Dear coaches,
This week: Nick Morgan's framework for reading nutrition trends, the latest performance nutrition news, and AG1's calculated play for professional athletes.
🧠EXPERT OPINION
"I genuinely believe trends are obvious."
Nick Morgan said the quiet part out loud.
Most trend reports bury you in predictions. Morgan's Nutrition Integrated team did the opposite.
They track 20,000 brands. Chart hundreds of thousands of products. Then tell you the principles behind what's working.
Two stood out for performance nutritionists:
Habits beat novelty.
Hydration exploded because people already drink water. Electrolytes just boosted existing behaviour.
Morgan's data: stick packs everywhere. Not just electrolytes—creatine, collagen, daily greens. Why? The format removes friction from habits clients refuse to break.
Renaissance beats redefinition.
Creatine hasn't changed. It's doing what it's always done.
But Morgan's team found it in yogurts now. Coffees. Formats that didn't exist five years ago.
The ingredient didn't evolve. The delivery did. The story did.
Actionable Takeaway: Start understanding why formats work, how habits form, and where your recommendations actually fit client behaviours. The best place to start is this webinar:
📈NEWS
Dr. Peter Tierney maps out the gel market.
pn-insider+ AI prompts for nutrition coaches.
Orlando City FC are hiring a nutrition assistant.
Dr. James Morehen drops his BlackBox conference reflections.
Alfie Dyer reveals Portsmouth FC’s pre-match nutrition setup.
Nutrition-X demonstrate commitment to informed sport testing.
Tom Shaw boosts MD-1 fueling compliance to 95% at Al Jazira Club.
Dr. Giuseppe Cerullo joins the Editorial Board of Frontiers in Nutrition.
Dr. James Fleming spotlights Fiona Ford’s comeback from injury to Ironman.
Antonia Lamb departs Scottish Rugby after three years as Lead Nutritionist.
MSc Nutrition for Sport and Exercise at Cardiff Metropolitan University is now accredited by the SENr.
💡PERFORMANCE TECH
AG1's Play for Professional Athletes
If you've listened to a podcast in the last decade, you've heard about AG1.
Traditionally targeted at health-conscious busy professionals, not athletes.
But something's changing.
They registered for Informed Sport certification in July 2025. This isn't casual—this signals a strategic shift.
Performance Nutrition Insider co-founder Alfie spotted them at Nice IRONMAN over the summer. Intriguingly, positioned right next to an aspirational competitor?
Nice Ironman 2025
They're now the official foundational nutrition supplement for the global IRONMAN series.
The pattern? They're moving from podcasters to podiums.
What does this mean for you?
A well-funded company is making a calculated play for the professional athlete market.
For athletes, Informed Sport removes a legitimate barrier.
For the product breakdown and science? AG1 was reformulated in 2025, however, PhD student Adam McDonald's analysis in 2023 is brilliant. He walks through the product and discusses the bigger picture.
