Main Photo: Getty Images

By Joe Lemire

You can’t have a discussion about sports technology today without including athletes in that conversation. Their partnerships, investments and endorsements help fuel the space – they have emerged as major stakeholders in the sports tech ecosystem. The Athlete’s Voice series highlights the athletes leading the way and the projects and products they’re putting their influence behind.

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Andrew Steele, a 400-meter runner for Team GB, was initially part of a fourth-place finishing 4×400 relay team in the Beijing 2008 Olympic Games — only to eventually receive a bronze medal after a member of the Russian team was later disqualified. “I ended up winning an Olympic medal, even though I didn’t know it at the time,” he said.

Steele, 41, later began a career in genetics and how that science affects fitness, nutrition and performance. He led product at DNAfit and then Prenetics (which had acquired DNAfit) before starting his own digital health firm, Stride, in 2023, which this summer made strong inroads in North America through a partnership with Unity Fitness Canada. It provides multiomic testing: wide-ranging diagnostics on genomics, the microbiome, protein profile and more.

On his vision for Stride…

Previously, we’d had a lot of products which are point solutions: Here’s a DNA test for this, here’s a blood test for this. With Stride, I’m trying to bring it all together. So we’ve got a range of multiomic lab testing. We do a DNA test, a microbiome test, a blood draw, a biological age test, and an oral health test will be in the future too.

We knit all that together to see a holistic picture of your internal biology in a way which is pleasant to see and understandable — not a bunch of PDFs to download from the lab, but actually a really engaging digital dashboard. Your DNA doesn’t change, but you test everything else every six months and see how that’s tracking. And then we make a tailored supplement based off those results for you.

In 2008, Steele competed in the Olympic Games held in Beijing in the 4 × 400 m relay. AFP via Getty Images

On the cold outreach that changed his life…

I’m actually glad I didn’t get [my medal] at the time because it forced me to be very open to opportunities about what came next in my life.

There was one email that came into my inbox one day from a guy who was working with a genetic scientist and looking to commercialize this test and looking for research subjects to help them understand how genetics affected exercise response. And if my [running] career been going better, I would have just forwarded it onto my agent and said, ‘Hey, see if there’s some deals to be done here.’ I was, at this juncture in my life, when I was 27, I had zero higher education. I had zero work experience, and I certainly had not even zero money. I had minus money.

So I engaged proactively on this, and thank God I did because, long story short, [I joined] a health tech business called DNAfit in 2013. That business went well, I learned a bunch, and I became a co-founder there. Five years later, we sold the business for $10 million as bootstrap founders. Then I went into the next thing [Prenetics] as Chief Product Officer, eventually being part of the leadership team that led to a billion dollar NASDAQ IPO. So it changed the path of my life, not winning that medal — but probably for the better. And, along the way, they awarded me the medal anyway.

On his current business life…

I still sit pretty close to sport. I founded a business called Stride, which is in the similar space of diagnostics and preventative health. But I also have one other thing, which is a big passion of mine. Sport First is a venture studio, which helps people that come from a sports background navigate the transition into becoming a founder and entrepreneur.

On his science and tech interest as an athlete…

If you’d asked my teammates, I was probably always known as the guy that was [following] the latest nutrition science or supplements. It was always a passion of mine — and tech. I was always super interested in startups.

Steele founded personal genetics company DNAfit before going on to become part of the Prenetics group. Now, he’s building Stride for personalized supplements tailored to an individual’s unique genetic makeup and personal health goals. Courtesy of Andrew Steele

On what he learned about his genetics…

DNA is just one of the things in the picture, right? There’s a genetic variable called ACTN3, and there’s a version of this gene which is basically the C version of this gene. So with every gene, you have two copies of it — you have one that you got from your mother and another that you got from your father. And then basically there’s a version of this gene that is often colloquially called the Olympic gene, or the sprint gene, and it’s basically extraordinarily over-represented in elite-level power.

Everyone who’s generally an Olympic level power athlete has either one copy or two copies of the C variant of this gene. This is me completely oversimplifying the science, but that’s basically the lay of the land. And I found out, fascinatingly enough, I didn’t have even one copy of this. I was an absolute outlier from an Olympic-level sprint athlete who just didn’t have this gene, which was considered almost table stakes to be a sprint athlete.

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Collier Madaleno recalls the story of a defensive lineman that had put on weight during the pandemic when college football was brought to a halt.

“He used that next year to really focus on nutrition,” she tells Joe Lemire and John Portch. “[He] got down and dropped his body fat percentage by 7%, lost 45lbs [20.4kg], and he was a first-round draft pick.

“He just did such a good job at buying in and it made him a faster, more explosive person. He never lost any muscle mass, which meant he was really focusing in on eating enough of just the right things so that we were able to retain that muscle and focus on losing that fat.”

Collier’s pride is palpable, particularly as a native of Athens, Georgia, and long-term Bulldogs fan. “It’s so much fun to see them buy-in and then say ‘C, I feel so much better in practice’. ‘C, I didn’t know I could have this much energy’. It’s probably the most rewarding part of my job.”

In this edition of The People Behind the Tech podcast, Collier lifts the lid on her work as the Director of Football Performance Nutrition at the Georgia Bulldogs, who retained the NCAA national championship in January.

During the course of the conversation, we covered:

• • How student-athletes are introduced to performance nutrition on campus [6:00];
  • The importance of team leaders buying into Collier’s work [11:00];
  • The question of recovery and inflammation [21:00];
  • How Collier stays current in her work [22:30].

Joe Lemire Twitter | LinkedIn

John Portch Twitter | LinkedIn

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By John Portch

David Dunne recalls a conversation with a player from his time serving as Performance Nutritionist at Harlequins.

“It was the day before a Premiership game and I remember sitting down with one of the players,” he tells the Leaders Performance Institute. “He knew exactly what he needed to do regarding his nutrition and had every opportunity to do it. He just looked at me and said: ‘look, I know what to do’. The food is literally in front of him and he said: ‘I’m not going to do it’.”

At this point it dawned on Dunne that education alone was not enough to influence the food choices of an athlete.

“It’s a gaping hole in academia,” he continues. “All these practitioners– myself included – are able to give others the correct information but do not necessarily know how to coach and influence change.”

Back in 2015, Dunne decided to explore the worlds of behavioural science and intervention design. “It doesn’t make me a world-renowned expert,” he is keen to point out, but, “what I would do on a day to day basis now would be completely different to what I would do back in 2014.”

Dunne worked at Quins between 2013 and 2020 and his current day job is as the CEO of Hexis, an AI-powered personalised nutrition app that he co-founded. Additionally, he serves as a performance science consultant for golf’s DP World Tour and Team Europe at the Ryder Cup.

Here, we explore the question of interventions and delivery as well as the need for nutrition and other disciplines to “play the game differently”.

Too much focus on education

As we speak, Dunne touches upon the pioneering research of Louise Burke and Ronald Maughan (“the mother and father of sports nutrition”) dating back to the 1980s, as well as the initial wave of sports nutrition, where the emphasis was once on supplements, to the more contemporary focus on food. “If you look at the last 20 years, there’s been a huge increase in knowledge generation,” he says.

“As a discipline we’re young. We’re like an infant that’s just learned to walk and it’s probably just at that stage where we’re starting to understand the intersection between not just knowing the information but understanding how to deliver that information. People may disagree with me, and they’re welcome to, but that’s my stance on it.”

How does Dunne feel this tends to manifest in sport? “The biggest problem is that education is our main tool. So we go into a classroom, we stand in front of a group of people or we sit down and we have a conversation with somebody. Essentially we give them information, but we know that education has little bearing in many instances on someone’s actual behaviour. Like that player, you might know exactly what to do, but it doesn’t mean that you’re going to do it.”

In addressing the issue, he cites the examples of Meghan Bentley of Leeds Beckett and Dan Martin of Liverpool John Moores Universities. A strand of their research investigates the means of nutritional intervention and delivery beyond education. “But it’s a minority at the minute,” says Dunne. “I think that’s just a reflection of where we are as a discipline.

“We’ve started to recognise that behaviour change is important, and maybe implementation science more broadly, but we still haven’t fully understood design science. If you were to go to any conference now, I’m confident we’d see a little bit of behavioural science, which is great, but I’m not confident we’re going to see design science.”

Dunne sees both as useful for addressing performance gaps from different angles. “Behavioural science is looking at it from a more theoretical perspective; ‘this person needs to do X’. Design science starts from an empathetic perspective; ‘what does this person feel, say and do?’ I think the integration of those things is incredibly important if we are to avoid past mistakes. How do we bring to life what we’re seeing in the lab with real people who have real emotions that vary consistently across environments, across contexts, and across the time of the day?”

The growth of performance nutrition in professional golf

Dunne explains that there are certain sports, such as cycling, where nutrition has long held a seat at the top table of performance. Golf, however, tended to be agnostic until relatively recently. He says: “I think it’s growing and key players are starting to recognise it, which is really important.”

It was in his role at the DP World Tour that Dunne was first approached by Europe’s 2018 Ryder Cup captain Thomas Bjørn to serve the team. “He wanted to bring more of a performance focus to the environment. He wanted more sports science, nutrition, strength & conditioning, physio etc. It was very well-received by the players.” Dunne and his colleagues will remain as service deliverers ahead of the 2023 edition of the Ryder Cup at Marco Simone Golf and Country Club in Guidonia Montecelio near Rome.

The nutrition-related issues facing golfers, who may travel to 20-plus tournaments per year, are manifold, from executing travel strategies and the realities of restricted food availability (at hotels, courses and airports) to general immunity and the maintenance of energy levels. Says Dunne: “A 7am tee time might mean a 3am start and a round can take five hours. How do they fuel before and during that to maintain the correct energy and not suffer cognitive decline during the round?”

There is, however, the problem of scale in the delivery of nutrition services on the DP World Tour. “In any tournament week you could have approximately 150 players,” he adds. “For some, it might be their first event, for others it might be their 500^th, so naturally you build relationships with people you see more regularly but, ultimately, there will be missing data.”

He believes that some of these key questions can be addressed through technology. “We should use computers for what they’re good at and free coaches up to do what they’re good at. For a nutritionist, that’s being human, listening, building relationships and having conversations with individuals. The technology can then deliver that support at scale.

“Imagine athletes come to me on the DP World Tour, we could sit down, we could have a really good conversation, understanding what their problem is that we need to work on. As they leave, the technology maybe something that can travel with them consistently for as long as they need it. They may still have a question and they may come back, but they’ve now got more information than if they had just left with a PDF.”

It is not just golf that could benefit. “Athletes desire a high level of personalisation but the problem facing practitioners is that of both time and scale,” says Dunne. “They could be dealing with squad sizes of up to 60 individual athletes and, to deliver daily, personalised, periodised plans that can adapt in real time as training schedules get modified, becomes an impossible task.

“That’s where technology is ready to step in and help enable and empower athletes to be able to get that level of detail on a consistent basis while supporting practitioners by freeing up their time.”

His app, Hexis, uses AI to support athletes, coaches and practitioners at scale. “If we look at what we’re doing, which is helping people to understand how to fuel their bodies according to their demands, that’s where artificial intelligence can be powerful.”

Simply put, it’s easier to open an app at any time than call your nutritionist. This could make all the difference given how people experience both peaks and troughs in motivation on a daily basis.

“So maybe I’m preparing to train this evening and I wonder what I should eat now to help me perform. At that time, a nutritionist might not be available at the end of a phone. You can’t rely on being able to call somebody at all times of the day and, being a practitioner who’s received the WhatsApps, who’s received the phone calls, it’s not fundamentally scalable across large squads. So we need to find a way to enable and empower the athlete to understand what to eat at that moment and make the most of that motivation peak, so when that motivation is a little bit higher, the barrier to entry is much lower because you just pick up your phone, you can click on Hexis, and just go ‘OK, this is what I need to do’.”

Nutrition, like any other performance discipline, needs to demonstrate its value and show a return on investment. Dunne believes technology and AI will be crucial to fulfilling that aim.

“No one wins and loses in nutrition, but we do need to find ways to play the game differently and evolve.”

Main image courtesy of Hexis

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By Joe Lemire

David Dunne has worked broadly as a performance nutritionist in elite sport, helping clubs at the highest ranks of professional soccer, rugby and basketball as well as Team Europe in golf’s Ryder Cup and Olympians in disciplines ranging from fencing to canoeing.

Through that experience, Dunne saw numerous innovations aiding sport science peers as they collected data and provided insights on athletic readiness and training loads, but there was nothing comparable for his field. That realization prompted the founding of Hexis, an AI-powered personalized nutrition app.

“Although wearables had rushed ahead and people were harvesting continuous physiological data from other sources, nutrition had really lagged behind,” said Dunne, the company’s CEO. “Everything was still a tracker and calorie counter. So we decided to take some of the advancements in sports nutrition in elite sport, which were really centered around predictive nutrition and understanding how to periodize intake, according to the load and demands of the day.”

After launching publicly in Q3 last year, Hexis has attracted more than 500 paid subscribers, of which more than 10% are professional and Olympic athletes. Endurance athletes are the most represented group. In mid-April it launched an integration with Apple Health to ingest more objective data for custom meal plans and also an in-house food tracking feature that Dunne believes will improve upon what’s available at MyFitnessPal.

Users are onboarded by sharing info about their sport, lifestyle, sleep patterns, weight, body composition, typical meals and training schedule and their goals. The duration and intensity of training is considered in generating a meal plan automatically. One recently added feature, Live Energy, evaluates intake versus expenditure at a micro level.

“If, for example, this went from being a light session into a hard session, everything pretty much updates on the fly as though I was your nutritionist in your pocket and how I would manipulate things,” Dunne said.

A desktop dashboard for team nutritionists to monitor an entire roster is in development. That’s an acute need in the field, as the best nutrition plans are personalized, which necessarily requires more time and effort. Augmenting a nutritionist’s resources to be more efficient is what helped bring together two of Hexis’ co-founders in the first place.

Dunne, whose longest team stint was with the Harlequins in Premiership Rugby, and British Cycling’s lead nutritionist, Sam Impey, both did their PhD work at Liverpool John Moores University and often crossed paths at industry events.

“Whenever we’d catch up, normally over a beer at a conference, and it was quite weird how often we’d see similarities in the challenges that we faced, even though [cycling and rugby are] dramatically different sports — but the issues of nutrition around scalability,” Impey said.

Their sub-disciplines within performance nutrition were different — Impey focused on carbohydrate periodization and physiological changes to the muscle whereas Dunne is a behavioral scientist with an expertise in the use of technology — but they both identified that same need.

While holding a postdoctoral position at the University of Birmingham, Impey began exploring the application of his PhD research around the timing of carbohydrate intake to help the body best adapt to training. Proper nutrition can increase the benefit of exercise, helping people get fitter, faster. He said he had compiled “a reasonably interesting Excel sheet” and thought he’d bounce some ideas off Dunne.

“I’ll never forget his face when I showed it to him,” Impey recalled, “because he was like, ‘Wow, that’s interesting.’ And he said, ‘Look, I’m actually doing the the same thing.’ But I think he was nine, 12 months, further down the road than me.”

Image courtesy of Hexis

They joined forces, along with three other co-founders: Rodrigo Mazorra Blanco, the director of engineering and CFO; Xiaoxi Yan, who leads data science; and Carmen Lefevre-Lewis, a behavioral scientist who is also a UX research manager at Meta. Impey praised the executive team’s diverse experience and its “strong and encouraging check-and-challenge culture.”

Though most of the team’s experience is in Europe, Dunne’s CV includes a stint as a performance science consultant for Orreco — winner of SBJ Tech’s Best in Athlete Performance for 2022 — where he provided in-person support to client teams, including a two-year stint helping out periodically with the NBA’s Dallas Mavericks.

As with many startups, Hexis draws on elite sport experience to design and develop the product so it’s suitable for professional athletes, but the app is accessible for anyone who trains regularly.

“The reason we built Hexis and where we thought we could really cause a shift in behavior is more around planning,” Impey said, explaining that most tools available are retrospective, but they want to target prospective action.

“Adherence is obviously the golden nugget for everyone,” Dunne said, noting that team spends extensive time exploring ways to engage with all kinds of users who respond to different messaging and prompts at different times of day.

As prevalent as the technology is, one area Hexis has not delved into is machine learning. “When it comes to physiology, we don’t want the system to make a mistake and learn from its mistake,” Dunne said. “We feel there’s pretty good rules around exercise metabolism and biochemistry that, with the development of AI and expert systems, we can give a right and a wrong answer.”

This article was brought to you by SBJ Tech, a Leaders Group company. As a Leaders Performance Institute member, you are able to enjoy exclusive access to SBJ Tech content in the field of athletic performance.

Former middle-distance runner Pippa Woolven was not aware that she was suffering from RED-S – relative energy deficiency in sport – until well afterwards such was the lack of general understanding of the condition at the time.

“It took several years to recover and the scars of that experience will forever remain,” she tells the Leaders Performance Podcast of her experiences of RED-S while competing in the US college system in the 2010s.

“I’m lucky enough to say I’m in a healthy place now and I hope to help other people avoid the same pitfalls.”

Woolven is the Founder, CEO and Director of Project RED-S, an initiative formed by a group of athletes, parents and partners whose lives had been impacted by a condition that is still relatively unknown and misunderstood.

Joining the conversation was James Morton, the Director of Performance Solutions at Science in Sport, who was part of a research project that revealed some time ago that just one in 23 of England’s Lionesses squad were consuming the correct quantities of carbohydrate.

The duo discuss the reasons why athletes succumb to RED-S and the ways in which the condition can be both treated and prevented.

They also touch upon:

• The causes of low energy availability [7:00];
• Team culture and the role of coaches in preventing RED-S [16:00];
• The role of parents in educating young athletes [24:00];
• How athletes can support team-mates in their fuelling [27:30].

Pippa Woolven LinkedIn | Twitter

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By James Morton

In reflecting on the growth and evolution of performance support models across different sporting environments and cultures, I am amazed that one of the most crucial elements of the performance plan – nutrition – is sometimes overlooked.

Notwithstanding my bias, it is important to remember that it is in fact nutrition that provides the basis of all human performance. It is perhaps no surprise, therefore, that in my conversations with leading performance directors from around the world, I often comment that nutrition should be one of the first and most important hires for anyone leading a new performance programme.

I am going to explain why.

Why nutrient intake impacts performance

Where once our focus was solely on ensuring sufficient muscle fuel stores, it is now accepted that what we eat before, during and after every single training session has the capacity to drastically alter our whole-body physiology, affecting tissues and organs over and above that of skeletal muscle. For example, the timing, type and quantity of both macronutrients (i.e. carbohydrate, fats and proteins) and micronutrients (i.e. vitamins and minerals), alongside total body water content (i.e. hydration status), can all affect the daily function of our brains, gut, kidney, liver, immune system, bones, tendons, ligaments and so on. When considered this way, the importance of nutrition extends far beyond that of body composition or fuelling for game day. Rather, our daily nutrient intake affects our ability to make decisions, execute physical actions and technical skills, withstand mechanical load, fight infection, maintain training volume, promote sleep, reduce injury risk and so on.

From a human performance perspective, a poorly fuelled athlete is therefore likely to suffer from poor sleep quality, exhibit increased incidence of injury and illness and display impaired growth, maturation and recovery, all of which can manifest in your star player apparently suffering from a lack of responsiveness to training and a loss of form. It is through this lens that it is no exaggeration to say that I have witnessed transformations in athletes’ careers and longevity within their sport once they have embraced the principles of a performance approach to nutrition. From the performance director’s perspective, the hiring of a highly skilled performance nutritionist could thus be viewed as one of the shrewdest returns of investment across the organisation. For without one, the other key members of the ‘orchestra’ are unlikely to get the best from their athlete.

The limitations of the ‘consultant’ model

The practical delivery of performance nutrition has evolved considerably throughout the last decade.  In the historical service model, sports typically employed an expert ‘consultant’, usually based on their academic and/or practical experiences. Despite the expert knowledge that a carefully chosen consultant can bring to the performance programme, the consultancy model has obvious limitations in that ‘face time’ is typically restricted to one or two days per week. In such instances, the consultant often spends their time in setting up generic team-wide systems and protocols (e.g. fuelling, recovery, body composition protocols etc), upskilling the knowledge base of existing staff to support practical day-to-day delivery, as well as managing specific athlete case histories. However, in considering my reflections from this model, I am not convinced that this type of approach yields the cultural change or attention to detail that is required to truly support the delivery of a high-performance service. Indeed, in many situations, the consultant may be responsible for the remit of improving performance in excess of 100 athletes, a task that clearly conflicts with the concept of creating and delivering highly individualised and multidisciplinary athlete performance plans.

The triangulation of practitioners, academia and the sports industry

Fortunately, with the increased recognition from both head coaches and performance support staff on the role of nutrition in supporting performance, the landscape of nutrition delivery is changing. This is especially prevalent across the UK and Europe and is beginning to be adopted across the big leagues of the US. As an example, most soccer clubs within the English Premier League now employ a full-time professionally accredited nutritionist to operate at first team level as well as an additional full-time head to focus on nutrition to the academy players. Such individuals typically travel home and away to ensure that nutrition delivery occurs at the heart of where and when it matters. In some situations, the nutrition programme is also supported by formal collaborations with academic institutions so that academic experts can also inform the creation of an evidence-based programme, the nature of which may extend to the integration of PhD practitioner-based researchers within the club. Given the requirement to adopt a safe supplement programme, a fully integrated partnership with a sports supplement provider specialising in banned substance testing is also an essential ingredient of an elite performance nutrition programme. Upon reflection, it is this triangulation of practitioners, academia and industry that could now be considered a model of best practice, one that can be dynamic and responsive to change as the performance questions arising on the front line are posed thick and fast.

Integrated performance nutrition

The increased appreciation from head coaches and performance directors on the performance effects of sound nutrition is particularly pleasing to see. In the 2020 Uefa consensus statement on nutrition for football, former Arsenal Manager Arsène Wenger, who currently serves as Fifa’s Chief of Global Football Development, contributed an accompanying editorial where he argued the case for nutrition to be integrated within a performance team’s activities. ‘It should be a fundamental part of the team’s performance and/or medical meetings, where the priorities for each individual player are discussed in detail’, he wrote. ‘When nutrition—like any other element of sports science—exists in a silo, answering only the questions or interests of a single practitioner (i.e. the nutritionist, him or herself), it is detrimental to the team.’

This integrated performance approach that Wenger calls for certainly resonates with how we approached Performance Nutrition during the four seasons I spent as Nutrition and Physical Performance Lead at Team Sky. When Chris Froome pulled back 3 minutes 22 seconds on Stage 19 of the 2018 Giro d’Italia to win his third consecutive Grand Tour, I knew our programme was in a good place. “Today was about fuelling, today was about making sure you can fuel a ride like that all the way to the end,” Sky’s Team Principal Sir Dave Brailsford told the media in the aftermath. “It’s fundamental really, so all staff, myself included, have been out at the side of the road putting together a fuelling plan for him so that he would absolutely not miss a beat, because that’s basically the game changer.” In the years to follow, the team (now known as the Ineos Grenadiers) have since employed three full-time performance nutritionists (two of whom are integrated practitioners from the Science in Sport Performance Solutions team) alongside three full-time performance chefs. There is consistency, clarity and a performance-focused approach across all training camps and races.

Athletes are starting to ‘see’ nutrition

As a result of this increasingly adopted integrated and full-time staffing model, athletes and staff are now ‘seeing nutrition’ on a daily basis. The role of the nutritionist is now considered much more important than the mere organisation of food services at both home and away games. It is no longer a consultant who appears and disappears in the flash of an eye. The nutritionist now sits at the top table, having visible dialogue with the most influential decision makers in the organisation. The culture is changing.

From both a theoretical and practical perspective, perhaps the biggest leap we have made is in the recognition that nutritional needs are not static. In the same manor that physical load and performance objectives are periodised across the micro- and macro-cycles at both team and individual athlete level, nutrition should subsequently follow suit. It should no longer be a one-size-fits-all approach where every day is the same. Rather, the entire performance team and athlete roster should recognise that nutritional needs will change between and within each individual depending on the development and performance goals at any given time. Every meal should be carefully considered because it can impact the work of the whole performance team.

In this regard, the remit of the nutritionist has developed to be the:

“Strategic periodisation of energy, macro- and micronutrient availability (alongside targeted use of supplements and ergogenic aids) to improve body composition, training adaptations, performance, recovery and athlete health.”

The outcomes of such an approach will produce an athlete who is ready to win consistently.

This article first appeared in our latest Performance Special Report – Winning With Nutrition

Long relegated to the side lines, nutrition is finally getting the attention it deserves when it comes to helping athletes achieve peak performance. Download Winning With Nutrition, produced in partnership with Science in Sport and featuring NBA champions the Milwaukee Bucks, the NFL’s Dallas Cowboys, and English Premier League club Aston Aston Villa.

Download Report