Supplement Retailing in the Modern Sporting World

Keeping up with the changing demands of the sports nutrition market 

References

The sports nutrition landscape has changed dramatically over the years. Some of the classic products and ingredients remain, but there is an emergence of more scientifically backed ingredients and functional finished products. Near the end of the chain, retailers are in a precarious but powerful position to help consumers navigate the churning waters of sports nutrition, educating them on the science behind various products and guiding them through various fears and concerns driven by the recent media and regulatory practices.

Despite all internal and external challenges, the market for sports supplements is still growing at a decent clip. Sports nutrition was a $2 billion market in 2000 (Frost & Sullivan) and has grown to about $8 billion in 2004, excluding weight loss products (Nutrition Business Journal). Much of this strong growth has been attributed to functional products. “Sports food and drinks, specifically energy drinks and bars, grew 48 percent between 2000 and 2005,” said Tom Raspanti, biochemist with Xyience Inc. “This is the highest rate of growth among all food and beverage categories.”

It is not only changing in terms of dollar value, but the sports nutrition arena is evolving through science and quality efforts. “Nutritional companies are including more supporting scientific literature and use of ingredients that are backed by clinical studies,” Raspanti said.

Among the findings, he noted essential fatty acids (EFAs) have been discovered to activate or deactivate genes involved in fat metabolism.¹ In the study, Czech researchers showed marine-derived eicosapentaenoic (EPA) and docosahexaenoic (DHA) acids had a more profound effect than their precursor alpha linolenic acid on adiposity due to a metabolic switch in adipocytes, including enhancement of beta-oxidation and up-regulation of mitochondrial biogenesis.

Fat metabolism and body composition are of utmost importance to athletes and even active consumers. It is a matter of body strength and performance efficiency, not to mention appearance. There are two main approaches to management of body composition—adding lean muscle mass and losing fat.

One of the controversies in sports nutrition is the use of stimulants in weight-loss and body composition programs. “Most companies have moved away from the stimulants, but caffeine is still prevalent for endurance and weight/fat loss,” said Jay Robb, chief executive officer (CEO) of Jay Robb Enterprises.

A natural source of caffeine is guarana, an herb derived from an evergreen vine found in the Amazon basin. While guarana contains numerous phytochemicals, Brazilian scientists studying the difference between caffeinated and decaffeinated guarana found the whole herb extract led to lower serum lactate levels and higher muscle glycogen content in both trained and untrained rats.² They reported guarana’s positive effect on lipid metabolism was negated by decaffeination.

In the wake of the controversy and federal ban of ephedra, critics pointed to such natural weight management supplements that appeared to them as equally dangerous stimulants. One such target, Citrus aurantium, or bitter orange, was pegged another problem stimulant, but research has shown it has, instead, a positive thermogenic benefit on weight-loss. Not only has bitter orange (as Avantra Z™, from Nutratech Inc.) been shown to increase thermogenic response and metabolic rate in lean men,³ but it has also recently proven safe, with no detrimental effect on blood pressure or arrhythmia biomarker QTc.⁴

Also thermogenic are forskolin (Coleus forskolhii) and green tea. Supplementation with catechin-rich green tea extract (GTE), in conjunction with an exercise program, may stimulate fat oxidation and prevent obesity.⁵ Researchers from the Kao Corp., Japan, concluded GTE’s thermogenic effects may be mediated, at least partly, by increased metabolic capacity and utilization of fatty acid as a source of energy in skeletal muscle during exercise.⁶

Meanwhile, researchers have hypothesized forskolin may improve thermogenic response—leading to increased metabolic rate and body fat consumption—by stimulating 3’5’adenosine monophosphate (AMP), a compound involved in the release of fatty acids from adipose tissue. In a 2005 trial, supplementation with 250 mg of 10-percent forskolin extract (as ForsLean®, from Sabinsa Corp.) twice daily for 12 weeks improved body composition while concurrently increasing bone mass and serum free testosterone levels in overweight and obese men.⁷

Another weight management supplement under scrutiny by regulators is DHEA (dehydroepiandrosterone), a precursor to body hormones including testosterone and estrogen. DHEA can increase resting metabolic rate (RMR) and lipid oxidation, and enhances glucose disposal.⁸ However, due to its ability to convert in the body to these steroids, DHEA has drawn much criticism during the recent sports-steroid drama. However, unlike other DHEA metabolites, 7- keto DHEA is less likely than DHEA to produce steroid hormones, but instead induces key thermogenic enzymes. Specifically, 7- keto (as 7-keto™ Naturlean™, from Humanetics Corp.) activates three thermogenic enzymes, increasing RMR and burning fat without the use of stimulants.^9,10 Still other research has shown subjects given 100 mg twice daily of 7-keto DHEA along with regular, supervised exercise and calorierestricted diet significantly reduced body weight and body fat, compared with exercise and a reduced-calorie diet alone.^11,12 In these trials, 7-keto treatment was well-tolerated, with no significant changes to vital signs, blood sugar, testosterone and estradiol levels, liver and renal function, or thyroid stimulating hormone (TSH).

The key to body composition management is trading lbs. for LBM (lean body mass). A couple of ingredients have proven adept at accomplishing this beneficial exchange. Conjugated linoleic acid (CLA) can reduce body fat mass (BFM) while preserving or even increasing LBM.^13,14 In separate trials, CLA (as Clarinol™, from Lipid Nutrition) significantly reduced BFM and increased body cell mass in both novice and advanced resistance athletes,¹⁵ while administration of CLA-free fatty acid or CLA triglycerides (as Tonalin®, from Cognis) in both men and women led to significant decreases in BFM, with the CLA-free fatty acid also increasing LBM.¹⁶

Similarly, the mineral chromium, a regulator of insulin-mediated glucose, amino acid and fat transport, is popular in sports nutrition for its ability to swap BFM for LBM,¹⁷ as well as for its ergogenic actions (increases muscular work capacity).¹⁸ In fact, in a study on elite cyclists, chromium (as ChromeMate®, from InterHealth Nutraceuticals) improved exercise performance, as measured by power output.¹⁹ Also, in proprietary studies initiated by Nutrition 21, researchers reported chromium picolinate (as Chromax®, from Nutrition 21) improves strength and endurance by down-regulating tumor necrosis factor alpha and ubiquitin proteins involved in carbohydrate metabolism.

On the muscle development side of body composition, athletes are quite fond of supplemental protein, which contains an array of amino acids and forms the building blocks for LBM. As the most complete plant protein source, soy is favored by vegetarian athletes, but animal protein is still king of the sports nutrition mountain. Whey protein is an excellent source of branched-chain amino acids (BCAAs)—including leucine, isoleucine and valine—which promote muscle growth and regeneration, as they increase the rate of protein synthesis and decrease the rate of protein degradation in human muscle.^20,21,22 Research has shown supplemental whey protein can increase both muscle mass and strength.^23,24

As far as amino acids go, carnitine (as LCarnipure ®, from Lonza) has been demonstrated to increase fat oxidation and spare LBM in overweight subjects,²⁹ and enhance fat utilization in physically active males.³⁰ Carnitine, an amino acid metabolite synthesized within the body from the amino acids lysine and methionine, also works on a cellular level to increase energy, as it supplies the mitochondria with fatty acids for fuel.³¹ In further support of active lifestyles, carnitine has been shown to improve training, competition and recovery from strenuous exercise.^{32,33,34,35,36}

Reflecting the broad benefits of creatine to athletes, Australian researchers from University of Technology in Sydney, Australia, reported male athletes who took creatine and worked aerobically on a cycle ergometer experienced a significant increase in body mass, with decreases in both maximum heart rate and submaximal VO2 (oxygen uptake).⁴⁶ This underscores the association between improved body composition and more efficient performance, including endurance and energy.

Creatine is converted in the body to phosphocreatine (PCr), an energy source treasured by athletes in sports requiring highintensity energy bursts. Based on this mechanism, creatine has been combined with magnesium for synergistic support of adenosine triphosphate (ATP) production. One study confirmed a creatine-magnesium chelate (as Creatine MagnaPower™, from Albion Advanced Nutrition) more effectively enhances the generation and regeneration of ATP for muscular performance, compared to supplementation with creatine monohydrate, creatine monohydrate plus magnesium oxide, creatine monohydrate plus magnesium amino acid chelate, or placebo.⁴⁷ Further study revealed creatine-magnesium chelate (as Creatine MagnaPower) may help runners delay exhaustion, possibly due to effects on accumulated oxygen deficit.⁴⁸

Magnesium, which is commonly lost in sweat, is a team player, partially regulating mobilization of B vitamins, which are in demand in athletes. The B vitamins B1 (thiamin), B2 (riboflavin) and B6 (pyridoxine, pyridoxal and pyridoxamine) are particularly affected by exercise, which can stress B vitamin metabolic pathways, decrease their absorption, increase their turnover and increase their metabolism, as well as increase levels of mitochondrial enzymes that require the nutrients.⁴⁹ Fellow B vitamin niacin (B3) aids in carbohydrate metabolism, as one study found niacin administration in unconditioned women possibly improved release of energy from carbohydrates during cycling by increasing glycogen utilization.⁵⁰

Vitamin-like coenzyme Q10 (CoQ10) is important to ATP production on a mitochondrial level, and exercise tends to deplete blood levels of the cardioprotective compound. Finnish researchers studying world-class cross country skiers found CoQ10 supplementation improved all measured indexes of physical performance, including aerobic exercise training (AET), anaerobic exercise and VO2 max.⁵¹ And Australian scientists reviewing trials on CoQ10 and exercise discovered six studies showing CoQ10 supplementation produced a modest improvement in exercise capacity.⁵²

A component of ATP, ribose, a naturallyoccurring pentose carbohydrate, has displayed some ergogenic benefits, increasing both full workout power output and total work performed.⁵³ In one recent trial, college-aged males given 20 g/d of ribose (as Bioenergy RIBOSE™, from Valen Labs Inc.) experienced a greater increase in mean power and a greater peak power output at the last exercise session.⁵⁴ As energy is important both before and after a workout, ribose is recommended for its reported ability to improve recovery of skeletal muscle ATP levels following highintensity exercise, and to modulate the production of oxygen free radicals during and following exercise.⁵⁵

Enhanced endurance and speed are the benefit hallmarks of bovine colostrum, a pre-milk product. According to a research, eight weeks of supplementation in 35 elite field hockey players with 60 g/d of bovine colostrum (as Intact®, from La Belle) improved sprint performance compared to placebo.⁵⁶ Bovine colostrum has also demonstrated potential benefits in improving endurance, running performance and recovery,⁵⁷ as well as increasing LBM.⁵⁸

Another well-rounded sports ingredient is New Zealand red deer velvet, which contains many minerals and trace elements, as well as numerous immune and recovery compounds such as renewable cartilage, collagen (types 1 and 2), linolenic acid, choline, prostaglandins, phospholipids, proteoglycans, polysaccharides, gangliosides, peptides, nucleotides (RNA, DNA), both chondroitin sulfate and glucosamine sulfate, and six growth factors (IGF-1, IGF-2, TGF, FGF8, BMP4, and NT3). A study presented at the 2004 Annual Meeting of the American College of Sports Medicine concluded weight lifters taking 1,350 mg/d velvet antler (as BuckPower, from TCCD Int’l) led to increased strength and stamina, less torso fat, less muscle damage, greater aerobic capacity and reduced LDL.

Boosting workout, training and/or competing capabilities is one thing, recovering from the stress and exhaustion of exercise is another feat, one that has greatly impacted the market. “Recovery drinks are still big,” Robb said. “And although endurance bars have peaked, they are still very popular for energy and recovery due to their convenience factors.” Raspanti agreed, “We believe recovery is the hot area, and it is something that we do not foresee dissipating anytime soon.”

However, Anthony Almada, president and chief scientific officer for IMAGINutrition, countered recovery benefits have always been difficult for consumers to quantify. “If it is couched in the language of muscle growth, increased leanness and greater performance, it remains an attractive secondary positioning statement,” he added.

Energy depletion following exercise may be obvious, whereas the effects of oxidative stress may be more covert. Extended exercise and high-intensity bursts of activity can overwhelm the body’s ability to detoxify reactive oxygen species (ROS), which can be damaging on a cellular level. Supplemental antioxidants can help replenish body stores of certain endogenous antioxidants, as well as inhibit oxidative stress in many areas of the body, including organs, muscles and blood.⁵⁹

There are countless antioxidants used in natural medicine and found in dietary supplements, but vitamins lead the team in slugging percentage. Vitamin E can address muscular oxidative damage resulting from intense exercise and can inhibit build-up of creatine kinase and lactate dehydrogenase following endurance training.⁶⁰ In addition to conveying immune health benefits to athletes by increasing neutrophil activity following exercise-induced oxidative damage,⁶¹ this antioxidant power hitter can also limit LDL oxidation associated with endurance exercise.⁶²

A bona fide starter, vitamin C plays a number of important roles in exercise,⁶³ including limiting oxidative stress and increasing erythrocyte antioxidant enzymes and plasma antioxidant levels during athletic competition and short-term recovery.⁶⁴ In one trial, vitamin C supplementation promoted recovery in men following an unaccustomed bout of exercise, improving muscle soreness and function, and plasma concentrations of malondialdehyde.⁶⁵

The body utilizes its endogenous antioxidants when it needs them the most. During episodes of oxidative response to exercise, the body increases its levels of antioxidant enzyme super oxide dismutase (SOD), an endogenous free radical scavenger of super oxide.⁶⁶ SOD levels deplete with age, but supplemental SOD (as GliSODin®, from P.L. Thomas & Co.) has been shown to benefit the distribution and mobilization of human antioxidant enzymes and to reduce lactic acid build-up in research involving strenuous exercise.⁶⁷ Additional study has revealed SOD (as GliSODin) administered days before intense exercise in healthy people may help inhibit the increased glucose consumption that is common during strenuous physical activity and is directly related to the accumulation of lactate in the blood.⁶⁸

As a vegetarian and cardio-friendly source of muscle protein, soy might be second string, but it does have some usefulness as an antioxidant. In a comparison study on soy and whey proteins in recreationally trained young women, soy consumption, but not whey intake, increased pre-exercise serum antioxidant status while decreasing postexercise blood levels of peroxides and creatine kinase—toxins produced through oxidative stress.⁶⁹ A similar comparison trial, this time in college-aged males, found soy supplementation (as Supro®, from The Solae Co.), in conjunction with a strenuous training program, increased total antioxidant status and reduced serum oxidative stress marker myloperoxidase.⁷⁰ Unlike whey, soy also has the bonus benefit of improved cholesterol and cardiovascular health.⁷¹

Making additional sports nutrition impact is supplemental arginine, which recently was found to reduce oxidative damage and myocardial inflammation caused by exhaustive exercise, in an animal study.⁷² The adaptogenic herb ginseng also takes aim at exercise-induced oxidative damage,⁷³ as well as inflammation caused by eccentric contraction during exertion.⁷⁴ The herb specifically reduces lipid peroxidation, reduces inflammatory makers, and addresses creatine kinase, a marker of oxidative stress.⁷⁵

In fact, researchers at California State Polytechnic University, Pomona, reported young adults taking 1,350 mg/d of ginseng for 30 days displayed improved endurance time to exhaustion and improved oxygen uptake during endurance exercise.⁷⁶

Additional antioxidant support can be gained via supplementation with phosphatidylserine (PS), a phospholipid involved in the production of cellular membranes throughout the body. In one study, 12 trained runners who took PS supplements had reduced levels of oxidative creatine kinase 12 hours after exercise.⁷⁷ However, related research concluded PS given to male soccer players failed to impact markers of muscle damage and lipid peroxidation following exhaustive running, although there was some trend toward increased running time to exhaustion.⁷⁸

Health and recovery from athletic activity can also mean attention to injury, before and after it occurs. When it comes to the penalties of repeated, rigorous exercise and competition, there are soft tissue injuries and there are bone and joints injuries.

A favorite among athletes whose knees and other joints are at risk of malady are glucosamine and chondroitin. In Australian research involving exercise-induced knee cartilage injuries, about 88 percent of subjects taking glucosamine experienced some degree of pain relief and improved joint mobility.⁷⁹ In similar research, subjects with symptomatic knee osteoarthritis who were given chondroitin sulfate reported a decrease in joint pain and an increase in range of motion;⁸⁰ radiological progression revealed significantly decreased width in the medial femoro-tibial joint space on weight-bearing X-rays of both knees. Studied in combination as a part of the Glucosamine/chondroitin Arthritis Intervention Trial (GAIT), glucosamine and chondroitin supplementation was more effective in relieving severe knee pain to some degree in almost 80 percent of subjects with knee pain.⁸¹ Meanwhile, the Glucosamine Unum In Die Efficacy (GUIDE), which compared glucosamine to acetaminophen, revealed glucosamine sulfate helped reduce scores on various osteoarthritis symptom indices.⁸²

On the heels of these powerful joint health ingredients is collagen, a structural protein providing strength and flexibility to the joints, muscles and tendons. Collagen may protect articular cartilage from degradation and boost collagen synthesis,⁸³ and it has been shown to relieve pain associated with osteoarthritis (OA) of the knee and hip.⁸⁴ Sports nutrition consumers have different scientifically-backed forms of collagen from which to choose.

Undenatured collagen type II (as UC-II®, from InterHealth), combined with glucosamine and chondroitin, better improved pain and lameness than did glucosamine-chondroitin alone.⁸⁵ In other research, patients with OA of the knees, hips or hands reported reduced joint pain and stiffness after taking collagen hydrosylate (as BioCell Collagen II™, from BioCell Technologies), which is formulated with chondroitin sulfate and hyaluronic acid.⁸⁶

And results from recently completed, longterm micro-research on canine joints showed six years of supplementation with a product (ArthroPet™, from NeoCell) containing collagen type II (as Kolla®, from Collagen Nutraceuticals) led to cartilage growth in bilateral femoral necks, as well as improved clinical mobility. Supported by research findings, two additional specialty supplements have been growing in popularity in the sports category for bone and joint injury relief. Cetylated fatty acid esters (as Celadrin®, from Imaginetix) have improved chronic knee OA symptoms, including range of motion and overall function.⁸⁷ Further scientific inquiry has discovered one month of topical Celadrin use can not only improve quality of life and mobility,⁸⁸ but it can also improve static postural stability and exercise trainability in OA of the knee and other sites.⁸⁹

One way to lower the chances of injury while improving the chances of recovery is to maintain a strong immune system. One of many benefits of proteins and amino acids to sports nutrition programs is their positive effects on immune health, which can be compromised by strenuous, prolonged exercise. In athletes suffering such exercise-related immunity lapse, whey protein has boosted immune response.^92,93 Similarly, Brazilian researchers reported triathletes and long distance runners taking supplemental branched chain amino acids, which are abundant in whey, restored peripheral blood mononuclear cells proliferation in response to mitogens and modified the pattern of cytokine production, encouraging a “Th1 type” immune response following a prolonged, intense bout of exercise.⁹⁴

The most abundant amino acid in the body, glutamine is converted to glucose during exertion, providing fuel for the musculoskeletal and immune systems. According to trials, glutamine supplementation may reduce the incidence of illness in endurance athletes at high risk of infection due to rigorous, prolonged exercise.^95,96

Among the numerous immune boosting nutrients, a pair of minerals has emerged as particularly beneficial for athletes and active lifestyle. Iron can help modulate exercise-related immunosuppression via stimulation of natural killer (NK) cells, T- and B-cells, and cytokines.⁹⁷ Runners are especially prone to iron deficiency, as German researchers concluded high-impact motions of running might trigger the destruction of red blood cells ferritin (iron/anemia indicator) levels were particularly low in runners.⁹⁸ Certain menstruating female athletes are also especially prone to anemia and resulting iron deficiency.⁹⁹

Most recently, a 2006 study found bovine colostrum supplementation in middle age distance runners improved parameters of mucosal immunity, including immunoglobulin levels, suggesting a possible ability to inhibit upper respiratory infections in athletes.¹⁰⁴

The answer to which sports nutrition products to stock is an elusive one. In some cases, it is a question of law. In recent years, the Food and Drug Administration (FDA) has banned a few popular, best-selling sports supplements, including ephedra and steroid precursors, such as androstenedione—excusing DHEA for the time being. In amateur and professional sports on both global and local levels, each sport’s governing body, as well as assigned doping agencies, is the law.

Under such jurisdictions, athletes are tested for banned drugs and performance-enhancing substances. The tougher doping agencies, including the Olympic regulators, prohibit some otherwise legal ingredients found in over-the-counter (OTC) drugs, supplements and functional foods, including some herbal stimulants. However, the average supplement retailer need not worry so much about such lists of banned substances as much as they should be concerned about the impact failed doping tests can have on athletic and active consumers—who are more apt to walk through your doors.

The issue is two-fold. On one hand, the recreational athletes, especially young people, keep a keen eye on the supplement and nutrition regimens of their favorite pro and Olympic athletes. However, these idolized athletes, who depend on their performances to make a living and solidify their athletic reputation, often take risks for performance rewards. The Mayo Clinic reported young athletes often choose to take drugs or supplements to feel good and invincible, as well as to gain a competitive edge.

Concern for young athletes is the banner cause of state and federal regulators, who have sought to increase regulations for certain (or all) supplements they deem unsafe or of questionable quality.

On the other hand is this idea of questionable quality, or contamination. Especially harmful to the industry (and retail business) are media reports about failed drug tests, followed by the common excuse by the accused athlete that a supposed sports supplement must have been contaminated. Many of these allegations against dietary supplements are baseless, but the bad press causes nearly irrevocable damage. What this trend has rightfully done is to challenge the industry to better ensure both quality and safety of its products.

Raspanti stated these controversies have not affected the sports nutrition industry in a negative way, but instead has had a positive effect. “Athletes are constantly in the news testing positive for the latest steroid or banned substance,” he said. “We feel incidents like these create more consumer awareness.” He explained individuals are more likely to question the ingredients of a product and ask more questions, as they do not want to harm their bodies or test positive for chemicals that might end their careers.

Almada added, “The controversy evolves into a fear, from a product liability position, when one begins to specify ingredients or bioactives that have real or purported performance enhancing effects, even botanicals that are inherently rich in caffeine.”

Robb contended all publicity about sports supplements can bring more awareness to this form of nutritional products, even if some of the press is negative. “I am thrilled to see ephedra yanked from the market, and I wish all [dangerous] stimulants would be outlawed also,” Robb said.

“The slanted views of ephedra and andro type supplements have not affected the market really at all,” said Kathy Bender, marketing manager for Integrity Nutraceuticals. “Because of the competitive environment, the marketing companies are forced to explain the science of products to their consumers.”

One way for retailers to quickly assess a product’s quality is to look for certifications, such as GMPs—such as the National Nutritional Foods Association (NNFA) GMP program—or one of the new programs designed specifically for sports products—such as the NSF International programs for various sports bodies, including the National Football League.

Raspanti noted Xyience products conform to the World Anti-Doping Agency’s (WADA) code. “Each ingredient is evaluated using specific guidelines,” he said. “We make sure that none of our products contain anabolic agents, hormones, beta-2-agonists, anti-estrogenic agents, diuretics, masking agents, illegal stimulants, narcotics, glucorticosteriods, alcohol or beta blockers.” In addition, his staff investigates each ingredient prior to using it in formulation.

Robb echoed this idea of increased attention to quality on the manufacturing end. “We have always avoided stimulants in our product line and set our sights on producing high-quality protein powders and endurance powders,” he stated. “We are against the addition of artificial flavors, artificial ingredients, artificial colors and artificial sweeteners.”

According to Almada, a source of risk for “accidental contamination” with undesirable sports ingredients, including banned stimulants, is the prevalence of contract manufacturers that are relatively new or very small scale, as well as finished goods marketers who also have other products that contain banned substances. “Our manufacturing is performed by a large, best-of-class manufacturer with a legacy of ethical practices,” he said. “And we specifically exclude any ergogenic agents.”

For Integrity, quality is a full-spectrum enterprise. “We employ a state of the art laboratory and testing facility, verifying the activity and potency of our products,” she said. “Integrity also funds numerous independent studies ranging from toxicology to efficacy.”

Kevin Mcisaac, president of 4EverFit, said his company also maintains heightened quality assurance practices. “We have a naturopathic doctor on staff and a pharmacist to ensure the safety and purity of all our products,” he said. “We also work closely with Health Canada, FDA and other international agencies to make sure we understand and follow all the proper guidelines.”

Another tool growing in usage to ensure quality is the use and marketing of branded ingredients, which are often backed by use patents and research findings. “We agree that a branded ingredient helps any product, as long as the science is valid,” Raspanti offered. “Xyience chose to use the BioCell [collagen] in its Xmotion because the components of their cartilage closely resemble that of human cartilage; also, BioCell hydrolyzes the cartilage so that it makes it more easily digestible, especially to seniors who inherently have difficulties digesting foods.”

As the continually changing sports nutrition regulatory and safety landscape impacts retailing of sports supplements, so too can the changing face of the average sports nutrition consumer.

Robb reasoned every active American is now a sports nutrition consumer. “In 1990, [protein powder] to average active Americans by selling them in health food stores and educating the consumer to the need for additional protein,” he explained. “This started a trend that has caught on across the nation and reaches those who are not just bodybuilders, but weekend warriors, casual weight lifters or just fast walkers.”

Almada agreed. “Today’s sports nutrition consumer includes the non-zealot, who may engage in moderate-to-intense physical activity as infrequently as one time per week, as well as the golf enthusiast who buys an energy bar at the 1st or 18th hole,” he said. “The quest for energy—which translates into heightened or sustained alertness, motivation, physical/mental focus and endurance—appears to be a unifying theme that drives most point-of-use purchases.”

However, there is still a sense that sports nutrition is sold most often to a well-defined segment of the consumer population. “We feel the typical sports nutritional consumers are adults between 18 and 34 years of age,” Raspanti said. “This includes an estimated 13 million athletes and 33 million exercise enthusiasts.” Recognizing the emergence of the extreme sports—such as X Games and Olympic snowboarding—companies have begun pairing up with various popular new sports stars and leagues, such as Xyience’s affiliation with the mixed martial arts league Ultimate Fighting Championships (UFC). “The [extreme sports] market is definitely growing at a fast pace and those athletes anticipating careers in the extreme sports arena are looking to the strength, energy and recovery products for that edge in competition.”

Retailers with a firm grasp on the research and quality behind various sports supplements will be better prepared to advise and educate their sports-minded clientele, which may involve more customers than before.

“The sports nutrition consumer is every one from toddlers taking multivitamins to senor citizens trying to eat and live a healthier life style, and everyone in between,” Mcisaac quipped. “People are striving to stay forever fit.”

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Magnet Therapy Sports Remedy Attracting Attention

Pain is inevitable in sports and active pursuits. According to Magnetizer Biophysics Research Institute, bio-magnetic therapy has been studied and used worldwide for more than 26 years, addressing such common sports ailments as broken bones, swelling, knee and joint problems, and back/neck/sciatic pain. The National Center for Complementary and Alternative Medicine (NCCAM) estimates Americans alone spend around $500 million on magnet treatments for pain, with global sales around $5 billion.

Carole Bergeron, R.N., the institute’s director of health and science, explained the negative field of a bio-magnet is used often to correctly stimulate (potentiate) the electron charge of

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