Amsterdam · since 2025
We were tired of fuel that promised everything and explained nothing. So we built our own.
Read our storyWhy we started
It started with a pocket full of gels nobody enjoyed.
Tom races triathlon for a living. Long-course, the Ironman distances, the kind of day that comes down to what you can take in after hour three. Bas was the friend on the other end of the training rides, carrying half the gels and asking the obvious question. Why does all of this taste like punishment, cost a small fortune, and still leave you guessing?
We looked properly at the category and it had barely moved in twenty years. Forty brands, the same promises, none of them willing to tell you what you actually need or why it works.
So we stopped complaining about it on the bike and started building. GONNA is what we came back with.
What we kept coming back to
Under-fuelling isn't a knowledge problem. It's a product problem.
02 · What we stand for
Premium product. Fair price. On purpose.
Three principles we built the brand around. None of them are marketing. All of them are decisions we made before we shipped a single product.
Four Products. On Purpose.
Most sports nutrition brands run forty SKUs. Different sugars for different distances, different flavours for different moods, a new launch every quarter to keep shelves interesting.
We are four products in. We will never be forty.
The plan is to make the best version of each thing in our range, and stop there. Every product has to pass three tests before it exists. Does it solve a real problem athletes have? Can we explain it in plain language? Would we use it ourselves on the day that matters?
If the answer to any of those is no, the product does not get made.
The FuelPoint system follows the same logic. One unit. Roughly one hour of fuel. No spreadsheets, no app, no grams-to-product conversions mid-race. Across every GONNA product the same dose works the same way. You learn it once, you use it forever.
Less to choose between. Less to second-guess. More to actually train and race with.
Not Because We Cut Corners. Because We Cut Middlemen.
Most sports nutrition brands rely on layers of intermediaries. Distributors. Outsourced formulation partners. Imported packaging. Complex retail structures. Each layer adds cost before the product reaches the athlete.
GONNA was built differently. We work directly with our production partners and ingredient suppliers wherever possible. What we save on intermediaries, we invest in better formulations, reliable ingredients, consistent quality, and fair pricing.
Our Carb Chew delivers 48 grams of carbohydrates and 120 milligrams of sodium for €2,29 per strip. Comparable products often cost significantly more. This is not about being cheaper. It is about removing unnecessary costs around the product.
Because performance nutrition only works when athletes can actually afford to use it consistently. The athlete who under-fuels in training because of price ends up under-fuelling on race day. That is not a nutrition problem. It is a market problem. So we built around it.
Premium Feel. Fair Price.
Most products at our price point feel like they cost what they cost. Generic packaging, generic photography, generic copy that could appear on any competitor's site without changing a word.
We refused to make that trade.
The packaging is matte foil and a colour system that reads from across a kitchen. The photography is shot on the roads and gravel where the products actually get used. The copy is written by us, not pasted from a template. The brand identity was built with designers we picked because we admire their work, not because they were cheap.
The same logic runs through the people we work with. Ambassadors who race the distances we make products for. Retailers who care which products sit on their shelves. Photographers, partners, collaborators chosen because their standard matches ours.
A brand is the sum of decisions you cannot see. Most of ours are invisible. The ones you can see should look like they were made by people who care.
Bas & Tom
Two of us. That is the whole company.
The team
No marketing department. No investors to please.
Tom makes sure it works when it matters. Bas makes sure it does not look like everything else on the shelf. We still answer our own emails and pack the early orders by hand.
That is not a romantic detail. It is a decision. The closer you are to the product, the harder it is to let something bad through.
We would rather be the brand a few thousand athletes genuinely trust than the one everyone has heard of and no one believes.
Bas & Tom
Where this is going
We are not trying to be the biggest. Just the one you reach for.
Every product faces one test before it exists. Would we use it ourselves on the day that matters? On the Stelvio. At Kona. At kilometre 35 of Rotterdam, when the legs go quiet and the race actually starts.
We will stay small in range and direct in how we make and sell. We will add something only when it answers a real question. And we will keep the price honest, because fuel only works if you can afford to use it every session, not just on race day.
