FKT Nutrition Labs - Market Research

Company Overview

FKT Nutrition Labs is developing a next-generation endurance fuel—a controlled-release carbohydrate hydrogel designed to deliver steady energy over time while reducing gastrointestinal discomfort. These types of products are commonly used by endurance athletes such as triathletes, long-distance runners, and cyclists who need reliable energy for training and competition. Traditional sports fuels rely on fast-acting sugars that athletes must consume every 15 to 30 minutes to maintain stable energy. This frequent intake is not only inconvenient during high-intensity efforts like cycling or trail running, but also leads to digestive issues, poor taste fatigue, and lapses in fueling. Our product uses a multilayer hydrogel bead that gradually releases carbohydrates in the small intestine, offering a more stable, comfortable, and practical fueling option for long and demanding efforts. Our goal is to set a new standard in endurance nutrition by combining scientific innovation with real-world performance.

Project Description

Students on this project will conduct market research and evaluate potential go-to-market strategies for our novel endurance fueling product. The team will begin by mapping the current competitive landscape, documenting product types, ingredient compositions, price points, marketing claims, and distribution channels across leading brands in the endurance nutrition space. From there, students will analyze potential launch strategies—including direct-to-consumer, specialty retail, and event-based sales—highlighting the tradeoffs between reach, cost, and feasibility. The final deliverables will include a competitive product matrix, a channel prioritization framework, and a set of early-stage marketing and positioning recommendations. This project will give students exposure to product commercialization in the sports nutrition industry and support real-world decision-making for a science-driven startup preparing for launch.