HOW IT STARTED
ENDURE was founded by us, Nikita and Mia, two athletes who saw a gap in the supplement industry. Our training evolved to include both strength and endurance, but our supplements hadn’t caught up.
Frustrated by mixing multiple products, we set out to create a better solution.
After a full year of development, we launched ENDURE in April 2025 with a formula designed specifically for hybrid athletes—straightforward, effective, and built to perform.
How It's going
This 'Our Story' page is ironic because ENDURE is truly not about us. ENDURE exists because of you.
Those of you, who challenge yourselves, whether in training or in life. Those of you, who push past the limits of what others see as possible. Those of you, who show up and put in the hard work every day, whether someone is watching or not. Because you know that is what it takes to achieve greatness.
In short, ENDURE is here,
because you are built different.
And we're here to serve you.
What We Stand For
We are building something that goes beyond a product. Our mission is to create a foundation for athletes who share a mindset of perseverance.
These values guide everything we do:
Resilience
Keep going when it’s hard.
This is the mindset that separates finishers from quitters, and it’s baked into everything we do.
Simplicity
No noise. No filler. Just what works.
We strip it down to the essentials, in training, in recovery, and in what we put in your body.
Community
Built by athletes, for athletes.
We’re a collective of individuals who push hard, recover smart, and lift each other up along the way.
Resilience
Keep going when it’s hard.
This is the mindset that separates finishers from quitters, and it’s baked into everything we do.
Simplicity
No noise. No filler. Just what works.
We strip it down to the essentials, in training, in recovery, and in what we put in your body.
Community
Built by athletes, for athletes.
We’re a collective of individuals who push hard, recover smart, and lift each other up along the way.
Manifesto
We're all about the athlete's journey —
the push, the drive, and the spirit to go beyond.
We stand with you, cheering on every effort, every challenge, and every victory.
We believe in the power of community,
in the shared sweat and tears that bind us.
Together we are pursuing greatness.
ENDURE is a pledge to be by your side,
celebrating every effort, every challenge,
and fueling your path forward.
Here's to our journey —
simple, strong, and spirited.
