As BodyPower concludes its fifth consecutive outing, organisers of the show have reported a 70% increase on last year’s visitor numbers, with 53,549 attendees making their way to Birmingham’s NEC across the three day event.
Nick Orton, BodyPower CEO, explains:
Visitors travel from over a hundred countries to attend the spectacle of fitness and power sports. Occupying over half a million square foot of space, BodyPower has the most comprehensive exhibition of fitness brands, hosting over 230 companies.
Launching at BodyPower Expo was Fountain, a range of functional shot drinks that include Rejuvenate, Performance and Care that have been shown to speed up recovery as well as to slow aspects of the ageing process and age related degeneration. Developed with a leading team of scientists they include a natural, proprietary blend of green tea, wild blueberry, vitamin D and blue-green micro algea. These ingredients have been found to work synergistically to support the health and speed of growth in adult stem cells. Research demonstrates these nutrients help promote natural renewal by an interaction with stem cell populations.
USN (Ultimate Sports Nutrition) launched a series of new products at BodyPower. Electrolyte Acti-Fizz are sachets of a soluble drink solution that uses magnesium to reduce fatigue, and balance electrolyte levels. It also includes Vitamin B6 to support protein and glycogen metabolism, Riboflavin for iron metabolism and anti-oxidisation, Zinc for carbohydrate metabolism and Thiamine for heart function. USN products can be purchased directly from the USN online store.
Protein & Oats is a scientifically formulated supply of quality protein combined with carbohydrates and high fibre levels. Easy to mix and conveniently to prepare it contains protein to supports the growth and maintenance of lean muscle. HyperDrive N.O. is described as a ‘micro concentrated extreme pre-workout intensifier’ designed to provide explosive energy during workouts and help to achieve muscle gain.
Also presenting a range of products across a number of product catagories was sports nutrition brand Smart-Tec. XcelR8 Shots are a pre-workout energy gel shot. The advanced formula has a proprietary pump & strength matrix containing over 5 grams of active ingredients. The core vasodilating ingredients are 2000mg of Citrulline Malate, with 1250mg of Beta Alanine which has been shown with prolonged use to aid muscular endurance and delay muscular fatigue. The proprietary focus and endurance stack contains 800mg of active ingredients.
RecoverFX GO is a premium quality high Carbohydrate and high protein recovery drink specifically designed to provide the most complete post-workout solution in the most convenient possible form. Containing a precise 2:1 ratio of vital macronutrients and should be used immediately after training. With 60g of rapidly absorbing carbohydrates, RecoverFX GO has been formulated to replenish muscle glycogen stores and accelerate recovery capacity.
In a bold move of unnovation, John West were presenting visitors with ProTuna, which is essentially nothing more than a can of easy to open no drain tuna steak, packaged specifically as a sports nutrition solution. Amongst a show season which has seen some of the most cutting edge innovations in nutritional science and technology, the sheer simplicity of this approach really stood out.
In a crowded category such as sports nutrition which sees brands competing with more and more complicated technical claims, a back-to-basics approach such as this is sure to resonate with a growing number of consumers who are driving the trend towards more easy to understand food and clean label.