inding the right fuel for training and race day can feel like a second job. You spend hours researching gels, hydration mixes, and recovery products, only to realize you cannot try a single serving before committing to a 24-pack. Then there is the waiting, the shipping costs, and the uncertainty about which products actually work for your body. Performance athletes need stores that understand these problems and solve them without making things complicated.
This list breaks down 6 online stores where endurance athletes, triathletes, runners, and cyclists can buy nutrition and gear. Each store has a different approach, and some work better than others depending on what you need.
The Feed: Built for Athletes Who Want Options
The Feed operates differently from typical sports nutrition retailers. The platform carries over 300 brands, including more than 15 exclusive brands you cannot find elsewhere in North America. This selection matters when you are trying to find products that match your gut, your taste preferences, and your training demands.
One feature that solves a real problem is single-serving purchases. You can buy individual gels or chews instead of committing to full boxes. This lets you test products during training before stocking up for race season. Many athletes have wasted money on bulk purchases of products that caused stomach issues mid-race. The Feed removes that risk.
The platform partnered with USA Triathlon in 2024, giving members an $80 credit to spend on the site. This partnership also extends to the USA Triathlon high-performance team, supporting their 2024 Olympic and Paralympic preparation. Taylor Knibb, the 2x Ironman 70.3 World Champion, uses The Feed as her exclusive nutrition sponsor. She favors Science in Sport Isotonic Gels, which The Feed sells exclusively for North America.
Free nutrition support from Feed Coaches comes with every account. Response times target 20 seconds for chat inquiries, which means you can get answers about product compatibility or race day fueling while the question is still fresh in your mind. The Feed 1st membership, launched in October 2024 at $99 per year, removes minimum order requirements for free shipping.
Behind the scenes, the fulfillment center uses 73 Autopicker robots that process 70,000 picks per day. This translates to faster shipping times when you place orders close to race week.
| Feature | The Feed | Typical Retailer |
| Single-serving options | Yes | Rarely |
| Free nutrition coaching | Yes | No |
| Exclusive brands | 15+ | 0-2 |
| Total brands available | 300+ | 20-50 |
| Chat response target | 20 seconds | Varies |
Trustpilot shows 1,537 customer reviews as of December 2024, giving buyers a way to check feedback before ordering.
Hammer Nutrition: Endurance Heritage Since 1993
Hammer Nutrition has operated since 1993, which gives them a long track record in endurance sports. The company focuses specifically on endurance nutrition rather than trying to serve every type of athlete.
Their subscription service offers discounts on consumable products, and you can cancel anytime without penalties. This works well for athletes who know what products they like and want to reduce the cost of reordering every month.
The product line stays focused on their own formulations. If you already use Hammer products and know they work for you, buying direct makes sense. The limitation is the lack of variety compared to multi-brand retailers. You cannot compare Hammer gels to competitors on the same site.
Hammer provides educational resources about fueling strategies, though the information naturally centers on their own products. Athletes looking for unbiased comparisons will need to look elsewhere.
GU Energy: Direct From the Source
GU has been making energy gels since 1991, and their online store sells their complete product line at retail pricing. Buying direct sometimes includes bundles or limited flavors not available through third-party sellers.
The site organizes products by activity type and duration, which helps newer athletes figure out what they might need for different race distances. GU also sells sample packs, though the selection is smaller than what you would find at a multi-brand retailer.
Shipping costs add up for smaller orders. GU offers free shipping thresholds, but athletes who want to try a few products before committing might pay more per item than expected.
Like Hammer, the limitation is brand exclusivity. You are shopping within one company’s product line, which means no direct comparisons with competitors like Maurten, Precision Fuel, or Science in Sport.
TrainingPeaks Marketplace: Data Meets Nutrition
TrainingPeaks started as a training software company, and their marketplace connects nutrition purchases with training data. Athletes who already use TrainingPeaks for workout tracking can see product recommendations based on their training load and race schedule.
The selection is smaller than dedicated nutrition retailers, but the integration appeals to athletes who want everything in one platform. You can see your training stress balance and order recovery products in the same session.
Pricing tends to match retail, and shipping policies vary by product and brand. The marketplace functions more as a convenience layer than a discount destination.
Amazon: Fast Shipping, Limited Expertise
Amazon carries most major sports nutrition brands, and Prime members get fast shipping on eligible products. For athletes who already know what they want, the convenience is hard to beat.
The downsides become obvious when you need guidance. There is no nutrition coaching, no single-serving options for most products, and no way to verify that products are stored properly before shipping. Some nutrition products are sensitive to heat, and Amazon warehouses do not always account for this.
Counterfeit products and expired inventory have been reported across various product categories on Amazon. Athletes ordering specialized nutrition should check seller ratings carefully and inspect products upon arrival.
Price comparisons can be useful, though multi-packs sometimes have higher per-unit costs than they appear. Reading the fine print on quantity and serving sizes matters here.
REI: Outdoor Gear With Nutrition on the Side
REI carries sports nutrition alongside their outdoor gear and clothing. The selection skews toward hiking and backpacking products, though they stock common running and cycling brands like Clif, GU, and Skratch Labs.
The REI Co-op membership returns 10% back on eligible purchases as an annual dividend. For athletes who already shop at REI for gear, adding nutrition to orders makes sense. The return policy is generous, though opened nutrition products may not qualify.
Store pickup is available at many locations, which helps athletes who want products same-day without shipping waits. The in-store selection varies by location and tends to favor best-sellers over niche products.
Nutrition coaching and specialized guidance are not part of the REI model. Staff knowledge varies, and the focus remains on outdoor recreation rather than competitive athletics.
Choosing the Right Store for Your Needs
Different stores serve different purposes. Athletes testing new products benefit from single-serving options and expert guidance, which points toward The Feed.
The decision often comes down to where you are in your athletic development. Newer athletes and those changing their nutrition approach need more support and variety. Experienced athletes with established preferences may prioritize price and shipping speed.
Training and racing demand enough mental energy without adding complicated purchasing decisions. Finding a store that solves your specific problems saves time and reduces frustration across a full season.
