GU Energy Labs Joins Our Event Standards Program

The American Trail Running Association (ATRA) welcomes GU Energy Labs as a brand partner in our Event Standards Program. The ATRA Event Standards Program debuted in 2012 and includes vendors and suppliers as partners to assist trail race directors in meeting our 15 criteria necessary for staging a safe and well-organized event.

As part of this partnership, we will work with GU Energy Labs to share their successful upcycling program and support the #NotTodayLandfill message with trail runners, trail race directors and fans of the sport.

“GU Energy Labs partnered with TerraCycle to create a free Performance Nutrition Brigade that we want to shout from the rooftops,” said Nancy Hobbs, ATRA’s executive director. “As a long-time supporter of GU products, seeing their commitment to the environment has made me an even bigger fan. Through a simple step-by-step TerraCycle™ program, sports nutrition wrappers will no longer end up in the landfill, an initiative we applaud.”

Consistent with our 2020 theme – Climate Action – we look forward sharing the GU TerraCycle message through monthly e-newsletters and social media, through Trail News articles, and in YouTube videos like a recent installment from Outdoor Retailer.

“2020 marks our five-year anniversary with TerraCycle, and to date we have diverted over 1.3 million wrappers, equivalent to over 6,100lbs. This is enough to make 15 recycled playgrounds!” said Celia Santi, GU Energy Labs’ senior brand experience manager. “We are thrilled to partner with ATRA to educate race directors and runners how easy it is to take the GU TerraCycle pledge and ensure that all brands of nutrition wrappers are upcycled.”

Adam W. Chase, ATRA president, added, “GU Energy Labs, a long-time supporter of trail runners, individually, nutritionally and at our races, is walking the walk or, more accurately, running the run, by promoting clean trails and a less-polluted world in general. ATRA and GU are a natural fit and this partnership is an easy one for us to support in earnest.”

The Performance Nutrition Recycling Program is ongoing and open to any interested individual, school, office or community organization. Those interested are encouraged to visit the program page here.

For more information on TerraCycle’s recycling programs visit

GU Energy Labs joins Ashworth Awards, Marathon Printing, Inc., Leslie Jordan, Active at Altitude, Joe Viger Photography, Nicholas Hill Group, UltraSignup and Athletes for a Fit Planet in our Event Standards Partner Program.

About GU Energy Labs
GU Energy Labs strives to help athletes to reach their highest potential with products that deliver the right nutrients, in the right amounts, at the right time. Developed in collaboration with Olympians and age groupers alike, the GU nutrition matrix of Hydration, Energy and Recovery products has helped countless athletes achieve their dreams since its inception in 1993. Headquartered in Berkeley, GU Energy Labs produces all of its Energy Gels onsite with just the right blend of heart and science. Recommit to becoming your best athletic self, learn more about GU products, and discover how nutrition planning can help you get there at

Tags: ,