Starting today, I'm rebuilding how you shop with us. Learn about our new mix-and-match gel builder that gives you more control. Plus, the ICE Hat that saved Magnus Ditlev at Kona is finally here — ready for your hottest sessions.
We have some big summer news.
I want to start by sharing a new shopping experience I am thrilled about and know you will be too.
I was recently back in Canada at the Beer Store, and they had this wall of beers. Instead of a 6-pack or a pre-made variety pack, they handed me an empty six-pack holder — pick anything you want from the wall and build your own.
I've built you that same experience for gels. Add any number of gels, and the more you add, the more bonus gels you get free.
This is just the start. I've realized that 80% of you come back again and again to place your Feed order, and over the next month I'm going to make that way faster. I'm going from dine-in to drive-thru speed.
Starting today with gels. Here's the deal:
The Gel Builder
From one page, build a pack of any size, mixing any gel from any brand or format. Nobody else in the world has anything like this.
The more gels you add, the better the deal. Add 30 gels and get 4 bonus gels free.
Love SIS Gels?
SIS has so many gels, I made them their own Gel Builder — with even bigger bonus discounts. Mix Isotonic, Electrolyte, Caffeine, and Beta Fuel gels in one pack, and finally get the best deal without having to buy 30 of the same flavor.
Buy 10 SIS Gels → 2 bonus gels free
Buy 18 SIS Gels → 4 bonus gels free
Buy 30 SIS Gels → 8 bonus gels free
This is the best deal on SIS you'll find anywhere — and you pick every single one.
The ICE Hat from Kona is here
I thought the Ice Bandana was a niche product — something I was making for our High Performance Team athletes. It's been a top 10 seller all summer.
Today I'm launching an even more effective cooling product: the ICE Hat. It was invented by famed Ironman Magnus Ditlev two years ago, and it absolutely saved him in the heat of Kona.
How it works: you put ice in the top of the hat and cinch it up. It has two "tops" — one directly on your head, and one a few inches taller that holds the ice separately.
The science is ideal. Cooling your head is the best way to cool your body while in motion. And it's not an ice pack — you need real ice. As the ice melts, it creates evaporative cooling across your head, neck, and down your back. That evaporation actively pulls heat from your body. It's supercharging your body's natural cooling mechanism.
The best part: almost any summer race has water and ice on course, so grab a handful and refill as you go.
I've personally tested 8 iterations of this hat. We optimized the material to hold up soaking wet but still work with the melting ice, dialed in the strength to hold the ice, and got the sizing right so you can fill it up and run without it bouncing.
In the dead of winter, I was doing laps around the office, dripping water everywhere, testing the ICE Hat.
Get yours now. If you have an Ice Bandana, they work together.
Update
We just launched the Gel Builder, but something else happened in the wake of that.
The response was immediate. And loudest of all was one group of you: the chew loyalists. "What about chews?"
I hear you. And honestly, I'm with you, I love chews.
The Chew Builder is live
Build your own pack from our top-selling chews, all from one page. Same deal structure — the more you add, the better it gets.
Chews are where variety is the whole point. Every new chew is a surprise in your mouth. Ask me to pick a favorite? I can't. I love them all.
If you've been buying the same sleeve of chews on repeat because that's the only way to get a good deal — that ends now. Mix every flavor and brand you've been curious about in a single pack.
