Our Story

We are not only driven by science, our people drive our success.

We are not only driven by science, <strong>our people</strong> <strong>drive our success.</strong>
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We started bottling beetroot juice in 2005 and have been supplying beetroot juice for research into dietary nitrate supplementation since 2008.

15+

Years of our research and products

35

Countries supplied to worldwide

In 2009, the University of Exeter published the first human study using our Beet It beetroot juice for exercise performance and reported six days of dietary nitrate supplementation significantly reduced the oxygen cost of exercise by 5% and delayed the onset of fatigue by 16%.

No other brand is as high in nitrate or widely praised and tested.

Beet It Sport Shots are a natural way to improve performance and optimise health. Consistently high in dietary nitrate and trusted by leading researchers and Olympic athletes. 100% Natural: The dietary nitrate in Beet It Sport is natural, from concentrated beetroot juice. Unlike competing products, Beet It Sport does not contain synthetic nitrate or nitrite. Each 2.4oz shot contains 400mg dietary nitrate – consistently delivering more nitrate than any competing products.

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Trusted by over 150 elite sports teams

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    Basketball Teams

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    International Rugby

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    Premiership Football

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    American Football

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    Weightlifting

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    World Cycling

Our Values

Innovation

Pioneering new ways to naturally enhance athletic performance through scientific research.

Integrity

Committed to transparency, honesty and quality in every product we deliver.

Credibility

Trusted by elite athletes and backed by rigorous independent scientific research and testing.

Quality

Dedicated to using simple and natural plant-based ingredients in an industry full of ingredients you can’t pronounce.

Informative

Educating athletes with clear evidence-based information to make informed health and performance choices.

Community

Fostering a supportive network of athletes, nutritionists and other brand ambassadors.

Researching & making Beet It products for over 15 years

  • 2009

    Dr Stephen Bailey and colleagues at the University of Exeter, reported six days of daily Beet It beet juice (500ml/day) consumption, reduced oxygen uptake by 5% during exercise and delayed time to exhaustion by 16% - evidencing improved efficiency of the working muscle.

  • 2011

    Researchers at the University of Exeter are the first to use our placebo shot - an identical shot except with the nitrate removed. The placebo shot sets a new standard for more robust research; double-blind, placebo-controlled research. UK Mo Farah receives delivery of Beet It shots to his home arranged by UK Athletics.

  • 2012

    The London 2012 Olympics takes place with Beet It juice used by many competing athletes, including 4x gold medallists David Weir, who is quoted as "inexplicably using beetroot juice" by Boris Johnson in his Olympic Champions salute. Researchers at McMaster University, Canada, find Beet It shots improve 10-km time-trial cycling time by 12 seconds (1.2%) in trained cyclists. Cermak et al (2012) - Nitrate supplementation's improvement of 10-km time-trial performance in trained cyclists, International Journal of Sport Nutrition and Exercise Metabolism, McMaster University, Canada.

  • 2013

    Professor Louise Burke at the Australian Institute of Sport publishes an editorial that recognises the performance potential of beet juice supplementation for athletes. Burke (2013) – To beet or not to beet?, Journal of Applied Physiology, Australian Institute of Sport, Australia Researchers at the University of Exeter find Beet It shot supplementation improves intense intermittent exercise performance by 4.2%. Such findings increase the applications of Beet It shots for team sport, such as football, hockey and rugby. Wylie et al (2013) - Dietary nitrate supplementation improves team sport-specific intense intermittent exercise performance, European Journal of Applied Physiology, University of Exeter, UK

  • 2014

    Researchers report intake of 500ml Beet It beet juice improves swimming performance by reducing aerobic energy cost by 10.5% and increasing workload at anaerobic threshold by 6.3%. Pinna et al (2014) – Effect of beet juice supplementation on aerobic response during swimming, Nutrients, University of Cagliari & Italian Olympic Committee, Italy.

  • 2015

    Researchers at Washington University School of Medicine report intake of two Beet It Sport shots increases muscle speed and power by 11 and 6%, respectively. Findings bolster the rationale for Beet It Sport use in team-sports involving speed and power. Coggan et al (2015) – Effect of acute dietary nitrate intake on maximal knee extensor speed and power in healthy men and women, Nitric Oxide, Washington University School of Medicine, US.

  • 2016

    Leicester City win the EPL with the BBC crediting their remarkable triump (in part) to our Beetroot shots. Researchers at Maastricht University find six days intake of 2 Beet It shots improves exercise perfomance by 3.4% in trained football players.

  • 2017

    Beet It Sport becomes an official supplier to the NN Running Team; 60 elite distance runners including marathon and half marathon world record holders Eliud Kipchoge and Geoffrey Kamworor, respectively. Researchers at Leeds Beckett University, find intake of two Beet It Sport shots enhances 3-km time-trial performance by 3.8 and 4.2% at 3,000m and 4,000m simulated altitude, respectively. Findings show athletes may benefit from Beet It Sport wen competing at moderate and very-high altitude. Shannon et al (2017) – Effects of dietary nitrate supplementation on physiological responses, cognitive function, and exercise performance at moderate and very-high simulated altitude, Frontiers in Physiology, Leeds Beckett University, UK

  • 2018

    NN Running Team athlete Eliud Kipchoge breaks the marathon world record in a time of 2:01:39 – Eliud drank Beet It Sport shots in the run up this race in Berlin. Geraint Thomas wins the Tour de France – Geraint is supplied Beet It Sport shots. The IOC consensus statement of 20 world leading sport scientists, includes 12 published research papers, all using Beet It Sport Nitrate 400 shots – authors conclude: "Dietary nitrate supplementation has been associated with improvements of 4-25% in exercise time to exhaustion and of 1%-3% in sport-specific time trial performances lasting<40min in duration. Dietary nitrate supplementation is proposed to enhance type II muscle fibre function, resulting in the improvement (3%-5%) of high-intensity, intermittent, team-sport exercise of 12-40min in duration." Maughan et al (2018) – IOC consensus statement: dietary supplements and the high-performance athlete, British Journal of Sports Medicine, St Andrews University, UK

  • 2019

    NN Running Team athlete Eliud Kipchoge becomes the first man to run a marathon in less than two hours in Vienna - fuelled by Beet It Sport shots #NoHumanIsLimited. Beet It fuels the Rugby World Cup - seven of the top ten international rugby teams use Beet It Sport ahead of the Rugby World Cup in Japan. Professor Andy Jones and colleagues at the University of Exeter discover that muscle plays an important role in the transport, storage and metabolism of nitrate in humans. Research may support a rationale for athletes to gain an added benefit for consuming nitrate before and during exercise, as opposed to consuming before alone. Wylie et al (2019) – Human skeletal muscle nitrate store: influence of dietary nitrate supplementation and exercise, The Physiological Society, University of Exeter, UK.

  • 2020

     Beetroot juice supplementation increases concentric and eccentric muscle power output. Journal of Science and Medicine in Sport Rodríguez-Fernández at el. (2020) – University of Loughborough, UK  Acute effects of beetroot juice supplements on resistance training: a randomised double- blind crossover Nutrients Ranchal-Sanchez et al. (2020) – University of Cordoba, Spain  The impact of beetroot juice supplementation on muscular endurance, maximal strength, and countermovement jump performance. European Journal of Sport Science Jonvik et al. (2020) – HAN University of Applied Sciences, Netherlands  Chronic Beetroot Juice Supplementation Accelerates Recovery Kinetics following Simulated Match Play in Soccer Players. Journal of the American College of Nutrition Daab et al. (2020) – University of Sfax, Tunisia  Could intramuscular storage of dietary nitrate contribute to its ergogenic effect? A mini review. Free Radical Biology and Medicine Nyakayiru et al. (2020) – Maastricht University Medical Centre, Netherlands  Does Acute Beetroot Juice Supplementation Improve Neuromuscular Performance and Match Activity in Young Basketball Players? Nutrients Lopez-Samanes et al. (2020) – Universidad Francisco de Victoria, Spain  Effects of Beetroot Juice Ingestion on Physical Performance in Highly Competitive Tennis Players. Nutrients Lopez-Samanes et al. (2020) – Universidad Francisco de Victoria, Spain  Effect of inorganic nitrate on exercise capacity, mitochondria respiration and vascular function in heart failure reduced ejection fraction. Journal of Applied Physiology Woessner et al. (2020) – Victoria University, Australia  Influence of muscle oxygenation and nitrate-rich beetroot juice supplementation on O2 uptake kinetics and exercise tolerance. Nitric Oxide Cocksedge et al. (2020) – University of Exeter, UK

  • 2021

    The Effect of Beetroot Ingestion on High-Intensity Interval Training: A Systematic Review and Meta-Analysis. Nutrients Wong et al. (2021) – Nanyang Technological University, Singapore  The effects of dietary nitrate supplementation on endurance exercise performance and cardiorespiratory measures in healthy adults: a systematic review and meta-analysis. Journal of the International Society of Sports Nutrition Gao et al. (2021) – McMaster University, Hamilton, Canada  Effect of dietary nitrate on human muscle power: a systematic review and individual participant data meta-analysis. Journal of the International Society of Sports Nutrition Coggan et al. (2021) – Indiana University Purdue University Indianapolis, US  The Relationship between Resistance Exercise Performance and Ventilatory Efficiency after Beetroot Juice Intake in Well-Trained Athletes. Nutrients Serra-Payá et al. (2021) – TecnoCampus Pompeu Fabra University, Spain  Beetroot juice supplementation increases concentric and eccentric muscle power output. Original investigation. Journal of Science and Medicine in Sport Rodríguez-Fernández et al. (2021) – University Isabel I, Spain  Effect of hypoxia and nitrate supplementation on different high-intensity interval-training sessions. Eur J Appl Physiol Sousa et al. (2021) – University of Trás-Os-Montes and Alto Douro, Portugal  Marching to the Beet: The effect of dietary nitrate supplementation on high altitude exercise performance and adaptation during a military trekking expedition. Nitric Oxide Marshall et al. (2021) – Institute of Sport, Exercise & Health, UCL, UK  Acute Beetroot Juice Supplementation Attenuates Morning-Associated Decrements in Supramaximal Exercise Performance in Trained Sprinters. International Journal of Environmental Research and Public Health Dumar et al. (2021) – Samford University, US

  • 2022

    Physiological and performance effects of dietary nitrate and N-acetylcysteine supplementation during prolonged heavy-intensity cycling. Journal of Sport Sciences Tan et al. (2023) – University of Exeter, UK  Effects of beetroot juice intake on repeated performance of competitive swimmers. Frontiers in Physiology. Moreno et al. (2023) – Universidad Francisco de Vitoria, Spain  Influence of Chronic Nitrate-Rich Beetroot Juice Supplementation on the Endurance Performance of Active Winter Triathletes: A Randomized Controlled Trial. Journal of the American College of Nutrition. Huang et al. (2023) – Shanghai University of Sport, China  Does Beetroot Supplementation Improve Performance in Combat Sports Athletes? A Systematic Review of Randomized Controlled Trials. Nutrients. Delleli et al. (2023) – National Observatory of Sport, Tunisia  Dietary nitrate supplementation enhances heavy load carriage performance in military cadets. Eur J Appl Physiol Bordonie et al. (2023) – James Madison University, US.

  • 2023

    Physiological and performance effects of dietary nitrate and N-acetylcysteine supplementation during prolonged heavy-intensity cycling. Journal of Sport Sciences Tan et al. (2023) – University of Exeter, UK  Effects of beetroot juice intake on repeated performance of competitive swimmers. Frontiers in Physiology. Moreno et al. (2023) – Universidad Francisco de Vitoria, Spain  Influence of Chronic Nitrate-Rich Beetroot Juice Supplementation on the Endurance Performance of Active Winter Triathletes: A Randomized Controlled Trial. Journal of the American College of Nutrition. Huang et al. (2023) – Shanghai University of Sport, China  Does Beetroot Supplementation Improve Performance in Combat Sports Athletes? A Systematic Review of Randomized Controlled Trials. Nutrients. Delleli et al. (2023) – National Observatory of Sport, Tunisia  Dietary nitrate supplementation enhances heavy load carriage performance in military cadets. Eur J Appl Physiol Bordonie et al. (2023) – James Madison University, US

  • 2024

    Following findings from a research paper published in 2018 noting additional benefits of ingestion of beetroot juice during prolonged moderate-intense exercise, we launched a Nitrate Top Up gel that contained 100mg of dietary nitrate as well as 30g of carbohydrate to enable a simple convenient way to supplement in-race.

We are passionate about our products being clean

Beet It Sport products carry the Informed-Sport logo, which means they have been tested by LGC’s world-class sports anti-doping laboratory to ensure product trust and integrity. With Informed-Sport, athletes can be confident their reputation is in safe hands.

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