We got up early, like you. We went to train and then we worked all day. Subway, work, sleep... life, basically. And in the middle of it all, we searched in vain for something to keep us going. Something to wake up the body, keep the mind clear, and fuel the machine without slowing it down.

We tried the classic coffees: too hollow.
Protein shakes: bland and time-consuming.
Energizers: too dirty.
All in all: too expensive, too slow, and unhealthy. Coming from sanitized brands, each one smoother than the last, designed to "please everyone." It wasn't like us.

So we started making our own blends. A scoop of whey in a latte, a few vitamins, a shaker in the bag—it was a DIY project, yes, but it was effective.

And then we said to ourselves: Why bend to the norm? We rolled up our sleeves and built the ideal product from scratch, for people like us, the "tryhards," those who are full of rage. A quality cold brew latte that tastes good, is sugar-free, and saves time in the morning: it's packed with protein and vitamins. That's what we need to perform.

Fuel was born.

Fuel is, above all, a universe, an identity, a state of mind. For those who want it all: the physique, the vision, the discipline.

Fuel is the fuel of athletes, entrepreneurs, and the ambitious. Those who move forward silently, in the rain, in the snow, in the shadows. Those who overcome obstacles and absorb the souls of those who give up along the way.