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Mission statement

Hammer athlete in a red jersey


Founded in 1987 by Brian Frank, Hammer Nutrition provides superlative products, proprietary knowledge, and 5-star service to health conscious athletes all over the world. Our product line has grown from fuels and supplements to include premium U.S. and Italian made clothing, chemical free body care products, EMS machines, and a wide variety of U.S. made accessories.

The following principles, philosophies, and values have guided Hammer Nutrition from its humble roots in 1987 to the company you see today.

We are unwavering in our commitment to maintain our vision and mission, and have been everyday for over three decades. The outward reflection of our brand, the quality of our products, and everything we do is living proof of this.

Brian Frank

Brian Frank

Read Brian's Bio


To grow a family business creating the highest quality, natural, most effective products ever developed, while adhering to the following principles, philosophies, and core values for generations to come.


To help people attain the highest degree of health and performance using a holistic approach to nutrition and fueling. We support our products and the athletes who use them with honest information and the best customer care.


Superlative products and the expertise to put them to their best effect certainly are key, but how a company interacts with its customers is even more important. From day one, we've strived to treat every client exactly the way we want to be treated when we are on the other side of the counter: fairly, honestly, and individually. We do everything possible to ensure that is what you experience when you do business with us. Our reputation for 5-star customer service has been earned by living this principle every day for the past 30+ years. I still read every feedback submission we receive and work directly with my staff to ensure that every issue is handled to my satisfaction. It takes a lot of work and resources to maintain my standards, but it's the only way I'm willing to run my company.


Today, an overwhelming body of evidence confirms beyond question that a whole food diet - one that minimizes or eliminates processed foods, sugar, wheat, dairy, salt, and chemical additives - is the most effective way to stay healthy, perform at your best, and avoid the disease and malaise that "junk food," diets, and poor products foster. Every one of our products is congruent with this truth and works with the body in a complementary way.

Our pioneering "less is best" approach to fueling before, during, and after exercise has revolutionized endurance sports participation and massively extended the limits of what can be accomplished by athletes. It has also been adopted by most other companies in the marketplace and by many self-proclaimed experts.

Our magazine, Endurance News, published continuously since 1992, as well as the voluminous body of information available on our website, stands as a testament to not only our commitment to educating and informing our clients, but also to the unchanging message that we have championed and that so many others have emulated and appropriated.


Since 1987, I've been steadfast in my unwillingness to compromise my principles to make a buck or increase profits. That sounds well and good, and is easy enough to claim, but I'll give you a perfect example: We do not make gummy bear chews, which costs us $1-2 million per year in lost gross sales, conservatively, and I'm ok with that.

Sugar/candy is not good for you and doesn't promote optimum performance. I truly believe that with all of my heart, so we won't offer them. With my company, you can rest assured that if you see my brand on a product, it's going to be good for you. You can sleep easy knowing that if I would not eat it myself or feed it to my kids, I won't try to sell it to you.



For Hammer Nutrition, "service" also means community service, both locally and nationally. We support dozens of local organizations, schools, arts, charities, and athletic events because this is where we all live and work and because these people are our neighbors, friends, and the families of our staff members. We also believe that supporting small, local races serves the endurance community as a whole and ensures that you have these events to compete in and to practice your sport. For many of you, they are a stepping stone to bigger, national events. For others, they are a great way to commune with your fellow competitors. The logistics and resources needed to support more than 1,500 events annually is immense, but like our tireless efforts to support each of you individually, we see this as worthwhile work that will benefit everyone in the long run.


We do not engage in self-serving circular reasoning or the use of selective science to support dubious products and formulations (you know the ones - the first three ingredients are sugar, salt, and citric acid). Instead, we rely on the entire collective body of research and knowledge about the human body to achieve and maintain peak health and performance through diet, hydration, and lifestyle choices.

We take a holistic approach to athletic performance and health, distill it, and share it with you in a language you can understand because an educated athlete is an empowered athlete. Since day one, we have advocated eating a whole food diet to achieve and maintain peak athletic performance and overall health.


When it comes to our B2B (Business to Business) activities, we use a model of concentric circles. In every instance, we look to our local businesses to meet our needs. If we can't source our needs in Whitefish, we look to the Flathead Valley. If we cannot find what we need in the valley, then we look to the State of Montana. And if it is not there, then we look to other areas of the United States. Whether it's for our print needs, boxes and packing materials, technology partners, our manufacturing partners, clothing, or accessories, this priority always takes precedence over costs or other factors. It's good for our economy and it reduces our carbon footprint.


Every one of our products is 100% research-based and extensively field tested before it is ever offered for sale to you. Our products are composed of the highest-quality U.S. and European ingredients and manufactured in accord with the strictest manufacturing practices in the world. Every ingredient is carefully selected for complete efficacy and provided in amounts that will deliver real benefits and promised results. Our extensive commitment to quality products and manufacturing has its own page: Commitment to Quality.

Furthermore, all of our consumable products have always and always will be 100% U.S.A. manufactured, using U.S.A. ingredients whenever possible, regardless of cost. While this is becoming almost trendy these days, this has been my policy since 1987.


Discovering the newest micro and macronutrients and their proper use to optimize your energy, endurance, recovery, and overall health has always been the cornerstone of our business.

Since 1987, we've led the field every step of the way, spawning new product categories and a long list of imitators in the process.

Whether it was introducing the first high-potency CoQ10 product in 1987, the first all-complex-carbohydrate energy drink fortified with protein in 1992, or the first energy gel sold with a re-usable flask in 1995, Hammer Nutrition has been at the forefront of innovation in the endurance fuel and supplement world. We relish this leading role and will continue to stay on the cutting edge of innovation in the area of human performance, health, and longevity.


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