How it all began
Nutrition with purpose
Fuel First was founded in 2025 by Matt Rosengarten. What began as his passion for trail running soon grew into a serious pursuit. Along the way he realised athletes lacked both guidance and a central place to get the fuel they truly need.
What started as a personal mission has grown into South Africa’s a personalised endurance fuel supply. Each box is tailored to your training load, race calendar, and preferences, so you can focus on your performance, not your shopping list.
by athletes, for athletes
What matters to us
No athlete should underperform because of bad fuelling or lack of guidance. Fuel First exists to bring athletes the right fuel, at the right time - a trusted source of endurance nutrition, hydration, and recovery products to help you prepare, perform, and recover with confidence.
One-Stop-Shop
Finding the right fuel shouldn’t be complicated. At Fuel First we bring everything together - gels, bars, hydration, recovery, and more, so you don’t have to waste time chasing products from different stores. Whether you’re prepping for a long training block or gearing up for race day, you’ll find what you need in one trusted place.
Quality products
Performance depends on what you put into your body. That’s why we only stock products that have been tested, trusted, and proven by athletes. From international leaders to South African favourites, every item is carefully selected for quality, taste, and reliability. No unnecessary extras, no hype, just fuel and recovery products that work when you need them most.
Training & guidance
Fuel First isn’t just about products, it’s about helping you use them effectively. Alongside our range you’ll find fuelling guides, recovery tips, and training insights designed to support your goals. From long runs to multi-day adventures, we’ll help you understand how to fuel smarter, recover better, and perform at your best.
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