We have officially launched!

After months of hard work, we have finally launched Endu1 Honey Boost ULTRA and Endu1 Honey Boost Endurance dual fuel. Thanks to the support from elite ultra runners, professional coaches, dietitians, bee scientists, and food specialists, we have overcome many obstacles and kept pushing towards our goal of developing the first true honey-based performance sports supplement.

Looking back, this journey wasn’t without its hiccups. As many know, I came up with this idea after a DNF (Did Not Finish) during one of my ultra races. It shows that when facing adversity, something good may come out of it.

Often, we start to self-doubt and wonder if it’s ever going to work. Similar to ultra running, you start asking yourself if you can ever make it to the finish line. That’s absolutely normal as your brain is wired to find an easy way out and pivot from negative situations. Remember, everything’s cyclical—if you can hang on a little longer, you’ll eventually come out of the low and start bouncing back. We faced many challenges that seemed like major deal breakers, but we stayed persistent, and eventually, we prevailed.

When developing a product, there’s always a fine balance between how much to spend on actual development costs and how long it might take before we can launch to the market and get real user feedback. Our journey pretty much followed agile product development principles. We continuously received feedback, fine-tuned our product offering, made it just good enough to be tested and tried, and kept iterating. This approach allowed us to develop a product from concept to Go-To-Market in record time.

Now, we’re on the market, including on eBay, Amazon, CATCH, and MyDeal, and we’re working to get the word out. We’d love to partner with retailers, wholesalers, and distributors to help deliver this awesome product to all runners. Please reach out if you’re interested in partnering with us.