We are a company of athletes. And we know that there will always be
we are committed to helping propel you to the next level.
From 1993 until today, athletes the world over have come to the same conclusion: GU works. Our Berkeley-based sports nutrition company started with our original GU Energy Gel, a revolutionary and more effective method to keep athletes fueled during exercise. Since then, GU has continued to improve the recipe, incorporating the latest scientific research into its products. In 2001, GU Electrolyte Brew (formerly Gu
o) was launched as the perfect hydration companion to GU Energy Gel. 2008 saw the introduction of Roctane Ultra Endurance Energy Gel, followed by Chomps Energy Chews and GU Recovery Brew in 2009. Every product is formulated to further GU’s mission: to help athletes go faster and longer than ever before.
“How can I help an athlete reach their highest potential?”
It was the early 90’s, around the same time neon windbreakers, in-line skates, and spandex shorts were all the rage. Energy bars, a.k.a. sawdust bricks, were in their early stages, doing their best to provide unnecessary ingredients and gut bombs to athletes searching for that ever-illusive performance edge. Dr. Vaughan, on the other hand, was experimenting with carbs in other forms. Rigorous experimentation and refinement resulted in a a convenient goo-ey energy source that efficiently delivered complex and simple carbohydrates, essential amino acids, lactic acid buffers, and antioxidants faster than one could say, “Ready, set…” The first three flavors of GU: Chocolate, Vanilla and Orange launched in 1992.
Dr. Vaughan’s son, Brian continues to carry the athletic family torch. In addition to running GU, he is a serious cyclist and ten-time Leadville 100 MTB finisher and has created a company culture committed to performance athletics and the nutritional needs of our customers.
Like our founding father, we, the employees of GU are the embodiment of heart and science. We make only what athletes need, i.e. stuff that works like nobody’s business. We walk the walk, run the run, and ride the ride. Helping athletes excel is not just a passion of ours. We live it, breath it, dream it, and suffer it. It’s all part of the answer to the question that never really gets answered.
“How can we help athletes reach their highest potential?”
There will always be personal records to destroy, crushingly beautiful vistas to gain, enlightment through sweet suffering personal demons to slay and new athletes to help educate about performance nutrition. And we aim to always keep you in pursuit with new formulas, new forms, and new flavors for every type of athlete and every type of athletic need.
Whether it’s long lasting energy, muscle rebuilding fuel and protection, or natural hydration in a gel, powder, drink, capsule or some other form we haven’t invented yet, we take our responsibility to help you stay hydrated, energized and recovered for the day of greatness seriously. We are your partners and aspire to do whatever we can to help propel you to the other side.
GU in 2015 features personalities with purpose, passion for innovation, data, clean sport and an even stronger commitment to our communities of runners, cyclists, triathletes and adventurers. We are honored and humbled to earn your business every day.
is a holistic nutritional system designed to help you hydrate, energize, and recover when pushing yourself and your body to the limits. GU has what your body needs to go longer and farther. And then get back out there to break on through again tomorrow.
