Mountain Fuels

What Mountain Fuels does

Mountain Fuels (also doing business as Mountain Fuel) is a privately held UK-based sports nutrition company that develops and sells a complete endurance nutrition system direct-to-consumer through its own e-commerce storefront at mountainfuel.co.uk. Its product portfolio centers on a coordinated set of consumables — Sports Jelly (hydro-gel), UltraChia Gel, Night Fuel, Morning Fuel, Energy Fuel, Recovery Fuel, and FeelGoodBar — designed to be used together to provide sustained energy, recovery support, vitamins, amino acids, and minerals across the training and race cycle. The company also sells apparel and hydration accessories (bottles, shakers, flasks) and bulk pouches.

Its core product differentiators are formulation-led rather than technology-led: the Sports Jelly uses a soft hydro-gel texture that does not require water to consume, and the range is positioned as gentle on the gastrointestinal system, including for athletes with Crohn's or IBS. Products are batch tested and certified under the #CleanForSport anti-doping compliance program. The brand is supported by endorsements from elite endurance athletes (Kilian Jornet, Jon Albon) and partnerships with eight major UK marathon and ultra events, which generate event-guide content used as a content-marketing channel.

The business model is direct-to-consumer e-commerce with unit pricing on individual SKUs and curated Taster/Saver bundles; pricing is not publicly disclosed, and free shipping is offered on UK orders above £50 (or £75 for Highland and Islands). The company targets endurance athletes — runners, cyclists, triathletes — across all ability levels, with a primary segment of race-day endurance users and a secondary segment of general fitness enthusiasts. Mountain Fuels is a small, founder-led operation with approximately 5 employees, no disclosed funding or institutional investors, and operations confined to the United Kingdom.

Name

Mountain Fuels

Legal name

Mountain Fuel

Website

https://mountainfuel.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Mountain Fuels is a privately held UK sports nutrition brand that sells a complete endurance nutrition system — gels, jellies, sachets, and bars — direct-to-consumer via its own online store, targeting runners, cyclists, and triathletes, with brand credibility anchored by world-champion athlete endorsements and UK marathon event partnerships.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Trail Nutrition & Outdoor Consumables Retail (CRAMAMAL)

Keywords

• Sports nutrition
• Endurance nutrition
• Energy gels
• Recovery supplements
• Athletic fueling

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Product Sales (E-commerce): Mountain Fuel generates revenue through direct online sales of their sports nutrition product line including gels, jellies, energy bars, recovery sachets, apparel, and accessories. Customers purchase individual products or bundled taster/saver packages through the company's e-commerce platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels5 records

Core offering

Mountain Fuel develops and sells a complete sports nutrition system designed for endurance athletes, including runners, cyclists, and triathletes. The product range spans energy gels, hydro-gel sports jellies, chia-based gels, recovery sachets, energy/recovery bars, and supporting accessories such as apparel, bottles, shakers, and bulk refill pouches, sold directly via the company's UK e-commerce store.

Product overview

Mountain Fuels is a British sports nutrition company offering a balanced, unified nutrition system for endurance athletes. The product portfolio centers on the 'Mountain Fuel Complete Nutrition System' comprising complementary products including Sports Jelly (hydro-gel), UltraChia Gel, Night Fuel, Morning Fuel, Energy Fuel, Recovery Fuel, and FeelGoodBar. These products are designed to work together as an integrated system providing sustained energy, recovery support, and essential vitamins, amino acids and minerals. Additional offerings include apparel and hydration accessories. The system is positioned for runners, cyclists, and triathletes across all ability levels.

Differentiator

Problem solved

Functional benefit

Brands

• Sports Jelly: Hydrogel sports jelly product for endurance athletes
• Night Fuel
• Morning Fuel
• UltraChia Gel
• Energy Fuel
• FeelGoodBar
• Recovery Fuel

Products and services

• Sports Jelly

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Mountain Fuel AmbassadorscoreGTM or Marketing PartnerAmbassador program featuring athletes who endorse and promote Mountain Fuel products. Key ambassadors include Jon Albon (World Trail Running Champion) and other endurance athletes who provide testimonials and race using Mountain Fuel nutrition.
• Event PartnerscoreGTM or Marketing PartnerPartnerships with major UK marathon and ultra marathon events. Includes London Marathon, Manchester Marathon, Edinburgh Marathon, Brighton Marathon, Marathon Eryri, Chester Marathon, Yorkshire Marathon, and The Lap Ultra Marathon. Mountain Fuel creates event guides and provides nutritional support for participants.
• CoachesminorStrategic or Co-development PartnerPartnership network of coaches who provide training guidance and integrate Mountain Fuel nutrition recommendations into their coaching programs.
• Mountain FuelledminorChannel Partner/ Reseller/ DistributorA partner program or brand under the Mountain Fuel umbrella, possibly representing a sub-brand or affiliate network.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• OTE Sports: UK sports nutrition brand offering gels, chews, hydration, and recovery products targeted at endurance athletes and event participants. Direct peer in product format, geography (UK-first), and event-driven marketing approach.
• Maurten: Swedish sports nutrition brand built around hydrogel technology (similar concept to Mountain Fuel's Sports Jelly). Competes in the same endurance nutrition category with gels, drink mixes, and energy bars targeted at marathoners, triathletes, and elite endurance athletes.
• Torq Fitness: UK sports nutrition brand offering gels, chews, hydration, and recovery products for endurance athletes. Direct competitor in the same UK market with comparable product formats and athlete-driven marketing.
• Science in Sport (SiS): British sports nutrition company offering gels, bars, powders, and recovery products for endurance athletes, with strong UK race-event partnerships. Closely comparable in product mix, target customer, and GTM (event-driven, endurance-focused), but operates at much larger scale with broader retail distribution.
• Precision Fuel & Hydration: UK-based sports nutrition brand specialising in energy gels, hydration drinks, and fuelling plans for endurance athletes. Directly comparable product category (gels, hydration, endurance fuelling) and overlapping customer base of UK marathon, ultra, and triathlon athletes.
• High5: UK sports nutrition brand producing energy gels, chews, bars, and hydration products for endurance athletes. Direct overlap in product portfolio and UK endurance athlete customer base, with broader retail distribution.
• Tailwind Nutrition: US endurance nutrition brand selling all-in-one fuelling drinks, recovery mixes, and energy bars for ultra-endurance athletes. Comparable in customer persona (ultra/trail runners) and complete-fuelling-system positioning.
• GU Energy Labs: US-based sports nutrition brand pioneering the energy gel category used by endurance athletes. Overlapping product (gels, chews, recovery) and target customer (runners, cyclists, triathletes) with much broader scale and international distribution.

Emerging players

• Skratch Labs: US sports hydration and nutrition brand focused on endurance athletes with hydration mixes, energy bars, and recovery products. Comparable product philosophy (real-food, stomach-friendly formulation) and overlap with endurance athlete customer base.

Broad incumbents

• Clif Bar & Company: Large US-based energy bar and sports nutrition brand (Clif Bar, Clif Bloks, Clif Hydration) serving endurance and outdoor athletes. Broad incumbent in adjacent sports nutrition categories with mass-market retail distribution that Mountain Fuel does not currently reach.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mountain-fuels

Revenue estimate

Valuation estimate

Number of profiles

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 Mountain Fuels