Beet It Sport

What Beet It Sport does

Beet It Sport is a UK-based sports nutrition brand operated by James White Drinks Limited, headquartered in Ashbocking, Ipswich. Founded in 2005, the company produces a focused range of natural nitrate-rich beetroot juice products designed to enhance endurance performance, improve exercise efficiency, and support recovery. Its flagship Nitrate 400 Shot delivers a standardized 400mg dietary nitrate dose in a 70ml serving, supplemented by the Nitrate 3000 Concentrate, the Nitrate Energy Gel Top Up 100 (100mg nitrate plus 30g carbohydrate), the Regen Cherry+ recovery shot combining sour cherry and beetroot juice, and an organic line certified by the Soil Association. The core technical differentiator is consistent, research-grade nitrate dosing from concentrated beetroot juice without synthetic nitrate additives, paired with Informed Sport batch-by-batch anti-doping certification through LGC.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce via beet-it.com (with subscription offering 10% recurring savings), marketplace sales through Amazon, and specialty distribution via XMiles in the UK and Beet It Netherlands in Europe. B2B supply relationships with over 150 elite professional sports teams across UCI World Tour cycling, Premier League football, Premiership Rugby, NFL, NBA, NHL, MLB, and MLS form the credibility backbone, with flagship partnerships including NN Running Team (since 2017, supplying Eliud Kipchoge) and Team Jumbo Visma. The brand operates a US subsidiary, Beet It USA, led by Shoaib Alam, to service North American elite teams and specialist retailers.

Revenue is generated through unit-priced SKU and bundle sales (prices ranging from £14.99 for a Starter Pack to £99.50 for the Nitrate 400 Ultimate Bundle), with bundles structured around the pre/during/post-exercise protocol: Nitrate 400 shots before activity, Energy Gel Top Up 100 during, and Regen Cherry+ after. Products are positioned as 100% natural, Informed Sport certified, and validated by 300+ independent peer-reviewed research papers since 2009. The customer base spans elite professional athletes, sub-elite and recreational endurance users, and health-conscious consumers interested in cardiovascular and circulation benefits. Pricing is transparent, demand is supported by a 30+ athlete ambassador program, and the brand has received multiple industry awards including Nutra Ingredients USA Product of the Year (2022 and 2024) and European Specialist Sports Nutrition Awards (2020 and 2021).

Name

Beet It Sport

Legal name

James White Drinks Limited

Website

https://beet-it.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Beet It Sport is a UK sports nutrition brand producing standardized 400mg dietary nitrate beetroot juice shots, gels, and recovery drinks, supplying 150+ elite professional sports teams worldwide and selling direct to consumers via e-commerce and subscriptions.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Soft Drink Manufacturing (312111)

SIC

Beverages (2080)

akta.pro primary industry

Sports & Isotonic Drink Production (AFAFAFAB)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sports Drink Production (Isotonic/Hypotonic) (AFAFABAF)

Keywords

• Beetroot sports nutrition
• Nitrate supplements
• Endurance performance shots
• Athletic recovery drinks
• Natural sports gels

Headquarters

HQ city

Ipswich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of beetroot juice shots and gels through e-commerce platform. Products include Nitrate 400 shots, Energy Gels, Regen Cherry+ recovery shots, and bundle packages. Subscription model offers 10% recurring savings.
2. B2B Supply to Elite Teams: Supply agreements with professional sports teams and organizations worldwide including UCI World Tour teams, Premier League clubs, NFL teams, and Olympic programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Beet It Sport produces concentrated beetroot juice shots and energy gels that deliver standardized dietary nitrate (400mg per shot) to support endurance, performance, and recovery for athletes. The brand is the sports nutrition arm of James White Drinks Limited and offers core products (Nitrate 400, Nitrate 3000, Energy Gel Top Up 100) plus wellness variants (Organic with Turmeric, Regen Cherry+) and curated multi-product bundles.

Product overview

Beet It Sport is a range of natural nitrate products made from concentrated beetroot juice, designed to enhance athletic performance, endurance, and recovery. The portfolio is organized into three core product lines: Performance (Nitrate 400 Shot, Nitrate 3000 Concentrate), Boost (Nitrate Energy Gel Top Up 100), and Recovery (Regen Cherry+ Shot), alongside a Health sub-brand (Organic Shot with Turmeric). Products can be purchased individually or as bundles including the Race Ready Nitrate Stack (covering pre, during, and post exercise), Fuel + Recovery BREAKTHROUGH Bundle, Fuel + Recovery BOOST Bundle, and various Nitrate 400 bundle sizes. The flagship Nitrate 400 Shot delivers a consistent 400mg dietary nitrate dose in a 70ml pocket-sized shot, backed by over 300 published research papers. The product range is certified by Informed Sport (Sport line) and the Soil Association (Organic line), and is trusted by over 150 elite sports teams including UCI World Tour cyclists, Premiership football clubs, Premiership Rugby teams, and Olympic athletes.

Differentiator

Problem solved

Functional benefit

Brands

• Beet It USA: US subsidiary distributing Beet It Sport brand to elite teams across American Football, Basketball and Soccer, as well as specialist retailers
• Nitrate 400
• Nitrate 3000
• Beet It Organic
• Regen Cherry+
• Energy Gel Top Up 100

Products and services

• Beet It Sport Nitrate 400 Shot A 70ml concentrated beetroot juice shot delivering a standardized 400mg dose of dietary nitrate, designed for endurance athletes seeking pre-exercise nitric oxide boosting. Sold individually and through bulk bundles to professional teams and consumers.
• Beet It Sport Nitrate 3000 Concentrate A high-concentration beetroot juice concentrate designed for mixing into smoothies and juices, delivering the highest dietary nitrate content in the Beet It Sport lineup. Targeted at athletes and health-conscious consumers seeking flexible high-dose nitrate intake.
• Beet It Sport Nitrate Energy Gel Top Up 100 A 40g performance gel delivering 100mg of dietary nitrate per serving for in-exercise fueling, designed for endurance athletes during training and competition.
• Beet It Organic Shot with Turmeric An organic beetroot and turmeric shot positioned for everyday health, recovery, and inflammation support, suitable for general consumers rather than pure performance use.
• Beet It Regen Cherry+ Shot A cherry and beetroot recovery shot formulated to support post-exercise recovery through antioxidant and nitrate content, targeted at athletes needing accelerated recovery.
• Beet It Sport Starter Pack A curated introductory bundle combining Nitrate 400 shots, gels, and recovery products designed for athletes new to nitrate supplementation.
• Race Ready Nitrate Stack A pre-race bundle combining multiple Beet It Sport formats (shots, gels, and concentrates) to deliver a complete nitrate-loading protocol leading into competition.
• Fuel + Recovery BREAKTHROUGH Bundle A multi-product bundle combining pre-exercise fueling shots/gels with post-exercise recovery shots, offering an end-to-end nitrate protocol.
• Fuel + Recovery BOOST Bundle A bundled offering combining fueling and recovery products, positioned as an entry-level complete training cycle pack for endurance athletes.

Quantifiable outcome

• 5% reduction in oxygen cost of exercise (University of Exeter 2009)
• +6 more outcomes

Named customers11 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

Feature3 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Team Jumbo VismacoreStrategic or Co-development Partner · 1 January 2023Beet It Netherlands supplied Team Jumbo Visma and their team leader Jonas Vingegaard, who became the 2023 Tour de France Champion.
• NN Running TeamflagshipStrategic or Co-development Partner · 1 January 2017Official supplier to NN Running Team since 2017. The partnership includes 60 elite distance runners including marathon and half marathon world record holders Eliud Kipchoge and Geoffrey Kamworor. Kipchoge used Beet It shots in his preparation for breaking the marathon world record (2:01:39 in Berlin 2018) and his sub-2 hour marathon achievement in Vienna 2019.
• UK AthleticscoreStrategic or Co-development PartnerUK Athletics received delivery of Beet It shots to UK Athletics home arranged by UK Athletics for athletes including Mo Farah.
• University of ExetercoreStrategic or Co-development PartnerUniversity of Exeter published the first human study using Beet It beetroot juice for exercise performance in 2009. The research demonstrated that six days of dietary nitrate supplementation reduced oxygen cost of exercise by 5% and delayed fatigue by 16%. Researchers have continued using Beet It products in subsequent studies.
• James White Drinks LtdcoreOthersJames White Drinks Ltd is the parent company of Beet It Sport. Started bottling beetroot juice in 2005 and began supplying beetroot juice for dietary nitrate research in 2008. Founder Lawrence Mallinson developed the Beet It concentrate shots with controlled 400mg dose.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• UCAN (Madeirey Gold LLC): Endurance nutrition brand built around a proprietary carbohydrate source with science-led claims and athlete ambassadors — a smaller, science-positioned DTC peer chasing the same endurance athlete.

Direct peers

• Precision Hydration: Sports hydration brand selling drink mixes and electrolyte products targeted at endurance athletes and teams with a strong science-led brand positioning similar to Beet It's.
• Maurten: Premium endurance sports nutrition brand selling hydrogels and drink mixes with strong claims around scientific formulation and elite athlete adoption (marathon, cycling), directly competing for the same informed, performance-driven customer.
• Tailwind Nutrition: Endurance nutrition brand selling all-in-one fuel and recovery drink mixes for runners, cyclists, and ultra athletes — overlapping target market and use case (mid- and long-duration performance fueling).
• Science in Sport (SiS): UK-based sports nutrition brand selling gels, drinks, and powders to endurance and team-sport athletes with strong elite-team and Informed Sport positioning — directly comparable product mix, customer base, and certification strategy.
• GU Energy Labs: Established endurance nutrition brand selling energy gels, chews, and drink mixes with deep elite athlete and team sport penetration — comparable customer base and product category.
• Hammer Nutrition: Endurance-focused sports nutrition brand selling fuels, recovery drinks, and supplements targeted at ultra-endurance athletes, with comparable premium-DTC positioning.
• Skratch Labs: Sports hydration and nutrition brand founded by a sports dietitian, with sport drinks, chews, and recovery mixes targeted at endurance athletes and professional teams — comparable premium-DTC-plus-elite model.

Broad incumbents

• Gatorade (PepsiCo): Dominant mass-market sports drink brand offering a broad portfolio of isotonic drinks and fuels; competes for the same athletic occasions but at mainstream scale and price points rather than Beet It's premium niche.
• Powerade (The Coca-Cola Company): Global mass-market sports drink brand with team-sport sponsorships across NFL, NBA, and soccer; competes in the same end-use occasions as Beet It at vastly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BeetItSport
• Facebookfacebook.com/BeetItSport
• Instagraminstagram.com/beetitsport
• LinkedInlinkedin.com/company/beetitsport

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 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 Beet It Sport