Tennis Australia has announced a significant high-performance partnership with nutrition startup truefuels, co-founded by two-time Olympic triathlon champion Alistair Brownlee. As part of the prestigious AO StartUps program, truefuels will pilot its innovative products with elite players to enhance training and recovery. This collaboration aims to provide athletes with a scientifically-backed nutritional edge, reinforcing Tennis Australia's commitment to cutting-edge sports technology and performance science.
A Strategic Alliance for Peak Performance
The partnership will see truefuels' nutrition system integrated directly with the Tennis Australia Performance team. Elite athletes will utilize the products to better manage training intensity, accelerate recovery, and sustain peak condition throughout demanding schedules like the Australian Open. This "live laboratory" environment provides a unique opportunity to test and refine fuelling strategies at the highest level of professional sport.
At the core of the pilot are truefuels’ award-winning energy gels and hydration solutions, which form a simple, stackable fuelling foundation. These products are engineered for maximum carbohydrate absorption, featuring a precise 1:1 glucose-to-fructose ratio to optimize energy delivery. The system is designed to be lean and effective, working in harmony with an athlete's body rather than overriding its natural processes.
Innovation in Athlete Fuelling and Heat Management
Looking ahead, the collaboration will also feature the debut of a groundbreaking innovation in thermoregulation set for 2026. This new product is specifically designed to help athletes better manage heat stress, a critical factor in high-stakes competitions. Addressing this challenge is particularly relevant for events like the Australian Open, known for its demanding environmental conditions and intense physical exertion.
The company's philosophy, driven by its co-founders, is to simplify complex nutritional choices for athletes. By offering "no-nonsense" products, truefuels aims to cut through the complexity of the supplement market and build athlete confidence. This approach focuses on educating users and providing clean, effective solutions that respect the fundamentals of human physiology and performance.
Leadership Perspectives on the Collaboration
Goran Vasiljevic, CEO and Co-Founder of truefuels, described the partnership as a "genuine full-circle moment" for the company. He noted that the Australian Open embodies the highest standards of performance, pressure, and professionalism, values that are central to truefuels' mission. Vasiljevic emphasized that the collaboration is about advancing performance nutrition alongside the best in the industry by combining innovation with real-world athlete insight.
Co-founder Alistair Brownlee shared his excitement about applying his extensive experience beyond the world of triathlon. He highlighted the opportunity to help athletes in other sports make better and simpler decisions regarding their nutrition. Brownlee believes this partnership will make elite-level fuelling knowledge more accessible, practical, and relevant for a much wider sporting community.
From Tennis Australia's perspective, the enthusiasm is mutual, with Alistair Murphy welcoming truefuels to the program. The Applied Science Manager and Senior Physical Performance Coach stressed the importance of piloting innovative, science-backed products. He affirmed that such tools are vital for elite athletes who are constantly striving to elevate their game to the next level.
This strategic partnership marks a significant step for both truefuels and Tennis Australia, embedding cutting-edge nutritional science into elite tennis. By joining the AO StartUps portfolio, which now includes over 30 companies, truefuels is positioned to make a substantial impact on athlete performance. The collaboration underscores a shared commitment to innovation, promising a future where athletes are better supported, informed, and fuelled for success.