Webinar Invitation

Dear Performance Nutrition Leaders,

This week: practitioner capability, hiring news, and another lactate gel on the market.

Practitioners are realising they are suddenly capable of a standard of care that was out of reach.

Everyone reading this can already build a genuinely personalised fuel plan, weighing training load, diet, NEAT, EPOC, session priority and the competition calendar.

The skill was never the ceiling. Time was.

You could do it for a handful of athletes, not for a whole squad, every week.

Thanks to technology, that ceiling has lifted, so the individual plan that once reached a few now reaches everyone.

And yet the opposite worry is the one that nags.

An athlete asks why they still need you, now that an app can tell them what to eat.

Most practitioners have felt some version of it, the sense that the tools are getting good, maybe too good, and that the ground is shifting under the role faster than anyone quite says out loud.

There is a nineteenth century idea that reframes the whole thing.

The Jevons paradox holds that making something more efficient tends to raise how much of it we use rather than reduce it.

The everyday version is the fuel-efficient car, where better mileage lowers the cost of every journey, so people drive more and total fuel use climbs instead of falling.

Applied to performance nutrition, the same logic holds, that as technology makes the routine work cheaper and faster, the appetite for what a practitioner can do does not shrink, it grows.

Every hour the software hands back is an hour redirected into the things it cannot do, so demand for the practitioner rises in step with the efficiency that was supposed to replace them.

That is the conversation Hexis are hosting, and it is worth an hour of your week.

On Wednesday, Co-founders Dr David Dunne and Dr Samuel Impey are joined by Dr Jon Bartlett, between them carrying applied experience across World Tour cycling, the Premier League and the NBA, and the backing of investors who have put millions behind new capabilities for practitioners.

The question is not whether technology takes your job, it is whether you lead from the front while it changes.

Wednesday 15th July 2026, 4:00 PM GMT+1.

Register for the webinar →

Have an industry update you’d like to share? Drop us an email → [email protected]

If you work with endurance athletes, expect the questions soon.

A second lactate product has just landed. Santamadre's Lactate 60 pairs 40g of carbohydrate (1:1 glucose-fructose) with 60 millimoles of lactate per serving.

The brand says it was part of the fuelling strategy behind Yomif Kejelcha's 1:59:41 London Marathon debut — the fastest debut in history — and that the plan added close to 200 millimoles of lactate an hour on top of carbohydrate.

That makes two. Like From Lab to Field's ExoLactate, Santamadre provides Lactate 60 as another lactate gel on the market.

The hype is already outrunning the proof. At the Tour, a gel glimpsed in Pogačar's hand on the Tourmalet descent — its wrapper resembling one of the lactate brands — was enough to set everyone speculating that he's fuelling with lactate. It has been confirmed as an Enervit prototype gel.

The fact that a foil packet on live TV can generate that much hype is the signal.

The pitch is the same across both brands: lactate as a fuel and signalling molecule rather than waste, running alongside glucose and fructose on its own transporters. The two products dose lactate similarly. Sixty millimoles is roughly 6g.

Check out Santamadre →