If you’ve ever stood in a supplement aisle or scrolled endlessly online, wondering which gel, powder, or capsule is actually going to help you perform better — you’re not alone.
As a sports dietician, I saw it all the time. Athletes — from weekend warriors to those chasing podiums — overwhelmed by options, unsure what’s safe, what works, or how to use it. I’d hear the same questions on repeat:
“What supplement should I use? How much? When?”
Add to that the frustration of finding products. I’d often have to visit multiple stores to get everything I needed — one brand for carbs, another for hydration, another for recovery. Some weekends, I’d head out for a long ride or run only to realise I’d run out of my go-to fuel. That meant improvising, which often led to gut issues and a training session that didn’t deliver what it should.
It was clear: South Africa needed a one-stop, athlete-focused solution.
Built by Athletes, for Athletes
I’m Melissa — a qualified dietitian with a postgraduate diploma in sports nutrition and a deep passion for functional, evidence-based nutrition and fuelling. I’ve raced multiple 70.3 Ironmans, full Ironmans, cycle tours, and even Hyrox alongside my co-founder Suzanne.
Suzanne comes from the medical field and lives in the strength world — CrossFit, Hyrox, Deadly Dozen. She’s seen first-hand how confusion around supplements holds people back, especially in strength sports where misinformation is everywhere.
Between us, we’ve experienced the same frustrations our community faces:
- Overwhelm from too many products and not enough clear guidance.
- Availability issues — especially for quality international brands.
- Lack of personalisation in supplement advice.
The Gaps We’re Filling
Fuel Lab isn’t a bulk warehouse. We’re a curated platform where every product is handpicked by experts. Here’s what makes us different:
- One-stop convenience — all your trusted brands, local and international, in one place.
- Curated bundles for events, from the Cape Town Marathon to Wines2Whales.
- Personalised recommendations via our online quiz, so you know exactly what works for your body, sport, and goals.
- Subscription options so you never run out mid-training block again.
For South African Athletes, By South African Athletes
We understand the heat of an Ironman 70.3 in Durban, the grind of Comrades up and down hills, the intensity of Hyrox, and the early morning chill of cycle tours.
We also know the temptation to import “that product” you saw your favourite pro use overseas — and the frustration when it’s not available locally. Fuel Lab brings those premium, proven products to you, alongside top-tier local options, all vetted for safety and performance.
From an Idea to a Community
Before launching, we sent out a survey to athletes across the spectrum — from casual runners to professionals. The feedback confirmed what we already suspected: the same pain points kept coming up, regardless of experience level. That told us we were onto something.
Fuel Lab isn’t just about selling supplements. It’s about removing the guesswork, fuelling smarter, and making sure athletes in South Africa have access to the same level of quality and expertise as anywhere else in the world.
The Bigger Picture
Our mission is simple but ambitious: we want to help every athlete, from recreational to elite, reach their ultimate performance and crush their PBs. Not through magic bullets or false promises, but through sound nutrition advice and access to the best products available anywhere in the world.
Because here's the thing – you're already putting your body through incredible stress in training and racing. You deserve nutrition that supports that effort, sustains your health, and lets you keep doing what you love for years to come.
Whether you're lining up for your first parkrun, chasing a Comrades medal, or just trying to beat your friend’s Strava time up Suikerbossie, we're here to fuel your journey.
Because at the end of the day, you shouldn't have to choose between training and shopping for supplements. You should be out there doing what you love, knowing your nutrition is sorted.
Welcome to Fuel Lab. Let's crush those PBs together.