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The subject of sports nutrition has become unquestionably important nowadays now that the whole concept of sports has become evolved and has been receiving immense media attention. Athletes and spectators alike are now comprehending the weight of the status that professional sportsmen now carries.This realization has pushed lots of initiatives to produce the latest and most effective in sports nutrition and training, not excluding those for extreme sports. During the old days, athletes have relied steadily on the carefree formula of fastfood fare and energy drinks. Now that competition is growing more and more intense each day, athletes are now acquiring the expertise of sports science experts to make sure that they can maximize their physical and mental potentials to its outmost limits.To have a better understanding of the efficacy and significance of extreme sports nutrition, one can look at the training regimen in motorcycle sports, one of the most popular extreme sports around.A motorcycle rider takes in a lot of punishment in his body. Because of this, a rider must consider his overall physical fitness as much as his technical skills in competitions. He needs to establish hydration and stamina in his physique in order to keep up with the rigors of the motorcycle events. It is not really easy to survive, let alone win, in a 20-30 minute contest under the most brutal of conditions such as extreme heat. It IS one of the most difficult factors that should be overcome in any kind of sport. If one would monitor the vital signs the athletes during these contests, one could easily see that their heart-rates are performing at the most maximum level.Sports nutrition is a major concern for motorcycling, since this sport involves competing in adverse surroundings under very extreme temperatures. Thermoregulation and hydration naturally are vital concerns. Riders are faced with almost no time to hydrate themselves because an typical motocycle event lasts about only 20-45 minutes. It is very important then that motorcycle riders monitor their consumption of fluids closely days before the competition, paying close attention to those days when practices are held up to the qualifying rounds during the weekend before the main event.Days before the competition itself, riders must take fluid, especially water, consistently in order to achieve and maintain a steady hydration level prior to the main event. Aside from water, sports drinks must come in handy and must be ready in stock all thoroughout the race weekend. Sports drinks with electrolytes like sodium and with carbohydrates are particularly recommended. Carnohydrates will aid greatly in putting off the occurence of a rider’s fatigue. The amount of sodium present in the drinks is a very important element for the regimen. Sports drinks will high amounts of sodium can give back the sodium that will be lost with the rider’s sweat during the competition. Also, the sodium will enhance the thirst of the body in order to make the cyclist drink more water during the course of the competition.Motorcycle riders involved in heavy competition to strive to consume 20-40 ounces of liquid every hour during his time at the racetrack and must continue drinking about 20 ounces per hour after the track session. To effectively monitor hydration levels of a rider, he can weigh himself on the scales every morning and do so again after every session. Two percent of the total body weight, and not more than that, should be eliminated, and it muse be replaced with 150 percent of the water reduced on that day in order to achieve maximum performance for tommorow’s session.The human body is composed of up to sixty percent with water. A slight decrease in fluids can already have an effect on an athlete’s performance, specifically on the force capability of the muscles.When the stamina and hydration levels is very well taken-care off, one can pruduce a powerful motocross champion who can manipulate and maneuver his bike at very high levels at the most stessful of situations.So its extremely important that people, especially athletes, should not overlook the importance of drinking water and other fluids. This is very vital when it comes to competitions. It can be the factor that can make or break a rider’s road to victory.
They say that great artists are made, not born. The same could also be said for athletes. Of course, genetics plays a large part in differentiating a mere athlete from a sports champion, but to be able to attain that legendary status in the Hall of Fame, an aspiring sportsman must go through the strictest of diets that will help shape and strengthen the physique.By drinking sufficient amounts of water and consuming a balanced diet, the body can generate a lot of energy which will greatly help in boosting for top athletic performance.What are the factors to be considered in designing a complete and healthy natural sports nutrition program?1. HydrationObviously, the most important thing in natural sports nutrition is water. The significance of water can never be discounted because the human body is composed of sixty percent of it, and every bodily function cannot work without water. The good old eight-cups-of-water-a-day recommendation is essential because the body must replace the water it eliminates, like sweat and urine.Here are some helpful reminders to maintain proper hydration:-Instead of slugging humongous amounts of water in infrequent sittings, drink small portions in frequent durations.-Cold beverages aid the body in cooling down body temperature, therefore cutting down the amount of sweating.-One should drink 2-3 cups of water for every pound that the body losses after exercising.2. Sources of FuelA balanced diet is another must for natural sports nutrition. Athletes must acquire the perfect combination of calories that can be consumed from protein, carbohydrates and fats, which are great sources of energy.Carbohydrates are the most important fuel source, which can be found in foods such as breads, pastas, rice, fruits, veggies and cereals. These foods can supply the body about seventy percent of the needed daily calories. Carbs provide the body the power and endurance it needs for short-duration activities that involve maximum level of intensity. This fuel comes from the energy given by sugar and starches that the body converts.Here are strategies to maximize the potential of carbs:-Start loading up on carbs at least several days before prior to the competition.-Carbs should be consumed in greater amounts in the duration of activities that lasts more than one hour to fend off the onset of fatigue.Another imperative factor in natural sports nutrition is proteins. Athletes should eat lots of dairy, eggs, meats, fish and chicken, along with nuts and beans. Protein supplies as much as fifteen percent of calories in the body. To determine the amount of protein needed by an athlete, the following factors should be considered: his fitness level, the type of exercise along with its duration and intensity, and his overall carb and calorie intake.The last fuel source that is important for natural sports nutrition is fats. There are two kinds: saturated and unsaturated. Although it is a significant component in nutrition, the intake of fats should be strictly monitored. Too much consumption of fats may lead to major health problems such as cancer and heart disease.The road to sports excellence is not easy. Along with fostering courage and determination, athletes have to follow the strict regimen brought on by natural sports nutrition. But all of these will be worth the trouble once victory is achieved.
The continuing development of sports nutrition is not only rampant in the United States but also in other parts of the world. Sports nutrition in also of great importance is Japan.Here are some developments related to Japanese sports nutrition, specifically on heat stroke prevention, from the web site of Otsuka Pharmaceutical.1. Pocari Sweat Junior Sports ClinicThe Japan Amateur Sports Association hosted the said sports clinic for the promotion of sports nutrition to children in the country. The sports clinic was held in 11 venues, and Otsuka invited star athletes as guest instructors. Seminars are provided for the attendees, with topics such as the importance of fluid intake and ways for the prevention of heat stroke.2. Detective Konan on heat strokeJapanese children were in for a special treat when the Japanese Association of School health delivered educational videos to elementary schools featuring popular cartoon character Detective Konan. In the video, Konan discusses ways to prevent the occurrence of heat stroke. Posters related to the topic were also given out to the schools. The Konan videos have been utilized as instructional material for Japanese sports nutrition around campuses, particularly on guidance and health activities.3. National Junior High School General Athletics MeetThe sporting event, which was geared towards junior high students, was celebrated in Hokkaido under the sponsorship of the Nippon Junior High School Physical Culture Association together with other organizations. Otsuka took advantage of the gathering to promote the significance of heat stroke prevention. Electrolyte beverages were given out to attendees so that they could play sports under the hot weather.4. Otsuka Academy Public School SeminarWith the goal of spreading our information about the importance of Japanese sports nutrition, the Otsuka Academy Public School Seminar opened for elementary and junior high pupils. Topics included are the latest news on dietary and nutrition habits, and the state of the body during growth spurts. Pamphlets and videos were used by specialists to promote the significance of fluid retention during strenuous activities. The activity aroused encouraging reaction from the subjects.5. Strategies to Prevent Heat Stroke in Daily LifeOtsuka produced a video with that title to educate people working in extremely hot surroundings regarding the prevention of heat stroke. The video was edited by the Japan Industrial Safety and Health Association, and was given out to businesses all over the country. The video expounds on the importance of daily hydration, and the right amount of periods to be given to employees for exercise, rest and work. Several events have already featured the video, including the evening seminars held by the Japan Society for Occupational Health.6. Heat Stroke Prevention Research TeamOtsuka Pharmaceuticals is providing support for the activities of the said research effort of the Japan Amateur Sports Association to heighten the level of people’s awareness on the hazards on heat stroke and how to prevent it while engaging in sports or other strenuous activities. The Otsuka Saga Nutraceuticals Research Institute is an enthusiastic partner of JASA in the production and distribution of educational materials regarding heat stroke prevention.
EAS Sports Nutrition offers a wide array of products that aim to meet individual and unique needs. It may promote high performance, endurance, fat-burning capacity, strength, power, and size, depending on the variant and amount taken. High performance athletes must be given high performance nutrition, supplements, and other recovery products accordingly. The various lines of EAS Sports Nutrition provide these while building and defining lean mass and reducing the amount of fat in the body. This is specifically appropriate if one intends not only to make the muscles fuller but also gain enough strength.One to two servings per day of the EAS Sports Nutrition type, Muscle Armor, support the growth of lean mass through the infusion of Juven Technology ingredients which have already been proven to rejuvenate the muscles and increase their overall strength. If one is after a healthy blend of vitamins, minerals, and protein, Myoplex Original Powder is the best choice. Two to three servings of this can already bring in the desired effect. Another variant, called Phosphagen Elite, heightens the impact of workouts in the body. Similar to Muscle Armor, one to two servings would be enough.Endurance athletes need to fight fatigue, replenish energy expended, and be able to recover at once. The EAS Sports Nutrition type that is best for them falls under the EAS Endurance line which significantly achieves all three while maintaining lean mass. An example of which is VO2 Peak which consists of a blend of essential vitamins, beta-alanine, and rhodiola rosea. Another is Catapult which contains tyrosine, an amino acid known to back-up the functions of the cells and increase mental power. Moreover, Endurathon falls under this type which is made up of ribose that is a building block to the regeneration of adenosine triphosphate. Adding up further to the Endurance line of EAS Sports Nutrition is Race Recovery, known to replenish glycogen stores which are somehow depleted during exercise. In addition to high performance and endurance, EAS Sports Nutrition can also work hand in hand with exercises in the gym to create a cut, lean, and muscular appearance. The products belonging to the Definition line cause muscular development by infusing the body with protein and, at the same time, shedding fat components.EAS Sports Nutrition again presents a variety of products under this line including Muscle Armor, Thermo DynamX, and Myoplex Lite Powder. As mentioned earlier, Muscle Armor is able to produce desired results through Juven Technology. On the other hand, Thermo DynamX speeds up the burning process of fats in the body and heightens the rate of metabolism. Myoplex Lite Powder is a combination of protein, vitamins, and minerals which back up heightened metabolism and lean muscle mass. Finally, for strength, power, and size, the Gain Line of EAS Sports Nutrition should be in action. The products under this are very much backed up by science and proven to be effective. Muscle Armor, Phosphagen Elite, and Myoplex Deluxe Powder are examples. The muscles are rejuvenated. The power of workouts is emphasized by delaying lactic acid burn and promoting immediate muscle recovery. These EAS Sports Nutrition products will achieve its full potential if they are taken in line with religious exercise and workouts in the gym. Simple intake may not really deliver desired results. Certain processes in the body need to be activated through physical exertion before they react effectively with these products. It is also important to identify, at the very start, the goals and targets for doing the workouts and taking in these supplements. A program must then be created in line with these goals and targets.
Fat; people on a strict diet are afraid of this word. As much as possible, they will avoid any food that will increase fat in their diet. In fact, if you will look at their refrigerator, all you will see are food with less fat, and sometimes, even zero fat. Despite all the concern of dieters about having fat in diet, our body needs healthy oils and fats to function properly. Athletes most especially, need essential oil for sports nutrition. These essential oils can be compared to all-purpose machine oil that lubricates stuck and rusting metal hinges, screws and other moveable parts of a machine. The only problem to most people, they get the wrong kinds of fats. They lack the good, healthy fats and essential oils for sports nutrition.Fats carry fat-soluble vitamins such as vitamins A, D, E and K from the food we eat to our body. These essential oils for sports nutrition are good for athletes who need to be in tip-top shape all the time. These life giving oils are one of the best sources of energy and help in the production of new and healthy cell membranes and other hormone-like compounds, the eicosanoids. These amazing compounds help the body in regulating heart rate, blood pressure, constriction of blood vessel and clotting, and even the nervous system. Essential oils for sports nutritionSo, what are the essential oils for sports nutrition?- Flaxseed oil, essential oil for sports nutrition.Our body can’t function well without the two important polyunsaturated fats: the linoleic and the alpha-linoleic acid. Flaxseed oil is therefore one of the essential oils for sports nutrition. Flaxseed oil is rich in linoleic and alpha-linoleic acids that help in maintaining good bodily functions and normal cell structure. Also, flaxseed oil is useful for people with autoimmune diseases.- Cod liver oil, a fish essential oil for sports nutrition.Cod liver oil is rich in Vitamin A and D. This two-in-one essential oil is on the list of athletes’ favorite essential oil for sports nutrition.Cod liver oil releases large amount of Vitamin A that help athletes maintain clear eyesight. Athletes can get vitamin D from sunlight. But because of the harmful effects of ultraviolet rays found in sunlight, the only available time for athletes to sunbathe and get vitamin D is during the early mornings till 9 am only. After that, physicians don’t advise athletes to expose themselves from the harmful rays of sunlight.So, to get the proper amount of vitamin D in their bodies, physicians prescribe cod liver oil as a supplement to athletes. Vitamin D regulates calcium metabolism in the body. Vitamin D is so important to calcium that there will be loss of calcium if vitamin D is lacking in the body.During a game, even if an athlete is fully hydrated he may suffer from weak muscles and listlessness if he lacks calcium. So to properly store and metabolize calcium in the body, athlete needs vitamin D. He can get large doses of vitamin D from cod liver oil, a fish essential oil for sports nutrition.3. Omega 3, a fish essential oil for sports nutritionA can of tuna or the fatty parts of a fish such as the belly and the head contain omega 3, a fatty oil that is good for the heart. Omega 3 helps the heart to pump well and clears the arteries of bad cholesterol. Omega 3 is a fish essential oil for sports nutrition. With omega 3, an athlete’s heart is ready for long hours of strenuous activities. Omega 3 also helps in reducing heart rate; thus the heart releases enough oxygen to the brain and other organs. An athlete is less tired and weak if his heart pumps slower even when his body is at work.Any athlete who would want to take these oils as supplement should consult their physicians first. There are overdoses with these oils if taken in large quantities since they are fat-soluble; the extra doses are not excreted through urine or feces.
The kind of sports nutrition supplements a certain athlete is supposed to take would depend strongly on what is appropriate for the athlete’s health status. However, some of these supplements are very hard to find or are very expensive or just too expensive for an average athlete.Here are some of the sports nutrition supplements that you can get, with the same amount of nutrients that you need but for extremely low prices!Steel Edge, which you usually purchase for forty seven dollars and ninety five cents ($47.95), you can now avail for only thirty nine dollars and ninety five cents ($35.95). This supplement is designed to specifically maximize the physiological environment of your body before you perform your workout. Steel Edge primes your body for focused, intense and energetic workouts that will most probably give you the results you seek.Scivation Sesamin is another form of a discount sports nutrition. This supplement is bought for twenty four dollars and ninety five cents ($24.95), but for you only twenty one dollars and ninety five cents ($21.95)! What are you waiting for? There is no bargain better than what discount sports nutrition offers!You also do not have to worry because Scivation Sesamin has been tested in appropriate laboratories for purity and potency. It is discovered to be containing a high grade extracat of Sesamin, which is a lignan that occurs naturally and is found in sesame oil. Researchers have proven that Sesamin is perfect for discount sports nutrition because it maximizes fat loss, supports the kidney and the liver, and keeps the profiles of your lipids healthy.Super Enzymes are sold at a whopping price of only seven dollars and fifty cents ($7.50). Just because it is not as pricey as the other forms of discount sports nutrition, that does not mean that it is not worthy of purchase.It is scientifically engineered with essential enzymes like papain, pancreatin and bromulain. These enzymes assist the digestion of food. Therefore, Super Enzymes is a discount sports nutrition that aids in food digestion.You can have Rize 2 for forty nine dollars and ninety nine cents ($49.99). It is an herbal form of discount sports nutrition that is oftenly utilized for the enhancement of male sexual performance. It contains a mixture high quality ingredients extracted from nature, and these ingredients improve sexual performance and pleasure. This is oftenly purchased by old men who cannot perform as well as they think younger men do, but that does not mean that younger men cannot purchase this either.Another supplement is the Hi Tech Dianabol which is being sold for only thirty nine dollars and ninety five cents ($39.99). The king has made a comeback and has been given the new name of Dianobol due to its remarkable ability to increase strength and muscle by using anti-proteolythic ways. This anti-proteolythic means is deems to be more important than direct anabolic protein synthesis.If you have to budget thirty seven dollars and ninety five cents ($37.95) for a discount sports nutrition, then Hi Tech Anavar is the supplement to get. It is a catalyst that builds muscle in order to be able to increase size and strength. What does it contain? It contains a formulation of anabolic agents that are potent and are non-steroidal.L-leucine-ketoisocaproic acid is the long version and hard to pronounce version, that just makes you want to tear your hair out, of Leukic. Leukic is also a little hard to pronounce, but definitely not as hard as its long version. This form of discount sports nutrition activates the muscle machines so that the body can get to transmit a powerful anabolic muscle-building signal. Nice huh? It would be a lot better to know that with Leukic, there are no elevation nor decrease of hormonal levels!Discount sports nutrition is thought of many to be a dumb bargain, a bargain of less useful supplements. Looks like who made that theory was really wrong. Discount sports nutrition serve humanity with the best bargains, supplements that can truly help an athlete’s performance, not just an athlete’s but performance in general, for prices that not only bigwigs can obtain because they are very much affordable.
As sports nutrition is becoming more and more an interesting and in-demand field in scientific study, venues to expose and encourage developments have been established. There are several journals related to sports nutrition. The following are some examples: International Journal of Sport Nutrition & Exercise MetabolismIJSNEM offers information on sports nutrition and exercise metabolism by publishing original scientific investigations, scholarly reviews and articles which focus on the application of the principles of biochemistry, physiology, and nutrition to sport and exercise. Although sport nutrition today is a distinct academic and applied field of work, it receives input from-and makes contributions to-fields like nutrition, physiology, biochemistry, psychology, clinical medicine, and the sport and exercise sciences. These perspectives are welcomed and encouraged in the International Journal of Sport Nutrition and Exercise Metabolism (IJSNEM). The journal now serves as a forum for the publication of scholarly and applied work regarding the nutritional, biochemical, and molecular aspects of exercise science. Original researches with human subjects are given top priority in IJSNEM but relevant researches with experimental animals are also submitted. Case studies showing systematic, rather than casual observation conducted with appropriate instrumentation will be accepted. Articles with clinical application are also included. Aside from these, editorials, digests of related articles from other fields, research notes, and reviews of books, videos, and other media releases are offered in the journal. International Journal of Sports Physiology and PerformanceIJSPP is an international peer-reviewed journal focused on sports physiology and performance. It aims to advance the knowledge of sport and exercise physiologists, sports-performance researchers, and other sports scientists by examining and publishing practical and research aspects of sports physiology and sports performance. Articles in sport physiology and related disciplines that have connections with enhancing sport performance, preventing decrements in performance, or enhancing recovery of athletes are featured in IJSPP. The journal publishes original research reports, invited reviews, commentaries, technical reports, case studies. There is also an editorial section. Usual topics in IJSPP include team sports, individual sports, performance aspects of environmental physiology, applied sports nutrition, strength and conditioning, biomedical science, and applications of sport technology. Readership include sport scientists, sport physicians, coaches, academic researchers, students, and related professionals.Controlled experimental and observational researches as long as they are comprehensive or systematic and appropriate standards of scientific methodology and analysis are met are welcome. Motor Control (MC) Motor Control is an international journal has been created for information exchange on the control of human movement through a lifespan. The journal provides reports to keep readers abreast of current developments in the field of motor control as well as motor disorders. MC publishes various types of research papers: clinical experimental, modeling and theoretical studies. Varied disciplines complement each other in this publication: biomechanics, kinesiology, neurophysiology, neuroscience, psychology, physical medicine, and rehabilitation. Aside from research papers, review articles, quick communications, commentaries, target articles, and book reviews are also featured. Contribution to the understanding of movement control should be clearly demonstrated in an article for it to be published. QuestEach issue of Quest examines critical issues facing physical educators in secondary schools and research developments in the sport sciences and other sub-disciplines of human movement. Theoretical explorations to applied studies in this journal synthesize research to help advance the field of physical activity. Quest does not publish original research reports on professional development of physical education but welcomes articles that are based on, complement, or review empirical research related to it. Quest considers both theoretical and practical articles. Readers includes academicians, teachers, and administratorsThe Journal of Applied biomechanics (JAB) is a quarterly journal dedicated to the study of human biomechanics in sport, exercise, and rehabilitation. The reader will find research articles, clinical studies, and other pertinent information highlighting current advances in biomechanics in each issue. The effect and control of forces that act on and are produced by the human body are highlighted in JAB. Studies related to modeling and human movement simulation and to the effects of internal and external forces like nutrition on body structures during skill development and rehabilitation are also appropriate. Original research reports, invited review papers, and “target” articles on selected current issues in the field are published. Jab also contains book reviews, technical notes, an editorial section, and other special features.
What keeps a triathlon athlete going in spite of the heat and long hours of vigorous physical activity is a properly hydrated and fueled body. In endurance sports, nutrition is equivalent to keeping oneself hydrated at all times, especially during the game. If you don’t give yourself the proper nutrition it needs, your game performance will suffer. Sports that require special attention to endurance nutrition (and thus help you level up your performance) are: running, swimming, triathlon, cycling, rowing, mountain biking, adventure racing, cross-country skiing, mountaineering and trekking. Let us say that you have prepared yourself for an endurance sport. Your nutrition focuses on giving you enough fuel to last you a day of vigorous physical activity. You eat foods rich in protein to keep your muscles fit for the game and carbohydrates to give you enough energy and fuel your muscles to run fast, steady, and consistently. What else can you do to perform much better in endurance sports?Here are some endurance sports nutrition suggested by athletes and trainers:Endurance Sports Nutrition Tip – Hydrate Yourself1. Start the day with a full tank of water. Athletes don’t eat during a game. But they do drink water. Studies show, of which common people now know, that humans can last a month without eating but will die immediately without water for 3 days to one week. That is how important water is to our body. Many people die of diarrhea because of dehydration. Hydration is an important nutrition component to humans, most especially to athletes involved in endurance sports. So the endurance sports nutrition tip from athletes and trainers: drink lots of water before the game.Hydration is the key to winning endurance sports competition. And drinking water before the game starts puts you in a great headstart.2. Hydrate yourself regularly during the game. Drink often during the game. Most endurance sports nutrition guide books will tell you the same thing. Athletes in endurance sports sweat off two quarts of water per hour especially in hot and humid weather. So, you must drink at least four up to eight ounces of water every fifteen to twenty minutes. Sports drink may also replace water. Here’s some tip that endurance sports nutrition guide books may not have told you: to know when it is time to gulp on your water or sports drink bottle, set your timer to alarm every 15 or 20 minutes within 24 hours.Freeze your drinking bottles and then pack them up in insulated foams to keep it cool. Even if you don’t sweat still do gulp down the liquid in your drinking bottle. You may not know it and may not notice it but you may have sweat more than you think of.3. Pack up extra bottles. Carry more drinking bottles if you can. Don’t be afraid to look like a camel with extra hump at your back. You need all those liquids in your endurance sport. It will keep you going and in shape.Besides, you will drain these drinking bottles one at a time every 15 or 20 minutes. At that rate, you may not even know that your endurance sports drinks have been drained down your esophageal pipes. Endurance sport nutrition question: Water or sports drink? In endurance sports nutrition, it has debated whether water or sports drink should be consumed by an athlete competing in endurance sports.Researches have shown that endurance sports athletes (competing under the sweltering heat of the sun) who were provided with water as a means of hydrating themselves replace only one and half to two thirds of fluid loss, while those who were given with sports drink have shown hydration nearly to a hundred percent. The reason for this is that sports drink contains electrolytes (sodium, potassium and magnesium) which help retain fluid in the body and balance the presence of these minerals that are vital in normal bodily function. We lose electrolytes when we sweat. Dizziness, muscle cramps, extreme exhaustion, and irregular heartbeat are the symptoms of electrolytes loss in the body. According to endurance nutrition experts, many athletes lose endurance due to low level of electrolytes. In fact, according to endurance sports nutrition magazines, some athletes even die due to electrolytes loss.
Every developed and developing country is teeming today with manufacturers and distributors of nutraceutical products that cater to professional sportsmen and women and sport-minded ones alike. Health products of every type, size and taste have abound. Today, the nurtraceutical industry is estimated to be worth $80 billion (U.S.) Just what are the factors of success in this highly competitive field of sports nutrition industry?The biggest sports nutrition players have come up with keywords to success: Keyword: ResearchCompany efforts to advance the field of supplement products for sports nutrition are the backbone of any industry. By supporting clinical research and trying to foster a relationship with science advisory boards, the field of sports nutrition is advanced. Eventually, consumers are able to receive innovative, scientifically-based, safe and effective products. Advisory boards have funded research projects on nutrition and sports performance including research on creatine, HMB, CLA and glutamine among others. Research grants are also provided to young scientists early in their careers. Large-scale sports nutrition industries commit over $500,000 every year to independent analytical analysis to ensure that sports nutrition products meet specifications. Investigations are also warranted. There should be rigorous vendor certification or re-certification auditing program that helps companies adhere to industry quality standards.Keyword: InnovationNew products and technologies should be developed to provide the best quality on existing products. Consumers have a preoccupation of trying out something “new,.” There should always be innovation whether it means new forms of delivery (gels, effervescent tablets, functional beverages) or new applications of or combinations with existing products.Keyword: PriceFor Sports Nutrition consumers, price is still everything. In the U.S. for example, even though people were getting laid off and the economy has been unstable after 9/11 people still wanted to work out and stay healthy. This coupled with higher oil prices has lead people to look for deals and good prices. Products must be extremely competitively. Sport Nutrition giants for example rely on increased sales volume in exchange of lesser profit margins on each product sold.Quality, certification and taste matter but in the final analysis, consumer want good deals on great products. Keyword: VarietyWhat should retailers do to become their customers’ first choice for sports nutrition products? Carry a variety of lines that will offer clients with options in supplements. Retailers often opt not to sports supplements when they carried only one line or one brand. Sports nutrition customers are varied and are everywhere. There are more women as well as men buying supplements and at different ages and varied income brackets. Retail stores should therefore be able to offer a selection products or else buyers will look elsewhere, like the internet or shop somewhere other than these local vitamin stores or pharmacies. Keyword: SafeThere are regulatory agencies to protect consumers. Sports nutrition companies should engage in top of the line research and development and prove the efficacy and safety of their nurtraceutical products. Products that are based on false or misleading marketing should be and are banned and condemned.It is thus the responsibility of manufacturers and marketers to provide sports nutrition products that are safe, effective, easily used, and completely understood by both retailers and consumers.Today, natural product retailers can provide consumers safe alternatives to potentially harmful chemical stimulants (fenfluramine, dexfenfluramine), fat-chelating agents, cosmetic surgery, and a life of inactivity or painful exercise Natural, science-based exercise nutrition products that promote energy, fitness, and weight loss are now available. Keyword: InformationConsumers are becoming more and more intelligent. They rely on scientific and hard facts rather than recommendations and endorsements from celebrities and sports personalities. Aside from vigorous research, sports nutrition companies should invest in a sound information dissemination and product communication strategy to stay ahead of the game. Product information should be detailed but fairly understandable. Also, information should be readily available on product packets, posters, print and TV advertisements and the internet. Consumers can believe only what manufacturers communicate well. Everything focuses around education for the consumer – an educated consumer is the industry’s best friend.These principles helped sports nutrition companies boost the industry as a whole. If remembered and adhered to, these keywords will spur more gains in the industry as large portions of the world’s population now put priority to fitness and health.