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With its CrampFix product for muscle cramp relief now sold in more than 1,000 retailers in Australia and used by major global sporting teams, Gold Coast-headquartered Fixx Nutrition has announced an exclusive distribution deal in the US with The Feed, a leading e-commerce marketplace for endurance athletes' nutritional needs.
Fixx Nutrition was founded by in 2016 by Michelle and Jan Buchegger following the sale of their previous business, food manufacturer and supplier Fehlbergs Fine Foods, to Australian food giant Riviana - a subsidiary of SunRice. They had acquired Fehlbergs from its original owners a decade earlier.
Dealing with pickled gherkins, jalapeños and onions at Fehlbergs, a late-night phone call to procure some pickle juice from a leading sports scientist for athletes in his care was the impetus for the Bucheggers to enter the sports nutrition category.
The pair embarked on a journey to trial the benefits of using a humble jar of pickle juice, testing their specially formulated, all-natural concoction on a team of professional rugby union players with the aim of extending their on-field performance time by eliminating muscle cramps.
Professional sporting teams now using CrampFix include the New Zealand, England, and Pakistan cricket teams, the Wallabies, UK Football, and the Springboks, as well as many professional and amateur athletes and individuals from sporting codes as diverse as cycling, AFL, NRL, running, and Triathlons, to name a few.
Now that reach has extended to the USA with Fixx Nutrition gaining access to one of the largest providers of nutritional supplements for endurance athletes in the world.
Fixx Nutrition sees The Feed as an ideal fit for expanding into the United States, given its focus on catering to endurance athletes' nutritional needs - pre, during and post activity.
"This partnership with The Feed represents one of the most significant milestones for Fixx Nutrition as a business since our inception as it provides us access to the world’s single largest marketplace for endurance athletes, the United States," says co-founder Jan Buchegger.
"With this step, Fixx Nutrition truly becomes a global sports nutrition brand as we seek to establish ourselves as the leading provider of sports supplements for endurance athletes - both amateur and professional.
"We are already experiencing significant enquiries from the United States and we predict that this new distribution deal will see our sales and growth volumes significantly expand as we gain access to a whole new market."
Co-founder and chief growth officer Michelle Buchegger says all Fixx Nutrition products use an all-natural formula with a clear focus on providing surety around ingredients and quantities - a factor that the brand will be heavily promoting on The Feed.
"As keen athletes ourselves we know the importance of ensuring that people know what they are consuming as even the slightest variance can cause issues come race-day," she says.
"We are excited about showcasing how our products can improve athlete performance, while at the same time providing our customers all-natural ingredients, providing rapid relief from cramping and helping to fuel anyone seeking to achieve their sporting goals."
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