about neversecond

We're on a mission.

Neversecond was founded in 2019 by four life-long endurance athletes. Our mission isto bring everyday athletes the same performance nutrition products and nutritional guidance that world champions and Olympians receive. We leverage science to achieve this. We believe that if something cannot be scientifically verified through numerous research studies, it should not be in our products

All NeversecondTM products are rigorously developed and tested on athletes and in our lab to ensure that they are the best they can be. And we never rest. We tirelessly work to improve our products so that all athletes can be confident that they have the best products available when they need them

We are extremely proud of the teams, elite athletes and ambassadors. In our first year, we have been fortunate enough to be the official perfo- rmance nutrition partner of the two top UCI World Tour teams at 2021 Tour de France; EF Education – NIPPO and Team Bahrain Victorious. Many of our athletes and ambassadors have also enjoyed an outstanding year while leveraging our products and guidance.

As 2021 comes to a close and we look ahead to 2022, we hope to educate a growing community of endurance athletes about the importance of performance nutrition as a gateway to marginal gains.

about neversecond


We're on a mission.

Neversecond was founded in 2019 by four life-long endurance athletes. Our mission isto bring everyday athletes the same performance nutrition products and nutritional guidance that world champions and Olympians receive. We leverage science to achieve this. We believe that if something cannot be scientifically verified through numerous research studies, it should not be in our products

All NeversecondTM products are rigorously developed and tested on athletes and in our lab to ensure that they are the best they can be. And we never rest. We tirelessly work to improve our products so that all athletes can be confident that they have the best products available when they need them

We are extremely proud of the teams, elite athletes and ambassadors. In our first year, we have been fortunate enough to be the official perfo- rmance nutrition partner of the two top UCI World Tour teams at 2021 Tour de France; EF Education – NIPPO and Team Bahrain Victorious. Many of our athletes and ambassadors have also enjoyed an outstanding year while leveraging our products and guidance.

As 2021 comes to a close and we look ahead to 2022, we hope to educate a growing community of endurance athletes about the importance of performance nutrition as a gateway to marginal gains.


our founders

our founders


Cutting-edge science. Old-school values.

Our management team has more than 100 years of collective experience working with some of world’s best athetes and biggest brands. We have learned that there are no shortcuts to excellence, and that a reputation is earned over years (and can be lost in an instant!). We have also learned that people want to communicate with people. No bots here. If you call, we will answer. If you email us, we will respond quickly.

Bill Armstrong

Chief Executive Officer

Bill is a former competitive runner at 5000m through marathon distances. Prior to Neversecond, Bill pioneered a product development group called Whipsmart where he worked with more than 200 top global brands. He brings both a life-long love of endurance sport, creativity and deep operational expertise to the team.

Asker Jeukendrup

Chief Executive Officer

Asker is widely considered to be one of the world’s leading experts in per- formance nutrition. He has authored more than 200 peer-reviewed journal articles on exercise and sports nutrition. Asker currently works with some of the most visible names in sport including FC Barcelona, Jumbo Visma Cycling Team, the Dutch Olympic Committee and many others. He has competed in 21 Ironman races, including 6 Ironman Hawaii triathlons.

Loren Armstrong

Chief Executive Officer

Loren co-founded Whipsmart with Bill in 2000, and has spearheaded product development for numerous emerging and global CPGs for more than 25 years. With Bill, she brings extensive product development, supply chain and business expertise to Neversecond. Loren is an avid Peloton and fitness enthusiast.

Zibi Szlufcik

Chief Executive Officer

Zibi is a former professional biathlete. Additionally, he has enjoyed a very successful 20+ year career working in global sports nutrition. Zibi is a president of the board of Challenge Family, a global triathlon series that hosts 30 events in 25 countries. He also manages several professional athletes. Zibi is head of national coach youth/junior at German Biathlon Fe- deration.

Customer service


We are here for you 24/7.

Call Us

Please Call 1.800.555.1212

Monday through Saturday

9AM to 6PM EST

Email Us

Please email us 24/7 at

hello@never2.com with

any of you questions

Follow Us

Please follow us

on Instagram, Facebook,

Twitter and Youtube.

Customer service


We are here for you 24/7.

Call Us

Please Call 1.800.555.1212

Monday through Saturday

9AM to 6PM EST

Email Us

Please email us 24/7 at

hello@never2.com with

any of you questions

Follow Us

Please follow us

on Instagram, Facebook,

Twitter and Youtube.

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Be the first to know about new products, special offers, curated content and much more!

By signing up to the Neversecond newsletter, you agree to our Terms and Conditions and that you have read our Privacy Policy including our Cookie Use