Maurten
Maurten AB is a Swedish sports nutrition company that develops and sells carbohydrate gels, drink mixes, solid bars, and bicarbonate supplements built on its patented Hydrogel Technology for endurance athletes. It serves runners, cyclists, and triathletes globally through DTC e-commerce, specialty retail, and official nutrition partnerships with major marathons and IRONMAN events.
- Company typePrivate
- Founded2015
- HeadquartersGothenburg, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Maurten does
Maurten AB is a Swedish sports nutrition company headquartered in Gothenburg that designs, manufactures, and sells a unified line of carbohydrate sports fuels built on a patented Hydrogel Technology. The technology encapsulates carbohydrates in a natural hydrogel matrix that forms upon contact with stomach acid, allowing carbohydrates to bypass the stomach and be absorbed in the small intestine. This delivery mechanism enables athletes to consume 100-120g of carbohydrates per hour without the gastrointestinal distress that typically limits intake to 30-60g, with cited research suggesting approximately 3% improvement in running economy at higher carbohydrate loads. The product portfolio spans energy gels (Gel 100, Gel 100 Caf 100, Gel 160), powdered drink mixes (Drink Mix 160, Drink Mix 320, Drink Mix 320 Caf 100), solid oat-and-rice-based energy bars (Solid 160, Solid C 160), the Bicarb System applying the same hydrogel encapsulation to sodium bicarbonate, flavor Additions, curated training collections (12-week Marathon, Half Marathon, Run, Cycling), and proprietary hardware including the HydraPak SkyFlask and Gelflask. Products are sold direct-to-consumer via country-specific storefronts on maurten.com, through 567+ specialty running and cycling retail partners in the United States with parallel retail networks globally, and via country distributors serving more than 40 markets.
The company operates a hybrid go-to-market combining product-led DTC e-commerce with an event-driven marketing strategy that anchors Maurten as the official nutrition partner at the world's largest endurance events. Flagship event partnerships include all World Marathon Majors (Boston, Berlin, New York City, Chicago, with London and Tokyo world records in 2025 powered by Maurten), IRONMAN, the T100 World Series, L'Étape du Tour de France, and, more recently, the International Trail Running Association (ITRA) for trail and ultra-endurance. This positioning is reinforced by adoption among elite athletes—every marathon world record holder since 2018 and every World Marathon Major winner since 2017, including Sebastian Sawe's record-eligible sub-2-hour 1:59:30 at the 2025 London Marathon fueled at 115g of carbs per hour. The education hub, Fuel Planner tool, and M. Magazine extend brand authority beyond products into fueling methodology, creating habit and learned behavior. Maurten AB is privately held, employs 101-250 people, and in July 2024 raised €20 million led by Iris Ventures to fund technological innovation and expansion beyond core sports applications.
Maurten firmographics
Firmographics- Name
- Maurten
- Legal name
- Maurten AB
- Website
- https://maurten.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Maurten AB is a Swedish sports nutrition company that develops and sells carbohydrate gels, drink mixes, solid bars, and bicarbonate supplements built on its patented Hydrogel Technology for endurance athletes. It serves runners, cyclists, and triathletes globally through DTC e-commerce, specialty retail, and official nutrition partnerships with major marathons and IRONMAN events.
- Ownership category
- akta.pro rank
Maurten industry classification
Industry- Product category
- Sports Nutrition
- NAICS
- Food Manufacturing (311)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
- akta.pro secondary industries
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
Keywords
Where Maurten is headquartered
LocationHeadquarters
- HQ city
- Gothenburg
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Maurten business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through maurten.com across multiple country-specific storefronts (US, UK, EU, Japan, etc.). Customers purchase individual products, bundled collections, and subscription/membership options. Primary revenue stream with global reach.
- Retail Distribution: Wholesale distribution through 567+ specialty running and cycling retail stores globally. Products sold through independent retailers who purchase wholesale and resell to end consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Gel 100 - 25g carbohydrates per serving, box of 12 |
| Unit Pricing | Pay-as-you-go | Gel 100 Caf 100 - 25g carbs + 100mg caffeine per serving, box of 12 |
| Unit Pricing | Pay-as-you-go | Gel 160 - 40g carbohydrates per serving, box of 12 |
| Unit Pricing | Pay-as-you-go | Drink Mix 160 - 40g carbohydrates per serving, box of 18 |
| Unit Pricing | Pay-as-you-go | Drink Mix 320 - 80g carbohydrates per serving, box of 14 |
| Unit Pricing | Pay-as-you-go | Bicarb System - 4 portions with bicarbonate hydrogel delivery |
| Other | Pay-as-you-go | Gift Cards - Digital gift cards for gifting |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Maurten product offering
Product offeringCore offering
Maurten manufactures and sells a sports nutrition product ecosystem of carbohydrate-based energy gels, drink mixes, solid bars, and bicarbonate supplements built on patented Hydrogel Technology. Products are designed for endurance athletes (runners, cyclists, triathletes) to enable consumption of 100-120g of carbohydrates per hour without gastrointestinal distress. The portfolio is sold direct-to-consumer via maurten.com, through 567+ specialty retail stores globally, and via country-specific distributors across 40+ markets.
Product overview
Maurten is a Swedish sports nutrition company that offers a unified product ecosystem built on patented Hydrogel Technology. The core product line includes energy gels (Gel 100, Gel 100 Caf 100, Gel 160), powdered drink mixes (Drink Mix 160, Drink Mix 320, Drink Mix 320 Caf 100), and solid energy bars (Solid 160, Solid C 160). These products are designed as a modular fueling system where each delivers consistent carbohydrate quantities (25g, 40g, or 80g) through different delivery formats. The portfolio extends to specialized products like the Bicarb System for high-intensity performance buffering, Additions for flavor customization, and curated Training Collections (Marathon, Half Marathon, Run, Cycling) that bundle products across 4-12 week programs. Hardware accessories including bottles, flasks, and the HydraPak SkyFlask complement the product ecosystem to support on-course and training fueling. The company positions itself as the official nutrition partner for major marathons and endurance events worldwide.
Differentiator
Problem solved
Functional benefit
Products and services
- Gel 100
Quantifiable outcome
- High carbohydrate intake (100-120g per hour) can improve running economy by approximately 3%
- +1 more outcomes
Companies that use Maurten
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Maurten technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Maurten partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and flagship.
- ITRA (International Trail Running Association)coreMaurten is the official ITRA brand partner, expanding the brand's presence in trail running and ultra-endurance events. Partnership announced July 2024.
- Boston Athletic Association (Boston Marathon)flagshipOfficial nutrition partner providing on-course fueling at one of the six World Marathon Majors. Positioned as essential race-day partner for elite and recreational runners.
- Berlin MarathonflagshipOfficial nutrition partner at the World Marathon Major known for world record attempts. Products provided on-course for runners.
- New York Road Runners (NYC Marathon)flagshipOfficial nutrition partner at the world's largest marathon. Major brand visibility event with 50,000+ finishers annually.
- Chicago MarathonflagshipOfficial nutrition partner at World Marathon Major event, providing on-course fueling for elite and mass participation fields.
- IRONMANflagshipOfficial nutrition partner for IRONMAN events globally, providing on-course fueling at premier triathlon events including IRONMAN World Championship and IRONMAN Global Series events.
- T100 World SeriescoreOfficial nutrition partner for the Professional Triathletes Organisation's T100 World Series, supporting elite triathletes in long-distance racing.
- L'Étape du Tour de FrancecoreOfficial nutrition partner for the amateur cycling event that replicates Tour de France stages, providing on-course fueling for thousands of recreational cyclists.
- HydraPakcoreExclusive collaboration with HydraPak to develop the SkyFlask - a handheld fueling system specifically designed for Maurten's Hydrogel Technology. The SkyFlask enables athletes to carry both Drink Mix and Gel products in a single handheld device.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Maurten competitors and assessment
Company assessmentDirect peers
- GU Energy Labs: GU is the category-leading sports gel brand and Maurten's most direct competitor, offering similarly positioned carbohydrate energy gels and chews for endurance athletes. Both brands compete for the same retail shelf space, event sponsorships, and endurance-athlete mindshare.
- Tailwind Nutrition: Tailwind makes endurance-focused carbohydrate drink mixes and recovery products targeting the same ultra-endurance and marathon customer as Maurten. Their drink-mix-only positioning and strong ultrarunning community presence make them a direct competitor in the on-course fueling market.
- Precision Fuel and Hydration (PF&H): PF&H offers sports hydration and fueling products including gels and drink mixes targeted at endurance athletes, with a science-led positioning similar to Maurten's. They compete head-to-head in the running, cycling, and triathlon fueling categories.
- Skratch Labs: Skratch Labs produces sports hydration drink mixes and energy products aimed at endurance athletes, founded by a professional sports chef. They overlap directly with Maurten in the drink-mix and hydration segments for runners and cyclists.
- Science in Sport (SiS): SiS is a UK-listed endurance nutrition brand offering gels, drink mixes, and bars targeting the same professional and amateur endurance athlete as Maurten. They compete directly for major marathon and cycling event sponsorships and retail distribution.
- Hammer Nutrition: Hammer Nutrition is a long-established endurance nutrition brand specializing in gels, drink mixes, and recovery products for ultra-endurance athletes. They compete in the same specialty retail channels and endurance-sport customer base as Maurten.
- Honey Stinger: Honey Stinger produces honey-based energy gels, chews, and waffles marketed to endurance athletes. They occupy adjacent shelf space to Maurten in specialty running and cycling retail, with comparable pricing and end-consumer targeting.
Emerging players
- Nuun Hydration: Nuun focuses on electrolyte and hydration tablets for endurance and everyday athletes, overlapping with Maurten's drink-mix and hydration-adjacent positioning. Their broader hydration-plus-wellness positioning gives them partial overlap with Maurten's endurance customer base.
Broad incumbents
- Gatorade (PepsiCo): Gatorade is the dominant incumbent in sports hydration and fueling, with extensive endurance-sport sponsorships and distribution. While not directly competing in Maurten's hydrogel niche, Gatorade's scale and R&D budget make it a long-term competitive threat if it develops or acquires comparable encapsulation technology.
- Clif Bar & Company: Clif Bar produces energy bars, gels, and drink mixes for endurance athletes and is a long-standing presence in specialty running and cycling retail. They compete with Maurten in the energy bar category (Solid 160) and adjacent fueling formats.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Maurten social profiles
Digital presenceMaurten financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maurten leadership team
Management profileNumber of profiles
Profiles1 record
Maurten funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maurten M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maurten
What does Maurten do?
Maurten manufactures and sells a sports nutrition product ecosystem of carbohydrate-based energy gels, drink mixes, solid bars, and bicarbonate supplements built on patented Hydrogel Technology. Products are designed for endurance athletes (runners, cyclists, triathletes) to enable consumption of 100-120g of carbohydrates per hour without gastrointestinal distress. The portfolio is sold direct-to-consumer via maurten.com, through 567+ specialty retail stores globally, and via country-specific distributors across 40+ markets.
Is Maurten a public or private company?
Maurten is a private company. It is classified as venture growth investor backed and is currently operating.
When was Maurten founded?
Maurten was founded in 2015. It employs 101 to 250 people.
Where is Maurten based?
Maurten is headquartered in Gothenburg, Sweden, in the Europe region.
How does Maurten make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Maurten's main competitors?
Direct peers on record are GU Energy Labs, Tailwind Nutrition, Precision Fuel and Hydration (PF&H), Skratch Labs, Science in Sport (SiS), Hammer Nutrition and Honey Stinger. Nuun Hydration is listed as an emerging player. Broad incumbents are Gatorade (PepsiCo) and Clif Bar & Company.
Does Maurten have an API?
No public API is recorded for Maurten.
What industry is Maurten in?
Maurten's product category is Sports Nutrition. Its primary akta.pro industry code is AFAKAJAE, Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars), with a secondary code of CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout). Its NAICS code is 311 and its SIC code is 2090.