Sports Nutrition Report 2021
Understanding the tailored needs of women and identifying whitespace opportunities to support these needs through nutritional intervention.
Scoring in sports nutrition
How COVID-19 and consumer
interest is shaping the future
of the active nutrition market
Like many other health categories
affected by the pandemic, drastic
lifestyle shifts have created new
priorities and opportunities in
sports nutrition. How have existing
trends accelerated over the past
year? How is the whitespace in
female nutrition and esports
being addressed? What is the
opportunity for personalised nutrition?
Carla Hill reports.
COVID-19 has been both a challenge and an opportunity for the sports nutrition market. Closure of gyms, limitations on personal exercising during lockdowns, and restrictions on professional sport have led to many consumers being isolated and unable to train, slowing demand for supplementation.
Rick Miller, associate director of specialised nutrition at Mintel, points out that “sports venue closures have meant that traditional marketing channels and retail outlets for novel products were non-existent for a period.” Meanwhile, Dr Susan M. Kleiner, founder of High-Performance Nutrition, LLC, adds that “research labs were also closed, so new product development slowed from that angle."
On the other hand, the pandemic has increased awareness of the importance of overall health, leading to a general increase in interest of dietary supplements. Specifically, lockdown has been an opportunity for many consumers to focus on physical activity.
Dr Sara de Pelsmaeker, global business development at Rousselot Health & Nutrition, explains that many consumers are simultaneously trying to boost their health by adding exercise to their daily routine, often using online apps or streaming sessions at home. “With more and more people looking to achieve an active, healthy lifestyle, demand for high-quality sports nutrition solutions that can help consumers meet their fitness goals is rising globally. The undeniable link between health and physical activity has set the sports nutrition segment up for a CAGR of 8% over the next four years,” she adds.
Furthermore, Kleiner notes that with lab researchers closed in at home, there seemed to be a surge in digital research publications that may have otherwise taken longer to reach the manuscript phase. She notes: “The pandemic may have also allowed for a growth of subsets of the sports nutrition market to emerge in greater numbers, such as healthy ageing, mental focus and female-focused nutrition.”
We have witnessed considerable success stories of manufacturers, brands and consumers alike adapting to the circumstances of the pandemic. Brands have had to adapt by leveraging e-commerce and social networking e-commerce channels to their fullest, as Miller observes. “This means that brands that were operating in a mostly direct to consumer (DTC) fashion have continued to thrive, such as MyProtein, which partnered with Les Mills to offer online home workouts for consumers in lockdown.”
This report explores how the market is tackling the challenges caused by COVID-19, and details how many of these challenges are leading to opportunities within—and arguably dictating the future of—the sports nutrition market.
Identifying today’s sports nutrition consumer
The upsurge of interest in physical health and performance over the pandemic has impacted the consumer demographic for sports nutrition products. Where there was once an obvious divide between elite sports professionals and recreational gym-goers, the pandemic has accelerated the rise of the ‘weekend warrior’ and seen an overlap between high-performance and amateur athletes. “On paper,” explains Nicholas Morgan, managing director, Nutrition Integrated, “the major ingredients, need-states and products in the sports nutrition space are relevant to multiple consumers.”
Miller agrees there is considerable overlap between consumer groups. He comments: “Many of the historically unique ingredients found only in sports nutrition products, such as creatine monohydrate, anhydrous caffeine, branched chain amino acids and, to an extent, high quality protein powders, are now becoming mainstream in nutritional and functional beverages. There is evidence that some brands can walk between all of these different consumers successfully with the same product, such as smart nutrition brand Huel, which bridges the gap between meal replacement and fitness-orientated food. The key nutrient that brings them together is protein, with brands opting to vary the other nutrients to suit the range or consumer.”
Sports recovery, for instance, can appeal to every fitness journey. De Pelsmaeker explains that all athletes—professional or not—need supplementation to cater for recovery. She observes that demanding training regimes and the industry’s current focus on muscle building can challenge the musculoskeletal system and trigger injuries. “It is therefore extremely important to reduce muscle soreness and support muscle repair effectively after training to avoid injury. Appropriate rest within training intervals and nutritional supplements like collagen peptides have an important role to play as they contribute to a faster post-exercise recovery and performance improvement.”
Once focused on elite pros, sports nutrition brands now have their sights set on amateur athletes and recreational gym-goers
That said, while different consumer groups may benefit from similar ingredients in their sports nutrition products, the sports nutrition space must recognise that it is catering for an increasingly wide and diverse audience. “So much about this is the brand, and what the permission of the brand is with regards to targeting a broader consumer demographic,” Morgan says.
Healthy agers are drawn to products that focus on joint and bone health, and can help them maintain active living and independence for years
Often, there is a need for specificity. “When targeting various consumer groups like elite athletes and sports enthusiast, there is an overlap in terms of ingredients, but audiences use different channels to research and purchase products,” de Pelsmaeker notes. “Professional athletes and bodybuilders tend to consult nutritionists, while weekend warriors and recreational gym-goers prefer to look for products online, be it websites or social media. While professional athletes and bodybuilders remain a strong consumer segment, we are noticing that sports nutrition products are also appealing to a more diverse audience with different expectations. Recreational and lifestyle athletes are, for example, looking for convenient, science-backed products with recognisable ingredient lists, while healthy agers are drawn to more natural options that focus on joint and bone health, and can help them maintain an active way of life for years.”
Miller believes that the importance of targeted branding is not necessarily a bad thing. If anything, he says it could be a strength for the category, particularly given the amount of market space that is now occupied by supermarket own-brand variants of classic protein shakes and bars.
Elsewhere, the subset of the female sports nutrition consumer is gaining the spotlight. Female consumers are increasingly demanding sports nutrition formulas that appeal to and cater for female-specific needs. While everyone, regardless of sex and gender, can benefit from sports nutrition solutions to support their post-workout recovery, it is important to understand the hormonal differences between different sexes and how tailored products can maximise the benefits for female athletes, says de Pelsmaeker.
Yet brands and technological advancements in the female sports nutrition space tend to lag behind consumer demand. Kleiner observes a few brands, such as Thorne and USANA, refocusing on iron supplements but says she still is not seeing much true innovation. De Pelsmaeker adds that with a market share of less than 5% sports nutrition, solutions with ‘for women’ label claims are a relatively niche product category; their compound annual growth rate shrank 10.5% from 2015-2020.
Kleiner, however, notes that much of the process is still in the laboratory phase, and that much more research is happening on female sports nutrition. “The most visible innovation is in apps based on managing diet and training relative to the menstrual cycle, such as FitrWoman and Wild AI,” she says.
How can brands respond to this growing demand and promising innovation in the female sports nutrition space? “The way forward for female-centric brands is to move from explicit ‘for women’ labelling and predominantly pink packaging to a holistic and inclusive approach that effectively communicates the benefits of sports nutrition solutions that will mostly attract female athletes and sports enthusiasts,” de Pelsmaeker says. “Focusing on collagen-based solutions, this concept could combine muscle repair and skin beauty messaging to tap into the ‘health, wellness and active lifestyle’ trend. Collagen peptides, for example, possess science-backed benefits for mobility, recovery and beauty from within, and can help manufacturers develop hybrid products with multiple benefits that achieve retail shelf differentiation and create strong appeal for female sports nutrition consumers.”
Kleiner agrees with the importance of empowering brand messaging. “It would be great to see more women in decision-making roles in brands that want to sell to females, and funding the science to prove efficacy of claims,” she advises. “There should be more educational marketing targeted to the active and athletic female.”
The consumer group with the greatest potential is:
- Female athletes
- Everyday gym-goers and amateurs
Cognition and the esports market
One of the most interesting aspects of COVID-19 and sports nutrition is that it has continued to push the boundaries of what is or isn’t sports nutrition, as highlighted by Morgan. Attention is being paid to areas that are not conventionally relevant sports nutrition, cognition, and mental performance among them. Within sport in general, Miller notes that there is more awareness of the need for products that not only support cognitive function and central nervous system responsiveness, but also ‘mood support’ and anti-stress formulations. “A few brands are experimenting with classic aromatherapy botanical ingredients such as lavender, valerian root and lemon balm to combat over-stimulation,” he says. “Most of these tend to be in the form of a ‘night/sleep’ support supplement.”
Kleiner agrees: “Mental energy and focus, as well as decreasing stress and anxiety, and sleep promotion are all key to enhancing physical athletic performance. Products associated with caffeine-like energy but without the side effects, such as theacrine, anti-inflammatories and nitric oxide promoters, are being studied and promoted.”
Cognitive performance, focus and sleep are the concerns of perhaps the biggest sub-category of sports nutrition to gain mainstream attention due to COVID-19: e-sports. Already on the rise prior to the pandemic, COVID-19 has been a defining moment for the esports market. As many sporting events were cancelled and lockdowns have prevented athletes from gathering and training together, esports have filled the demand for social connection and alternative entertainment.
There are more similarities than differences between physical and virtual sports
Fabian Broich, Excel Sports
In many ways, there is notable overlap between traditional physical sports nutrition and gaming or esports. Fabian Broich, head of performance at Excel Esports and founder of Achieveminds, believes that there are more similarities than differences between physical and virtual sports. “While athletes run a physical marathon, in esports, players have a mental marathon, almost each day. It’s quite clear that marathon runners need fluid and energy throughout the race, whereas in e-sports the awareness is not there yet.”
Miller agrees there is an undeniable intersection between these categories. “Speed, timing, accuracy, precision and central nervous system recovery between training sessions are basic skills shared universally by athletes, and e-sports athletes are no different,” he says. “The rapid, repetitive actions and split-second, decision-making skills can all be enhanced by nootropic and stimulant formulations. These are dominating the esports nutrition sector at present, borrowing heavily from traditional sports nutrition.”
Nevertheless, many classify gaming as a separate category from traditional physical sports nutrition, encompassing a specific consumer group with individual needs and demands.
Gary Kleinman, co-founder at Skinz.gg, believes that gaming has unique behaviours that need to be addressed. “For example, many gamers have extended gaming sessions that last six to eight hours,” he notes. “This causes discomfort in hands, wrists, backs, necks and shoulders that may not occur in other activities. Additionally, focus and attention—important for traditional athletic endeavours—is arguably even more critical for these sessions”
Traditionally, innovation in e-sports nutrition has leant heavily on the energy drinks sector
How can brands capitalise on these opportunities to support the individual day-to-day nutritional demands of e-athletes on more focused level? De Pelsmaeker believes it is important to raise awareness of the potential role of innovative nutritional supplements, beyond traditional sports nutrition solutions, and their capabilities to fuel mental speed and enhance focus. “Gamers typically spend most of their time sitting in front of a screen, and it is this physical inactivity that can cause joint discomfort,” she notes. “The constant use of a computer mouse or a console joypad can trigger stress for arm and hand joints. The sports nutrition industry therefore has an opportunity to advocate for how nutritional solutions can provide the necessary support to reduce joint discomfort and maintain joint health, as well as create products that address the nutritional needs of gamers.”
Traditionally, innovation in esports nutrition has leant heavily on the energy drinks sector, with many of the leading esports events such as League of Legends being sponsored by brands such as Monster and Red Bull. However, the growing popularity of esports over 2020 has resulted in an increasing number of new product launches by smaller brands targeting differing messaging and ingredient groups. “The expected central nervous system stimulant ingredients feature heavily: caffeine, guarana and taurine,” lists Miller. “Some brands are tapping into adaptogenic ingredients such as Rhodiola rosea or mushroom extracts such as reishi. CBD remains a controversial ingredient and some brands are staying clear to maximise marketability.”
The gamer lifestyle demands supplementation of vitamin D, omega-3, zinc and magnesium
Broich adds that the gamer lifestyle demands supplementation of vitamin D, omega-3, zinc and magnesium. “Additionally, gamers need a good source of glucose, due to the cognitive load and frontal lobe activity,” he explains. While many brands are currently focusing on caffeine, he believes the next challenge will be for an innovative product that enables gamers to keep calm while being alert, so as not to impact athletes’ sleep after an evening competition.
Esports is currently an immature market for nutrition, but Morgan highlights the immense opportunity it provides, noting that it really is only just getting started, and that the speed at which it will move will be fast. Broich agrees: “When we look into the traditional sports market, there are thousands of brands, and it seems oversaturated. In esports, I would have to think for quite a while to name five brands. This is a huge opportunity.”
Kleinman notes, however, the importance of education if we are to realise the esports opportunity within the nutrition industry. “The mere concept of health and wellness in gaming is nascent, and much education is needed for this community to understand the value of supplements that support the unique issues gamers face. In gaming, there needs to be a concerted educational component around the viability of supplements in order to ensure both short- and long-term adoption.”
The mere concept of health and wellness in gaming is nascent
Gary Kleinman, Skinz
Still the hot topic?
Protein has long been the dominant ingredient in the sports nutrition market, and there seems to be little evidence of that changing.
Collagen is one protein gaining growing attention in the sports nutrition category. De Pelsmaeker explains that collagen peptides—a hydrolysed form of collagen—can, for instance, reduce muscle soreness and improve performance by accelerating the recovery process after muscle-damaging activity. “Collagen peptides can be utilised for a variety of applications like powder drinks, ready-to-drink (RTD) beverages, sports gels and more. When it comes to the formulation of sports nutrition food and beverages like bars and shakes, hydrolysed collagen can help create high-protein functional products with the great taste and texture that consumers expect.”
Collagen can also provide solutions for esports athletes. “As joint discomfort is one of the main challenges e-athletes face, they require solutions that can protect cartilage—which covers the bones of a joint and acts as a cushion and shock absorber—to avoid inflammation and maintain joint health,” observes de Pelsmaeker. “Collagen solutions can help address these issues. An in-vivo study, for example, showed that collagen peptides can protect cartilage from degeneration upon insult. The findings demonstrated collagen’s ability to stimulate cells in cartilage to produce proteoglycan, as well as to normalise synovial thickness, usually associated with inflammation.”1
Collagen, however, comes mostly from animal-based sources. The exponential growth of veganism and vegetarianism necessitates plant-based solutions for the sports protein market. Consumers are often drawn to plant-based protein options not just due to environmental or ethical reasons, but also due to their lower cholesterol content and subsequent lower risk to heart problems, as well as their being arguably more conducive to recovery. No wonder, then, that the global wheat protein market is set for a healthy 5% CAGR over 2019-2026. However, formulation of plant-based alternatives lags behind animal protein-based counterparts; there are often issues of taste and texture. “Flavour and structure aspects of plant-based protein shakes are crucial to overcome,” predicts Jeroen Wouters, innovation manager of sports and nutrition at the Dutch Olympic Training Centre, Papendal.
Wouters also draws attention to probiotics as a key ingredient for the sports nutrition category. The anti-inflammatory effects of probiotics have been linked to improved muscle recovery in athletes. However, there is a lag in research in this area. “It would be great to further develop the data on probiotics in a sports-specific setting,” comments Wouters.
What’s next for sports nutrition?
Evidently, COVID-19 has fundamentally altered the sports nutrition landscape. How will the market emerge out of the pandemic, and what is the future of sports nutrition?
The pandemic has shown the global community the importance of preparing for crisis, while giving us an opportunity to think ahead about the future of the planet. Environmental sustainability is on the agenda of many businesses like never before, and the sports nutrition market is no different. Traditionally, sports nutrition has lagged behind on its climate commitments, but experts across the sports nutrition supply chain agree that brands and manufacturers alike will have to emphasise the importance of sustainability if they are to stay ahead of the competition in years to come. “Clean labels, sustainable processing, environmental awareness and mission statements will all rise,” predicts Kleiner.
De Pelsmaeker agrees: “Consumers are becoming more conscious of the relationship between products and the environment, and they are demanding sustainable and transparent solutions. Brands need to actively promote responsible practices, provide relevant certifications and use traceable ingredients, if they are to be successful in the competitive sports nutrition market.”
The greatest potential ingredient group for the future sports nutrition market is:
- Alternative proteins
Broich points out a crucial irony for the sports nutrition space. “While companies have to make a profit, we have to take into consideration the environment. Ethically, it is paradox that brands support an athlete to be healthy while the company’s production harms the environment. We should ask ourselves always two things: how do we face the challenge and how can we do better?”
Specifically, Wouters highlights that a key aspect of sports nutrition in the matter of sustainability is of course the ‘on-the-go’-format and use—noting that a more sustainable development of packaging should gain focus.
Personalised nutrition is another area where we can expect to see substantial growth in sports nutrition. Morgan believes the personalised opportunity for sports already exists and has done for a long time. While it is primitive in terms of online navigation or product recommendations based on goals or dietary preferences, the proposition of personalising products based on what the consumer wants does exist.
According to de Pelsmaeker, the personalised nutrition market is showing strong growth potential. “80% of consumers, especially millennials and GenZ, prefer brands that personalise their product offering,” she says. The lines between sports nutrition, digital health and pharma industries are blurring. “Consumers increasingly wish for their individual needs to be reflected in nutritional products, so solutions need to offer targeted and measurable health benefits,” says de Pelsmaeker. People prefer simple, easy-to-understand products that fit perfectly into their lifestyle.
It seems evident that personalised nutrition represents the future for sports nutrition—the question is how. Miller explains that the main difficulty for personalised nutrition at present is a technological one, adding: “The majority of the market is taken up with algorithmic-based services at present, where the consumer provides some personal data and the algorithm finds a product that best suits their needs.” Only a small proportion of the market utilises biochemical or other health data (e.g. microbiome analyses, DNA tests) and the future of the category relies heavily on the advancement of technology to allow for multi-variable, real-time analyses that gives instant feedback to the consumer, he adds. “We’re seeing the first iterations of this, such as continuous blood glucose monitoring by SuperSapiens or indirect calorimetry by Lumen, but the opportunity is there for brands and consumers who are ready for this step up in nutrition support.”
Sustainability, improved personalisation and advanced technology will drive the future of the sports nutrition category
De Pelsmaeker draws attention to the importance of consumer understanding and education if brands are to take their communities with them to technologically advanced spaces. “In order to effectively create personalised sports nutrition solutions, brands must therefore meet consumers where they are in their health journey, understanding their preferences and goals through data and providing real-time feedback though trackers and sensors,” she concludes.
Update from ESSNA
Key developments and considerations
for sports nutrition stakeholders
By Adam Carey, Chair, ESSNA
Representation of industry interest has always been important in the sports and active nutrition market. Success in this sector goes hand-in-hand with staying up to date with the latest policy and legislative developments, both in the EU and in the UK, and actively engaging with policymaking to ensure regulations do not hamper—but rather support—innovation and growth in the sector.
Here are some of the main regulatory issues that the industry should be focusing on today.
In the EU: Impact of the Farm to Fork Strategy
The current policy and regulatory framework for the sports and active nutrition sector is the most stable it has been for years. However, with the publication of the European Commission flagship proposal on ‘Farm to Fork Strategy for a fair, healthy and environmentally-friendly food system’ in May 2020 this may change. One of the main goals of the Farm to Fork Strategy is to facilitate the shift to healthy and sustainable diets and to provide consumers with healthier food choices. A commendable goal, and one that is in line with ESSNA’s goals, but the industry will need to work to ensure the specificities of the sector are recognised. One issue that is currently on ESSNA’s radar and that it is likely to have an impact on a variety of food and nutrition businesses, is the Commission’s proposal to revise Regulation (EU) No 1169/2011 on the provision of food information to consumers (FIC). In the context of this revision, the Commission is proposing to issue an initiative around the establishment of nutrient profiles to restrict the promotion of products high in fats, sugars and/or salt (HFSS), above which nutrition and health claims would be restricted or not permitted.
While this initiative aims to reinforce consumer information on food products and promote healthy diets, this objective will be hindered if the Commission promotes a blanket application of new rules and does not introduce exemptions for specialist products including sports nutrition products. The latter have high content of certain nutrients to support optimal performance. The industry has already stressed that these products should not be regulated as HFSS. Sports and active nutrition products provide clear information and labelling to ensure that adult consumers have access to safe products and can make healthy, informed choices. Setting nutrient profiles on sports and active nutrition products would prevent consumers from being informed on their benefits and would pose a barrier to the EU’s plan to promote healthy and active lifestyles, and target an industry which supports consumers leading healthy, active lifestyles.
The proposed legislation has not provided enforcement authorities with a definition of these product categories, something that could unfairly penalise sports and active nutrition products if clear exemptions are not set.
Adam Carey, ESSNA
Front-of-pack nutrition labelling
A similar challenge will be posed by the other Commission’s proposal to introduce a standardised mandatory front-of-pack nutrition labelling. With this proposal, the Commission aims at aligning with a debate that has been so far led by Member States on the various labelling schemes, the French Nutri-score being the most popular one.
Introducing a mandatory front-of-pack labelling scheme has the potential to provide a simple and clear overview of nutritional information to consumers and would have the potential to promote better harmonisation and uniform provisions. But to ensure that it would not inadvertently impact specialist sectors, it needs to be developed with consumers in mind. And it should also consider the specificities of certain segments of the food sector, including the sports and active nutrition industry, whose products are, by design, made with higher levels of certain nutrients (usually sodium, carbohydrates and protein) to cater to the specific needs of adults.
In the UK
Similarly to the EU, and a testament to policy makers’ renewed focus on public health, the UK is also targeting HFSS products in its efforts to tackle childhood obesity. The UK Government aims to restrict the promotion of product categories that are significant contributors to children’s sugar and calorie intakes. Yet the proposed legislation has not provided enforcement authorities with a definition of these product categories, something that could potentially unfairly penalise sports and active nutrition products (such as carbohydrate drinks), if clear exemptions are not set. Restrictions do not take into account the specific composition of products targeted at sports people and does not consider nutritional advice on protein. It is certainly important for the industry to closely monitor the developments in this debate to ensure that the new legislation will not cover sports nutrition products.
As policymakers on both sides of the channel strive to tackle the increasing prevalence of obesity in Europe and encourage consumers to lead healthier lifestyles, sports and active nutrition companies need to, now more than ever, participate in these ongoing discussions and engage in the relevant decision-making forums. By allowing decision makers and political stakeholders to gain a clearer understanding of the target groups and composition of sports and active nutrition products, they will avoid being caught unwittingly by legislation aimed at restricting HFSS products.
Missed last year's report? Click to access the 2020 sports nurtition report
Our expert contributors
Dr Susan M. Kleiner, founder and owner, High-Performance Nutrition, LLC
Dr Susan M. Kleiner, PhD, RD, is a visionary educator and motivator speaking nationally and internationally on topics in the field of nutrition, health and performance. She consults with businesses interested applying the evidence to product research and development, educational marketing and growth potential. She has consulted with many professional teams and team members, including the Seattle Storm, the Miami Heat, Olympians and elite athletes in countless sports. Dr Kleiner has authored eight books, including the bestseller The New Power Eating®, The Good Mood Diet®, and The POWERFOOD Nutrition Plan.
Gary Kleinman, founder, Skinz.gg
Gary Kleinman has been involved in sports and entertainment his entire professional career. For the past few years he has been dedicated to the esports and gaming community, first by creating a digital media network focused on the lifestyle and culture of gaming, and then transitioning to Skinz.gg, which he co-founded to assist and enable gamers to power their performance.
Dr Jeroen A. Wouters, innovation manager, sports and nutrition, Dutch Olympic Training Centre Papendal
Dr Jeroen A. Wouters, PhD, coordinates and facilitates research and innovation in the field of sports and nutrition. He is a food technologist by training and obtained his doctorate in food microbiology at Wageningen University. Dr Wouters is also an international director at the food innovation cluster FoodvalleyNL. In this role, he provides guidance and support to stimulate innovation and cooperation in food and nutrition.
Dr Sara De Pelsmaeker, global business development, Rousselot Health & Nutrition
Dr Sara De Pelsmaeker, PhD, graduated as a bio-engineer in Food Technology and Nutrition in 2009 at Ghent University. During her doctoral work at the department of Agricultural Economics, she gained extensive knowledge on business development and economics. She started her career at Coca-Cola where she worked as sensory specialist. In 2018, she joined Rousselot as a product and business development manager to support the Rousselot business in North-West Europe. In 2021, she is focusing on the global business development of Rousselot Health & Nutrition segment. In her role, she works together with existing and potential customers to find the perfect solution for new collagen-based launches.
Dr Adam Carey, Chair of ESSNA, The European Specialist Sport Nutrition Alliance
After initially training as a doctor, specialising in obstetrics and gynaecology with sub-specialist interests in reproductive endocrinology and nutrition, Dr Adam Carey left the NHS in 1998 to deliver nutritional and lifestyle solutions to improve personal performance health and wellbeing. In his capacity as ESSNA chair and CEO at CorLife and Corperformance. Dr Carey works to deliver solutions for the elite sport space. ESSNA is the trade association representing the interests of the sport nutrition sector across the European Union.
Rick Miller, associate director, specialised nutrition, Mintel
Rick Miller provides expert perspective insight into emerging innovations and opportunities within the specialised nutrition sector. He has an established clinical background in dietetics and performance nutrition from his 15-year career in hospitals and working with professional teams and athletes up to Olympic level. Miller is experienced within FMCG, FSMP and supplementation sectors, supporting NPD, regulatory affairs and scientific communication to multiple global brands.
Fabian Broich, head of performance, Excel Esports, and founder, Achieveminds
Former professional goalkeeper Fabian Broich worked for pro football club Schalke 04 and for the Astralis Group, one of the most successful esports organisation in the world. He has a bachelor’s in psychology from Winthrop University and is finishing his master’s thesis in Psychology of Sports and Exercise at the German Sports University of Cologne. Broich focuses on a holistic performance approach integrating sleep, physical activity, nutrition and sports psychology into the new field of esports.
Nicholas Morgan, Managing Director, Nutrition Integrated
Nicholas Morgan works closely with companies in sport, active and lifestyle nutrition regarding their approach to strategy and innovation. He began his career as an exercise physiologist in elite sport before working at GSK and then subsequently establishing his own company in 2010. His primary focus is understanding how the science, the consumer and the market integrate, and supports many companies across the supply chain to identify how to get in, do better or establish where next in a market based on their business objectives.