30 Highland Fuel Customers. 470 Finishers. One Incredible Ultra.

A small Scottish nutrition brand making its mark on the ultrarunning community.

On Saturday, 10 October 2026, hundreds of runners took on the Glasgow to Edinburgh Ultra (G2E), tackling approximately 57 miles between two of Scotland's biggest cities.

For us at Highland Fuel Nutrition, the race provided an opportunity to see just how far our little brand has come.

After the event, we decided to do something interesting.

We took the official G2E finishing results and compared them against our customer database.

What we found genuinely surprised us.

35 Highland Fuel Customers Among 470 Finishers

Of the 470 runners who crossed the finish line, we identified 35 runners whose names matched customers who had purchased from Highland Fuel Nutrition.

That's approximately 7.5% of the entire finishing field.

Or, to put it another way:

Around 1 in every 16 G2E finishers matched a Highland Fuel customer.

For a small, independent Scottish nutrition company that only launched in November 2025, that's something we're incredibly proud of.

But it gets even more interesting when you look at the results.

14% of the Top 50 Finishers

When we broke the results down by finishing position, we discovered something pretty special.

2 of the top 10 finishers — 20%
7 of the top 50 finishers — 14%
9 of the top 100 finishers — 9%
35 of the 470 finishers overall — 7.5%

Seven runners finishing inside the top 50 had matching purchasing-customer records in our database.

That includes runners finishing 3rd, 9th and 11th overall.

We're not claiming Highland Fuel was responsible for those performances. That credit belongs entirely to the athletes, their training, determination and race-day execution.

And purchasing from us doesn't necessarily mean someone used our products during G2E.

But seeing our customers competing right at the sharp end of a major ultramarathon is incredibly encouraging.

It's Not Just About the Fastest Runners

While the front of the field makes for some impressive statistics, there's another side to these results that matters just as much to us.

Our customers were represented throughout the finishing field.

From podium contenders finishing in just over seven hours to runners spending almost 15 hours on their feet.

Different abilities. Different ambitions. Different reasons for running.

But all sharing the same determination to reach the finish line.

That's exactly who Highland Fuel was created for.

Not just elite athletes.

Not just podium finishers.

Everyday runners who get up, put the work in and challenge themselves to go further.

Whether you're chasing a personal best, completing your first ultra or simply trying to survive the final 10 miles, you deserve access to straightforward, effective sports nutrition.

A Community That Keeps Coming Back

Something else stood out when we looked at the data.

Of the 30 matched customers:

• 17 had placed one order.
• 13 had placed multiple orders.
• 43% were repeat customers.

Some had ordered five, seven or even nine times.

For us, that means a lot.

We're not a massive nutrition company with an enormous marketing budget.

We're a small business built around a genuine passion for endurance sport.

Seeing people come back and choose to buy from us again is one of the biggest compliments we can receive.

The Numbers Are Encouraging. The People Matter More.

It's important to be clear about what this analysis shows.

We compared runner names against our customer records. These are name-based matches rather than independently verified identities, and we haven't confirmed which nutrition products each runner used during the race.

Some customers may have purchased products from other brands through our store.

So these figures shouldn't be interpreted as 30 runners exclusively fuelled by Highland Fuel.

What they do show is an encouraging connection between our growing customer community and the Scottish ultrarunning scene.

And for a young business, that's worth celebrating.

To Everyone Who Ran G2E — Well done!

Built from experience. Fuelled by the community.