Showing the growing popularity of the Michelin MX Nationals powered by Milwaukee the newly formed ‘Lyfelinez’ sports nutrition brand have agreed a deal as the new title sponsor of the ‘Fastest 40’ Elite races for the up and coming 2022 championship.
The brainchild of Dave Hamlet, Lyfelinez focuses on the best supplements formulated by the best in the business with comprehensive medically backed research at its heart for motocross as well as mountain biking, winter sports, combat sports and endurance sports. With Dave’s passion and family history for motocross he feels the MX Nationals is the ideal platform to help launch the Lyfelinez brand. “I started the brand with motocross very much at the forefront of my mind as it’s one of the most demanding sports in the world. You get to learn that fast once you start riding and racing, so along with my other sporting passions like snowboarding and kayaking I wanted to start a sports nutrition brand dedicated to those forms of sport. For me the MX Nationals fits our plans perfectly. It has stacked out classes throughout the year and they’re smashing it with the free to view live stream coverage across the globe, making it accessible to loads of race fans and a potential new audience. We’re a British based company so naturally that’s where we want to build our core market from and expand from there. I’ll be racing the championship myself so I’ll be on hand to chat to the other racers and get their direct feedback on the products too which is invaluable really. I worked with Paul and the guys at the MX Nationals previously so for me it was a no brainer to align Lyfelinez with the MX Nationals and I’m genuinely pleased and excited about the whole deal.”
LyfeLinez first product to drop is Hydro OG & Hydro Fuel focusing heavily on hydration and energy which are the corner stone of delivering a good performance in any of the core sports LyfeLinez has at its heart. Hydro OG is a one of a kind formulation in two great flavours Mango & pineapple and Cherries and Berries offering support in managing arm pump, helping with focus, reducing stress and achieving optimal hydration. Hydro OG is a first class hydration product and some!
MX Nationals newly appointed media and market manager Jeff Perrett is also pleased with new partnership for the championship series. “It’s great that a fresh, new brand has chosen to partner up with us as it shows we’re moving in the right direction. We’re working hard to not only improve the championship year on year but also the sport and if we’re going to start attracting brands from outside our industry we need to really try and get the message across that motocross is a professional sport with genuine world class athletes. Sport science has obviously advanced over the last decade or more and diet, fitness and all round well being is definitely more on people’s radar. So as a championship putting the U.K’s top pro riders in front of global audience in the ‘Fastest 40’ Elite race and having it associated with a sports nutrition brand is a positive image for our sport, and that’s what we want. It’s also really good to be working with Dave who understands not only where we are at and what we want to achieve but also the sport and shares our passion. It’s a good fit for Lyfelinez and it’s a good fit for the Michelin MX Nationals powered by Milwaukee and that’s a solid foundation to build on. We’re excited about the year ahead that’s for sure.”
For more information on Lyfelinez go to www.lyfelinez.com and find them on Instagram/Facebook/tiktok.