While the year is most certainly not over, we felt it necessary to highlight some of our favorite products of 2025. These are the top products you'll find pushing boundaries, challenging the status quo, and helping athletes reach new heights.
I’m used to seeing improvements around nutrition and athlete performance be very incremental. Slightly better flavors, marginally easier mixing, maybe a new ingredient that's been around for years finally gets noticed.
2025 is different.
This year, I'm seeing real innovation—products that challenge how we think about fueling, recovery, and performance. It is really exciting to see products that are helping athletes break records and achieve milestones in their training that they did not think were possible, and be proud of their results.
No matter your level of athletes, the products below are the finalists for my Feed Innovations of 2025 Awards and should be on your radar. Here are my top 7 finalists so far:
Pssst: Save 15% on everything on the list below, use code: 2025Awards
#7 The Gel That Just SOLVES It.
Enervit Liquid Gels are solving problems I didn't even realize were annoying me until they were gone.
The texture is perfect—truly liquid, so you can consume it FAST to get the carbs you need.
But here's the genius part: the cap goes back on. Sounds simple, but think about it—you can take half during a climb, recap it, and finish it 20 minutes later without a sticky gel wrapper.
Enervit uses the optimal 2:1 glucose-to-fructose ratio that maximizes absorption, plus a thiamine boost. And they actually taste good—not artificially sweet, just clean flavor.
Michael Brandt the CEO at KetoneIQ just ran a 2:35 marathon in Chicago and he has access to any gel, and this was his choice “’I’m convinced this liquid gel is going to take over…30g of carbs in one sip”.
Try Liquid Gel
#6 Dr. Hydrate is a Game Changer
Most hydration products give you sodium, potassium, and magnesium. Dr. Hydrate decided to do more.
72 sea minerals. Not just the big three electrolytes—the full spectrum your body needs.
Plus glutamine, an amino acid that prevents muscle breakdown during long efforts and speeds recovery after. This isn't just hydration—it's protection for your muscles while you're training.
No added sugar. No artificial flavors. Just clean, complete hydration—try Pineapple ice cold.
I’m a big fan of Mortal and I’m glad it has a formidable challenger with Dr. Hydrate. No matter how much you LOVE one hydration you need variety and now rotate between them daily.
Try Dr. Hydrate
#5 Protein With Zero Excuses
Here is the challenge with protein: We know we should take it after every workout, but making a shake after a hard session is not always possible.
SUPA Power Protein Shot solved this completely.
One 2oz shot. 21g of Beta-Lactoglobulin from whey protein (easier to digest). Tastes like an orange creamsicle (legitimately delicious, not "for a protein drink" delicious).
No blender. No cleanup. No mixing. Twist the cap, drink it, done.
Now I actually hit my protein targets consistently because there's zero friction. Post-workout protein shouldn't require a kitchen—this finally makes it effortless.
Try SUPA Power
#4 Make that Burn Hurt Less with Broccoli
Okay, this one sounds absolutely insane: a performance drink made from broccoli sprouts.
The key ingredient is ITC (isothiocyanates)—a natural compound from broccoli sprouts that reduces lactate buildup during intense efforts and accelerates training adaptations. Eight years of clinical research at Karolinska Institute backs this up.
Here's what got my attention: Mads Pedersen, the current World Champion who just won the Maglia Ciclamino at the Giro d'Italia, credits Nomio as a big part of that victory.
His quote: "I did a 90-minute best ever, 400 watts. The craziest part is how I went all out, but was still able to recover quickly after each climb. With Nomio, I have a different feeling on the bike."
Similarly, our High-Performance Team athlete, who is a top 3 contender in HYROX, swears by Nomio—citing that when he is doing wall balls, his legs are on fire towards rep 70. When taking Nomio, he can get to 100 wall-balls with MUCH less burn.
Ultrarunner and performance expert David Roche is also swearing by the benefits of Nomio.
Try Nomio
#3 The FIRST Peptide Sleep Shot Ever
Dream Shot is the first peptide-based sleep shot on the market, and the innovation here is remarkable.
The hero ingredient is PeptiSleep—a natural, plant-based peptide derived from rice bran protein that reduces cortisol. This helps you fall asleep faster, stay asleep longer, and wake up feeling more rested.
Combined with real Michigan tart cherries (not powder, actual cherry juice) for recovery benefits, plus Magtein magnesium, glycine, L-theanine, and ashwagandha—Dream Shot addresses all three phases of sleep: falling asleep, staying asleep, and getting deep restorative sleep.
My sleep scores went from the 70s to consistently hitting 90s. If you haven’t tried it, PLEASE give it a shot. The feedback from people when they start sleeping better is unbelievable.
Try Dream Shot
#2 The Supplement I'm Happiest We Made
Feed Creatine isn't innovative in formula—it's Creapure, the gold standard and not the Chinese versions of Creatine that many are selling.
The innovation is making it actually the most affordable Creatine you will find anywhere at $12.50 per month. You won't find a better deal anywhere.
We went direct, cut the middlemen, and made it the most cost-effective per serving you'll find. All Creapure Creatine is the same. It's only the price that differs.
Try The Feed Lab Creatine (and save $)
#1 The Most Repurchased Product We've Launched
Last week I mentioned that Dream Shot is our 2nd most repurchased product this summer. I got a flurry of emails asking what's #1.
It's SwissRX Synthesis.
What's interesting is that almost 1/3 of athletes are reordering before their first 30-day supply runs out. That tells me they're noticing the benefits quickly.
I've been taking Synthesis consistently since December, and my experience at 50 has been pretty remarkable. My strength gains have been steady when they should be declining. My body composition has made a huge improvement without changing my diet. And I'm recovering between hard sessions better than I have in years.
Here's what I notice when I'm taking Synthesis regularly:
My workouts feel more productive. I'm not just going through the motions—I'm actually making progress session to session. I'm also not dropping the last interval, but instead pushing it even harder.
Recovery between training days is much better.
The strength gains actually stick and I'm making progress on more weight and faster running intervals, where before I was just on a plateau of the same same every day.
If you want to simplify your supplement routine and have the maximum benefit, here's what I'd recommend: SwissRX Synthesis in the morning and Dream Shot before bed.
Synthesis will help you build strength and lean muscle while improving your recovery between workouts. You still need to put in the work—this isn't magic. But the results from that work will be better.
Dream Shot handles the night shift—helping you fall asleep, stay asleep, and get the deep recovery sleep you need.
These two products have made a real difference in how I train and recover at 50. If you do anything for performance, these are my go-to recommendations.
Try out these real innovations of 2025, not incremental improvements. Don't forget to save 15% on everything I mention: use code: 2025Awards
P.S. Two honorable mentions that I personally love, but most haven't discovered yet.
Matt Pick #1: The Gear Innovation I'm Most Proud Of
After 10+ years owning a World Tour cycling team, I saw what actually worked for pro athletes traveling to races. Not the flashy stuff—the practical details that make or break race day.
The Feed Race Cube is every good idea I stole from the pros, packed into one bag. For $43.99 you won't find a better bag anywhere.
Six labeled pockets so you don't forget anything. Compartments for shoes, helmet, nutrition, rain gear. Detachable pouch with mesh divider for dirty clothes. Works for every type of athlete. Plus it is Waterproof with reinforced zippers that won't fail when you're rushing to the start line.
Also makes a great holiday gift!
Get your Race Cube BONUS
Matt Pick #2: The Sleeper Product Nobody Talks About (and I love)
Victus 02 During Drink Mix keeps flying under the radar, and I don't get it.
Developed with 42 scientists. Third-party tested. Works consistently every single time.
It tastes great—not aggressively sweet, just clean and easy to drink. The carb delivery is smooth, no stomach issues.
I think people overlook it because they haven't tried it or don't know much about the brand. But it's become one of my go-to workout drinks because it just works without any drama.
Try Victus During (find out why I love it)
