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>
  • Brand Logo
  • Brand Logo
  • Brand Logo
  • Brand Logo
  • Brand Logo

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.

Video Thumbnail

Trusted by over 150 elite sports teams

  • Feature Icon

    Basketball Teams

  • Feature Icon

    International Rugby

  • Feature Icon

    Premiership Football

  • Feature Icon

    American Football

  • Feature Icon

    Weightlifting

  • Feature Icon

    World Cycling

Our Values

Innovation

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

Proven Trust

Committed to transparency and integrity in every product, trusted by elite athletes and backed by independent scientific research.

Sustainability

Prioritising eco-friendly practices from ingredient sourcing to sustainable packaging.

Clean Quality

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

Actionable Knowledge

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

Active 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 Sport 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, (Cermak et al.) find Beet It shots improve 10-km time-trial cycling time by 12 seconds (1.2%) in trained cyclists.

  • 2013

    Professor Louise Burke at the Australian Institute of Sport publishes an editorial that recognises the performance potential of beet juice supplementation for athletes. Researchers at the University of Exeter (Wylie et al.) 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.

  • 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 (Shannon et al.), 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.

  • 2018

    Eliud Kipchoge – who used our shots in the run up – breaks the marathon world record in a time of 2:01:39 in Berlin. Geraint Thomas – who is supplied Beet It Sport shots – wins the Tour de France. The IOC consensus statement of 20 world leading sport scientists, includes 12 published research papers, all using Beet It Sport Nitrate 400 shots– concludes: "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."

  • 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 (Wylie et al) may support a rationale for athletes to gain an added benefit for consuming nitrate before and during exercise, as opposed to consuming before alone.

  • 2020

    Beet It Sport Nitrate 400 shot is awarded ‘Best Pre-workout Product’ and ‘Best Sports Drink’ at the European Specialist Sports Nutrition Awards!

  • 2021

    Beet It Sport Nitrate 400 shot wins Best Sports Product at the European Specialist Sports Nutrition Awards!

  • 2022

    Beet It Sport Nitrate 400 is awarded ‘Product of the Year: Sport Nutrition’ at the 2022 Nutra Ingredients USA Awards!

  • 2023

    Beet It Netherlands supply Team Jumbo Visma and their team leader, Jonas Vingegaard, who became the 2023 Tour de France Champion!

  • 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. Beet It Sport Nitrate 400 shot again wins “Product of the Year” at 2024 Nutra Ingredients USA Award.

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.

Shop Now
Video Thumbnail

Ambassadors

View all
Subscribe today to save 10%

Subscribe today to save 10%

Never run out again, our monthly subscription also saves you money

Shop Now