British high performance sports agency UK Sport has agreed a two-year research and development initiative with Maxinutrition.
The partnership aims to investigate the role nutrition plays in delivering peak athletic performance. It is intended to lead to the creation of dietary supplements tailored specifically to the needs of elite athletes - for the exclusive use of prospective members of British teams at the London 2012 Olympic Games.
Dr Scott Drawer, the head of research and innovation at UK Sport, said the organisation was delighted to be working with Maxinutrition, adding: "Their desire for developing relevant evidence for high performance and the desire to understand how best to support the training process is ultimately our goal for our athletes. They share our passion for British Sport and we believe that their expertise combined with ours and that of our key partners should lead to an exciting, innovative partnership."
Maxinutrition technical and performance director Dr Naomi Grant said: "This is a fantastic opportunity for Maxinutrition to work alongside UK Sport in what is such a key period for high performance sport in this country. Having pioneered the drug screening programme for our products in 2002 we are keen to take sports nutrition to the next level and by working with UK Sport who are at the forefront of sporting success we can realize our goals."
The creator of dietary supplement lines Maximuscle, Maxifuel and Maxitone, Maxinutrition already has deals in place with governing bodies such as the England and Wales Cricket Board and the Welsh Rugby Union, as well as sportsmen like Lee Byrne, Ugo Monye, Stuart Broad and Jermaine Jenas.