GI distress during endurance sport is not a US problem — it's a universal one. Every runner, cyclist, and triathlete who has hit mile 15 on a conventional gel knows what happens.

The real food premise that built Hüma in the US translates to any market with an endurance culture. Demand for natural ingredients is accelerating globally. Athletes in every major running market are reading ingredient panels and rejecting synthetic inputs. The conventional gel category — maltodextrin, artificial flavors, processed derivatives — has the same problem everywhere.

Hüma's position against it is not a US-specific argument. Fourteen years of formula discipline means there is no reformulation risk. What your customers buy today is what Hüma has always been. That consistency is a retail story as well as a brand one.

We're looking for distributors with an established presence in specialty endurance retail — run, triathlon, or cycling — and an understanding of the real food and natural nutrition market in their territory. Experience with premium nutrition brands is a strong signal. If that's you, we'd like to talk.

Prefer to reach us directly? Email us at international@humagel.com