About Us

Inventing the world’s best recovery drink.

Stuart Jeffreys, an elite cyclist, was aware of the importance of recovering fast after training. His goal was simple; to beat post-training fatigue and stiffness so he could train again sooner. Fed up with mixing and drinking foul tasting powdered products he decided to take matters into his own hands.

With real food ingredients - milk, fruit, vitamin and minerals - he created a tasty formula that delivered the optimum ratio of carbohydrate to protein. Stuart blended it, bottled it and used it for his own sport.  It wasn’t long before fellow athletes took note and asked for samples. Enjoying the easy, mild flavours they finished their bottles, recovered faster and placed orders for more.

Believing he’d struck gold, Stuart drafted in marketing man Jeremy Martin to set up in partnership. They opened for business from a spare bedroom in Clapham. The year was 2003. The 2004 Athens Olympics offered a rare opportunity to test the formula with competing athletes.  Summer students were called in to pack and despatch cases to GB training camps in Cyprus.

James Silk packing samples

How we've evolved...

By September 2004 the operation outgrew the spare bedroom and the business located to new premises in Wandsworth, home to the GB Olympic Headquarters.

A mission was set.  To make For Goodness Shakes the UK’s No.1 Recovery Drink and the No.2 sports drink after Lucozade.  Instead of supplying specialist sports nutrition shops, they struck a deal with Tesco. Other outlets followed - Sainsburys, Asda, Coop, Spar, Total, Sweatshop and LA Fitness.  Within 12 months, For Goodness Shakes became Britain’s most accessible recovery drink, available to sportsmen on most high streets.

In November 2007 For Goodness Shakes became a Preferred Nutrition Provider to the English Institute of Sport.

In 2008 the company relocated to the For Goodness Shakes Sports Performance Centre, a purpose built facility in Earlsfield, SW London.

Today, half the company’s team are athletes -  competing internationally in Ironman and half Ironman events, triathlons, duathlons, swimming and cycling races.  They join the 3,640 elite across 46 sports who put their trust in For Goodness Shakes.

Jodie competing in Castle Morpeth Triathlon	Stuart Running

Alex Tri Racing and training for GB squad, single sculls