PURE Sports Nutrition is all about natural ingredients, no artificial colours or flavours, and formulating sports nutrition that works as hard as you do. Founded by cycling and sports nutrition enthusiasts, they make every product with science, taste and everyday performance in mind.

Enjoy clean-feel energy, recovery and hydration options crafted for real training sessions and tough conditions.

Founded in 2012 by brother and sister Simon Kraak and Marewa Sutherland, PURE Sports Nutrition was born out of frustration with overly sweet, artificial sports nutrition sold at the time. Marewa with a background in Sports and Exercise Nutrition and Simon’s hands-on experience in endurance riding came together to build something better. They spent over a year refining formulas until their first product, Electrolyte Hydration, met the clean, natural standard they wanted.

All products are designed and produced in New Zealand, with lab testing and in-house production ensuring consistent quality. Because the founders ride too, many formulas are tuned for cycling performance: rapid-fuel gels, gut-friendly hydration mixes, clean protein—all built to benefit your training today and help you ride out feeling strong, without unnecessary ingredients.

• PURE Sports Nutrition Nutrition

• Natural ingredients, zero compromises. PURE uses real fruit, stevia, raw cacao and honey, avoiding artificial colours, flavours and unnecessary sweeteners—clean fuel for training and recovery.
• Science-based formulations. Products include isotonic hydration, dual carbohydrates, and gut-friendly textures so you're absorbing fuel and fluids efficiently even in tough sessions.
• Made in their own facility. PURE control every step from ingredient sourcing to packaging, so consistency, safety and quality aren’t left up to chance.
• Designed by athletes for athletes. The founders know riding and endurance firsthand, so formulas deliver what you need—fast energy on climbs, reliable hydration in heat, protein to repair—to keep going strong.