In the world of sports and fitness, recovery is just as important as performance. We spoke to two leading brands in the active health sector to learn more about how their innovative products are supporting, and revolutionising muscle recovery.
With rising media coverage of the potential health risks associated with ultra-processed foods (UPFS) – such as additives, preservatives and artificial ingredients – many have been prompted to seek out cleaner, more natural alternatives across the food and drinks they consume. This broad interest in naturalness has made its way into the active health sector, as more athletes—from weekend warriors to elite professionals— discover the benefits of sports nutrition rooted in nature. In fact, 50% of consumers agreed that a wide range of natural sports nutrition products would be appealing [Mintel Sports Nutrition Market Trends, Challenges and Opportunities].
This demand for natural sports nutrition products has been accompanied by an increasing need for clearer information, as 57% of consumers agree that brands should offer more guidance on which products would be most beneficial for them to take. Transparent labelling, educational content and evidence-based formulations are just some of the ways that companies are responding to this call for clearer communication in the sports nutrition space.
Natural products such as turmeric, CBD, adaptogens, and whole-food supplements are increasingly proving their effectiveness in not only boosting performance but also promoting healing and resilience in the face of injuries. Athletes are turning to nature’s own medicine cabinet to manage pain, reduce inflammation, and accelerate recovery—all without the side effects associated with synthetic treatments.
Holistic pain relief
For athletes and fitness enthusiasts, pain and discomfort are inevitable parts of the journey—whether it’s from intense workouts, repetitive strain, or recovering from an injury. But how you manage that pain can make all the difference in your recovery and performance. While traditional painkillers and synthetic treatments offer quick relief, they often come with undesirable side effects and long-term risks. That’s why more athletes are turning to natural solutions, and leading the way in this movement is WholyMe, a brand dedicated to holistic, plant-based pain relief.
Having witnessed close family members struggle with pain and joint discomfort, and after having experienced lower back aches herself, Celine Ivari founded WholyMe after realising our current approach to pain is flawed. “It became clear to me that many people are disconnected from their bodies, often turning to invasive medical solutions for lifestyle inherent issues,” she says. “This inspired me to create effective, all-natural products that not only address these challenges but do so without compromising long-term health. Preserving the health and integrity of our muscles and joints is essential for living a long, active life.”
WholyMe’s products are carefully crafted with a blend of scientifically-backed natural ingredients such as Frankincense, Arnica and Eucalyptus – each chosen for their proven ability to target pain, muscle and joint discomfort. “We also rigorously test each one for purity and potency. Our Relief Balm is made of only active botanicals, without any synthetics or diluters,” Celine adds.
“A common misconception is that pain is inherently ‘wrong’—something to be numbed, ignored, or suppressed. Many people mistakenly view pain as a medical condition rather than understanding it as the body’s way of communicating with us. There’s an important distinction between pain and damage; pain is simply a signal, a messenger from our body asking for attention and care. Rather than reaching for quick fixes, we should listen to these signals and incorporate self-care practices that allow us to address our body’s needs thoughtfully and compassionately. This approach can prevent issues from escalating, improve flexibility, and deepen our connection with our bodies.”
Hydration is key
Proper hydration is one of the most critical factors in nearly every bodily function, including athletic performance and recovery. Replenishing electrolytes is essential to maintain hydration levels, as they are crucial for endurance, energy and muscle function. Without adequate electrolytes, muscles can become fatigued, cramp or inflamed. “Electrolytes, particularly sodium, magnesium, and potassium, play a key role in recovery by supporting muscle contraction, fluid balance, and nerve function,” explains Humantra founder, Charlie Wright. “They also aid in removing metabolic waste products like lactic acid from muscles, helping to reduce cramping, soreness, and fatigue. This not only accelerates recovery but also prepares your muscles for future performance, allowing you to get the most out of your workouts or physical activities.”
“To optimise muscle recovery, it’s important to hydrate before, during, and after exercise. Hydrating before a workout is the best way to create natural energy, ensuring you’re properly fuelled—this is a no-brainer for anyone serious about performance. During exercise, replenishing fluids and electrolytes helps maintain energy levels and prevent cramping. Post-workout, the combination of water and electrolytes replenishes what’s been lost, accelerating body & muscle recovery by aiding muscle repair and reducing soreness.”
The rise in electrolyte-enhanced drinks has surged in recent years, driven by increasing consumer interest in functional beverages and hydration – but the section is reaching saturation point. Humantra stands out for its design in everyday use, with a unique blend of balanced electrolytes and vitamins to allow for multiple sachets to be consumed daily, without excessive sodium intake, for optimal hydration.
After all, it’s not just athletes that need to hydrate. If you’re suffering from brainfog, tiredness, headaches and muscle cramps, or waking up after a good night’s sleep feeling tired, there’s a good chance that you’re dehydrated. Hydration plays a vital role in almost every bodily process including digestion, cognitive function and energy levels, to name just a few.
“While water is essential, it’s only part of the hydration equation. Many people don’t realise that the water we consume today is often recycled and / or stripped of the essential electrolytes and minerals our bodies need. Most people are not drinking natural spring water, so even if you’re consuming plenty of tap water, there is a good chance you might still be dehydrated,” Charlie adds. “When you add factors like sweating, physical movement or travel, plain water won’t be enough to fully hydrate you. For optimal hydration, your body needs both water and the electrolytes that help regulate fluid balance, muscle function, and nerve signals. Electrolytes ensure that water is effectively absorbed and used by your cells.”
Magnesium Muscle Body Spray
BetterYou
www.betteryou.com
Magnesium Muscle Body Spray is an effective magnesium supplement formulated to soothe hard-working muscles. It contains a natural blend of magnesium chloride and energising lemon oil, arnica and capsicum to add a gentle heat to speed up recovery time.
Expertly blended magnesium chloride and essential oils developed for use after exercise
Naturally relaxes muscles, aids muscle recovery and reinvigorates the body
An essential part of your post-workout routine
Daily 3-in-1
Phizz
www.phizz.co
Recognising hydration’s critical role in health and performance, Phizz effervescent tablets deliver three times faster hydration while adding a range of health benefits. They simplify the clutter of multivitamins, electrolyte powders, and sports drinks into one science-backed solution ideal for daily well-being, exercise, travel and big nights out. Phizz is the only plastic-positive effervescent brand; tubes are recyclable and for each unit sold 1.5x its weight in plastic waste is collected, recycled and prevented from entering our oceans.
Bone Broth Shake
Freja
https://frejafoods.com/
Freja’s Bone Broth Shakes are a subtly sweet collagen and protein blend, made with simple 100% wholefood ingredients. A delicious and easy way to enjoy all the nourishing benefits of natural bone broth. A creamy, indulgent drink, our shakes are packed with up to 11.5g of collagen and 13g of protein, as well as a broad spectrum of amino acids, minerals and electrolytes. Use a shake as a nutritious breakfast on the go, a way to recharge after the gym, or a healthy guilt-free treat for the family any time of the day.
Relief Balm
WholyMe
https://wholyme.com/
For overworked and fatigued muscles and joints. Our expertly crafted formula offers a soothing escape from muscle and joint aches, immersing you in a world of natural relief. Clinically tested and trusted, this balm is your ally for comfort and serenity. Packed with 12 active botanicals renowned for their soothing properties, our balm is a symphony of ingredients that work harmoniously to alleviate discomfort. No diluters, just pure, potent relief.
Humantra: Elderberry
Humantra
www.humantra.co.uk
A plant-based, sugar-free electrolyte and antioxidant drink mix with all 6 essential electrolytes and 100% natural ingredients. It’s a completely clean, artificial-free formula that hydrates 4X more effectively than water alone. Naturally sweetened with zero-calorie Stevia leaf extract, which means no aftertaste, no sugar crash and no harm to your gut health.
