Energy is the real limiter
in youth sports.
Smart fueling changes everything.
Hydration above.
Fuel Below.
Energy is the real limiter
Fuel comes first . Everything else depends on it
It's not a talent or effort problem. It's energy.
The Energy Problem
To do well and enjoy sport, school, and life, youth athletes need energy.
Their energy demands are unique and huge — they train, compete, study, and grow all at once.
One of the biggest unknown limiters of development, enjoyment, and motivation is underfueling.
(IOC Sports Nutrition Consensus; AIS)
Underfueling
Youth athletes almost always have a water bottle,
but rarely have enough fuel — especially before and during training and games.
They can be forgetful, often rely on others,
and don’t want to leave the playing area to fuel.
The result: less intensity, more mistakes & poorer decisions, flat finishes & loss of joy, stalled development and being overtaken by peers.
(IOC, AIS, Sport NZ) Read the science.
A Simple Fix
Two fuels. One bottle.
Fuel and hydration together.
Right where athletes drink and where they play — when they need it.
Paired with our fuel guide, it delivers sustained energy, so energy doesn’t limit development…
it becomes the engine that allows effort to match their dreams.
Hear it from the experts...
Newsletter
Friday Fuel comes out...well, every Friday! Full of expert tips and tricks.
Youtube Channel
Some of our most popular videos are below. For the full channel click the button below.
Fuel their Fire in 4 Steps.
Fill it.
Hydration up top.
Fast acting carbs down below.
Everything you need, ready to go.
Bring it.
One bottle.
No guesswork.
No scrambling.
Sip it.
Water or electrolytes.
Cold all day long.
Sip early. Sip often.
Fuel Up.
The right fuel at the right time.
Play lit. Stay lit.
Right through the game.
Available in Two Performance Colourways
Same system. Same performance. Built to be customised.
Arctic Flame
Cool, controlled and built for long sessions.
Neon Flame
Bright, bold and impossible to miss.
Mix it. Match it. Make it Theirs.
Customise by interchanging fuel pods.
Pickup currently not available
Fuel comes first - Energy is a process.
Our founders Ben and B share where the idea came from...and what's on the way.
We’ve spent years inside youth sport — as coaches, managers, Directors of Football, and parents of teenage athletes. Across teams, training, and game days, we kept seeing the same thing: talented, motivated kids running out of energy as they tried to juggle sport, school, growth, and puberty.
Something was missing.
Belief and confidence drive success. But they aren’t accidental.
Through our podcast, newsletter, and live athlete calls with experts across youth sport, one truth kept coming up: belief and confidence are built.
They’re built through consistent focus and effort — repeated over time to develop skill, strength, fitness, and mental resilience. And all of that depends on one thing:
Energy.
Without energy, focus drops. Effort fades. Consistency disappears.
That’s why fuel comes first — alongside sleep — before anything else can work.
Existing solutions missed the mark.
When we searched for solutions for our own kids and teams, most products were adult-focused, over-processed, or created short spikes followed by big crashes. Very little was designed specifically for the needs of young athletes.
Working with elite sports nutritionist and former international cyclist Dr. Katie Schofield, it became clear: young athletes need fuel that’s simple, well-timed, and easy to access.
So we built a better system.
While we work toward clean nutrition products (coming soon!), we solved the access problem first. Teens forget. Habits matter. So we designed one object they already use — a water bottle — to carry the two fuels athletes need before and during training and games.
The result? Easier hydration. Better access to fuel, deliverable at the right time. More consistent energy.
Happy athletes. Happy parents. Happy coaches.
That’s how young athletes play lit — and stay lit.
