Our Story

Jonathan has a degree in Exercise & Sports Sciences from the University of Exeter and a Master's in Nutrition Science from the University of Chester.  Having used his dissertation to research the effects of beetroot-nitrate supplementation on blood pressure and strength performance, joining Beet It Sport seemed like a no-brainer.

Jonathan was a keen rugby player and has competed in several marathons and triathlon events, although his main sport now is chasing his toddler around the house.

Lawrence is the founder of James White Drinks and Beet It Sport.  Beetroot juice consumption in elite sport rocketed after early stage research studies demonstrated an immediate impact on blood flow.  But as research intensified, a more consistent dose of nitrate was needed – so Lawrence developed the Beet It concentrate shots with a controlled dose of 400mg inspired by the England Rugby team.  They were finding drinking large quantities of beetroot juice before a game unpopular! These shots proved immediately popular and so Beet it Sport was born…..and the 2012 Olympics were known as the beetroot Olympics!

Sadly it will take a lot more than Beet It shots to make him a Marathon runner.

Barney manages the New Product pipeline for Beet It Sport, which he has consumed in vast quantities in lieu of a comprehensive training programme during a string of marathon events.  

Shoaib manages our US subsidiary Beet It USA, which distributes our brand to elite teams across American Football, Basketball and Soccer, as well as specialist retailers.

Peter has a degree in English & Sports Science from the University of Loughborough with a keen interest in sports and nutrition.  He is also an enthusiastic ultra-marathon runner and has been taking Beet It Sport long before his recent addition to our team.