Home > Feature Stories

Osmo Nutrition back in business to keep Peter Sagan on two wheels (or one)

45
Support us! Bikerumor may earn a small commission from affiliate links in this article. Learn More
osmo_sagan_wheelie
Osmo photos c. Christopher Keiser

Maybe you didn’t even know they were gone, but Osmo Nutrition is back. Known for their ground breaking work in the nutrition space focused around the osmolality of hydration drink mixes, Osmo gained quite a few fans the last time around.

Most notably? That would probably be Peter Sagan. As the story goes, Peter first found Osmo after meeting Ben Capron, one of Osmo’s three co-founders, at the Westlake Village Inn during a Cannondale training camp. After cramping badly on the brutally hot stage two of the Tour of California in Palm Springs, Sagan and his team requested Osmo and ended up winning stage three the next day. He’s been on the product ever since – even if that meant having people buy it for him here in the states and hand carrying it over to Europe.

During an interview at the Sagan VIP ride, Peter said, “During my career, I understood also a lot of things in cycling, what is good for you. You have to explore what is good, what kind of training you have to do, what kind of product you have to use. Because you are meeting everyday a lot of people, right? And especially the sponsors, like everybody comes to you and says ‘this is the best, this is the best.'” Naturally, with that comes a bit of skepticism. But after trying the product and seeing the results in his racing, Peter was hooked…

osmo-nutrition-relauch-peter-sagan-ben-capron-21

osmo-nutrition-relauch-peter-sagan-ben-capron-22 osmo-nutrition-relauch-peter-sagan-ben-capron-23

That brings us to the rebirth of Osmo Nutrition which is back in the hands of co-founder Ben Capron who initially left in 2013. When asked why, Ben said it was due to differences in vision on how to grow the company. Osmo’s investors saw the success of the product and wanted to rapidly scale it up and expand into markets other than cycling. Ben thought that the path should be through finding athletes who specifically needed the benefits of Osmo and to work with them to obtain the best the results. Ultimately, that didn’t mesh with the investor’s growth plans, and Ben left the company to return to Specialized.

Eventually, it seems that the plans for rapid expansion into other markets backfired, and Osmo quietly ceased operations early this year.

peter-sagan-vip-osmo-christopher-keiser-4
Photo c. Christopher Keiser

That’s when the story really gets interesting.

According to Capron, Peter Sagan actually came up with the idea to buy the company. After all, he claims to truly need it to perform his best, so he couldn’t just let it disappear. After discussing the potential sale with Capron, it seems that Sagan realized that he couldn’t just buy Osmo and have it run by itself.

“And the relationship, they changed the team and it was stopped, no?  Then I tried another product. And I was like, the Osmo was the best, right? Then I was finding a way to turn back and I was speaking with Osmo like if it’s possible, I’m gonna buy , but I never buy – just a story. But, they were like if you want we can send [it to] you, but after they were buying from all the shops in America to send me the Osmo, and it was good. It’s a good story, but it’s true.

But the cyclist, when it comes to the physical effort it is not about money or something like that, it’s about the best for you. And for me it’s very good. And then we decide to get together, and now we’re working together.” – Peter Sagan.

osmo_capron_sagan_hutchinson

That led Capron and Lee Hutchinson (above, right) to buy everything back  – a move which Capron said has him all in. “I’m betting my kids’ college funds on the success of a product I really believe in,” Capron joked as he pulled away effortlessly on a climb during the Sagan VIP ride on Saturday. All joking aside, Capron and his partners are truly vested in the rebirth of the business. It has to succeed. For them, and Peter.

peter-sagan-vip-osmo-christopher-keiser-3
Photo c. Christopher Keiser

Yeah, I was training and we did all the tests. I was drinking Osmo, and I was peeing on a paper to see how much I am hydrated, right? And after that, Osmo was our sponsor on Cannondale, and it went really well. Because I did not have any more problems with my stomach, or cramps, or anything.” –  Peter Sagan

osmo-peter-sagan-vip-gran-fondo-ride-5

osmo-peter-sagan-vip-gran-fondo-ride-15 osmo-peter-sagan-vip-gran-fondo-ride-4

osmo-peter-sagan-vip-gran-fondo-ride-20 osmo-peter-sagan-vip-gran-fondo-ride-10

osmo-peter-sagan-vip-gran-fondo-ride-17
Scenes from the Sagan VIP Ride (clockwise from top) – riders lined up at Westlake Village Inn,, Jason Britton stunting at the startline, Ben Capron keeping riders hydrated on course, my very nice Specialized Roubaix loaner for the day, bikes lines up at one of the rest stops, and incredible views up Mulholland drive.

Fortunately for them, it really does seem to work. Though not just anecdotally through Peter, but through many people who try it for themselves. During the Sagan VIP ride, all of the participants were able to try it at every rest station along the way. We were also given product to try while we rode the course for ourselves. For me, it was the third day in a row of riding and which would give me over 12k feet of climbing. Considering my climbing form currently is a bit weak, I was hurting a bit and expected to perform terribly. It was also fairly warm in the sun which had me sweating more than I’m used to this late in the year. Yet, I felt surprisingly good given the circumstances. Following the Osmo mantra, I ate my calories and drank my hydration, which seemed to keep me well fueled and happily pedaling. For me, one ride is hardly a definitive test, but I’m looking forward to trying it on a longer basis.

osmo-peter-sagan-vip-gran-fondo-ride-21

osmo_womens_packaging osmo_mens_packaging

The good news is that for others who want to try it out, Osmo nutrition product will back in production by January. Featuring distinct formulas for both men and women, Osmo is available in the Preload Hydration, Active Hydration, and Acute recovery products. According to Capron, the formulas of the Osmo products have not changed at all, it’s simply new ownership and new strategy. To get the ball rolling, Osmo is offering a presale deal in the form of gift certificates with 20% off a $100 gift certificate (so $80, for $100 worth of product) or 25% off a $250 gift certificate ($200). Both will be redeemable at Osmonutrition.com only, as soon as the product is available in January 2017.

Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

45 Comments
Oldest
Newest Most Voted
Inline Feedbacks
View all comments
Jordan Smoke
Jordan Smoke
7 years ago

Fantastic news! The hydration is mint and the recovery drink is the best.

Ben Capron
Ben Capron
7 years ago
Reply to  Jordan Smoke

Thanks Smoke Show!

Bill
Bill
7 years ago

It’s really hard to separate the science from marketing with stuff like this, but I will say, I know an army of women who swore by this stuff. The overaggressive expansion is a classic way to kill a company, so it’s good to see them survive it in the end.

Ben
Ben
7 years ago
Reply to  Bill

Thanks for your kind support, Bill!
Ben Capron

Kyle
Kyle
7 years ago

I always liked the stuff. I’m glad to see they’re making a comeback!

Ben
Ben
7 years ago
Reply to  Kyle

Thanks, Kyle… that means everything to us!
Ben Capron

Bob Foster
Bob Foster
7 years ago

$250 of product for $200 is still a 20% discount, not 25%

Ben Capron
Ben Capron
7 years ago
Reply to  Bob Foster

Shoot you’re right. Working to resolve it now. Thanks for the catch.

Ben Capron
Ben Capron
7 years ago
Reply to  Ben Capron

Bob, (and all) we’ve corrected the problem. A $250 gift card is now $187.50, or the correct 25% off. We’ve reached out to the folks who didn’t get the full 25% to make it right. Thanks again for the catch.

The SRod
The SRod
7 years ago
Reply to  Ben Capron

Hi, with Peter Sagan coming to Adelaide next year – could you have him bring me some over please. I would really like to try it.

Ben Capron
Ben Capron
7 years ago
Reply to  The SRod

I’ll ask him to bring some to you personally. 😉
We are considering coming down. If we do, I’ll bring a care package.

donald lewis
donald lewis
7 years ago

it is the best for me and for them be off the market has been brutal for me. Others just don’t compare to osmo. So glad they are coming back. Osmo really works better than the rest.

Ben Capron
Ben Capron
7 years ago
Reply to  donald lewis

Thanks for the props, Donald! Sorry to leave you dry… we’ll keep you hydrated starting in January.
Ben Capron

Jess
Jess
7 years ago

I average 150 miles a week on the bike, don’t own a car, and live in a place that averages in the high 90s in the summer. Before Osmo and as a woman I never sweated and dangerously over heated constantly. After Osmo I not only survived better but my preformance improved year round from using the preload consistantly. I’ve been concerned about my ability to survive the summer next year. Hearing they’ll be back is basically Christmas come early for me. I just hope they’ll someday choose a new hydration flavor. Mango is the one fruite that makes me gag

Ben Capron
Ben Capron
7 years ago
Reply to  Jess

Wow, Jess, we’re so happy that Osmo helps you so much. And so sorry to leave you dry for a bit. Can’t wait to get you stocked up in January. What flavor would you like us to develop next?
Ben Capron

Jess
Jess
7 years ago
Reply to  Ben Capron

(Not sure if the first one went through) While I love the taste of raspberries the best I find in the ultra heat when they hydration mix inevitably turns lukewarm orange flavor is the most palatable, but perhaps that is just me….

Ben Capron
Ben Capron
7 years ago
Reply to  Jess

Thanks for the feedback. Should we develop a lemon/lime flavor?

Jess
Jess
7 years ago
Reply to  Ben Capron

That would be okay I guess

Barry
Barry
7 years ago

Live long and Perspire!

Ben Capron
Ben Capron
7 years ago
Reply to  Barry
Carlos
Carlos
7 years ago

The road you took is Mulholland Highway, not Drive.

BG Bicycles
BG Bicycles
7 years ago

Great news Ben, we need to be able to contact you all in order to have our Dealer Order in the pipe.

Ben Capron
Ben Capron
7 years ago
Reply to  BG Bicycles

Our full site is coming soon. It will have similar (but better) approach to our old dealer site. Look for it in December, in time for January delivery. Thanks so much for your support. It means everything.
Ben Capron

Nathanael Macy
7 years ago

This is great news! I loved the pre-load hydration and saw a big difference in performance during hot, hard, rides. Glad to hear this will be back!

Ben
Ben
7 years ago
Reply to  Nathanael Macy

Awesome! Glad we can get you Pre-Loaded again soon.
Thanks for your support!
Ben Capron

RC Speed
RC Speed
7 years ago

I was introduced to OSMO products back in 2013 when they came on as a supplier for Cannondale.
This is by far the best product I have used for all my activities and have not had stomach issues or cramping on long rides since. All I know is it works.
Good thing too…my supply is dwindling and needs a re-fill!

Ben
Ben
7 years ago
Reply to  RC Speed

Thanks for the good word. Glad Osmo works for ya.
Ben Capron

Trent
Trent
7 years ago

Cool! I love the Osmo Acute Recovery, only recovery drink that ever seemed to have a positive effect on next day / multi day performance for me.

Ben
Ben
7 years ago
Reply to  Trent

Right on, glad it works for you! We’ll have you stocked up just in time for the big winter base miles!
Ben Capron

tunafish
7 years ago

Would love to see this formula in a tablet form. The ease of use and no wasted powder on my counter top and floor would be the ultimate hydration mixture.

Ben Capron
Ben Capron
7 years ago
Reply to  tunafish

We think that would be great too! So far there’s not a way to do tablets with an optimized formula for hydration. We’ll keep working on it, but won’t make it until it performs properly. Looks like you’ll have a little bit of a mess on your counter for a while… 😉

captain derp
captain derp
7 years ago
Reply to  Ben Capron

if tablets aren’t an option, what about single serving pouches (ie premeasured)?

Ben Capron
Ben Capron
7 years ago
Reply to  captain derp

Yes, singleserve are great, particularly for long rides. We’ve had them, and will again. What flavor do you think we should work on next?

Ginny
Ginny
7 years ago

Whitey Debroux at Bicycle Village in Boulder, CO uses this. He beat Tinker in a moutain bike race using this product.
Ginny

Mark Gurevitch
Mark Gurevitch
7 years ago

Will osmo be available in Canada

Ben Capron
Ben Capron
7 years ago
Reply to  Mark Gurevitch

We don’t have any dealers in CA, but you can order from Osmonutrition.com. Thanks for your interest!

Bill
Bill
7 years ago

An entire bikerumor comment thread full of nothing but positive anecdotes? What’s happening here? 🙂

Allan
Allan
7 years ago
Reply to  Bill

Ok, here goes. And I quote “He’s been on the product ever since”. I mean, you can’t let a line like that go when it comes to professional cyclists!

I have the utmost respect for Peter as a rider, and a human being, and I’m totally joking. But I would have changed the wording in that sentence, that’s for sure!

Jason Fearing
7 years ago

Hopefully this time around ya’ll won’t just “vanish” with regards to product. Poor to little communication with retailers, no response to email and then finding the product show up via 3rd party channels on eBay. Definitely a loss of confidence in the brand and product, hopefully better communication this time around.

Ben Capron
Ben Capron
7 years ago
Reply to  Jason Fearing

Jason, thanks for this straight talk. I couldn’t agree more. My Partner, Lee, and I just bought the brand and promise we’ll be here for you. Apologies in behalf of the brand for falling short in the past. Thanks for giving Osmo a second chance.

Aaron
Aaron
7 years ago

Fundamentally changed the way I fuel and hydrate during exersize. This is fantastic news.

Mark Sevenoff
7 years ago

Congrats Ben! Now you’ll need to bring Peter to Moab to do some mountain biking and future product testing. Fall Outerbike 2017!

Ben Capron
Ben Capron
7 years ago
Reply to  Mark Sevenoff

Thanks Sevi! The Whole Enchilada with Peter is DEF on the list!!! Thanks for the support, brother.

Fredd
Fredd
6 years ago

I missed the year without such a great product! TRULY THE BEST HYDRATING PRODUCT out there, Ordering some now as we speak!

Maggie Molly
Maggie Molly
6 years ago

Where do I find the presale deal? I’ve been looking at your website and can’t find it.

Subscribe Now

Sign up to receive BikeRumor content direct to your inbox.

Subscribe Now

Sign up to receive BikeRumor content direct to your inbox.