Greater push for products offering significantly faster recovery
CrossFit has been a global sensation in the fitness world. It involves daily workouts – known as ‘WODS’ (workouts of the day) – that are a combination of aerobic activity, weight-lifting and gymnastics. It can be followed as an exercise philosophy that is practised in more than 10,000 affiliated gyms worldwide, half of which are in the US. Its methodology is also used by fire departments, law enforcement agencies and military organisations.
However, in addition it is increasingly popular as a competitive sport. The CrossFit Games have now been held every summer since 2007, and are a serious business. There were 273,000 entrants in the 2015 event, competing for a total prize pot of $2 million – with $275,000 going to each of the winners in the male and female categories (read more).
Because of the frequency and intensity of exercise involved in CrossFit, great demands are placed on the muscles. As a result, Arla Foods Ingredients predicts that participants will increasingly seek out sports nutrition products that enable them to recover fast enough to maintain the intensity of their WODS day after day.
Peter Schouw Andersen, Head of Science & Sales Development at Arla Foods Ingredients, said:
“CrossFit is a fun, exciting and varied approach to exercise but it also places great demands on the body. Ideally it should be practised daily, so it means there is only a small window for muscle recovery between WODs."
In turn this will drive demand for premium sports nutrition ingredients. There is a growing body of scientific evidence demonstrating that whey proteins can enhance recovery after performing the type of exercises commonly carried out in CrossFit. In recent studies it was found that supplementation with whey protein hydrolysate after resistance training resulted in increased muscle and tendon growth and stimulated the muscle stem cells (satellite cells) that are essential in the repair and maintenance of muscle. In another study, researchers found that supplementation with whey protein helped to maintain muscle strength following the type of exercise that causes muscle damage.
Arla Foods Ingredients has appointed a new brand ambassador, Filip Yang Fisker, who is one of the rising stars of the competitive CrossFit scene. Danish-born Filip, 25, has participated in CrossFit for seven years, three of them competitively. He specialises in snatch, clean & jerk and handstands, and is an expert in heavy barbell work.