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Maurten: The Gel That Changed Fueling
How a Swedish biotech scaled sports nutrition into a $51M powerhouse
Maurten didn't just enter the sports fuel market—they weaponized hydrogel technology to solve a biological problem that plagued endurance athletes for decades: how to ingest massive carbohydrates without gut rot. The result? A premium brand that Elite runners swear by and a business model that turns science into $51M revenue.
"They turned a food science breakthrough into a cult brand that elite athletes can't live without."
The Science-First Moat
Maurten's core innovation—hydrogel technology—creates a invisible matrix in your stomach that allows for 3x higher carbohydrate absorption rates. This isn't marketing fluff; it's backed by 23.8M in funding and a 144-person team that includes nutritional education officers. Their organic search captures 14,530 monthly searches for 'maurten' alone, proving the brand has become synonymous with the category.
Premium Positioning Strategy
With 51% organic traffic and 37% direct traffic, Maurten has achieved what most sports brands fail at: brand authority. Athletes don't search for 'energy gel'—they search for 'Maurten gel'. Their Trustpilot score of 4.5 from 4,418 reviews shows a product that delivers on its premium promise, justifying price points that competitors can't touch.
The company's tech stack reveals a modern DTC operation: Tailwind CSS for speed, Vite for performance, and PWA capabilities. They've built a direct-to-athlete pipeline that bypasses traditional retail, capturing both margin and customer data. Their social presence across Twitter, YouTube, Facebook, and Instagram creates a content moat around the science, educating athletes while selling to them.
- Biotech-grade R&D meets sports marketing
- Premium pricing powered by clinical validation
- Direct traffic indicates strong brand recall
- 144 employees for $51M revenue = efficient scaling
The Unicorn Formula
Maurten proves that deep science + premium branding + direct distribution = a defensible sports tech business that prints money while making athletes faster.
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Hydrogel Sports Fuel – New Carbohydrate fuel for endurance… / Maurten
Hydrogel Sports Fuel – Carbohydrate-rich fuel for endurance sports, based on natural ingredients for energy, hydration and recovery.
Hydrogel Sports Fuel – New Carbohydrate fuel for endurance sports
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Reviews (20)
High quality gel
High quality gel. The best. Ran a great marathon with these, no stomach issues
I’m very impressed the sample package
I’m very impressed the sample package. The texture of the gels and the drink mix are 10/10. I gave it tried during my second half marathon, the results are superior. I can see what the hype is all about.
Good products
Hi. Delivery was fast. Products are easy to use with easy to instructions and app.
Excellent
Super fast Delivery, Excellent fuel as always
Love that this has no flavor
Love that this has no flavor. It’s so easy to use!
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About maurten.com
Hydrogel Sports Fuel – Carbohydrate-rich fuel for endurance sports, based on natural ingredients for energy, hydration and recovery.
Company Overview
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Technology Stack
maurten.com uses 15 technologies across their website including imgix, HSTS, PHP, and more.
Media
imgix
Security
HSTS
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PHP
Advertising
Facebook Pixel
Analytics & Marketing
Fathom, Google Tag Manager, Google Analytics
Performance
Lazy Loading
Traffic & Audience
maurten.com receives approximately 191.1K monthly visitors and ranks #221,107 globally. The website has a bounce rate of 42% with visitors viewing an average of 2.6 pages per visit. Users spend an average of 1:02 on the site.
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