Our Founders
Marc Giusti - Co-Founder and head of brand and marketing at Veloforte
Marc Giusti - Brand & Marketing
"Helping our customers to fuel better is a real priviledge. It's a commitment I place at the heart of what we do - enabling us to craft game-changing products I know will make a real difference."
Lara Giusti - Co-Founder & Head Chef at Veloforte
Lara Giusti - Head Chef & Product
"For me, it's all about real food that enhances, empowers and motivates. My commitment to all our customers is exceptional nutrition with zero compromise on performance, taste and quality."
Steve Marson - Co-Founder & MD at Veloforte
Steve Marson - MD & Operations
"My passion for our products is matched only by my ambition to build a business that delivers a positive contribution to a more healthy, sustainable World - and I get to do that every day."
It all started in the kitchen
From 3 bars to 360° nutrition.
Following abdominal surgery, Marc asked Lara to help him feed his long rides with something wholesome, something delicious and effective that'd put the typical synthetic nutrition options in the shade. Their ambition was clear... no labs, no junk, no synth.
Lara set about blending her award-winning knowledge of baking with two-decades of experience in heart and lung specialisms (BSc/MSc Distinction) to create a range of energy and protein bars that delivered natural, powerful and delicious performance.
The moment Marc shared them with his ride buddies, Veloforte's potential was born. 12 months later, during a long ride up the Puig Major in Mallorca, Marc handed a spare bar to his ride leader, a veteran blue-chip operations executive called Steve.
It was a chance encounter that was to complete Veloforte's founding team and begin our journey to transform the sports nutrition and wellness foods sector - from Bars to Gels, Chews to Electrolytes, Breakfasts to Snacks and Shakes.
Nonna was right... fuel like the Romans
The Giusti family have a deep Italian heritage, from Tuscany. Where simple, delicious food is the foundation to good life.
Lara's founding Performance Bars recipes are based on a 13th Century Italian fortifier: Panforte. A delicious blend of fruits, nuts and spices from the town of Siena.
Panforte (strong bread) was baked by spice sellers, the pharmacists of the day, and widely used to fuel the Roman Legions through long treks into foreign lands - held in high regard for its robust form, energy-giving properties and delicious fortifying spices.
Produced by generations of the Giusti family, these fiercely guarded recipes provide the guidance and values we follow across our entire break-through range.
