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First Endurance Canada was started in 2017 by Anita and Brent Ellis. We both love sports, have a competitive spirit and continually push our limits.
We both know what it takes, to push yourself, day after day, toward new accomplishments, the next PB or the finish line. It doesn’t matter what your sport is: when you push your body beyond its limits, a good nutrition program is critical. For many athletes, nutrition is the one thing standing between them and a new PR and is one of the hardest things to figure out.
Our own personal experience with poor nutrition is what lead us to First Endurance long before starting our business here in Canada. As long time, triathletes, marathon runners, 2X Ironman finisher and cyclists, nutrition has always been an issue. Drawing on our experiences, we set out on a quest for the best products, that were easily tolerated, and delivered maximum results. We stumbled upon EFS in a Vancouver bike store and once we started training with EFS there were no gastric issues, no cramping, no sweetness fatigue and we felt great. We found it, our Eureka Moment!
Our passion for sports lead us to First Endurance, our experience with the nutrition system lead us to represent the brand in Canada.
We are excited to bring First Endurance to Canada and look forward to introducing you to your new training partner. We learned the hard way but you don't have to! First Endurance is a nutrition system that works from start to finish.
- Brent and Anita Ellis
First Endurance was started in 2002 by two racing fanatics (a cyclist and a triathlete) with a healthy obsession for sports nutrition. The idea was simple. We wanted to give endurance athletes access to formulas that are developed for one specific reason-to maximize endurance performance. At First Endurance, our approach is different. Because of our core values and uncompromising standards, we develop the best products available. We are committed to using only the highest-quality ingredients. We employ the latest technological advancements and demand the finest packaging materials to protect the product from the elements (moisture, oxygen and UV degradation). Only when we are 100% satisfied that these standards are met, do we offer the products to you.
Integrate our passion for racing, knowledge of sports nutrition, integrity, and values to provide endurance athletes with the ultimate, scientifically validated, high-performance racing formulations.
Research is our most important value at First Endurance. We are driven by a desire to ensure our products are proven to enhance endurance performance and have scientific validation. At First Endurance, we refuse to reduce costs by using “pixie dust” amounts of ingredients just to dress up the label. Our formulations utilize the same levels (sometimes more) of the active ingredients that were used in the actual human scientific research. We are meticulous about research and go out of our way to make sure we have addressed each of our stringent requirements. All products that First Endurance develops are based on human scientific research.
First Endurance uses only the finest ingredients and follows stringent quality control. Supplements can be easily ruined. Even if you buy the right ingredients, they can degrade quickly and loose their efficacy if they aren’t handled under the most stringent controls. We are determined to ensure nothing goes wrong with any step of the way. For example, OPTYGEN is packaged in an amber glass bottle and utilizes coloured capsules to reduce UV light, oxygen and moisture degradation, ensuring the highest quality, potency, and purity.
At First Endurance, we are centered on endurance performance. Because we only focus on developing high-performance endurance formulations, we are the best at what we do.
First Endurance is committed to advancing the state of the art. First Endurance’s competitive strategy is based on having the best, patentable, formulations, technologies and delivery systems available.
First Endurance proudly supports the racing community. We sponsor five professional teams, and a number of other elite endurance athletes. We have a dynamic relationship with the First Endurance athletes. This collaboration allows our Research and Development team to continue to push the limits of endurance performance.
First Endurance employees race. Not just occasionally either, every week. We spend a lot of time packed in a car driving to early-season races (hopefully in warmer climates) and have stayed in more grungy hotels than we care to remember. We race when it is below freezing or raining sideways. We hang around the hotel after a race wondering when we’ll get the feeling back in our feet. We know what it’s like to chase a breakaway for an hour just to get a flat once we finally bridge the gap. Most importantly – we know what it takes to win races, when everything works out just right. We understand the work ethic, sacrifices, dedication and satisfaction that goes into every victory.
