In a landmark collaboration for the UK sports community, Athlete Now is proud to announce its new partnership with Informed Sport, the global leader in sports supplement certification. This alliance brings together two organisations committed to a single, critical mission: protecting athletes.
Our partnership with Informed Sport directly aligns with Athlete Now’s core values of quality, integrity, and transparency. While we wholeheartedly advocate for a “food first” approach to nutrition and performance, we also recognise that many athletes face unique challenges. For some, meeting energy demands through diet alone can be difficult due to busy schedules, specific dietary requirements, or the sheer intensity of their training. In these instances, supplements can play a necessary role in supporting performance and wellbeing.
Why Informed Sport
Informed Sport is the world’s leading certification program for sports supplements, is proud to announce a new partnership with athletenow, a platform dedicated to connecting athletes with trusted resources to support their performance and wellbeing.
This collaboration reinforces both organisations’ shared mission: to protect athletes by ensuring they have access to safe, high-quality sports nutrition products that are tested for banned substances.
Informed Sport provides independent, globally recognized certification that supplements have been manufactured to the highest standards and rigorously tested in a world-class laboratory. By partnering with athletenow, this assurance will now be more accessible to UK athletes at every level, helping them make informed choices about the products they use to fuel their performance.
“Athletes need confidence that the supplements they choose are safe, effective, and free from banned substances. Our partnership with athletenow helps extend this trust further, providing athletes with the tools and information they need to compete with integrity,” said Jon Murthy, Head of Global Marketing, Informed Sport.
“At The Athlete Now, our mission is to give athletes access to the best resources to support their journey, both on and off the field. Partnering with Informed Sport means we can connect our community with products that meet the highest standards of safety and quality,”
– Nicole, Holly and Steve, athletenow directors.
This partnership will make it easier for athletes to identify safe choices and avoid inadvertent doping risks. Together, both organizations aim to provide peace of mind and protect athlete careers, while promoting clean competition across sports globally.
About Informed Sport
Informed Sport is a global quality assurance and supplement certification program designed to minimise the risks of inadvertent doping. Products carrying the Informed Sport logo are batch-tested for over 285 banned substances and manufactured to strict quality standards, giving athletes confidence and trust in what they consume.
About atheletenow
athletenow is a platform dedicated to empowering athletes by providing access to verified sports practitioners, trusted products, services, and resources to support performance, wellbeing, and career development.
A Shared Vision for Clean Sport
“At Athlete Now, our mission is to give athletes access to the very best resources to support their journey, both on and off the field. Partnering with Informed Sport means we can connect our community with products that meet the highest standards of safety and quality,” said Athlete Now Director, Nicole.
“Athletes need confidence that the supplements they choose are safe, effective, and free from banned substances. Our partnership with Athlete Now helps extend this trust further, providing athletes with the tools and information they need to compete with integrity,” said Jon Murthy, Head of Global Marketing at Informed Sport.
Empowering Your Nutrition Choices
Search for a Certified Product: Ready to find a certified supplement? Use the Informed Sport product search engine to explore thousands of tested and trusted products. ➡️ Search Informed Sport Certified Products
This partnership is more than a collaboration; it’s a testament to our shared commitment to clean competition and the holistic health of every athlete. We are proud to join forces to provide peace of mind and protect careers across sports.
Join Our Mission to Empower Athletes
Do you share our values of quality, integrity, and transparency? We are actively seeking new partners who want to contribute to the Athlete Now community.
Whether you’re a service provider, a brand, or an expert, you can become an Athlete Now Partner by:
- Providing mutual discounts or subsidised services for our members.
- Offering exclusive resources, educational content, or webinars.
- Working with us on a tailored initiative that benefits both our communities.
Let’s collaborate to provide unparalleled value and support to athletes and practitioners across the UK.
➡️ Become an Athlete Now Partner
Frequently Asked Questions
Why is this partnership important for athletes?
For athletes, the risk of inadvertent doping from contaminated supplements is a serious concern. This partnership provides a trusted pathway for athletes to identify and choose products that have been independently tested and certified by Informed Sport. It gives them peace of mind, helps protect their careers, and supports their commitment to clean competition.
What does the Informed Sport certification mean?
Any product with the Informed Sport logo has undergone a rigorous, independent testing process. Each batch is screened for over 285 banned substances, ensuring the product is free from contaminants and manufactured to the highest quality standards.
How will Athlete Now integrate this partnership?
Athlete Now will feature a dedicated section and signposting for Informed Sport-certified partners and soon be integrating an on platform search function specifically for this. This will allow athletes to easily find and connect with brands that meet the highest standards of safety and quality, reinforcing our commitment to providing trusted resources.
Is this partnership just for professional athletes?
Not at all. This partnership is for athletes of all levels, from grassroots competitors to elite professionals. The risk of inadvertent doping affects everyone, and our goal is to make safe choices accessible and straightforward for the entire UK sports community.
Will Athlete Now be selling these products directly?
Athlete Now’s role is to connect athletes with trusted resources. We will not be directly selling the supplements. Instead, we will working to inform and guide our users to make more informed choices when it comes to supplementation and nutrition.