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Let's be honest, endurance sports are tough.  We're here to support you in your passion and make it easy to buy what you need so that you can focus on finding the Joy (ILO) in every footstep, pedal stroke and breath along the way. 

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New Endurance Tap with Caffeine

Endurance Tap

The trail less travelled

For that moment when you turn a corner and see more uphill switchbacks. Just smile at the pleasure of chasing a PR, fuel up and power on!


To experience the Joy of making it to the top of Highwood Pass, faster than last time

Smile while you suffer

It hurts. So you train more. And it still just get faster, and you need a bit of fuel along the way