What we know.
As we learn it.
The science, the athletes we built this with, and everything we got wrong along the way.
Packaging From Scratch
Dielines, seal areas, eyemarks, and everything we did not know about stick packs in January.
Why Magnesium Matters More Than You Think
The mineral most athletes are short on, and why the form on the label decides whether you absorb it.
The Problem With Hydration as a Category
A word that means one thing in a lab means something else entirely on a shelf.
What a College Athlete's Training Week Looks Like
A lift, two classes and a session in the same day, mapped hour by hour.
How We Built the NOXE Formula
Six months, four sample rounds and one ingredient we cut at the last minute.
What Your Body Loses When You Sweat
Sodium, potassium, chloride, magnesium and calcium, and roughly how much of each leaves your body in an hour of hard training.
Why Five Electrolytes Matter (And Why Most Drinks Only Give You One)
The category settled on sodium and sugar because both are cheap and both sell. Five electrolytes leave your body when you sweat. Here is what the other four ...