Gatrorade Endurance Served On-course at North American Ironman races

Thursday, 7th April 2005

BOULDER, Colorado, USA - April 2005 - To help Ironman athletes with their specialized hydration needs, Ironman North America will now be providing Gatorade Endurance FormulaT on-course for all upcoming Ironman Triathlon races in the United States, beginning June 26 at Ironman Coeur d'Alene.  Gatorade Endurance Formula contains a unique five-electrolyte blend including nearly twice the sodium (200 mg) and three times the potassium (90 mg) of Gatorade Thirst Quencher, as well as calcium, magnesium, and chloride, to help athletes better replace what they lose in sweat during longer and more intense active occasions, such as training for and competing in an Ironman race.

Based on years of extensive research with elite and endurance athletes at the Gatorade Sports Science Institute, Gatorade Endurance Formula was specifically developed to help athletes - including triathletes - stay better hydrated and fueled during long trainings and on race day. Similar to Gatorade Thirst Quencher, Gatorade Endurance Formula contains the same scientifically balanced 6% carbohydrate blend that helps speed fluid back into the body and fuel working muscles.

"Research shows that replacing fluid and electrolytes lost in sweat is imperative to optimizing performance and to ensure safety when training and competing," said Dr. Bob Murray, director of the Gatorade Sports Science Institute. "Because of the time and intensity that training for the Ironman requires, these athletes are more likely to experience greater sweat and electrolyte losses, which if not replaced, can easily cause performance to suffer. Gatorade Endurance Formula was developed to help these athletes stay better hydrated so they can feel and perform at their best during trainings and on race day."

"We wanted to advise Ironman athletes of this change as soon as possible so they can train with the same beverage that will be served on-course," said Graham Fraser, President of Ironman North America. "Also, we wanted to assure athletes who are familiar with the taste of Gatorade Thirst Quencher that the taste profile of Gatorade Endurance Formula is very similar although some athletes may perceive Gatorade Endurance Formula to taste slightly 'less sweet' due to the added electrolyte content."

Gatorade Endurance Formula is available nationwide (US) in 34 oz bottles at grocery, convenience and mass merchants (i.e. Wal-Mart) in three flavors including Lemon-Lime, Fruit Punch and Orange. Gatorade Endurance Formula is also available in a 50.2 oz instant mix container in Lemon-Lime at select athletic specialty stores around the country and is available to purchase online at www.gatorade.com.

"While it is recommended to train with the same beverage that will be served on-course, we know your training days vary in length and intensity so we also want to assure you that Gatorade Thirst Quencher will still serve you well in providing carbohydrate energy and replacing the valuable fluid and electrolytes lost in sweat," added Dr. Murray.

For more information on Gatorade Endurance Formula or an endurance athlete's hydration needs, including developing a proper hydration strategy for trainings and on race day, please visit www.gatorade.com/endurance.

For more information on Ironman USA Coeur d'Alene, log onto www.ironmancda.com.

By press release