You train hard. You eat clean. You drink plenty of water.
So why do your muscles still tighten mid-game? Why does your focus fade before the final rep?

At cruising altitude, your body enters a mild state of environmental stress.
Cabin air has less oxygen and nearly zero humidity, which causes the body to lose water through every breath and even through your skin — without you noticing.

We’re entering a new age of human performance.

The era of synthetic powders, sugary sports drinks, and short-term “energy hacks” is over. The modern athlete — and the modern human — demands more. More purpose. More science. More integrity in what fuels them.

Hydration and nutrition are two words every athlete hears constantly — but rarely in the same sentence. We’ve been taught to separate them: grab a sports drink for hydration, and a supplement or meal for nutrients. But your body doesn’t separate them.