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GENr8, Inc. was formed in 2007, as a subsidiary of a UK company that was spun out from the muscle metabolism laboratory of Professor Paul Greenhaff at the University of Nottingham. The University of Nottingham was ranked among the top 100 international universities by Newsweek magazine in 2006. Dr. Greenhaff’s laboratory has spawned new, groundbreaking research in the area of muscle fuel selection, recovery, and performance. This was matched with the expertise and reputation of Paul Winsper, BSc, who for ten years was the head strength and conditioning coach of Newcastle United, soccer team in the English Premier League—the world’s most watched sporting body. Coach Winsper used GENr8 products with his players while at Newcastle United, and through the World Cup. After leaving Newcastle United Coach Winsper took GENr8 products into other elite competitive, intensive training sports, including bodybuilding, mountain and road bicycle racing, mountain climbing, swimming, and triathlons. As seen in world class soccer, the performance advantage with GENr8 was dramatic.
After three years of applied research and development work in the UK, Anthony L. Almada, MSc was asked if he would consider leading the GENr8 brand in North America and outside of Europe. Anthony came to know Professor Greenhaff through his role as president of EAS, a performance nutrition company he co-founded in 1993 (Anthony asked Prof. Greenhaff to join the EAS Scientific Advisory Board and co-developed a $500,000, multi-year research program at the University). When presented with the science and pipeline of research and innovation, and the multinational exclusive license to Vitargo—the patented carbohydrate—he saw enormous potential and the opportunity to alter the world of both physique/strength sports and endurance sports. With this he began assembling a “dream team” of sports nutrition/nutrition industry experts, gathered through his 33 years in the nutrition industry.
Over the course of 2007 the GENr8 team developed the brand and Vitargo S2 formulations, and put the product into the hands of elite and professional athletes from a wide array of sports: auto racing, bodybuilding, motocross, surfing, swimming, track, triathlons, and ultraendurance racing. The result is the Fastest Muscle Fuel™ that, for most people, produces a noticeable to dramatic difference the first time it is used.
In 2008 we will be unveiling Ready To Drink (RTD) forms of Vitargo S2, MyoSwitch™, the first and only product proven to increase muscle carnitine, switching muscle fuel metabolism, and a suite of other innovations that earn the status of Proof Before Promises™.
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