About us
6 min read
Updated: 13 October 2026
We are specialists in nutrition and energy for endurance sports. Combining science, experience from athletes and our own ability to bridge theory and practice, we develop optimised sports nutrition to help you perform at your personal best. Everyone can reach the next level, with nutrition serving as one of many important tools.
Vision
“We believe everyone benefits from physical activity with athletic goals that inspire. We believe people are inspired to be active by a sense of control—the feeling that they have what it takes to achieve their goals.
We get more people active by helping them achieve more through knowledge, inspiration and products with a scientific foundation.
We develop sports nutrition and educate people on how to reach their full potential as athletes. We communicate directly through digital education in the form of podcasts, videos and articles, as well as through wonderful ambassadors. We practise what we preach and strive to be the best example we can possibly be by putting what we advocate into practice.”
Product Development
Umara’s product development team today consists not only of Simon and Tommy, but also of several people with backgrounds in biomedicine and athletes who are passionate about performance. Whenever we want to discuss new products and their development, the combined expertise is right around the corner. We always strive to optimise what we create, because when it comes to performance, we believe that only the best is good enough.
IT & Media
In IT and web development, we have in-house expertise in our triathlete Erik Arenhill, who develops and oversees most of our digital operations. In the IT world, he is known as a full-stack software engineer, which surely means something impressive. Those of us outside that sphere simply say he is incredibly good at coding. Johan Linhart is also a triathlete and cyclist who makes sure all our content is 100%. In addition to being an awesome photographer, Johan is highly skilled in project management and ensures that Umara stays focused on what matters most at any given time.
Ambassadors, Marketing & Content
Here we have cyclist and sports scientist David Hansson. He writes articles and product information, plans events and, more broadly, works on how Umara is represented around the country. He has studied sports science and holds a master’s degree in sport and performance. He is just as passionate and knowledgeable as the rest of us, fits in perfectly and will help you with whatever you need.
Our social media expert and content creator is Frida Larsson. She is responsible for our social media and works with both still images and video content, where she is particularly skilled at filming and editing.
Frida has an extensive background in marketing and contributes both creativity and strategic thinking. Together with her dogs, Milko and Melker, she is a perfect fit here at Umara.
Logistics & Orders
Retailers & clubs
Elite cyclist Richard Larsén manages Umara’s retailer and club partnerships alongside his own cycling career and coaching business. His cycling career has, among other things, made him Swedish champion.Why the name Umara?
Regardless of how authentic these achievements are, they are a people who have maintained a tradition of travelling on foot for several hundred years. Regardless of age or gender, they run as a way of life. They have their own sports drink, called Iskiate, which they consume during their long runs. According to legend, it consists largely of cornmeal, honey, cinnamon and chia seeds, which provide energy.
Taraumara reminds us why we love Umara. We follow our own path and see energy as a tool for getting from point A to point B faster than ever before.
Training and competing is a lifestyle, not a passing fad!
Environment & Production
As a company, we continuously work to ensure the highest quality of our products while striving to leave as small a carbon footprint as possible. Below are some of the areas we are particularly proud of.
Production
- The products are developed by us here in Sweden
- All sports nutrition products are manufactured in accordance with HACCP & GMP and most of them also in accordance with FSSC 22000, ensuring the highest levels of quality and safety.
- All products that can be manufactured in Sweden are made in Sweden (this applies, for example, to all powdered products, as well as ready-mixed products, pills, capsules, protein bars and energy bars). The remaining food and clothing products are manufactured within the EU. Some of our accessories, such as Racebelt and the Running Belt, are designed and tested by us, then manufactured and imported from China.
Environment
- When developing products, environmental considerations are always part of the process, and for every new product we carefully evaluate different options to minimise our carbon footprint.
- Examples of recently completed projects: bottles made from sugarcane; cans are being phased out in favour of pouches to reduce plastic use, the number of transport journeys and the amount of air in the packages. We have a cardboard shredder and shred incoming packaging, which we use as protective filling in deliveries to you as a customer #reuse. We have introduced bulk packaging (5kg) for the sports drink.
- Examples of projects under development: monomaterial pouches and our own customised boxes
- Examples of recently completed projects: bottles made from sugarcane; cans are being phased out in favour of pouches to reduce plastic use, the number of transport journeys and the amount of air in the packages. We have a cardboard shredder and shred incoming packaging, which we use as protective filling in deliveries to you as a customer #reuse. We have introduced bulk packaging (5kg) for the sports drink.
Together, we are all moving Umara forward and continuously working in line with our vision of packaging performance for you as an athlete: through education, community and nutrition optimised for your performance.