The Start of RAW Endurance
Matt Jansen, one of the owners of Raw Nutrition and renowned bodybuilding coach turned endurance athlete, reveals the origins of Raw’s high-performance endurance line that is revolutionizing the endurance world and propelling elite athletes to podium finishes worldwide.
The endurance line was born from Dom Iacovone’s (owner and founder of RAW Nutrition) and my desire to reconnect with a personal, competitive goal. For me, this idea sparked after a long break from bodybuilding. Inspired by the challenge of triathlon, Dom and I dove into researching the sport and quickly assembled a team, including globally recognized endurance coach, Natasha van der Merwe, as our personal coach. With a deep passion for endurance sports and the resources at our disposal, Dom and I decided to develop an endurance division within RAW, bringing Natasha on board officially to help spearhead the movement and assist with formulations.
The process has been tough—launching a new brand from scratch—but we’ve had incredible success early on and the support of influential figures like Chris Lieto, which has made it incredibly rewarding. Our team’s achievements, from top podium finishes to world records, are a testament to the dedication and hard work we’ve poured into this project.
Unlocking Focus: How a Shift in Mindset and Nutrition Transformed My Endurance Journey
I‘ve been bodybuilding my entire adolescent and adult life. But in early 2023, I realized I was missing something essential, and something I’d been missing for some time: the ability to lock in mentally and focus wholeheartedly on a goal. What I used to value during workouts was having my mind clear, almost free from distractions. However, over the past year or so, I noticed my mind was constantly racing with all the things I needed to do once I finished my training. I wasn’t present like I used to be. I wanted a challenge that would not only push me physically, but also allow me to step away from my daily responsibilities for a while and focus purely on the effort at hand.
I stumbled upon YouTube videos of endurance athletes and their training and started to feel encouraged and excited. After sharing my interest with some people in my circle, three unrelated individuals recommended that I reach out to Natasha van der Merwe to try out her endurance training regimen. I decided to follow through, and after contacting her, I was so inspired that I jumped back into the pool for my first swim session in ages. I was completely exhausted, but it felt like I was on the brink of something significant. After talking to Natasha a few times, I was fully committed to exploring endurance sports on a serious level. Over time, we started discussing how changes to my daily nutrition could better support my new mission, which led to some significant changes.
By mid-2023, even though I hadn't initially planned to bring endurance-focused nutrition into RAW Nutrition, my personal journey showed me how crucial it was. I found myself needing several different products to meet the demands of my cycling and running training. After discussing it with Dom and Natasha, we decided to take it upon ourselves to fill this void. This turned into a source of pride, not just for the brand but personally as well, as we embarked on this challenge to fuel our passion with our own products. Natasha and I quickly connected on this project, thanks to our shared coaching backgrounds and similar philosophies. The synergy between us made the collaboration flow naturally.
FUEL: Formulating the First Product and Setting the Standard for the Entire Line
The conversation around creating hydration products started during a car ride to swim practice. An initial formula for Fuel, a hydration and endurance formula, was shared with Natasha, and she was impressed. A key highlight of the formulation that stood out to her was the carb sources used—many of which she had recommended. A significant and unique callout was around the role of sugar, particularly how important it is for digestion and endurance, which became a key part of the product's formulation. Over time, trust in Natasha’s expertise grew, and she took the lead in building out the entire product line based on her deep understanding of the endurance community and sports nutrition.
We formulated this product to address a common issue faced by athletes—having to rely on multiple sources for fuel, or sugar, and sodium. The goal was to create a single product that combined everything needed for peak performance. We focused on increasing carbohydrate intake for endurance athletes while avoiding GI distress, which meant using the right carb sources and ratios. By incorporating glucose and fructose, the most easily digestible and absorbable forms of carbs, we were able to drive up carb intake to 120-130 grams per hour, which is essential for athletes competing in long races lasting 9-11 hours.
The product development process involved several rounds of testing—five rounds in total. We were meticulous, ensuring the product was tested for both flavor and functionality over extended endurance efforts. We discovered that while many products work well for the first hour or two, but the real challenge arises during extensive endurance events, like triathlons, where issues with digestibility or effectiveness become apparent after several hours. To ensure the product could handle these demands, we refined the carb sources and tested it with athletes over various durations until it met our high standards.
Ultimately, our goal was to create a product that worked not only for elite endurance athletes but also for casual runners and weekend warriors. This careful attention to detail and rigorous testing helped ensure that the product was both effective and trusted within the community. We launched Fuel in early 2024, and have launched three additional products since – all aimed at fueling, hydrating, and increasing performance capacity for elite and casual endurance athletes alike. Every single product has gone through multiple formula variations and rigorous testing both in our endurance research facility and outdoors on the real course.
Our Mission is to Fuel, Educate, and Lead in Endurance Nutrition
Our mission for the RAW Endurance line is to expertly and efficiently fuel both elite endurance athletes and those just beginning their journey. We’re committed to providing the right tools to enhance performance and achieve goals, but our mission goes beyond just performance; it’s also about education. Understanding the body’s needs for efficient fueling and hydration can significantly improve training outcomes. That’s why we ensure that every product is Informed-Sport certified, giving athletes of all levels the confidence that our products are both effective and safe. Our goal is to be seen as leaders in the field, setting the standard for quality and education in endurance nutrition.
