Fast-growing Charlotte protein powder startup Eat the Bear has signed a deal that will put its products in front of the country’s premier obstacle course racers.
For the next three years, Eat the Bear will be the official provider of protein powder, pre-workout and energy drink. And they’ll get access to a big market — more than 1 million people have participated in Spartan Races.
Spartan will sell Eat the Bear products through its website and likely offer them at its races. The Charlotte area is home to several of them each year, often at Porter Farms in Concord or the U.S. National Whitewater Center. Longer races are held in Winnsboro, South Carolina (right down I-77).
Eat the Bear was founded in 2011, making a name for itself by offering protein supplements that are low in calories and sugar-free. The company hit $1 million in annual sales in 2015 and signed on Luke Kuechly as an endorser and equity partner last year.
Spartan Race has made big strides recently in its own right as it solidified its position as the nation’s largest obstacle course race . The company has over the past year had its highest-profile events covered nationally on NBC.