THE FIRST PERFORMANCE NUTRITION BRAND FOR HOOPERS.

  • The Problem

    In the summer of 2024, Will (aka the Corporate Hooper) was training for NYC's top leagues and looking to dial in his supplement stack. Instead, he was shocked to find that there wasn't a single product built for basketball’s unique physical and mental demands. Everything was made for lifters, runners, and the general athlete.

  • The Vision

    After seeing players chug Gatorade for hydration and slam energy drinks before tip-off, Will knew hoopers needed something better. The idea was simple: build performance nutrition products designed for how hoopers actually play, move, and recover, so they can hoop harder for longer.

  • Building the Team

    To bring the idea to life, Will teamed up with his college friend Hudson, an everyday hooper with a degree in health and exercise science. Together, they spent seven months testing formulas, sourcing top-tier ingredients, and building the foundational products. Since then, the HoopFuel team has grown to include Tim DiLeo, Assistant Director of Athletics for Sports Nutrition at a D1 program, as a product development advisor.

  • The Launch & What's Next

    HoopFuel launched with Hydrate, a clean electrolyte mix designed to replace the electrolytes lost in 1 hour of hooping,* and Performance, a pregame fuel built to support athleticism and focus.* Both were formulated specifically for hoopers, with high-quality ingredients and third-party certification. Next comes more support for on-court performance, recovery, and a community that hoops harder for longer.

Two men wearing 'HOOPFUEL' t-shirts in a gym setting.

"HOOP HARDER FOR LONGER"

Hoop Harder for Longer is not a tagline, it is our mission. We build basketball performance nutrition for players who love the work. The game asks for explosive effort and clear decisions, then asks again. We design clean, basketball-specific fuel that fits real routines and helps you stay sharp, stay strong, and be ready tomorrow.

More than products, we are building a community that pushes, supports, and holds a standard. What you put in your body matters as much as what you leave on the court. This is for the ones who still get shots up when no one is watching. If that is you, you are already part of what we are building.

EXPLORE THE STACK

LEARN MORE ABOUT THE BRAND:

1. Why did we start HoopFuel?

Because basketball has its own demands. You need bursts of power, full-game endurance, and sharp decisions under fatigue. Most sports nutrition is built for lifters or runners. We built a system that supports hoopers from warmup through recovery. Built for basketball. Backed by science.
2. What makes HoopFuel different from generic sports nutrition?

Everything starts with the game. Our formulas, education, and testing are designed around what actually happens on court, not in a weight room. Every product has transparent labels, GMP-certified manufacturing, and input from a Division I sports nutrition advisor.
3. What does “Built for basketball” actually mean?

It means every ingredient, ratio, and protocol connects to basketball performance. We focus on energy systems, hydration, and decision-making specific to hoops. Other brands copy endurance or gym playbooks. We build for the demands of the game.
4. How does HoopFuel fit into my routine?

We designed HoopFuel to plug easily into your existing pregame, in-game, and postgame routine. Sip Hydrate before, during, and/or after runs, games, or conditioning for optimal hydration. Use Performance before you play or train for the perfect boost in energy and focus (without the jitters or crash). Simple, consistent, basketball-specific.
5. How does HoopFuel approach safety and transparency?

We keep it clear. No sketchy proprietary blends. Every dose is listed. We manufacture in a GMP-certified facility and work with Tim DiLeo, a Division I sports nutrition advisor to ensure every formula is designed to support the unique demands that basketball requires.

GET TO KNOW THE HOOPFUEL TEAM:

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