Truefuels Partners with Tennis Australia

Tennis Australia has formalised a high-performance partnership with truefuels, the nutrition startup co-founded by two-time Olympic triathlon champion Alistair Brownlee.

As part of the Australian Open StartUps 2026 cohort, truefuels will pilot its “no-nonsense” nutrition system with the Tennis Australia Performance team, providing elite players with innovative tools to manage training intensity and recovery during the demanding Australian Open schedule.

The partnership focuses on the integration of truefuels’ award-winning energy gels and hydration products, which are engineered for maximum carbohydrate absorption with a precise 1:1 glucose-to-fructose ratio.

In addition, the 2026 pilot will also debut the company’s latest innovation in thermoregulation, specifically designed to assist athletes in managing heat stress.

Commenting on the partnership, truefuels CEO and co-founder, Goran Vasiljevic, said: “Partnering with Australian Open StartUps is a genuine full-circle moment for us.”

“The Australian Open represents the highest level of performance, pressure, and professionalism in sport, values that sit at the core of everything we’re building,” Vasiljevic said.

Strategic Innovation in Performance Nutrition

The collaboration allows truefuels to test its products within a “live laboratory” environment, supported by Alistair Murphy, Tennis Australia Applied Science Manager.

The organisation aims to simplify complex nutritional choices for players, moving away from over-engineered supplements in favour of products that work with the body’s natural physiology.

Brownlee, whose decades of endurance experience informed the product’s development, highlighted the broader goal of the collaboration.

“What excites me most about this partnership is the opportunity to share that knowledge beyond triathlon, to help athletes in other sports make better, simpler decisions around nutrition,” Brownlee said.

The addition of truefuels brings the Australian Open StartUps portfolio to over 30 companies, underscoring Tennis Australia’s position as a global leader in sports tech investment.

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