International master distribution
Athletes moved from 60 g of carbohydrate an hour to 90 to 120 g. Most brands on shelf are still formulated for the old ceiling. HYDRAX was engineered for the new one, in Australia, and territory rights are open.
Hover a territory · One master partner per region
The investment thesis
Sports nutrition is growing at high single to low double digit rates in every territory in this programme, and fastest in the emerging markets where shelf positions are still unclaimed.
Endurance is no longer just marathons and IRONMAN. T100, HYROX, gran fondo and trail have pulled in athletes who train at volume but never saw themselves as endurance athletes. Every one of them fuels.
Carbohydrate per hour and sodium per litre are now common language in amateur fields. Educated buyers read the panel, and a panel built to current science wins the comparison without paid persuasion.
US$20.3B
North America sports nutrition market, 9.2% CAGR
Source: Expert Market Research, 2025
13.7%
ASEAN sports nutrition CAGR to 2035
Source: Future Market Insights, 2025
12.7%
Latin America sports nutrition CAGR to 2035
Source: Future Market Insights, 2025
9.8%
Europe sports nutrition CAGR
Source: Technavio, 2025
Competitive moat
Not marketing claims. Formulation decisions that a competitor cannot copy without re-engineering their entire range and abandoning their existing inventory.
Most shelf-stocked drink mixes still deliver 20 to 40 g of carbohydrate per serve, a spec set when 60 g/h was considered a ceiling. CORE delivers 85 g in one serve. Distributors selling legacy specs are competing on price inside a shrinking relevance window.
Maltodextrin and fructose at 2:1 use separate intestinal transporters, so total absorbable carbohydrate per hour rises without the osmotic penalty of a single-source formula. This is the mechanism behind the 90 to 120 g/h protocols now standard at the front of professional fields.
The failure mode in endurance nutrition is not energy, it is the gut. Formulating to a controlled osmolality is what allows an 85 g serve to be tolerated across hours. Gut tolerance is the single strongest driver of repeat purchase in this category.
980 mg per CORE serve and 1,313 mg per PRIMER serve. In hot and humid territories this is not a premium feature, it is the reason the product works where 300 mg tablets do not.
Manufactured in Australia under FSANZ formulation standards with full certificates of analysis per batch. Australian provenance carries a documented quality premium in Asian, Middle Eastern and Latin American markets.
Prime, fuel, recover, and a daily creatine. Partners sell a protocol with an average order value several times a single-product purchase, and each SKU pulls the next one through.
The range
Pre-session priming
In market
Sodium-led pre-session priming formula. 29 g carbohydrate and 1,313 mg sodium per serve, taken 20 to 30 minutes before the session starts. Very few brands sell a dedicated priming SKU, which makes it the range's differentiator and the natural attachment sale to every CORE purchase.
In-session fuel
In market
High-carbohydrate in-session fuel built on a 2:1 maltodextrin to fructose dual-carbohydrate system. 85 g carbohydrate and 980 mg sodium per serve, so a single serve covers an hour of fuelling at the volumes trained athletes now target.
Daily performance
In market
Micronised creatine monohydrate for daily use. Year-round consumption independent of race season, which flattens the seasonality distributors normally carry in endurance nutrition.
2026 and beyond
In developmentEndurance protein, hydration sticks and a hydration plus creatine format. Territory partners receive first-refusal supply on every new SKU inside their agreement term.
Demand fundamentals
Territory value is not guesswork. It is training hours multiplied by carbohydrate per hour. Female athletes typically fuel at 50 to 90 g/h and male athletes at 70 to 140 g/h depending on discipline and intensity. Model it below.
Athlete cohort
Intake profile
Trains 5 to 7 days a week with structure. Racing half marathons, marathons, 70.3 and gran fondos.
CORE pouches per year
25
2.1 per month · 301 serves
PRIMER pouches per year
13
184 pre-session serves
The commercial centre of gravity. High repeat purchase, low price sensitivity, strong club influence. Model assumes 45% of training volume is long or intense enough to be fuelled, CORE at 85 g carbohydrate per serve and 12 serves per 1.08 kg pouch, PRIMER at 14 serves per 490 g pouch. Intake ranges follow current sports-nutrition guidance of 60–90 g/h for trained athletes and up to 120–140 g/h for gut-trained competitors. Adjust the inputs to model your own territory.
Open territories
Each territory has its own briefing with sourced market data, participation figures, event calendar, channel structure and regulatory pathway.
Territory brief
The deepest endurance market on earth, and the fastest to adopt high-carbohydrate fuelling.
Read the brief
Territory brief
The most nutrition-literate athlete population in the world, and the birthplace of HYROX.
Read the brief
Territory brief
The fastest-compounding sports nutrition market in the programme.
Read the brief
Territory brief
Extreme heat makes high-sodium fuelling a requirement, not a preference.
Read the brief
Territory brief
The highest forecast category growth rate in Asia, in the hottest racing conditions on the calendar.
Read the brief
Operating somewhere else? Territories outside this list are considered case by case where the partner brings existing channel access.
Commercial models
Licences start at a US$30,000 minimum. The more you commit in volume, marketing and infrastructure, the lower the ongoing royalty. Entry tiers carry a higher royalty but almost no obligations, including HQ-funded digital marketing, so a partner can prove a market before scaling capital into it. Landed wholesale pricing is disclosed under NDA during commercial discussions.
Entry territory licence from the $30,000 USD minimum. Lowest capital at risk, highest ongoing royalty.
Includes
Requires
Operators proving a new market before committing capital.
Mid-tier licence for partners with existing channel access and a defined launch plan.
Includes
Requires
Established distributors adding a category-leading endurance line.
Country-level master licence. Highest upfront commitment, lowest royalty, deepest rights.
Includes
Requires
Groups treating the territory as a primary business line, not an add-on.
Single upfront licence payment with no ongoing royalty. Every dollar of downstream growth stays with the partner.
Includes
Requires
Investor groups seeking uncapped upside on a fixed entry cost.
Built on retail value and margin bands, not disclosed pricing. Toggle between a 2-year or 5-year term.
Programme margin band is 50% to 80%.
Territory retail value (5-year)
$8,400,000
Partner gross profit
$5,208,000
Royalty payable (5% royalty)
$420,000
Contribution after royalty (5-year)
$4,788,000
Illustrative only. Output depends on the inputs you select and excludes logistics, registration, local marketing and operating costs. It is not a forecast or a guarantee of results. Annual contribution after royalty: $957,600.
Risk and protection
Exclusivity is written into the territory agreement with defined geographic boundaries. HYDRAX does not appoint a second operator or sell direct into a licensed territory.
HYDRAX Nutrition Pty Ltd retains full ownership of brand IP and formulation. Trademark filings in the territory are coordinated with HQ, which protects the partner's investment from copycats.
Production is scheduled against partner forecasts with agreed lead times and safety stock. Supply failures are the fastest way to lose retail doors, so forecast discipline runs both ways.
HQ supplies the master technical dossier, FSANZ formulation documentation, batch certificates of analysis and label artwork. The partner runs local registration and import, with HQ responding to authority queries.
Volume and sell-through targets are agreed before signing, reviewed on a set schedule, and adjusted for genuine market conditions rather than enforced blindly.
Defined notice periods, stock buy-back conditions and transition terms. Partners know the downside case before they commit capital.
Tell us where you operate, what channels you already control and how you would launch. Serious applications receive the full commercial pack and a call with the founders.
Market data on this page is drawn from the named third-party sources and provided for commercial assessment only. Nothing on this page is an offer of securities, a forecast, or a guarantee of results. Product information is nutritional, not medical, and makes no therapeutic claims.