caramel, strawberry banana, triple berry and vanilla. The company recommends consumption 15 minutes before an event, followed by 45 minutes increments thereafter. The energy chews, created in 2009 and based on the gel formula, are made from similar ingredients but also include antioxidants and come in a chewable form. Two-serving packets supply 180 calories and 46 grams of carbohydrates. Gels are manufactured in-house, using custom machinery formatted specifically for GU's packaging.

GU produces two brews: the GU Electrolyte Brew Drink (launched in 2001 and formerly known as Gu2o) and the GU Recovery Brew Drink. For most flavors, a 21-ounce serving of the electrolyte brew contains 325 milligrams of sodium and 50 milligram of potassium. The "recovery" brew, designed for consumption following physical activity, was created in 2009 and includes amino acids, antioxidants, carbohydrates and protein. GU Electrolyte Brew Tablets contain a sweetening agent derived from Stevia; tablets deliver electrolytes in 10 calorie servings.

GU's Roctane Ultra Endurance line includes an energy drink, in the form of a formula mix, and gel (launched in 2008). The drink formula contains beta-Alanine caffeine (in most flavors), taurine and additional amino acids. Flavors include blueberry pomegranate and orange-vanilla. Servings provide 240 calories. 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.

Sponsorships and charity work
In 2010, GU announced that Brazilian athletes would be using their products for the 2010 FIFA World Cup, but would "not involve commercial considerations". In 2011, the company partnered with USA Triathlon, becoming a Silver-Level Sponsor of the National Governing Body through 2013. The sponsorship agreement, which applied to the category of energy chews and gels, had GU supply products to Team USA, regional and national championship events, and the national triathlon and paratriathlon teams. GU also partnered with TriGrandPrix in 2011, supporting six events throughout Europe: TriGrandPrix UK, BH Zarauzko Triatloia, Aritzaleku Triathlon, Kilkenny Triathlon, Valencia Triathlon, and the Ciboure Itsas-Mendi Triathlon. GU is the official product sponsor for Competitor Group's Rock 'n' Roll Marathon Series and chew sponsor for the Leadville Race Series. In 2012, the company became the first official gel and chew sponsor for Ironman as part of a two-year agreement with Ironman brand owner World Triathlon Corp (WTC). GU has sponsored many other sporting events, ranging from endurance cycling competitions, to the Ironman World Championship, Ironman 70.3 and other triathlon events, to marathons and other running events.

In 2013, in conjunction with the Challenged Athletes Foundation (CAF), GU established the "Challenge for Kids" campaign to benefit children suffering from amputation maladies, including traumatic limb loss, congenital effects and "disease-state" complications. 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. GU increased its goal to $100,000, having surpassed its original goal of $50,000. The company has also supported the National Interscholastic Cycling Association (NICA), an organization that promotes high school mountain biking.