"Nutrition doesn’t need to be complicated to be effective. The basics still matter most.” - Dr Asker Jeukendrup
The global wellness industry is booming - and athletes are at the centre of it.
From supplements and sports nutrition to recovery technology and personalised health plans, the wellness economy has grown into one of the world’s largest consumer markets.
For athletes, this explosion of products has created both opportunity and confusion.
Sports nutrition expert Dr Asker Jeukendrup, who has advised Olympic teams and elite cycling programmes, has stressed that performance nutrition should remain simple.
"Nutrition doesn’t need to be complicated to be effective," he said. "The basics still matter most."
Yet the modern athlete is surrounded by choices.
Energy gels, hydration formulas, recovery drinks, vitamin stacks and personalised supplement subscriptions all compete for attention.
The challenge is separating evidence-based strategies from marketing.
Elite endurance athletes still rely on fundamentals: carbohydrates to fuel training, adequate protein for recovery and hydration strategies tailored to the demands of the sport.
The booming wellness industry may continue to innovate, but the foundations of performance nutrition remain remarkably consistent.
