About us
Our Story
As athletes, we push ourselves to be stronger, faster, and better every single day. True progress isn’t just about how hard you train - it’s about how well you fuel your body. The right nutrition at the right time can be the difference between staying stuck and unlocking your full potential.
That’s why we created truefuels.
Alistair competed at the highest level on the global stage, spending decades searching for products he could trust. His pursuit of excellence led us to design products backed by science, rigorously tested in both the lab and real-world conditions, and built for people like you - driven, relentless, and always striving for more.
Because to be your best, you need to fuel with the best.
So, we teamed up with a leading nutritionist, an academic research team, and passionate athletes to create products that deliver exactly what your body needs to train harder, recover faster, and perform at its peak.
Don’t just take our word for it
Hear from some of our amazing customers who are building with Instant.
“Instant has saved us tons of hours of work, keeping our team in control.”
— Jane Smith
“Instant has saved us tons of hours of work, keeping our team in control.”
— Jane Smith
“Instant has saved us tons of hours of work, keeping our team in control.”
— Jane Smith
Alistair Brownlee
Who are you?
Alistair, a two-time Olympic Gold medalist in Triathlon, as well as a multiple-time World, European and Commonwealth Champion.
What's your role at truefuels?
I'm co-founder at truefuels, a venture I've been thinking about for years as I've searched for the right nutrition to make me go faster and further. I'm focused on the Truelfuels product and the guinea pig for everything we develop!
What is your favourite sport?
Sport has played a big part in my life. Endurance sport and Triathlon have been my passion, and I love anything that involves adventure, the outdoors and pushing my limits. Now, I particularly enjoy running and cycling with friends and in new places. Often while testing the next truefuels product.
Goran Vasiljevic
Who are you?
I'm Goran - after two decades operating in top executive roles, I decided it was time to build something of my own. My passion for performance started on the tennis court, but I quickly traded rackets for boardrooms. With truefuels, it’s come full circle: combining a lifelong love of sport with the drive to create a brand that helps others perform at their best.
What's your role at truefuels?
I'm the CEO and co-founder at truefuels. My role is to lead the vision and strategy of the company, ensuring that everything we do—from product innovation to partnerships - stays true to our mission of helping athletes be their best. I bring an entrepreneurial mindset to the team, by staying focused and grounded in performance, simplicity, and purpose. But above all, I see my role as building a movement - with and for our community. truefuels isn’t just about great products; it’s about creating something meaningful and simplifying the fueling for the people who use them every day.
What is your favourite sport?
Tennis was my first love - the sport that taught me discipline, resilience, and the joy of competition. It also taught me how to lose, reflect, and keep going back to the drawing board - lessons that have stuck with me far beyond the court. At the core, I’ve always had a deep love for movement, continuous improvement, and challenging myself against myself. These days, I mix it up beyond just tennis with Barry's Bootcamp, running, lifting - anything that keeps me fit, focused, and driven.
What makes us special
Our Values
Pure
Nature-driven, with no artificial additives - just clean, powerful ingredients.
Essential
Only the core ingredients that matter - no fillers, no additives.
Optimised
Designed for maximum absorption, performance and efficient use.
Proven
Backed by rigorous science and field-tested by elite athletes.
