Born

The foundations of BORN were laid in 1985. The product concept led to a true revolution in the field of sports nutrition and body care. The man behind these developments was Dr. Wim Jennen (1957-2005). Upon graduating in pharmacy, he was able to combine his knowledge and skills with practical experience: he was a highly accomplished cyclist (including a silver medal at the 1983 Edmonton Universiade and a member of the famous Dutch Amstel cycling team) and developed products tailored to an athletic body. Product development began in a pharmacy located in Born, the Netherlands. When developing products, great importance is placed on convenience as well as effectiveness. Bars should be easily digestible, gels should be easy to drink, and sports drinks should be well tolerated by the stomach and not need to be too sweet.