News
Apr 30, 2026
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2 min read
A new category is emerging as lung health becomes part of daily performance routines.
A new endurance format is pushing athletes through 300+ miles across seven sports in one week.
1 min read
A historic Boston run just reset the standard with one of the fastest times ever on the course.
Protein is going ultra-portable as Pure Genius scales into Target with its compact shot format.
Trelli is entering the pain relief category with a naturally derived alternative.
BUILT has reintroduced its Orange Cream Pop Puff Bar for a limited run.
RYSE is expanding into Target with its clear whey protein lineup.
Gorilla Mind has brought a classic soda flavor to its energy drink lineup.
Kiprun is introducing a running shoe that tracks its own wear.
Creatine gummies just got more portable with a new single-serve variety pack built for convenience.
Apr 23, 2026
A legacy muscle builder gets a performance-focused upgrade aimed at strength, endurance, and recovery.
AI is now handling meal plans in minutes instead of hours, changing how coaches scale nutrition.
Ghost is expanding retail with smaller-format cereal milk protein powders at Target.
Dream Recovery is combining weighted pressure with infrared tech in a new blanket.
One athlete outlasted the field after four days and more than 300 miles in one of the most brutal endurance formats in racing.
Gatorade is removing artificial ingredients as part of a major brand overhaul.
OATH’s new sparkling energy + protein drink is hitting Target shelves.
UnTapped is expanding into recovery with a new drink mix lineup.
Cottage cheese is getting a performance upgrade with a new formula designed to compete with protein powders and Greek yogurt.
A new bedtime supplement is combining creatine with sleep ingredients to target recovery while you sleep.
Apr 17, 2026
April's Lift Box is absolutely LOADED and does not disappoint. See what's inside.
Apr 16, 2026
Liquid Death is leaning even harder into absurd licensed flavors.
Protein soda continues to see innovation and growth across retail.
Unilever is acquiring greens gummy brand Grüns in a billion-dollar deal.
Catalina Crunch is shrinking its protein cereal into snackable formats.
