ABOUT SFUELS

SFUELS VALUES

Performance + Longevity.

A weekend PR, a World Record, a Kona age-group course record, a 100-mile National champion, an Olympic triathlon medal, and a Superleague series championship—SFuels has achieved them all, but it’s not enough. At SFuels, we strive for longevity in health—through low sugar intakes, no-sugar-alcohol policy, fructose-free training, better gut health, and gluten-free products. SFuels. Go Longer.

Innovation, it’s Never Done.

SFuels pioneered the industry's 1st sports-nutrition portfolio to support the RIGHT FUEL RIGHT TIME periodized nutrition model. We frontiered non-carbohydrate substrate fuels in sports nutrition, then reimagined them into our 2nd Generation Extended Substrate ingredient. And now, SFuels has led the industry again,  in launching the first Zone-based sports fuel portfolio for training and racing. Innovation never stops. SFuels. Go Longer.

Passion Fuels our Future.

The SFuels team comprises highly published sports scientists, Nutrition PhDs, super-coaches to the Pros, Outdoor sports industry, and media leaders. Most importantly, they’re all athletes. They’re the passionate practitioners behind the brand, behind you, behind your next SFuels drink, and behind the more than 300,000 doses already dispensed. Passion fuels our future. SFuels Go Longer.

TEAM SFUELS

BUSINESS OPS & STRATEGY

Nicole Phillips
SFuels GM

15 Years Management, Biz-Ops, Sales, M&A, Nestle.

Greg Nieuwenhuys
SFuels Chairperson

Chairman Mammut. WattBike

Bertrand Fontaine
Capital and Business Strategy Director

15 Years Capital/Venture – Outdoor/Sports PTO Capital Network. Europe Disti Board member Vittoria tires

PRODUCT & TECHNICAL

Dr. Dan Plews
Performance Technical Director

+20Year PhD. Performance Physiology, >100 Papers. Coach - Olympic, Americas Cup, Professional Triathletes Kona Ironman® AG World Record Holder

Dr. Mikki Williden
Nutrition Technical Director

+10Years PhD. Nutrition. 20 Papers & Conference Proceedings. Registered Nutritionist.

Leighton Phillips
SFuels Founder, Products Director

Intel Corporation. 22 Years US/Asia. Product, Product Marketing, Pricing
Sales Management
Dip/Sc Naturopathic Medicine. Dip. Sc. Software.

RETAIL SALES CHANNEL STRATEGY

Stan Brauer
Retail Director

20+Years Retail Sales-ChanneSportsl SVP Timex, Garmin, Polar, UCAN

MEDIA, BRAND & COMMUNITY

Bob Babbitt
Triathlon Media/Industry - Director

30Years Endurance Sports Media USAT/Ironman Hall of Fame Competitor Magazine. Babbitville

Zach Bitter
Running Media/Industry - Director

15 Years Professional Ultra Runner, Multi World Record Breaker Industry: Altra, REI/Fleey Sponsored athlete – REI/F’Feet Ramp Human Perf’ Outliers Podcast