In the May 202 issue of Nutrition Industry Executive, cognitive health is becoming the new performance target, and one trend that stands out is the growing focus on cognitive health in sports nutrition.
Shawn Baier, VP of Business Development at TSI Group, states:
“Another interesting trend is the increasing prominence of cognitive health in the sports nutrition category. Many pre-workouts now include nootropics, reflecting a shift in consumer expectations. People aren’t just looking for physical endurance but also enhanced mental clarity and performance during exercise and sports competition.”
This insight reflects a larger movement where athletes and active individuals are no longer focused solely on muscle gains or endurance—they want better focus, sharper reaction time, and mental stamina. Performance doesn’t just happen in the body; it starts in the brain.
This trend has paved the way for ingredients like enfinity® (paraxanthine). As a clean-source caffeine metabolite, enfinity® delivers enhanced alertness, energy, and focus—without the overstimulation or crash often tied to traditional caffeine. It’s ideal for those who want to stay mentally locked in during workouts, competitions, or high-performance daily routines.
Cognitive health isn’t just trending—it’s becoming essential.
And enfinity® is helping redefine what it means to fuel the brain behind the body.
Read the full issue here.