Bill & Loren Armstrong | NEVERSECOND Co Founders on Business Building, Nutrition Science, and What's

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Bill and Loren Armstrong, the husband and wife team behind NEVERSECOND - the cutting edge nutrition brand that in only a couple years has become very popular among trail runners, establishing itself as a leader in the category. Of course, Freetrail has officially been in partnership with NEVERSECOND since the beginning of the year, and in that time we’ve loved getting to know Bill and Loren and have developed a huge admiration for how they conduct themselves and their business – a quality and professionalism that 100% shows up in their products, which are exquisite. I’m excited to share a bit more of their story here.

Topics discuss:
Their previous business Whipsmart which they owned and operated for 20 years
The founding story of N2 and building a business on their own terms
We talk about branding, timing, differentiation and other practical business considerations
The systems based approach to fueling and recovery
The NEVERSECOND product line and what sets it apart
Doing things that don’t scale
Working with some of the best athletes in the sport including Katie Schide and a funny story about connecting with Jim Walmsley
The future of the brand
The flavorless C30 gel that hit the market this week!
A lot more

Sponsors:
Grab a trail running pack from Osprey -
Use code freetrail10 for 10% off Speedland Footwear -
Use code FREETRAIL25 for 25% off your first order of NEVERSECOND nutrition at never2.com
Go to for 30% off a subscription of Ketone IQ


Freetrail Links:
Website |
Freetrail Pro |
Patreon |
Instagram |
YouTube |
Freetrail Experts |

Dylan Links:
Instagram |
Twitter |
LinkedIn |
Strava |