Anja Westhues (BA ‘24) is the Founder & CEO of Endure Sport Nutrition, a three-step fueling system for athletes made from whole food ingredients launching summer of 2023.
Read Westhues’ interview to learn more about her path to Endure:
Tell us about your startup and the problem it aims to solve.
Coming from a background in run-specialty retail, I had always noticed that customers were dissatisfied with the endurance sports-oriented nutrition products on the market. Customers would often say how overly sweet many of the products were or that they didn’t digest well. However, this is inelastic demand for longer-distance endurance sports– athletes need to be replenishing their nutrient stores on longer-distance events. When I first had the idea for Endure, I set out to interview over 150 runners and cyclists about their current fueling strategies. Most of my interviewees confirmed my observations, and one even described the gel he was taking on his runs as “robot food”. Endure uses whole-food ingredients that could be found in a pantry, but packages them and combines them in a way that maximizes performance potential and kickstarts recovery. We prioritize fueling for both sport and life.
What sets your venture apart from what’s on the market right now?
Many sports nutrition products are marketed toward a wide audience– very few hone in on endurance athletes. For example, walking into a store, you’ll see dozens of protein bars boasting exorbitant amounts of protein and zero carbs. However, endurance athletes need to be replenishing both protein and carbohydrates– this maximizes muscle glycogen storage, which is crucial for performance. While there are a few more natural/organic options on the market, few of them seem to be targeting the consumer who is concerned about both performance and general health/well-being.
What inspired you to take this step into entrepreneurship?
As I touched on in my mentor reflection, my internship at Snaxshot has introduced me to countless founders with inspiring stories. I wanted to start building my venture while I am still a student so that when I graduate next spring, I can jump into my company full-time.
What motivated you to apply to the Stern Venture Fellows accelerator? What are you hoping to gain from the experience?
I applied to SVF for mentorship opportunities as well as funding to fund some of my product development. The funding provided at SVF has allowed me to collaborate with a food scientist, who is helping me obtain the proper nutritional ratios and food safety protocols for my products. My coaches’ skill sets complement each other well, so I feel like I am making significant strides toward my launch in the fall.
What has been the biggest turning point for you in your startup journey?
I feel like I’m still waiting for my biggest turning point, honestly.
What have been the biggest challenges you’ve faced so far in building your startup, and how have you overcome them?
Finding the capital to pay for all of the moving parts of a startup can be tough, as can finding funding as a solo young entrepreneur. I’m working on it, but it’s tough! I hope to raise a pre-seed round that can be used to pay a secondary team member who can fill in my skill gaps, rather than exclusively working with contractors and freelancers.
What are some recent milestones you have achieved/or are working towards? How has it been reaching them?
I have been planning some pop-up tabling events for July and August, and it has been really rewarding to officially put those on the calendar. I can’t wait to officially introduce people to my products and educate them on the importance of whole food nutrition for sport.
Working on a startup takes a lot of time and energy, how do you try to keep work/life balance?
Since I am building a running startup, I always tell myself that if I’m not running, isn’t it a bit hypocritical? So, most mornings I start with a run to give my mind a break and get my body going. I also love trying new restaurants (and cooking!), bookstore browsing, and trying new brands in the food and beverage space. I think it’s important, if not crucial, to give yourself permission to think about things other than your startup.
What advice would you give to aspiring entrepreneurs, especially those just starting out?
Go for it, it doesn’t matter how old you are or how much experience you have. If you believe in yourself and your venture, you can do it– and while it might be more difficult, it is possible