What Neversecond does

Neversecond Nutrition Inc. is a US-based, privately held performance nutrition company founded in 2020 that designs and sells a modular "C-Series" fueling system targeting endurance athletes in running, cycling, triathlon, and Hyrox. Its core technology centers on precision dosing — every C-Series product delivers standardized 30g carbohydrate increments using a scientifically validated 2:1 glucose-to-fructose (maltodextrin-to-fructose) ratio and 200mg of sodium per 30g of carbohydrate, with isotonic gel formulations that absorb without additional water. The product portfolio spans energy gels (flavored, unflavored, caffeinated variants), sports drink mixes (C30 modular and C90 high-carb), fuel bars, a standalone S200 sodium booster, and the P30 whey-protein-isolate recovery drink. All products are Informed Sport batch-tested and certified for banned substances, enabling use by professional and Olympic athletes.

The company operates a direct-to-consumer e-commerce model as its primary revenue engine (never2.com with US, UK, and EU regional stores), supplemented by a "Become a Stockist" retail program for specialty running and cycling shops, course-side sales at sponsored events, and a newsletter subscription offering a 15% discount. Pricing is unit-based across single SKUs and curated bundles (Starter Packs, Marathon, Half Marathon, Ultimate Leadville), ranging from $18 entry bundles to $80 ultra-event packs. Go-to-market combines product-led growth (modular system drives natural upsell), event-driven demand capture (14+ flagship sponsorships including Life Time Grand Prix and Leadville Race Series), and a community-led ambassador network of 28 elite endurance athletes. Shipping extends to 31 countries across North America, the UK, and Europe, with currency support in USD, GBP, EUR, CHF, and NOK.

Name

Neversecond

Legal name

Neversecond Nutrition Inc.

Website

https://never2.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Neversecond is a US-based performance nutrition company founded in 2020 that sells a modular C-Series fueling system — precision-dosed energy gels, drink mixes, and bars with 2:1 glucose-to-fructose ratios — targeting endurance athletes in running, cycling, triathlon, and Hyrox through DTC e-commerce, event sponsorships, and a 28-athlete ambassador team.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Sporting and Athletic Goods Manufacturing (33992), Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Sports Drink Production (Isotonic/Hypotonic) (AFAFABAF), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD)

Keywords

• Sports nutrition products
• Endurance fueling
• Energy gels
• Carbohydrate drink mixes
• Athlete supplements

Headquarters

HQ city

Bayport

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through the official never2.com US store and international regional stores (UK, Europe). Products include energy gels, sports drinks, high-carb drink mixes, fuel bars, recovery products, and accessories. E-commerce platform ships to US, UK, Jersey, Guernsey, and 27 European countries.
2. Retail Distribution: Become-a-Stockist program for independent retailers, specialty running/cycling shops, and sporting goods stores. Products also available through Canadian retailers via Protocol Wellness.
3. Event Sponsorship: Official nutrition partner sponsorships at endurance events including Life Time Grand Prix, Leadville Race Series, Miami Marathon, and others. Revenue generated through course-side presence, product sales at events, and branding visibility.
4. Subscription (Newsletter): Email newsletter subscription offering 15% discount to drive recurring customer engagement and repeat purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Neversecond designs, manufactures, and sells precision-dosed performance nutrition products for endurance athletes, organized around a modular C-Series fueling system. The portfolio includes isotonic energy gels (C30 and C30+ Caffeine, in flavored and unflavored variants), modular sports drink mixes (C30 and C90), fuel bars, an S200 sodium booster, and a P30 whey-protein-isolate recovery drink, sold primarily direct-to-consumer through never2.com and at sponsored endurance events.

Product overview

Neversecond is a performance nutrition company offering a modular C-Series fueling system designed for endurance athletes in cycling, running, triathlon, and Hyrox. The product portfolio centers on precision carbohydrate products with standardized 30g carbohydrate increments and 200mg sodium ratios, comprising C30 Energy Gels and C30+ Caffeine Energy Gels (both in flavored and unflavored variants), C30 and C90 Sports Drinks, the S200 Sodium Booster as an electrolyte additive, C30 Fuel Bars, and the P30 Recovery Drink Mix featuring whey protein isolate. The company also offers bundled starter packs for different race distances (Marathon, Half Marathon, Leadville ultra), gear accessories including water bottles, flasks, and branded merchandise (hats, bandanas, t-shirts, towels). All C-Series products are formulated to work together as a modular system, allowing athletes to mix and match products to achieve precise carbohydrate and sodium intake targets. The products are Informed Sport certified for banned substance testing.

Differentiator

Problem solved

Functional benefit

Brands

• C-Series: Modular fueling system with products delivering 30g carbohydrate increments (C30, C90) with 200mg sodium per 30g carbs.
• P-Series

Products and services

• C30 Energy Gel Isotonic energy gel delivering 30g of precision carbohydrate with a 2:1 glucose-to-fructose ratio and 200mg sodium per serving; designed for endurance athletes during training and racing.
• C30+ Caffeine Energy Gel Caffeinated isotonic energy gel delivering 30g carbohydrate, 75mg caffeine, and 200mg sodium per serving for endurance athletes needing a performance boost during key race moments.
• C30 Flavored Energy Gel Trial Pack 8-unit trial pack containing one each of all flavored C30 Energy Gels and C30+ Caffeine Energy Gels, allowing athletes to sample the full gel range before committing to full boxes.
• C30 Unflavored Energy Gel Trial Pack 5-unit trial pack containing three C30 Unflavored Energy Gels and two C30+ Unflavored Caffeine Gels for flavor-neutral fueling.
• C30 Sports Drink Modular endurance fuel drink mix delivering 30g carbohydrate per scoop with a 2:1 glucose-to-fructose ratio and 200mg sodium, available in Citrus and Forest Berry flavors for customizable hourly carb intake.
• C30 Unflavored Sports Drink Flavor-neutral modular endurance hydration mix delivering 30g carbohydrate per scoop with 200mg sodium for athletes who prefer no added taste.
• C90 High Carb Drink Mix High-carbohydrate endurance fuel delivering 90g of precision carbohydrate per serving with 200mg sodium, designed for long-distance and ultra-endurance events requiring maximum carb intake.
• C30 Sports Drink Variety Pack 6-unit pack containing three servings each of Citrus and Forest Berry C30 Sports Drink flavors for variety in training and racing.
• S200 Sodium Booster Modular electrolyte additive delivering 200mg sodium per capful for personalizing hydration strategy when mixed with C-Series drink mixes, particularly in hot or high-altitude conditions.
• C30 Fuel Bar Performance energy bar delivering 30g carbohydrate with 2:1 glucose-to-fructose ratio and 200mg sodium; low in fat, fiber, and protein for fast energy absorption. Available in Chocolate, Berry, and Lemon flavors.
• C30 Fuel Bar Trial Pack 6-unit trial pack with two bars each of Chocolate, Berry, and Lemon C30 Fuel Bar flavors for sampling the bar range.
• P30 Recovery Drink Mix Post-exercise recovery protein drink formulated with 87% Whey Protein Isolate delivering 30g protein, 15g essential amino acids, and 3.5g leucine per serving. Informed Sport certified, available in Chocolate flavor.
• C30 Starter Pack Introductory bundle containing 1 C30 Energy Gel, 1 C30+ Caffeine Energy Gel, 2 C30 Sports Drink single-serving sachets, and a complimentary Neversecond Water Bottle, designed to onboard new customers to the C-Series system.
• Marathon Starter Pack Race-day fueling kit for marathon runners containing 4 C30 Energy Gels, 2 C30+ Caffeine Gels, 1 C90 High Carb Mix Sachet, and a complimentary Water Bottle.
• Half Marathon Starter Pack Race-day fueling kit containing 2 C30 Energy Gels, 1 C30+ Caffeine Gel, 1 C90 High Carb Drink Mix, and a complimentary Water Bottle, curated for half-marathon race-day fueling.
• Ultimate Leadville Pack 15-item comprehensive trial pack for ultra-endurance events including a C30 Sports Drink 20-serving bag, 10 C30 Energy Gels (varied flavors), 2 C30+ Caffeine Gels, 2 C30 Fuel Bars, 1 C90 High Carb Mix sachet, and complimentary Water Bottle.
• Neversecond Logo Tee Shirt Charcoal 100% ring-spun combed cotton t-shirt with Neversecond logo on the front and 'Science First. Neversecond.' on the reverse side.
• Neversecond Bucket Hat Lightweight bucket hat with 360-degree sun protection, breathable mesh ventilation, and UPF 50+ recycled panels for endurance activities in sun-exposed conditions.
• Neversecond x Fractel Running Hat Co-designed running hat with 360-degree protection, breathable mesh ventilation, and UPF 50+ recycled panels, combining Fractel's performance headwear with Neversecond branding.
• Neversecond x East Peak Ice Bandana Cooling ice bandana co-designed with East Peak, featuring longer-lasting cooling technology, a wider zipper for easier refills, and expanded neck coverage; tested in Atacama Desert, Badwater ultramarathon, and Western States 100.
• Neversecond Bandana 100% cotton bandana available in Paisley Dark Gray, Paisley Light Gray, Paisley Pale Blue, and Logo Pattern designs.
• Neversecond Towel Reversible fine twine terry felted sweat-wicking towel made in Austria, designed for post-race drying and training use.
• Neversecond Protein Shaker BPA-free, dishwasher-safe protein shaker bottle designed for mixing P30 Recovery Drink Mix into frothy recovery shakes.
• 500ml Water Bottle 500ml water bottle for hydration during training and racing.
• 750ml Water Bottle 750ml water bottle for extended hydration needs during longer endurance sessions.
• GELFLASK250 250ml Soft Flask Neversecond x Hydrapak co-branded 250ml soft flask for carrying gels and liquids during running.
• DRINKFLASK500 500ml Soft Flask 500ml soft flask for hydration during endurance activities.

Quantifiable outcome

• Informed Sport certified - batch-tested for banned substances, enabling use by professional and Olympic athletes
• +3 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

17 partnerships are on record, tiered flagship, core and minor.

• Jim WalmsleyflagshipGTM or Marketing Partner4x Western States and 2023 UTMB Champion serves as Team Neversecond flagship athlete. Uses C30 Energy Gels for race-day fueling during 100-mile ultra events.
• Keegan SwensonflagshipGTM or Marketing Partner3x Life Time Grand Prix Champion and Leadville Course Record Holder. Uses C30 Sports Drink for modular fueling across training and racing.
• Sofia Gomez VillafaneflagshipGTM or Marketing Partner2025 Cape Epic Champion. Uses C30+ Unflavored Caffeine Gels for performance boost during key race moments.
• Matt BeerscoreGTM or Marketing Partner4x Cape Epic Champion uses P30 Recovery Drink Mix for post-race muscle recovery and C30 Fuel Bars for training fueling.
• Life Time Grand PrixflagshipGTM or Marketing PartnerOfficial sponsor of the Life Time Grand Prix ultra-endurance race series. Provides course-side nutrition and branding presence at all LTGP events.
• Leadville Race SeriesflagshipGTM or Marketing PartnerOfficial nutrition partner of the Leadville Race Series including the legendary Leadville 100 mountain run. Products featured at aid stations and sold at event.
• Miami MarathoncoreGTM or Marketing PartnerOfficial Energy Gel of the Miami Marathon. Course-side product stations and branded presence at one of America's largest marathons.
• Belgian Waffle RidecoreGTM or Marketing PartnerExclusive Performance Nutrition Partner of the Belgian Waffle Ride gravel cycling events known for their challenging courses.
• Epic RidescoreGTM or Marketing PartnerOfficial Nutrition Partner of Epic Rides event series including the 25 Hours of Thunder Mountain and other endurance MTB events.
• Cocodona 250coreGTM or Marketing PartnerOfficial Energy Gel and Fuel Bar of the Cocodona 250 ultra-cycling event across Arizona's desert terrain.
• Destination TrailscoreGTM or Marketing PartnerExclusive Performance Nutrition Partner of Destination Trails, a network of trail running events.
• Daybreak RacingcoreGTM or Marketing PartnerOfficial and exclusive Performance Nutrition Partner for Daybreak Racing events.
• Indianapolis Monumental MarathoncoreGTM or Marketing PartnerOfficial Energy Gel of the Indianapolis Monumental Marathon.
• Tucson MarathoncoreGTM or Marketing PartnerOfficial Performance Nutrition Partner of the Tucson Marathon.
• OceanmanminorGTM or Marketing PartnerOfficial Nutrition Partner of Oceanman open water swimming event series.
• East PeakcoreTechnology or IntegrationCo-developed the Neversecond x East Peak Ice Bandana. East Peak provides cooling technology expertise for heat management products tested at Badwater 135, Western States 100, and Atacama Desert (300+ miles).
• Protocol Wellness (Canada)minorChannel Partner/ Reseller/ DistributorAuthorized Canadian retail partner for Neversecond products. Listed as recommended retailer for Canadian customers.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• GU Energy Labs: Established US energy gel brand and category leader, owned by CGA. Competes directly with Neversecond's C30 Energy Gels across endurance and adventure sports, with broader mainstream retail distribution and significantly larger marketing budget.
• Tailwind Nutrition: Endurance-specific sports drink mix company with similar modular approach to fueling. Directly competes in the all-in-one drink mix category that overlaps with Neversecond's C30/C90 Sports Drink lines for ultra-endurance athletes.
• Science in Sport (SiS): UK-based endurance sports nutrition brand competing in energy gels, hydration, and protein products. Comparable brand positioning to Neversecond with strong presence in cycling and triathlon, and broader European retail footprint.
• Maurten: Swedish performance nutrition company specializing in hydrogel-based sports fueling products. Closest direct competitor with similar scientific positioning, endurance athlete focus, and premium pricing strategy; competes head-to-head in cycling, running, and triathlon fueling.
• Precision Fuel & Hydration: Sports nutrition company focused on precision hydration and fueling for endurance athletes. Competes with Neversecond's C-Series and S200 Sodium Booster on personalization and PH/electrolyte optimization, with overlapping cyclist and triathlete customer base.
• Skratch Labs: Sports hydration and nutrition company founded by Dr. Allen Lim, with strong endurance cycling credentials. Competes with Neversecond in sports drinks and hydration, sharing similar scientific/athlete-led brand positioning.
• Hammer Nutrition: Long-standing endurance nutrition brand offering fuels, hydration, and recovery products for ultra runners, cyclists, and triathletes. Overlaps with Neversecond's endurance athlete focus and product category, though with a more dated brand presentation.

Broad incumbents

• Clif Bar & Company: Established energy bar and nutrition brand with broad product portfolio across fueling, bars, and recovery. Comparable product category overlap (energy bars, gels) but operates at much larger scale with mainstream retail distribution.
• Gatorade (PepsiCo): Mass-market sports drink incumbent owned by PepsiCo, dominating the broader sports hydration category. Represents the broad incumbent competitive threat with massive distribution and marketing budgets versus niche endurance specialists like Neversecond.

Emerging players

• Spring Energy: Emerging endurance sports nutrition brand with a similarly science-driven approach and modular fueling philosophy. Smaller-scale emerging player targeting the same endurance athlete segment as Neversecond.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Neversecond2
• YouTubeyoutube.com/channel/UC8zMr4ZQE2jmoaEPs0YnsNg
• Facebookfacebook.com/Neversecond-577904622885269
• Instagraminstagram.com/never.second

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Neversecond