brand
ERW Active
brand ERW Active

Keeping cognitive and physical performance on top through hydration drink mixers

brand
ERW Active Keeping cognitive and physical performance on top through hydration drink mixers

Overview

Date Established 04/2021
Founder Hannah Grant, Dr. Stacy Sims
Headquarters Copenhagen, Denmark
Industries
Beverage, Health & Wellness
Website https://erwactive.com
Press Contact Hannah Grant
Social

Products

ERW active HYDRATE (28 pack)
ERW active HYDRATE (28 pack) $56.00
HYDRATE - NSF sport certified
HYDRATE - NSF sport certified $56.00

About

HYDRATION MADE EASY AND DELICIOUS.
ERW Active is a range of health and hydration mixers that seek to give people healthy and targeted alternatives to performance drinks currently on the market. Short for “Eat, Race, Win,” ERW is based on the science of the body and provides optimal performance without the short energy spikes and crashes. Designed for the modern world, it provides solutions to make everyone increase their performance in whatever they choose to do. ERW’s targeted focus on immediate performance and recovery, overall boost to the immune system, and commitment to ‘No compromises. No cheap additives. And no excuses.’ helps provide the tools you need to perform and feel your best. All ERW Active products are certified for sport with clients ranging from creatives, yogis, restaurateurs, business people, and busy entrepreneurs to major league sports teams and world champions.

ERW is Vegan, Non-GMO, Gluten Free, Dairy Free, Soy Free, Delicious

Founding Story

Hannah Grant and Dr. Stacy Sims quickly agreed on these things when they met working the Tour de France in 2013 - that there weren’t a lot of women working in pro cycling and even the greatest riders in the world had ridiculously outdated views on race nutrition (er, pasta with ketchup, please). Figuring out performance solutions for a grueling sport that involves spirit-sapping days on two wheels could also provide answers to conundrums found in more conventional forms of travel … like jet lag.

At that time Hannah, one of Denmark’s finest chefs, was revolutionizing how elite cyclists refuel, bringing her Michelin-star restaurant experience to the Tour. She championed balanced nutrition, intricately adapted to the specifics of each stage and the physiology of every racer. That approach spawned two cookbooks – and the Amazon Prime docuseries “Eat. Race. Win.”

Stacy, a pioneering author on how nutrition affects male and female athletes differently and an acclaimed TED talk expert, was working dual roles at USA Cycling and Stanford University, implementing her groundbreaking research on hydration. Her goal: bust through the misconceptions put forward by the sugar-laced sports drink market, dominated by one product.

ERW and ERW Active is the result, after thousands of hours of research, a range with a targeted focus on immediate performance and recovery, plus an overall boost to the immune system to cope with the rigors of modern life.

Bios

Sims is an Environmental Exercise Physiologist and Nutrition Scientist, former professional cyclist, college rower (crew) and IRONMAN competitor. Now,as  a world-renowned researcher, innovator and health performance entrepreneur, she understands that even the most fitness-focused people are unlikely to become avowed experts on intestinal health. She wants people to understand that “the typical sports drink is not appropriate for their bodies.”

Sims had a remarkable depth of pioneering research to draw from as the group formulated the ERW product line. She has authored 65 studies and papers on topics such as the effects of gender differences and heat and altitude on the ability of the body to produce maximal output. Her research even looked at NASA astronauts and how hydration methods for the unique environment of space travel could be used to improve quality intake for athletes.

Sims operates in a world of complex science but has found a way of explaining her findings that has earned the trust of the numerous elite and Olympic athletes she advises.

Sims is originally from San Francisco and now lives with her young family in New Zealand.

Founder Bio Image

Hannah Grant

Co-Founder and head of RnD
see bio chevron

HANNAH GRANT TAKES INNOVATIVE NUTRITION FROM ELITE CYCLISTS TO YOUR KITCHEN

For professional cyclists on the Tour de France, a typical day might consist of eight hours of grueling toil on the bike, climbing mountains, hurtling back down, careening round corners and the numbing, incessant grind of keeping the wheels turning for that day and weeks to follow.

Yet the work doesn’t end there for racing’s elite. At the end of each day comes another feat of endurance; finding a way to pack as many of the 7,000-plus calories that they have just expended back into their bodies.

“It is like a race within the race,” renowned chef and ERW co-founder Hannah Grant said.

It was a race that was a life-changing and unexpected career shift for Grant, who gave up Michelin-star life in the kitchen of NOMA, based in Copenhagen and then the world’s top-rated restaurant. She’d quit the high-cuisine life when the incessant hours and demands left her with racking joint and hip pain, only to find an even more intense environment in road racing.

“When you work with a cycling team, you basically join a moving circus,” Grant added. “You live in a suitcase, drive sometimes 200 miles a day, go from hotel to hotel to hotel. Being a chef in a team is not just about sourcing, cooking, and serving the food. You're a chauffeur and you're an entertainer, so many things.”

Within two years, Grant also became a pioneer, her unique methods and intrinsic creations changing forever the outdated notions about how cyclists should eat. No more pasta with ketchup.

Originally hired by the Saxobank cycling team in 2011 to feed its riders for their exhaustive summer at cycling’s three biggest Tours, she quickly learned that the only way to gain the athletes’ trust was by matching the commitment and drive they put in on the bike each day.

Her challenge was to convince some of the world’s finest endurance cyclists that her imaginative, carefully sourced and strategically crafted nutrient-rich foods could boost their performance and provide an edge.

First, she had to listen – and learn.

Grant had no background in cycling, but dived into the psychology of the pro racer to figure out what made them tick. Some athletes might be coming off a good day, others trudging in from a tough slog where simply getting to the end was an achievement. Some were struggling more physically than others, and they all came from different parts of the world and had different tastes. All needed different things on their plate.

Grant had to get the riders comfortable so she began by ensuring that most of each meal was a product they were familiar with, while adding a new twist of high nutrient value. Polenta, quinoa and vodka-based sauces hadn’t previously seen much of a place on the Tour de France, but soon became favorites.

“In 2012, we did the Tour and I documented everything,” Grant said. “I wrote down everything that I cooked, took pictures of it all and I was one of the first chefs to adapt to Twitter. I would post the riders’ meals every night. People loved it because no one had seen something like that before.”

Grant was soon generating as much attention as the team’s cyclists and, almost by accident, discovered there was a market for the recipes and concepts she was feeding cyclists.

Her first publication – the “Grand Tour Cookbook” – was spotted by an American producer who partnered with Grant in turning the book into the Amazon Prime Emmy award-winning docuseries “Eat. Race. Win.” That series title was also the name of a second successful cookbook, co-written with hydration and immune system expert Dr. Stacy Sims.

All the while, Grant’s passion for food-based problem solving and the delicate balance between nutrition and optimum continued to grow. Taking the “Eat. Race. Win.” concept to a range of products with the capacity to positively influence the lives of a far wider audience made perfect sense, and Grant and Sims resolved to team up and tackle an issue as daunting as those soul-sapping climbs of the Tour.

ERW Active breaks down the misconceptions in the sports hydration drink sphere, combating the sugary excesses and outdated science of rival products.

True to form, Grant has thrown herself into the venture with boundless energy. As the product line gathered traction in the early part of 2020, COVID-19 prompted adaptation rather than a slowing down of the company, despite the restriction on airline travel.

“I'm very passion-driven,” Grant said. “I have laser focus on things that I really love and that make sense to me.

“If you want to live your life at the fullest and perform at your best, whether you're a cyclist or working like you are, you can't compromise on quality. You can't compromise on what is important to you. What we do with our products is we don't compromise the ingredients and we don't compromise your health.”

That means a refusal to switch out premium ingredients for cheaper alternatives and rebuffing sugar-filled additives that turn so many “hydration” products into effectively sports sodas.

Grant believes the future of nutrition is authenticity and that the public is becoming more educated than ever about knowing what is nonsense and what is a genuine product that provides maximum benefit.

Life is no longer quite as frenetic as during her years on Tour, but she keeps up the grind and puts in the hours because she believes the public deserve to know about a product that was borne out of a ceaseless pursuit of scientific and physiological excellence. That’s an ethos that runs throughout her own life and through ERW, right down to the origin of its name.

“It’s named ERW because it’s the abbreviation of Eat. Race. Win.” she said. “Because that’s the sum of everything I’ve done.”

Testimonials

start quotation marks “As I got to use it near the end of the season and now again in our off-season travels, I’ve noticed increasing benefits from day one. This is now an essential part of my daily life.” end quotation marks
Andrew Hauser Head of Performance Rehab, LA Dodgers
start quotation marks "ERW Active has given me the tools to recover faster between hard training days and races." end quotation marks
Simon Andreassen Cannondale Factory Racing, MTB World Cup Winner
start quotation marks “Rest and recovery are essentials for me to perform. ERW Active has been helping me do that at a record pace” end quotation marks
Hannah Wells Pro Triathlete, IRONMAN Winner