Starting a business is like embarking on a marathon – it requires commitment, perseverance, and the willingness to take that first step into the unknown. Paige and Ben Foote, the entrepreneurs behind Noogs, a startup sports nutrition company, understand this analogy all too well. Paige, a marathoner and running coach, and Ben, a student at the University of Virginia Darden School of Business, have combined their passion for fitness and entrepreneurship to create a unique product that caters to the needs of endurance athletes on the go.
The idea for Noogs was born out of Paige’s personal experience while training for the New York City Marathon. Frustrated with the lack of tasty and effective fueling options available on the market, she began experimenting with sour candies during her long runs. This sparked the idea for a gummy sports chew with a sour coating, packed with electrolytes and nutrients essential for athletes. With Ben’s background in entrepreneurship and Paige’s expertise as a registered dietitian and athlete, they saw an opportunity to fill a gap in the sports nutrition industry.
The journey of building Noogs has been akin to the middle miles of a marathon – challenging, unpredictable, and requiring persistence. From product development to managing finances, marketing, and working with suppliers, Ben and Paige have had to navigate the complexities of entrepreneurship. One of their early setbacks came before a major industry event, where a product mishap threatened to derail their plans. However, they adapted by cutting samples into smaller pieces and donning eye-catching jumpsuits that became a memorable part of their brand.
To propel their business forward, the Footes leveraged resources available to them, including mentorship, funding, and pitch competitions at Darden. A chance encounter with a venture capital connection led to significant funding that helped elevate Noogs to the next level. Through grassroots marketing efforts and participation in Darden’s i.Lab Incubator, they have steadily grown their presence in stores and online platforms, all while staying true to their mission of making sports nutrition accessible and fun for athletes of all levels.
As Noogs continues to expand its reach and product offerings, Paige and Ben remain focused on their vision of inclusivity and giving back to the community. They aim to partner with larger retailers, develop new products, and support organizations like the Special Olympics. Their journey is a testament to the endurance and resilience required in both marathons and entrepreneurship – the key is to keep moving forward, one step at a time.
