What is Umara?
Vision
"We believe that everyone benefits from physical activity with inspiring sports goals. We think that a sense of control, the belief that one has what it takes to achieve their goals, inspires people to engage in activity.
We activate more people by enhancing their performance through knowledge, inspiration, and scientifically based products.
We develop sports nutrition and provide education on how to realize our utmost potential as athletes. We engage directly through digital education via podcasts, videos, and articles, as well as through wonderful ambassadors. We practice what we preach and aim to be the best example we can possibly be."
The story behind Umara
Umara was founded in 2013 by biomedical students Tommy Ivarsson, MSc, and Simon Gustavsson, BSc, who were both studying biomedical science with a focus on nutrition and the body's ability to perform. They have participated in everything from bodybuilding to elite running, ultra-endurance cycling, and triathlons, showcasing their passion for sports and endurance training.
While studying, they delved deeply into research on sports nutrition, particularly sports drinks. They were struck by the abundance of studies detailing the optimal composition of sports drinks, yet they noticed that established brands on the market were not following the research. Therefore, they decided to take matters into their own hands and try to create their own sports drink. This initiative led to the birth of Umara and our first product, U Sport.
Since then, we have grown and developed many products, but we have never strayed from our foundation: products developed by athletes for athletes, based on research with the goal of optimizing performance.
Why the name Umara?
Umara is an abbreviation of Taraumara (they call themselves Rarámuri), a population group in Mexico renowned for their seemingly superhuman capacity. There are tales of feats, practically barefoot, where they have run up to 700 km in just over 48 hours. A quick calculation shows that this speed would require the athlete to cover about 350 km per day. In comparison, the recorded world record is 309.4 km in 24 hours, which is truly remarkable, averaging about 46 minutes per 10 km, constant for 24h!Regardless of how real their performances are, the Taraumara have maintained a tradition for hundreds of years of traveling on foot, regardless of age or gender, running as a way of life. They have their own sports drink called Iskiate, which they consume during their long runs. Legend has it that Iskiate mainly consists of cornmeal, honey, cinnamon, and chia seeds, which provide energy.
Taraumara reminds us why we love Umara. We forge our own path, viewing energy as a tool to move from point A to B faster than before.
Environment & Production
As a company, we continuously work to ensure the highest quality of our products while aiming to leave the smallest possible climate footprint. Below are some areas we are particularly proud of.Production
Our products are developed here in Sweden. All our nutritional products are manufactured according to HACCP & GMP standards, ensuring top-class quality and safety. All products that can be made in Sweden are manufactured here (e.g., all powder-based products and also pre-mixed products, pills, capsules, protein bars). Other products are made within the EU, except for Specialized Purist bottles manufactured in the USA and some accessories like Racebelt, which are designed by us and then directly imported from China.
Environment
Umara compensates for climate impact from daily operations, production, and transport to us at 100% through ZeroMission. We use eco-friendly shipping for deliveries to your home and plant a tree for each Eco Shipment, which even results in a net positive effect on the climate, also a benefit for you as a customer. In product development, environmental considerations are always included, and for each new product, we turn and twist different models to minimize our climate footprint. Examples of recently completed projects: Bottles made from sugarcane, polypropylene plastic that is 100% recyclable in our containers, maximized fill levels in products to minimize shipped air, and tailored packaging for maximized fill levels, using paper filling materials when necessary.
Together, we all drive Umara forward, continuously working in line with our vision of packaging performance for you as an athlete. Through education, community, and nutrition optimized for your performance.