About Us

For Goodness Shakes was launched from a spare bedroom in 2003 by athlete Stuart Jeffreys and marketer Jeremy Martin.

Stuart was fed up with mixing and drinking foul tasting powdered products after sport. He wanted to find a solution to something we all suffer from after training – muscle stiffness and tiredness.

Experimenting with real food ingredients like milk and vitamin/mineral blends, a recipe was created that not only tasted like no other recovery product before – but was found to have offer world class recovery performance.

Jodie competing in Castle Morpeth Triathlon	Stuart Running

The recipe was bottled and Stuart started to sample it amongst fellow athletes.
The reputation of the ‘world’s most enjoyable’ recovery drink grew. Summer students were called in to help send parcels to GB training camps preparing for the 2004 Athens Olympics.

Alex training for GB squad, single sculls

By Sept 2004, the operation outgrew the spare bedroom and the business officially located to a premises in Wandsworth - home to the GB Olympic Headquarters. With the objective of making For Goodness Shakes easily available to all sportsmen, it was decided to sell the brand through high street chains and supermarkets, rather than specialist nutritional stores. The strategy worked. The brand can be purchased in Tesco, Asda, Sainsburys, Coop, Spar and Total, making it the most accessible recovery brand in the UK.

Today, half the team at For Goodness Shakes are athletes including a GB squad rower, two Iron Men and a cyclist. Over 50 GB athletes use the brand. In November For Goodness Shakes became the preferred nutrition provider to the English Institute of Sport.

Jodie on a ski jump in Austria	Ross rock climbing in Chamonix, france

Ross kayaking in Norway