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GU, Carmichael Team Up

Published January 29, 2009

BERKELEY, CA (BRAIN)—GU Energy Labs and Carmichael Training Systems have begun a new partnership.

Under the terms of the multi-year agreement, GU will become the Official Nutrition Supplier for Chris Carmichael and Carmichael Training Systems, the coaching choice of Tour de France and Ironman World Champions as well as amateur and professional athletes around the world.

The two companies will work together to maximize opportunities to educate athletes in proper sports nutrition. GU will provide products to all CTS coaches, camps and clinics from its growing array of performance sports nutrition offerings. These include original GU Energy Gel, Roctane Ultra Endurance Energy Gel, GU2O Electrolyte Drink and the soon-to-be-launched Chomps Energy Chews. Carmichael and his team of coaches will endorse GU products as a part of their camps, clinics and individual coaching services.

“This is a wonderful opportunity to bring our premium sports nutrition products to a wider audience,” said Holly Bennett, GU’s senior marketing manager. “We’ve long been fans of Chris and his CTS programs, and believe we share the core value of wanting to deliver the best products and services available to all athletes, from World Champion pros such as Craig Alexander to first-time marathoners or century riders. CTS focuses on customizing personal coaching plans that serve everyone from the weekend warrior to the world class professional. It’s a perfect fit. We couldn’t be happier.”

Chris Carmichael, founder of CTS and a former professional cyclist himself, was equally enthusiastic about the new arrangement. “It’s important to us that our partners share our commitment to quality and performance, values which have propelled our growth as a world-renowned one-on-one coaching service. We’ve gotten to know the GU product line and the team behind the scenes, and we’re convinced they offer the best nutrition solutions for athletes.”

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