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Belgian sports nutrition brand WCUP eyes growth in the US market

Published October 10, 2017

ALISO VIEJO, Calif. (BRAIN) — WCUP, a Belgium-based sports nutrition brand, is upping its commitment to the North American market with the hiring of a U.S. brand manager, Sean Kneale, and the appointment of a U.S. marketing communications firm, Tim Jackson's PowWord Communications.

Michel Lenaerts, the chief international strategy manager for WCUP, said, "We're very excited to have Sean heading up our efforts in North America, focusing on sales and distribution. Having Tim working with us and our global marketing team, will help us better tell our story to those who are not as familiar with our brand."

WCUP has a 25-year history in sports nutrition product.

"We take great pride in the fact that we've been in the market longer than most brands. We're even prouder of the fact that our products are sought out by athletes who know how critical nutrition is to their performances," said Lenaerts.

The brand is now under new ownership with increased resources. It offers bars, gels, protein shakes and sports drinks. The company said its products are "made with the best ingredients and all ph neutral for less stomach distress."

Dealers will earn margins from 40-50 percent and controlled Internet distribution. Kneale will be working to establish a full network of retailers and sales reps, while Jackson will help to establish the brand's marketing efforts, integrating with WCUP's larger global marketing strategies. Jackson said he and Kneale have worked together previously.

"The brand has been in the U.S. for a few years, but their purchase slowed things down, so we're excited to make a stronger push this time around," Jackson said. "I remembered WCUP and heard lots of good things about the product, so I'm happy to help WCUP push forward."

All North American dealer, distributor, or sales rep inquiries should be directed to Kneale at or 949-542-6076.

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