Sports gels are everywhere in North America, but in much of Asia, the bigger challenge isn't convincing someone to switch brands - it’s convincing them to use a gel in the first place.
In this episode, I’m joined by Anthea, founder of ANS, a Singapore-based sports nutrition brand built around the idea of “performance for the long run.” We talk about why she saw an opportunity to rethink the relationship between sports nutrition and long-term wellness, why she chose Singapore as a launchpad for Southeast Asia, and why she chose to build ANS the unscalable way in its first year: from showing up at running clubs and setting up fuel stations to personally talking to athletes and turning early customers into believers.
We also talk about the challenge of creating your own momentum when you're the person responsible for making everything happen. And as Anthea reflects on moving to Singapore to build the business, she shares how being alone in a foreign country can give you the motivation and drive to make things happen.
