PURE Sports Nutrition was developed by brother and sister, Simon & Marewa Kraak in 2012. After failing to find sports nutrition products made with quality, real ingredients, the pair decided the only option was to create their own.
Simon, a keen road cyclist and Marewa, a qualified Sports & Exercise Nutritionist (Otago University), former NZ representative rower and elite road cyclist are fully committed to health and fitness. Their vision is that all athletes should have the option to fuel their bodies with products which are natural, scientifically formulated and, most importantly, use only the best ingredients.
And so, PURE Sports Nutrition was born.
At PURE Sports Nutrition we will never make average products with cheap ingredients. Good is never good enough – we will always aim for great.
“Our starting point with PURE Sports Nutrition was to say, “What if we put the cost of ingredients aside and instead focused on how to make effective products using only the best ingredients?” That “what if” moment defined our whole business philosophy. Our approach to business has therefore never been about how to minimise costs and maximise profits – the focus has always been on how to create products which we would happily use during training and racing ourselves. And, ultimately, it’s not hard to stand behind your products when you know that a focus on quality it is at the very core of your business.”
“We try each of our products in the field for many months before going to market and we listen to feedback from our customers – many of whom are elite athletes themselves. Put simply, if we don’t like the taste and performance of a product then we don’t expect anyone else to like it either. We stand by our products, are committed to constantly improving what we do and want our retailers and customers to be as passionate about PURE Sports Nutrition products as we are. It is therefore only after a long process of testing, refining and perfecting that a product comes off the production line for our customers to enjoy.”
What we do differently: