WCup is a Belgian sports nutrition company that was started 21 years ago. During that time, they say many pros have used the product unofficially (including Tom Boonen and Sven Nys in more recent times), filling their team bottles and jersey pockets with the brand’s staggering array of potables and edibles. Officially, the Stomper Bikes team in Portland and cyclocross pro Ben Berden are riding it now.
It’s a complete line, from bars, fruit chews and sports drinks for during, to caffeine shots for before an during, to recovery drinks and protein shakes for after. Started when nutrition was somewhat of an afterthought and nowhere near as advanced in its thinking as today. Whatever they were eating and drinking 20 years ago was not necessarily optimizing performance and often caused stomach issues.
So, WCup added four different carb sources to their sports drinks, plus magnesium and BCAAs. They also removed all the acidic components to keep it pH balanced. It was only for pros and not really even planned as a consumer product. Until they realized there was a market for the things that made the pros fast.
Created by doctors and developed in labs and universities, the products are made in Belgium and Sao Paolo, and most of what’s sold in the U.S. comes from their Belgian plant. It’s all making its way to North America now thanks to Stage Race Distribution.
Bite down for product highlights and plenty more tasty treats from Ojio Sport, Rumble Shake, Ryno Power and more…
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