PezCycling News - What's Cool In Road Cycling : First Endurance Returns as Official Sports Nutrition Supplier for Haute Route in the USA

First Endurance Returns as Official Sports Nutrition Supplier for Haute Route in the USA
Top Endurance Nutrition Company to Supply Sports Drinks and Recovery Shots for all 2018 U.S. Haute Route Events.

Haute Route, the world’s most prestigious multi-day event series for amateur cyclists, has named First Endurance, a leader in endurance sports nutrition, as its exclusive sports nutrition supplier for all U.S. events in 2018. As part of the partnership, First Endurance will provide performance and recovery hydration and shots throughout all four U.S. Haute Route events, beginning at Haute Route San Francisco from April 20-22, 2018. In addition, Haute Route riders can activate special discounts and VIP rewards when ordering First Endurance products online.

First Endurance returns to Haute Route with an expanded partnership in 2018 after serving as the official nutrition supplier for the inaugural Mavic Haute Route Rockies in 2017. Haute Route riders will have access to the brand’s EFS and EFS Liquid Shots on the course and directly following each stage of all four U.S. events.

"Haute Route riders were very pleased with the quality and taste of the First Endurance hydration products in 2017 so we’re excited to partner with an expanded calendar this year," said Haute Route North America Commercial Manager Daniel Gillespie. "First Endurance is focused on maximizing performance for dedicated athletes, making them a great fit for Haute Route."

First Endurance provides the ultimate sports nutrition supplements by integrating the latest clinical research with input from the best endurance athletes in the world. The products are designed to deliver high performance endurance and recovery for cyclists, triathletes, runners, and other endurance athletes.

"After experiencing an Haute Route event first hand when I rode the 7-day Haute Route Dolomites in 2016, I was blown away by the scenery and difficulty of the event and the absolutely exceptional delivery of a high-quality experience," said Robert Kunz, founder and VP of Science for First Endurance. "I knew right then that First Endurance had to be a part of this and I am absolutely elated that we can support the amazing athletes who will take to the start line for Haute Route events in the U.S. with our products."

About Haute Route
Haute Route was created in 2010 by global sports marketing and event company OC Sport to deliver an unparalleled professional experience both on and off the bike for amateur riders. Taking place in the world’s most iconic cycling destinations, the events are timed, ranked and fully supported with premium services typically reserved for the pro’s. Haute Route launched its first North American event in June of 2017 with the Mavic Haute Route Rockies. For more information and to access the full 2018 Haute Route calendar of events, which includes three new three-day U.S. events, Haute Route San Francisco (April 20-22), Haute Route Asheville (May 18-20) and Haute Route Utah (September 14-16), as well as the second edition of the Mavic Haute Route Rockies (June 23-29), please visit

About First Endurance
First Endurance was started by two racing fanatics (a cyclist and a triathlete) with a healthy obsession for sports nutrition. The idea was simple. Give endurance athletes access to formulas that are developed for one specific reason-to maximize endurance performance. First Endurance is committed to using only the highest-quality ingredients and uses the latest scientifically validated technological advancements. For more information, go to


Related Stories