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About Us

INFINIT was founded by athletes who — in a nutshell — realized that the difference between a good performance and a great performance is nutrition. Athletes who also knew that sports nutrition did not have to be so complicated.

Our Story

INFINIT was started in 2003, by a group of endurance athletes with one goal: To create a better way to fuel & hydrate.

Personalized nutrition seemed like a wild idea back in the 2000s, but they knew the science, and traditional sports nutrition just didn’t make sense —Why would a 110 lb athlete fuel the same way that a 200 lb athlete would?

The solution had to provide enough calories and electrolytes to stay fueled and hydrated while being easy on the gut and taste good. Plus, it had to be simple and easy to replicate, eliminating guesswork.

After months of research and playing “mad scientist” in his kitchen, INFINIT founder and CEO Michael Folan, created the first mix of what would become INFINIT Nutrition. After he had honed his personal mix, he began working on how to make this system work for others.

The result — The INFINIT patented Osmo-FIT™ system. A proprietary technology that allows you to create your own sports nutrition mixes designed to be all-in-one, and easy to digest even in extreme conditions.

Since our founding, INFINIT has been proud to help countless athletes reach their peak performance through natural science-based customizable nutrition solutions. Combining isotonic energy and hydration with personalized protein and recovery blends custom-tailored to each individual's unique needs and preferences.


"In 2003 INFINIT opened its doors, becoming the first custom sports nutrition provider on the market. Since then, we've had the privilege to simplify fueling & hydration for thousands of people. We are athletes, helping other athletes perform and feel better. It’s as simple as that."

Michael Folan │ INFINIT Founder & CEO

Our Team

We’re proud to be headquartered in Cincinnati, Ohio where we have a dedicated and highly skilled team who are committed to providing the best personal service experience for every person.  In 2010 we expanded operations into Australia with our base on the Sunshine Coast Qld; and more recently we opened our doors in Europe.

Our Customer Support Team provides expert individual attention through pro-level support and one-on-one consultations to develop nutrition solutions custom-tailored to meet each person’s needs and goals.

Our dedicated in-house Production Team provides the utmost care in ensuring every order is produced and handled with the highest quality, purity, and precision standards.

Our Products

We stand by our long-standing commitment to developing products based on the most current sports science research, and made with only the highest quality ingredients, free from artificial colors, sweeteners, and preservatives.

INFINIT’s unique customizable system gives athletes the ability to design their own hydration and sports fuel mixes and personalized protein powders, made with all-natural ingredients, to their exact specifications. Developed with the patented Osmo-FIT™ system, INFINIT hydration and endurance formulas are designed to be all-in-one, isotonic, and easy to digest, even in the most grueling conditions.

Everything we do is backed by our 100% satisfaction guarantee — We will re-customize your product or we will refund your money. It’s that simple. It is our unconditional guarantee to you that you’re going to love your INFINIT.

INFINIT Guarantee