Madison signs exclusive Stealth deal

Stealth from Secret Training is to be brought to the trade via the distributor
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Madison has revealed that nutrition range STEALTH from Secret Training is to be the latest addition to its brand portfolio, adding to its offering in the category.

Secret Training is the brainchild of European Champion Track Cyclist Tim Lawson. An elite masters athlete, Lawson has over 20 years’ experience in developing sports nutrition products and working with athletes, from beginners right up to Olympic medallists and Pro Tour winners.

The STEALTH range is now available via Madison B2B exclusively to IBDs. The brand says it boasts "the world’s most advanced isotonic gel" as well as hydrating energy drink powders, caffeine gels, real fruit energy gels and recovery powders.

Tim Lawson, Secret Training founder, said: “I'm delighted to be working with Madison - and not just for the obvious reasons that they have great reach a cross the UK meaning that we can concentrate on making great products while they handle the distribution to IBDs. A really important factor for us is their first class warehousing and distribution centre that is not only efficient, but also of the quality that gives confidence to us as a food brand owner. As a consumer I'd have no problem consuming a food product that has come through their system. I'm looking forward to working with Madison to build the Secret Training STEALTH nutrition brand.”

Dominic Langan, Madison CEO, added: “STEALTH is a relatively new but exciting and innovative range of sports nutrition products developed by the man who was fundamental in the growing this whole sector in the UK over the last two decades. Thanks to Tim’s unrivalled experience in this market segment, he has not only created a highly credible product but he also understands and values the role of the specialist retailer and the exclusive distributor to ensure the best product education and placement.”

The brand added: "Created with an emphasis on health and wellbeing, the STEALTH range has been created for optimum performance; whether it is the multiple transportable carbohydrates derived from sticky rice starch or the stevia plant extract used for sweetness, Secret Training make the most of natural ingredients in an easily digestible package."

Secret training is an official supplier to the Tinkoff-Saxo Pro Team. Interested dealers should head to the Madison B2B or talk to their account manager.

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