Press Releases

ATRA Announces Partnership with GU Energy Labs


Colorado Springs, CO The American Trail Running Association (ATRA) will feature GU Energy Labs as a member of its Event Standards Program. ATRA’s Event Standards Program debuted in 2012 and now includes vendors and suppliers as partners to further assist trail race directors in meeting ATRA’s 15 criteria necessary for staging a safe and well-organized event.

As part of this partnership, ATR­A will work with GU Energy Labs to share their successful upcycling program and support the #NotTodayLandfill message with trail runners, trail race directors and fans of the sport.

“GU Energy Labs partnered with TerraCycle to create a free Performance Nutrition Brigade that we want to shout from the rooftops,” said Nancy Hobbs, ATRA’s executive director. “As a long-time supporter of GU products, seeing their commitment to the environment has made me an even bigger fan. Through a simple step-by-step TerraCycle™ program, sports nutrition wrappers will no longer end up in the landfill, an initiative we applaud.”

ATRA will share the GU TerraCycle message through monthly e-newsletters and social media, through Trail News articles, and in YouTube videos like a recent installment from Outdoor Retailer (click here to view).

“2020 marks our five-year anniversary with TerraCycle, and to date we have diverted over 1.3 million wrappers, equivalent to over 6,100lbs. This is enough to make 15 recycled playgrounds!” said Celia Santi, GU Energy Labs’ senior brand experience manager. “We are thrilled to partner with ATRA to educate race directors and runners how easy it is to take the GU TerraCycle pledge and ensure that all brands of nutrition wrappers are upcycled.”

Adam W. Chase, ATRA president, added, “GU Energy Labs, a long-time supporter of trail runners, individually, nutritionally and at our races, is walking the walk or, more accurately, running the run, by promoting clean trails and a less-polluted world in general. ATRA and GU are a natural fit and this partnership is an easy one for us to support in earnest.”

The Performance Nutrition Recycling Program is ongoing and open to any interested individual, school, office or community organization. Those interested are encouraged to visit the program page here.

For more information on TerraCycle’s recycling programs visit www.terracycle.com.

GU Energy Labs joins Ashworth Awards, Marathon Printing, Inc., Leslie Jordan, Active at Altitude, Joe Viger Photography, Nicholas Hill Group, UltraSignup and Athletes for a Fit Planet in our Event Standards Partner Program.

About GU Energy Labs

GU Energy Labs strives to help athletes to reach their highest potential with products that deliver the right nutrients, in the right amounts, at the right time. Developed in collaboration with Olympians and age groupers alike, the GU nutrition matrix of Hydration, Energy and Recovery products has helped countless athletes achieve their dreams since its inception in 1993. Headquartered in Berkeley, GU Energy Labs produces all of its Energy Gels onsite with just the right blend of heart and science. Recommit to becoming your best athletic self, learn more about GU products, and discover how nutrition planning can help you get there at www.guenergy.com.

About ATRA

ATRA is a non-profit 501 (c) 3 corporation based in Colorado. Founded in 1996, ATRA’s mission is to promote trail running, mountain running, ultrarunning on trails, and to provide resources for race directors and participants in our sport. To learn more about ATRA and the Event Standards Program, visit www.trailrunner.com.

ATRA will again partner with Active at Altitude for the eighth annual US Trail Running Conference slated to be held October 21-24, 2020 in Fayetteville, AR. Additionally, ATRA is the fund raising arm for the U.S. Mountain Running Team.

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