GENr8 to distribute Vitargo products in Canada

GENr8 to distribute Vitargo products in Canada

Sports nutrition distributor announces strategic alliance with U.S.-based licensee of Vitargo.

Nutrition Club has executed an agreement with GENr8, Inc. to become the exclusive Canadian distributor of the company’s Vitargo®-based sports nutrition products. Vitargo S2, the university proven, sugar-free carbohydrate originally developed and researched in Sweden, is licensed exclusively to GENr8 for the Australian, Middle East, and North American markets. It is patented in five countries/continents. Nutrition Club Canada, the North Bay-based sports nutrition distributor, will distribute GENr8’s evidence-based line of products to its existing retail accounts, including nutrition and endurance sport shops, gyms and fitness clubs, amateur and professional sport teams, and university sport programs.

“This alliance enables us to offer the strength and endurance sports communities the premier carbohydrate, in a variety of sports food product offerings,” said John Messenger, president of Nutrition Club. “It also complements our breadth in the performance nutrition market, enabling us to magnify our presence in both strength and endurance sports, and offer a unique carbohydrate product that is reinforced by some exceptional university studies.”

Vitargo S2 has been shown in multiple university studies to significantly outperform the most commonly used carbohydrate in sport nutrition products, exiting the gastrointestinal tract and entering the blood and muscle about twice as fast. A 2008 university study showed up to 23 percent greater intense exercise performance just two hours after exhaustive exercise, underscoring a 2000 university study showing 1.7 times higher and faster muscle glycogen replacement within two hours. The applications for Vitargo S2 include prior to, during, between, and after intense training or competition.

“John leads an exceptional distribution and sales team, with a foothold in both nutrition and fitness retail and a distinctive presence within the endurance sports communities,” said Anthony L. Almada, MSc, FISSN, president and CEO of GENr8. I have known John since the early days of EAS and envision this new relationship paving exciting directions for us in Canada. This is the next logical step for us to anchor a new level of prominence, including manufacturing in country.”

All production batches of each of GENr8’s product offerings undergo rigorous testing for substances banned by sport, performed by the most experienced banned substances testing laboratory in the world, led by Dr. Don Catlin. Additionally, each batch is also tested for gluten content after production, using the ELISA method. Uniquely, all GENr8 products are expert tested to have undetectable concentrations of banned substances, and be gluten-free.


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