Made for extremes
Formulated for heat, dust and full-throttle days — not the gym mirror. If it can survive a moto, it can survive anything.
Free UK shipping over £40Trusted by 2,000+ athletesSubscribe & save 15%Made for extreme sport
About Joov
Fuel for the ones who don’t do easy
Extreme-sports nutrition built on the start line, not in a lab coat — hydration, recovery and muscle care for the riders, runners and racers who send it every day.
Our story
Born on the start line
Joov didn’t start in a boardroom. It started trackside — watching riders cramp, overheat and fade in the back half of a moto, running on nothing better than a warm energy drink in the pits.
So we built the fuel we wished we had. Hydration that actually holds up in the heat. Recovery that gets you back out the next day. Muscle care for the crashes, the cramps and the long ones.
Today Joov fuels thousands of athletes across motocross, running, Hyrox and beyond — and we’re the official supplier to Newport County AFC. Same obsession, more start lines.
What we stand for
No gimmicks. Just fuel that keeps up.
Athlete-led
Every product is built with the riders, runners and racers who actually put it to work. Their feedback is the formula.
No shortcuts
Clean ingredients, honest labels, made in the UK. No fairy dust, no filler — just fuel that keeps up.
2,000+
Athletes fuelled
20+
Products, tape to hydration
40+
Variations across the range
100%
Made in the UK
Tested where it counts
If they won’t ride with it, we won’t sell it
We don’t formulate for the gym mirror. Joov is built for heat, dust, mud and the back half of a race — and the only people who get to sign it off are the ones out there using it.
- Built with our athlete roster, not for them
- Made and mixed in the UK
- Honest labels — no fillers, no fairy dust
Join the send
Ready to fuel your next send?
Grab the range, or throw your name in to ride with us.