This shit kills. I love that it’s derived from natural stuff. Allen Lim’s side project.

First read about it on Bike Radar. What they have to say:

“Everything Popular is Wrong”
- Oscar Wilde

Over the last few years we went to what many would consider unreasonable lengths and incurred extensive personal costs to produce a drink that we never intended to sell and were never allowed to promote, just so that we could better hydrate our athletes and friends without making them sick. It’s just that simple.

Our athletes compete in events like the Tour de France and the Olympics, and are often paid to use their sponsor’s drink but secretly use ours instead. They’re also our friends and our family – people who want a sports drink based in science that actually works in the real world, not one that is full of synthetic crap.

Try X, change your experience, and share the secret. A rogue bootstrapped website is just the beginning.