Science in Sport (Sis), a company purchased by Provexis in June 2011, has unveiled cyclist Sir Chris Hoy as its latest sports star signing.
The six-time Olympic track cycling gold medallist is the latest in a series of elite athletes and teams to put their name to the brand.
Hoy will work closely with Science in Sport and their team of experts in hydration and nutrition to help him perform to his maximum both in training and competition, SiS said.
Subscribe to MoneyWeek
Subscribe to MoneyWeek today and get your first six magazine issues absolutely FREE
Hoy commented: "Nutrition plays a huge part in how well I do on the track, in the gym and out training on the roads so to be the best I can be, I need to use the best nutrition possible. I have used SiS products for many years and I'm looking forward to working with them to further develop this area of my preparation and recovery.
"The credibility of the science and their innovative approach is the reason I chose to partner with Science in Sport. Working closely with SiS to manage my hydration and energy levels gives me confidence that my nutrition is tailored to my specific needs whether I am in training or competition."
The company also has GB Triathlete, Helen Jenkins, and Olympic and World Champion cyclist Rebecca Romero MBE as official brand ambassadors.
The share price rose 4.56% to 1.49p by 09:00.
Lloyds, Halifax and Bank of Scotland to shut another 45 branches
Lloyds Banking Group, which includes Halifax and Bank of Scotland, is set to close a further 45 branches in 2024 - find out if a branch near you is closing.
By Vaishali Varu Published
US stock trading app Robinhood launches in the UK
The low-cost trading platform has opened another waiting list for British investors - following two failed attempts to launch in this country - and is hoping to be fully operational next year.
By Ruth Emery Published