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A healthy mind in a healthy body explained
Katherine Reid of the English Institute Of Sport offers an insight into the world of sports nutrition:“Sports nutrition is the specialist application of the science of nutrition to performance enhancement in sport. The nutritional demands of training and competition vary according to the sporting discipline and the individual requirements of athletes.Accredited sports dieticians are trained in both the science of nutrition and its practical application”.
Historically much of the science of nutrition was focused on endurance athletes. Today however, sports nutrition support has been successfully integrated into a wide range of sporting disciplines such as precision sports such as shooting, bowls and archery, as well as team sports, track and field, gymnastics, rowing, sailing and weight category sports.
Better performance really can be achieved through improving hydration status, having better glycogen reserves, or changing of the body’s composition. Nutrition has an important part to play in keeping athletes healthy and preventing fatigue and illness associated with poor recovery and under-fuelling.
Its essential for athletes to have access to practical advice from sports dieticians to help them make the allimportant changes to what they eat and drink for better performance.
Sports Nutrition – profits for the taking
“Sports nutrition is a no-brainer for sports goods stores. The market is growing at about 20% year on year, repeat purchase is frequent and customers are actively seeking products to fuel their sport,” says James Anderson, sales manager for EAS UK.
A basic range for sports retailers should comprise protein and recovery products plus a genuine isotonic drink. EAS Myoplex protein shakes, bars and ready to drinks satisfy most sports people’s needs. These perfectly balanced meal replacements are recommended for between main meals and to provide pure protein quickly to refuel within the critical half hour post-exercise.
Myoplex is widely used by professional rugby players, footballers, track and field athletes. The IsoDrive isotonic rehydration drink is favoured by endurance athletes. And the EAS Energy Race Recovery drink or bar completes the range offering of nutrition, hydration and recovery.
Education is key and EAS actively trains stockists so they can advise customers. Highlighting products the pros use is a great sales tool. It's very convincing to tell a keen cyclist that world champion Nicole Cooke always has an Energy Gel in her pocket. Triathletes will like to know that world champion Tim Don takes IsoDrive while racing. Footballers will appreciate knowing top flight players, including the Everton squad, take Myoplex. And with the Rugby World Cup on, it’s an ideal time to tell customers that the Sale Sharks rugby squad, several England World Cup players and Scotland captain Jason White are all relying on Myoplex and Race Recovery to fuel their sport and recovery.
“Our products are manufactured to rigorous standards of safety and are ‘doping free guaranteed’ for added reassurance. They really work – professional athletes wouldn’t use them if they didn’t,” says Anderson. “Sports nutrition quickly becomes a good habit: after all, athletes go through sports drinks and bars quicker than they go through goggles, socks and trainers.
For more information telephone: 0870 350 3270 or email sales@eas-uk.info.
