Huma Gel

What Huma Gel does

Hüma Gel (operating as Huma Gel) is a privately held, veteran-owned endurance nutrition company founded in 2012 and headquartered in Nashville, Tennessee. The company manufactures and sells real-food energy gels and electrolyte hydration products targeted at endurance athletes—runners, cyclists, and triathletes—who seek clean-label alternatives to conventional maltodextrin-based fueling. Its portfolio comprises four product lines built on a consistent whole-food formulation: Original Energy Gels (24-25g carbs per pouch, $2.50), PLUS Energy Gels (electrolyte-enhanced for hot weather and heavy sweating, $2.75), Ultra Energy Gels (40g carbs for ultra-endurance efforts, $3.75, currently Apple Pie flavor), and Hydration Drink Mix packets (10 calories, 380mg sodium per stick, ~$1.25/serving). The core technical proposition is a 2:1 glucose-to-fructose carbohydrate ratio sourced from brown rice syrup, cane sugar, and fruit puree, with soluble fiber from milled chia providing a smooth, food-like consistency that the company claims reduces the GI distress common with conventional gels. The same foundational recipe has been used since 2012 with no reformulation.

The business operates a hybrid direct-to-consumer and wholesale model. Primary revenue comes from humagel.com (Shopify-hosted, with a 10% Subscribe & Save subscription option and a 3-free-gel trial offer for new customers), Amazon Marketplace (brand-direct, 2,000+ reviews at 4.6-4.7 stars), and B2B wholesale accounts serving run specialty, outdoor, and supplement retail. An at-cost Race Partner Program supplies gels to hundreds of endurance events annually for on-course aid-station fueling, functioning primarily as a top-of-funnel discovery channel. International reach extends to 24 countries through territory-exclusive distributor partnerships with MAP floor enforcement at 12% below MSRP. The company claims cumulative sales of 25M+ units since founding, 3,000+ five-star reviews across platforms, and placement in every major US run specialty retailer including Running Warehouse, Fleet Feet, and REI. Hüma is founder-led by Ian, a U.S. Army veteran, operates as Huma Products LLC (a Tennessee LLC) with no disclosed institutional funding rounds, and runs with a lean 1-10 person team.

Name

Huma Gel

Legal name

Huma Products LLC

Website

https://humagel.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Hüma Gel is a Nashville-based, veteran-owned endurance nutrition company that makes real-food energy gels and hydration products, selling to runners, cyclists, and triathletes via DTC e-commerce, Amazon, US run specialty retail, and distributors in 24 countries.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Nonchocolate Confectionery Manufacturing (31134)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

akta.pro secondary industry

Sports & Isotonic Drink Production (AFAFAFAB)

Keywords

• Energy gel products
• Endurance nutrition
• Sports nutrition supplements
• Electrolyte hydration mixes
• Running fuel products

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through humagel.com with subscription option (Subscribe & Save at 10% discount). Mix-and-match ordering allows customization across product lines.
2. Amazon Marketplace Sales: Brand-direct Amazon presence with 2,000+ 5-star reviews, selling pre-configured flavor packs.
3. Wholesale/B2B: Wholesale accounts through B2B portal (b2b.humagel.com) targeting run specialty, outdoor, and supplement retail.
4. Race Partner Program: At-cost bulk pricing to endurance events for on-course fueling. Revenue from volume rather than margin.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Huma Gel manufactures and sells all-natural, real-food energy gels and hydration products designed for endurance athletes. The portfolio includes four product lines: Original Energy Gels (24-25g carbohydrates, 100 calories), PLUS Energy Gels (double electrolytes for heavy sweating), Ultra Energy Gels (40g carbohydrates for ultra-endurance events), and Hydration Drink Mix packets formulated to match athlete sweat-loss profiles. All products use a five-ingredient real-food base (fruit puree, brown rice syrup, cane sugar, milled chia seeds, sea salt) with a 2:1 glucose-to-fructose carbohydrate ratio, sold direct-to-consumer via humagel.com and Amazon, and through run specialty, outdoor, and cycling retail channels.

Product overview

Huma Gel is a real-food endurance nutrition company offering four distinct product lines: Original Energy Gels (the foundational formula with 24-25g carbs and 100 calories), PLUS Energy Gels (electrolyte-enhanced version with double electrolytes for heavy sweating and long efforts), Ultra Energy Gels (high-carb gel with 40g carbs for ultra-endurance events), and Hydration Drink Mix (low-calorie electrolyte drink for hydration without added carbohydrates). All products share a commitment to real-food ingredients—no maltodextrin, no artificial flavors—with the same foundational recipe maintained since 2012. The product portfolio is designed as an integrated fueling system where customers can mix and match products based on their training intensity, duration, and environmental conditions.

Differentiator

Problem solved

Functional benefit

Brands

• Original: Foundational line of real-food chia energy gels with 24g carbs from fruit, brown rice syrup, and cane sugar. Eight flavors including Strawberry, Apple Cinnamon, Blueberry, Mango, Lemonade, Raspberry, Chocolate, and Doubleshot Mocha.
• PLUS
• Ultra
• Hydration

Products and services

• Original Energy Gels Foundational real-food energy gel line with 24-25g carbohydrates and 100 calories per pouch, using a 2:1 glucose-to-fructose ratio. Available in 8 flavors with select caffeine options (25-100mg). Designed for endurance athletes seeking clean, natural fueling.
• PLUS Energy Gels Electrolyte-enhanced version of Original with double the electrolytes for hot weather and long efforts. Contains 24-25g carbohydrates and 100 calories per pouch across 6 flavors, with three containing 25mg caffeine.
• Ultra Energy Gels High-carb endurance gel with 40g carbohydrates and 160 calories per pouch from whole-food sources (brown rice syrup, apple, banana, sweet potato, coconut). Designed for ultra-endurance events requiring sustained energy output. Caffeine-free, available in Apple Pie flavor.
• Hydration Drink Mix Packets Low-calorie electrolyte drink mix with 10 calories, 1g sugar, and full electrolyte profile (380mg sodium, 100mg potassium, 40mg magnesium, 25mg calcium per stick). Mix with 16oz water. Keto-friendly and vegan. Available in Coconut Pineapple, Lemon Lime, and Raspberry Lemonade flavors.
• Energy Gel Variety Packs Pre-configured sampler packs combining multiple flavors across Original and PLUS product lines. Available in Original Mix (8 flavors), PLUS Mix, No Caffeine Mix, Caffeine Mix, and Everything Mix (14 flavors combined). Pack sizes of 6, 14, or 28 gels starting at $15.00.

Quantifiable outcome

• 4.8 stars average rating with 2,000+ reviews on Amazon
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and secondary.

• Running WarehousecoreChannel Partner/ Reseller/ DistributorMajor US run specialty retailer carrying Huma Gel products. Listed as one of the key retail partners on the homepage alongside other major run specialty stores.
• Fleet FeetcoreChannel Partner/ Reseller/ DistributorMajor US run specialty retailer carrying Huma Gel products. Listed as one of the key retail partners on the homepage.
• REIcoreChannel Partner/ Reseller/ DistributorMajor outdoor retailer carrying Huma Gel products. Listed as one of the key retail partners on the homepage.
• The FeedsecondaryChannel Partner/ Reseller/ DistributorOnline endurance sports retailer partner carrying Huma Gel products.
• Fuel GoodssecondaryChannel Partner/ Reseller/ DistributorOnline endurance sports nutrition retailer partner carrying Huma Gel products.
• Race Events (Various)coreGTM or Marketing PartnerDozens of races supported per year; hundreds of events supported to date. Huma supplies gels at-cost for on-course aid station fueling. 2-year minimum shelf life allows advance ordering without waste risk.
• International Distributors (Various)coreChannel Partner/ Reseller/ DistributorInternational distributor partners with territory exclusivity. MAP floor enforced at 12% below MSRP. US velocity data available on request. Full brand asset library provided. Present in 24 countries.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GU Energy Labs: GU Energy Labs is the incumbent category leader in energy gels for endurance athletes, offering maltodextrin-based gel products sold through running, cycling, and outdoor retail. It is the most direct comparable to Huma Gel's Original and Ultra gel lines, competing head-to-head on shelf at run specialty stores like Fleet Feet and Running Warehouse.
• Honey Stinger: Honey Stinger sells honey-based energy gels, chews, and waffles targeting endurance athletes. Like Huma Gel, it competes in the 'real-food' and clean-ingredient positioning lane, making it a close substitute across retail and endurance event channels.
• Tailwind Nutrition: Tailwind Nutrition makes endurance fuel mixes combining carbohydrates and electrolytes for runners, cyclists, and ultrarunners. It directly competes with Huma Gel's Hydration line and broader endurance fueling portfolio for the same ingredient-conscious athlete customer.
• Skratch Labs: Skratch Labs produces sports hydration drink mixes and exercise fuel targeted at endurance athletes with a clean-ingredient positioning. It is directly comparable to Huma Gel's Hydration product line and the real-food ethos of the broader portfolio.
• Nuun: Nuun makes electrolyte hydration tablets and drink mixes sold through running, cycling, and outdoor retail. It competes most directly with Huma Gel's Hydration line and shares the same clean-label sports hydration positioning.

Emerging players

• Spring Energy: Spring Energy is an emerging real-food energy gel brand competing for the same ingredient-conscious endurance athlete as Huma Gel. It represents the new wave of smaller direct competitors entering the natural fueling category Huma helped define.
• Precision Hydration: Precision Hydration specializes in electrolyte and hydration solutions engineered around athlete sweat profiles, paralleling Huma Gel's Hydration formulation rationale. It targets the same endurance customer base with a more testing-driven, science-led positioning.
• Munk Pack: Munk Pack produces real-food snack and nutrition products with a clean-ingredient positioning that overlaps with Huma Gel's real-food ethos. While focused on snacks and bites rather than endurance gels, it competes for the same ingredient-conscious active consumer.

Broad incumbents

• Clif Bar & Company: Clif Bar is a broad incumbent in sports nutrition with energy bars, gels, chews, and hydration products sold through mass grocery, outdoor, and run specialty retail. Its Clif Shot energy gels directly compete with Huma Gel's core product lines while operating at significantly larger scale.
• Vital Proteins: Vital Proteins is a broader health-and-wellness nutrition brand with sports and active lifestyle products distributed through retail and DTC. While not a direct energy gel competitor, it represents a larger adjacent incumbent that could move into endurance fueling and compete for the same health-conscious athlete wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCHfs6LuffVNTwBt0uCH_qHQ
• Facebookfacebook.com/humagel
• Instagraminstagram.com/humagel
• LinkedInlinkedin.com/company/huma-gel

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 Huma Gel