Science in Sport rides market wave away from ‘meatheads’

Nutrition products maker Science In Sport is going after more Sunday league and five-a-side football players to fuel expansion at the fast-growing outfit.

“The business traditionally has targeted cyclists, runners and triathletes but more of our sales are going elsewhere to things like football and rugby, we’re making a good push into them,” chief executive Stephen Moon said today.

The firm supplies cyclists like Chris Froome but has also signed deals with the likes of Liverpool FC recently.

More sales at supermarkets such as Sainsbury’s and Morrisons helped drive revenues up 30% to £12.3 million.

Moon, who used to work at Lucozade, said that customers who use sports nutrition had changed.

“There’s a lot more understanding for athletes like cyclists, and it’s no longer the meatheads — protein has a big role in endurance now.”