There's been a lot of buzz around broccoli in the high-performance world. Until recently, it was mostly niche groups and sports, but now the lid is popped on this veggie jar, and everyone is wondering: why broccoli?
You know a product is legit or at least wild when The Wall Street Journal sends reporters to the Milan Cortina Olympics to write about athletes drinking it.
This weekend, the WSJ ran a piece titled "Olympians Can Eat All the Pasta in Italy. So Why Are They Drinking Broccoli?" The answer: Nomio. Cross-country skiers, cyclists, and runners are all using it to lower blood lactate levels during intense efforts. In other words, it helps soothe that burning sensation in your muscles when you're pushing to the limit.
The Emergence of Nomio
The article described Nomio as "the latest supplement to promise marginal gains over long efforts" and noted that it's already in wide circulation among European teams that dominate Nordic skiing. Large shares of skiers from Finland, Italy, and France are using it.
Then the WSJ quoted the athletes themselves. Norwegian Olympic cross-country skier Einar Hedegart said, "The amount of good races I've had with Nomio and the amount of good hard sessions, I definitely think it's working."
Emil Iversen, a 2026 Olympic gold medalist, started using it six months ago and says it helps him rebound from the energy-sapping uphill sections: "I think maybe it helps me just recover faster in the small breaks we have." When asked about the taste, he said it's "better than Jägermeister, for sure."
Here's the thing the WSJ didn't mention: we're the exclusive U.S. retailer for Nomio. And we can't keep it in stock.
They make it in Sweden. We get 4 pallets every 2 weeks. That's as fast as they can produce it. And it's usually gone within 48 hours of landing.
The reason? It appears to work. David Roche (my ultimate guinea pig) is also reporting the same benefit, way better workouts when he takes it 2 hours before. Cole Hocker set the world record 5K in the fall using it. Last week at Hyrox Vegas, all the pros were using it.
How Broccoli Makes You Faster
Each little jar contains the compounds from about 6 pounds of broccoli, concentrated into a shot-sized dose. Does it taste amazing? Actually, it’s really pretty good, and that is from someone who doesn’t love veggies.
However, you aren’t buying it for the taste, Oskar, the founder of Nomio, says, "We sell it because it works, not because it tastes good."
Want a deeper dive on how it translates to better performance? You should check out this article.
But the short of it is this: It acts by reducing blood lactate and protecting you from oxidative stress. The key lies in ITCs, naturally occurring molecules found in cruciferous vegetables. These bioactive substances have been well-documented for over 30 years, but their application to exercise performance represents a breakthrough discovery.
We just got our shipment yesterday. If you've been curious about what Olympic cross-country skiers are using to recover faster between efforts, now's your chance. Don't wait — based on how quickly this moves, we'll be sold out again by the weekend.
You want to take it 2 to 3 hours before your workout. Timing really matters on this one. Don’t take it 1 hour before, make sure you are at least 2 hours. Some athletes are also taking it after workouts for recovery, and that also appears to be a good protocol. I’m taking one daily when I remember.
