PURE Sports Nutrition was founded in 2012 by Simon and Marewa Kraak, a brother and sister duo with a passion for healthy living and sports. Simon is an avid road cyclist, and Marewa a qualified Sports & Exercise Nutritionist (Otago University), former elite road cyclist and representative rower for New Zealand. Despite leading fit and active lifestyles, they struggled to find high-quality, clean sports nutrition products.

In 2012 most available products were full of artificial flavours and low quality ingredients and this just didn't match with keeping healthy and fit so they decided to make a sports drink with no compromises on quality or ingredients.

"We just used the best ingredients and used the latest sports science then fine tuned the recipe over 6 months. We developed PURE Electrolyte Hydration and it's been our most popular product for the last 12 years."

To make the best products you have to understand every little detail from ingredients and packaging to production. To do this we've built a modern, state of the art production facility to manufacture all of our energy gels and powders inhouse. This enables us to control the quality of our products and understand the full process from an initial idea to the final product that comes off the production line.

At PURE we believe that everyone should be mindful of what they consume during exercise. We prioritise the sourcing of our ingredients locally whenever possible. However, if local options are unavailable or do not meet our high standards, we seek the finest ingredients globally. For example, our real fruit flavours are sourced from New Zealand and Australia and our electrolytes come from Germany and the USA.

Today, PURE Sports Nutrition offers over 70 products across two brands and is supported by a dedicated team of 25 people. We sponsor over 40 events annually as well as many professional and upcoming athletes and we continue to develop new and innovative products for our loyal customers.