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Volume 21 No. 2
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X2Performance signing on as Ironman sponsor

Sports supplement producer X2Performance is flexing its marketing muscles for the first time, securing a sponsorship of the Ironman U.S. triathlon series and two individual events.

The startup brand will be presenting sponsor of the May 4 Ironman event in St. George, Utah, and the Aug. 4 race in Boulder, Colo., while also becoming the official sports supplement of the full Ironman U.S. triathlon series.

Terms of the deal were not available, but company CEO Ralph Ferrante said the deal was a fit as X2’s target market is triathletes, runners and cyclists. He added the company is shying away from any athlete endorsements for now.  

IMG handled the deal for X2Performance. Ironman did the deal internally.

X2 will leverage at Ironman events with signage and “educational teams,” and will use Ironman logos on its products and website.  

After nearly four years and millions of dollars in research and development, X2Performance will begin selling products on its website this week. A box of seven 2-ounce bottles will sell for $49.95.  

Positioning itself as an all-natural sports performance enhancement, the brand has gained a number of industry seals of approval. It has certification through independent laboratory testing to comply with the NSF Certified for Sport program standards as well as the World Anti-Doping Agency banned substance testing standards.

“There is quite a bit of buzz around the negatives in this industry, so we have decided to be the antithesis,” Ferrante said.

X2Performance enters a crowded yet booming market for sports supplements. As the target market shifts from one centered on male bodybuilders to participants in recreational sports among both genders, sports supplements are forecast to see double-digit growth in collective sales over the next five years.