About Fueled Up

Endurance fuel, chosen by an athlete who has actually used it.

Our story

Fueled Up began in November 2025 with a simple goal: to bring the endurance fuel I trust to athletes across the UAE.

As a former competitive cyclist, I spent years racing for local clubs and the national team, and raced across the region and in Europe. Like every endurance athlete, I learned that fueling is part of performance, and that finding products you can rely on is half the battle.

It was in Girona that I first tried Enervit. It worked, I loved it, and at the time it wasn’t sold in the UAE. I wanted riders and runners here to be able to try it too, so Fueled Up was born.

Today the range has grown to include Maurten, SIS, Applied Nutrition, Clif and Nduranz alongside Enervit: gels, drink mixes, chews, bars and electrolytes for training, racing and recovery.

How we choose what we stock

We don’t list a product just because it sells. Everything in the shop is something we’ve tried ourselves and would be happy to use.

We also know that taste, texture and gut tolerance are personal. A gel that works perfectly for one athlete may not sit well with another. That’s why we encourage you to test new products in training, never on race day, and why we write guides to help, such as our guide to the top endurance nutrition brands in the UAE and how to train your gut for race-day fueling.

What we stand for

  • Honest recommendations. We’ll tell you what a product is good at and who it suits.
  • Practice before race day. Familiar fueling beats experimental fueling.
  • Fuel for the UAE. We think about heat, sweat and sodium, because that’s where you train.

Who it’s for

Cyclists, runners, triathletes and anyone training for an endurance event in the UAE, whether it’s your first sportive or your fiftieth race.

What you’ll find

Shop online and we deliver across the UAE. Delivery is free on orders above AED 200, with next-day delivery when you order before 2:00pm. Browse Carbs, Bars & Chews, Electrolytes or our Best sellers.

Get in touch

Questions about a product, or what to take for your next event? Send us a message Here or on WhatsApp.

Fueled Up is an independent reseller. All brand names and trademarks belong to their respective owners.