"Powerbar Perform" New Drink for Some Ironman and Ironman 70.3 Races

Wow!  I'd be pissed if I had stocked up on Gatorade and had been training with it for Lake Placid or something. 

I just posted this in the Ironman Louisville discussion...

"Dear Ford Ironman Louisville Athlete, 

Ironman® and PowerBar® are reaching out to you with an exciting annoucement about the next step in their long-standing global partnership. As a triathlete, you're looking for a sports drink that provides enhanced performance benefits from a proven industry leader. Beginning on June 8, a new premium sports drink, called Ironman PERFORM™, will be available for purchase. Developed by the sports nutrition experts at PowerBar and tested by PowerBar Team Elite™ members, Ironman PERFORM is designed for athletes, like you, who demand a sports drink made with ingredients that help you push your limits and maximize energy delivery.

Ironman PERFORM sports drink features state-of-the-art C2MAX carbohydrate blend, found to deliver 20- to 50-percent more energy to muscles and improve endurance performance by 8 percent. Ironman PERFORM also enhances performance by delivering essential electrolytes, including 190 mg of sodium per serving, to replenish what athletes lose in sweat and to help avoid skeletal muscle cramps and dehydration. This convenient, ready-to-drink beverage is made with natural flavors and without the use of high fructose corn syrup. Ironman PERFORM is available in three light, great tasting flavors - Lemon-Lime, Orange Mango and Mixed Berry - to help encourage athletes to maximize fluid consumption during exercise. You'll have the opportunity to experience all flavors at the event.

Ironman PERFORM will serve as the official sports drink for the following events in 2010: Amica Ironman 70.3 Rhode Island, Ironman 70.3 Racine, Rohto Iroman 70.3 Miami, Ford Ironman Lake Placid, Ford Ironman Louisville, Ford Ironman Wisconsin, Ford Ironman Florida and Ford Ironman Arizona. Additionally, both the 2010 Ford Ironman World Championship and Foster Grant Ironman World Championship 70.3 events will include Ironman PERFORM on-course.

As a Ford Ironman Louisville athlete, we are offering you a complimentary case of the new Ironman PERFORM sports drink to utilize during training. It should be arriving at your home by June 11. We want you to begin using this product in preparation for race day and would also like to offer you an exclusive discount, beginning June 8, available at both www.PowerBar.com andwww.ShopIronman.com for purchase of additional product.

We wish you success in your preparation for Ford Ironman Louisville and look forward to your feedback on your experience with Ironman PERFORM. To purchase new Ironman PERFORM, visitwww.PowerBar.com or www.ShopIronman.com.

*Special offer will be valid 6/8/10-10/30/10." 

That is good news for me and IMWI. I bought a container of Gatorade Endurance a couple of weeks ago, and it does not agree with me. Hopefully Powerbar Perform sits better in my gut.

Anybody want some Gatorade powder, only 2 servings used???

Wow, yet another business venture for Ironman and, a particularly wise one, considering people will need to train with it beforehand if they want to live off the course.  At least they are sending one "free" package to people registered for the events it will be used at.  Does Ironman have a branded underwear line yet?....I'm sure they'll have one soon since they'll slap their logo on anything.

Sure would be nice to get an email from Ironman Florida with this same offer.  A complimentary case would be a good start.  Wouldn't mind giving it a try.

Are not the races listed below the same ones that the WTC owns outright and has not leased to North American Sports f/k/a Ironman North America?

Yup.  You could add IM St George and Cal 70.3 to that list...only reason they aren't on here, I'm sure, is because they're only discussing the remaining 2010 races.

Why  not CdA?

This user's post has been ignored.

Very excited about the powerbar liquid product: powerbar are my favorite gels. But I've used infinit on the bike....now I may switch. Just waiting for my email and case to arrive..I am signed up for IMOO. Surely Wisconsin competitors are just as worthy to test it out as IMKY athletes!!!!

X2 here!  I would like to see the nutrition label...

They seem to be continuing the tradition of pimping out the Ironman trademark.  I just saw an advertisement for a new line of Ironman Pain Relief ointments and creams.  Along with the Ironman Ford SUV package (Edge I think), the Ironman Mattress, the Ironman Sauna, the Ironamn Coffee, the Ironman KSwiss shoes, the Ironman Cannondale Slice, the Ironman Tanita Scale, the Ironman Timex watches, Ironman Tyr clothing, the Ironman book series, the Ironman Massage Table (yes, this exists), the Iroman Fitness line of products (treadmill, eliptical, etc.) , the Ironman BOB jogging stroller, etc., it only makes since for there to be an Ironman energy drink. 

I hope the drink is as good as advertised - no HFCS is a very positive improvement over Gatorade Endurance (liquid formula).  I would love to be able to use this rather than bringing my own to the party.  I now anxiously await the announcemnt of Ironman Gels, Bars, Pretzels, Coke, and Chicken Soup.

That is much better than Gatorade Endurance, a.k.a the new Gatorade G Pro - $35 for 57 servings.  I guess we will have to wait and see if the Ironman branding increases the price.

This user's post has been ignored.

a 140.6 Oz'er might not be a bad idea

Well, they may tend to be a bit over reaching but I don't think they are not stupid ... we all know that you cannot compete against Colt 45, the refreshment of choice for street aristrocrats everywhere!


 

In all seriousness, I e-mailed the Coeur d'Alene "contact information" with a question as to whether the new PowerBar drink would be offered on the course and here's the response I got back:

----- Forwarded Message ----
From: IRONMAN Coeur d'Alene <[email protected]>
To: brian
Sent: Fri, May 28, 2010 11:01:42 AM
Subject: [CDA #NRY-707981]: Athlete Inquiry - Ford Ironman Coeur d'Alene

Hi, Brian!

Thanks for your e-mail. The PowerBar drink will not be provided for the 2010 Ford Ironman Coeur d'Alene. Please don't hesitate with any additional questions or concerns in the meantime.

Regards,

Evan Brown

Now if the were serving Colt 45 on the course ...

This was buried at the bottom of that article:

Athletes may notice that the tradition of the dry gear drop-off tents they have come to appreciate and most likely took for granted, will not really happen moving forward. But that would have been the case even if Gatorade still was the official drink, said Tom Ziebart who handled Gatorade at many Ironman events including in Kona. "This has to do with legal issues and not with Powerbar, so please don't blame Powerbar when you can't find a clothing drop-off tent at your next WTC race," said Ziebart. "You can clearly still swim at those races but the only events with official Ironman swims will be Arizona and Louisville where swimming is prohibited otherwise."

Not sure what it will mean, but it may cause some logistics issues for some people if it is refering to the morning clothes bags. This would have been a pain at IMSG when it was 46* and you had to shuttle to the swim.

Like the Ironman bike stores now at most official IM races (instead of local bike shops), maybe they'll bring along their own official Ironman tattoo artists for those wanting an official IM tattoo after they finish their IM so folks have to pay more and they can be sure quality and logo is accurate

Seems like it has really gotten out of hand with the brand and products.

If no one was buying, they wouldn't be selling.

(He said, sitting at work in his IMSG finishers hat and Timex IM watch...)

It sounds like he is referring to swimming in the days before the race.  Someone else can chime in here, but I think Gatorade was the sponsor of a clothing drop-off tent for this purpose.  For liability purposes, you can see how WTC (or any organizer) would not want to create any inference that people were being invited on a practice swim or that such a thing was monitored if it was not.

That would make sense. IMSG is the only IM I have done and there was no pre-swim so I did not know how they used to work. My bad, didn't miss what I never had.