Highland Fuel Athlete Team
MORE THAN AN AMBASSADOR
Our Athlete Team is different from the wider Highland Fuel ambassador community.
This is our highest level of athlete support.
We want to build a small team of athletes we genuinely believe in and give them meaningful support towards their training, racing and future goals.
In return, we want athletes who genuinely use Highland Fuel, believe in what we're building and are proud to represent the brand.
No forced posts.
No scripted reviews.
No pretending to love something because you're being paid to say it.
A genuine partnership between athlete and brand.
WHAT YOU’LL GET
As a Highland Fuel Athlete, we'll support your training and racing with highly discounted Highland Fuel nutrition throughout the year.
That includes access to our current range and the new products we're developing.
Depending on your training and racing requirements, your support can include:
Highland Fuel Nutrition
BareFuel, ClearFuel, UltraCaps and other Highland Fuel products supplied for your training and racing within an agreed athlete allowance.
Our Upcoming Energy Gels
We're developing our own range of energy gels and continuing to expand the Highland Fuel range. Athlete Team members will be amongst the first to receive them.
New Products Before Launch
You'll get early access to new flavours, formulations and products we're working on.
We want our athletes testing products in the environments they're actually designed for — long runs, races, ultras, rides and big training days.
Race Fuelling Support
Got a major race coming up?
We'll help you work through your nutrition strategy and make sure you've got the Highland Fuel products you need when you get to the start line.
Highland Fuel Kit
As our kit and apparel range develops, we'll provide at cost Highland Fuel kit for training, racing and representing the team.
Athlete Profile
You'll have your own profile on the Highland Fuel website where we can showcase your story, goals, race calendar and results.
Highland Fuel Promotion
When you've got a big race, result, project or story worth sharing, we want to help tell it.
We'll support our athletes across Highland Fuel's website, email and social channels.
Bigger Opportunities
As Highland Fuel grows, we want the support available to our athletes to grow with it.
That could include additional support for selected major races, projects, events, travel or other opportunities.
These will be considered individually rather than being automatically included within the Athlete Team.
HELP BUILD WHAT COMES NEXT
We don't just want athletes wearing our logo.
We want you involved.
Highland Fuel is constantly developing.
New products. New flavours. New formulations. New ideas.
Our Athlete Team will be some of the first people we turn to.
You'll have opportunities to test products before launch and give us honest feedback about what works — and what doesn't.
Because something that tastes great standing in a kitchen doesn't necessarily work 10 hours into an ultra.
We want feedback from people actually putting these products through their paces.
And that feedback can directly influence what Highland Fuel makes next.
WHAT WE ASK FROM YOU
THE NON-NEGOTIABLES
Represent the brand when you race.
We expect Highland Fuel Athletes to race in a Highland Fuel vest, T-shirt or other agreed branded race kit at a selection of races throughout the season.
You don't need to wear Highland Fuel at every single race. We understand that some events, clubs, national teams or existing commitments may require different kit. But across the season, we want people to see you out there representing Highland Fuel.
Represent Highland Fuel on the podium.
If you're lucky enough — or fast enough — to find yourself on a podium, we'd love Highland Fuel to be up there with you.
Where practical, we ask our athletes to wear a Highland Fuel T-shirt, vest, jacket or other branded clothing for podium presentations, race photography and awards.
Highland Fuel is your nutrition partner.
While you're part of the Athlete Team, Highland Fuel should be your primary endurance nutrition brand.
We don't expect you to pretend we make something that we don't. If there's a product you need that isn't currently in our range, that's absolutely fine.
What we do ask is that Athlete Team members don't enter sponsorship, ambassador or promotional relationships with directly competing sports nutrition brands while being supported by Highland Fuel.
Use the products we provide.
We're not interested in athletes receiving boxes of free nutrition just to photograph them for Instagram.
The fuel we provide is there to be trained and raced with. We want our athletes genuinely using Highland Fuel and giving us honest feedback from the real world.
Keep us in the loop.
Tell us what you're racing, what you're targeting and how you got on.
You don't need to send us weekly reports, but we want to know about your major races, results, podiums, PBs and upcoming goals so we can support and promote you properly.
Give us something to work with.
When possible, send us good-quality race, training and lifestyle photos or video that we're able to share across Highland Fuel channels.
You don't need to become a content creator. We just want to be able to tell the stories of the athletes we're supporting.
REPRESENTING HIGHLAND FUEL
The Athlete Team is a genuine sponsorship relationship, so we do ask for a level of commitment to Highland Fuel.
While you're part of the team, we'd expect Highland Fuel to be your primary endurance nutrition partner.
That means we wouldn't expect Athlete Team members to enter sponsorship or promotional relationships with directly competing sports nutrition brands.
We understand that nutrition is personal and that athletes sometimes use products outside our current range.
We're not going to tell you that you can't use something simply because Highland Fuel doesn't make it.
Performance comes first.
If there's something you need that we don't currently offer, talk to us.
WHO WE WANT ON THE TEAM
Performance matters.
But it isn't everything.
We're interested in athletes doing exceptional things across endurance sport.
That might mean competing at the sharp end of an ultra.
Chasing international qualification.
Running a seriously fast marathon.
Seeing how far you can go in a Backyard Ultra.
Attempting something nobody around you thinks sounds particularly sensible.
Or simply pushing towards the highest level you're capable of reaching.
But we're equally interested in how you go about it.
How you train.
How you race.
How you treat other competitors.
How you respond when things don't go to plan.
And what you contribute to the endurance community around you.
We're not trying to build the biggest athlete team.
We're trying to build the right one.
WHY HIGHLAND FUEL?
Highland Fuel Nutrition is still at the beginning of its story.
And we think that's one of the most exciting reasons to join us.
We're an independent Scottish endurance nutrition brand built from within the endurance community.
We're developing our own nutrition range, supporting races and athletes across the UK and working towards becoming a recognised name in endurance sport.
There's a lot we want to achieve.
And we're only getting started.
The athletes joining Highland Fuel now aren't arriving once everything has already been built.
You'll be part of building it.
We want athletes who can grow alongside us.
Athletes who can look back several years from now and say:
“I was there near the beginning.”