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About Us

INFINIT was created by athletes who realized that the difference between a good performance and a great performance is nutrition — Athletes who also knew that sports nutrition didn't have to be so complicated.

Our philosophy is simple: Complete liquid nutrition made for YOU.

One bottle an hour contains everything you need to go all day long. No gels, bars, or even food needed.

We give athletes the ability to create their own Custom nutrition formulas tailored to their exact specifications. Developed with the patented Osmo-FITTM system, INFINIT hydration mixes are scientifically formulated to be isotonic and easy to digest, even in the most extreme conditions.


Our Story

INFINIT was started in 2004, by a group of endurance athletes with one goal: To create a better way to fuel & hydrate.

The solution had to provide enough calories and electrolytes to stay fueled and hydrated while still being easy on the gut and easy to drink all day long.

It had to be simple. Easy to replicate. Eliminating the guesswork and never-ending science experiment behind traditional fueling methods (Did I take 2 or 3 gels last hour? How many salt pills did I take? Am I drinking enough?).

Personalized nutrition seemed like a wild idea back then, but they knew the science, and traditional sports nutrition just didn’t make sense — After all, why would a 110 lb athlete fuel the same way a 200 lb athlete does?

After months of research and playing “mad scientist” in his kitchen, INFINIT founder and CEO Michael Folan, created the first mix of what would become INFINIT Nutrition. 

After he dialed in his personal mix, he began working on how to make this system work for others. The result — The INFINIT patented Osmo-FIT™ system. A proprietary platform that allows you to create your own custom sports nutrition formulas. Producing a unique drink mix with a blend of natural ingredients dialed in to match your personal fueling and hydration needs.

Since our founding, INFINIT has been proud to help countless athletes reach their peak performance through natural science-based customizable nutrition solutions. Combining isotonic energy and hydration with personalized protein and recovery blends custom-tailored to each individual's unique needs and taste preferences.

"In 2004 INFINIT opened its doors, becoming the first custom sports nutrition provider on the market. Since then, we've had the privilege to simplify fueling & hydration for thousands of people. We are athletes, helping other athletes perform and feel better. It’s as simple as that."

Michael Folan │ INFINIT Founder & CEO

Our Mission

At INFINIT Nutrition, our mission is to empower athletes to achieve peak performance through personalized, science-based nutrition solutions. We simplify sports nutrition by providing complete, custom-blended liquid formulas that are easy to use, easy to digest, and tailored to each individual's unique needs. Our commitment is to innovation, quality, and the relentless pursuit of excellence in fueling and hydration. We stand by our promise to deliver the best nutrition experience, ensuring every athlete can perform and feel their best, every hour, every day.

Our Team

We’re proud to be headquartered in Cincinnati, Ohio where we have a dedicated and highly skilled team who are committed to providing the best personal service experience for every person.

Our Customer Support Team provides expert individual attention through pro-level support and one-on-one consultations to develop nutrition solutions custom-tailored to meet each person’s needs and goals.

Our dedicated in-house Production Team provides the utmost care in ensuring every order is produced and handled with the highest quality, purity, and precision standards.

Our Products

We stand by our long-standing commitment to developing products based on the most current sports science research, and made with only the highest quality ingredients, free from artificial colors, sweeteners, and preservatives.

INFINIT’s unique customizable system gives athletes the ability to design their own hydration and sports fuel mixes and personalized protein recovery powders, made with all-natural ingredients, to their exact specifications. Developed with the patented Osmo-FIT™ system, INFINIT hydration and endurance formulas are designed to be all-in-one, isotonic, and easy to digest, even in the most grueling conditions.

Everything we do is backed by our 100% satisfaction guarantee — We will re-customize your product or we will refund your money. It’s that simple. It is our unconditional guarantee to you that you’re going to love your INFINIT.

INFINIT Guarantee