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Our story

Ascend was born when a group of seasoned long distance runners met a few younger athletes over coffee. The topic of conversation? Their love for sports and everything about it.As the conversation progressed, they spoke about fuelling strategies, carb loading, gels & electrolytes. And it wasn’t all good. The common consensus was that fueling products focussed too heavily on performance while ignoring taste or vice versa; athletes visiting loos rather than the finish line were common. That right there is where Ascend was born. Every product that you see on our roster has been tried and tested by the athletes, coaches and performance nutritionists, the very same people at that coffee table. Our mission is to bridge a much ignored gap between performance and fueling with products that are built for endurance athletes by endurance athletes.

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