MATT HEYWOODS -20 YEAR JOURNEY WITH HAMMER
I first heard about Hammer Nutrition in 2004 when I was an MTB bum living in Fernie, BC. The town was hosting the Trans Rocky Challenge, which meant plenty of fit riding partners — and they spoke in hushed tones about trips over the border to buy Perpetuem. What was this mystery potion? I didn’t know, and I didn’t think about it again until I raced Xterra New Zealand 12 months later.
That’s where I met Rache, the Kiwi distributor for Hammer, handing out samples of Hammer Gel on a plastic teaspoon. Since then, Hammer has covered 95% of my sports nutrition needs.
The standout product: Perpetuem
For me, the standout Hammer product is Perpetuem. Those endurance MTB racers in the Rockies were right — it really is a game-changer. It still surprises (and frustrates) me that more athletes aren’t better informed about proper nutrition. Back then, I wanted to keep it a secret and protect my competitive advantage… but I’m a better person now.
I clearly remember finishing my first Half Ironman using Perpetuem. It was the first race of that duration where my fuel tank stayed optimally charged for the entire event — and I’ve used it ever since.
Second favourite: Recoverite
Recoverite is my second favourite product. The effect felt similar to Perpetuem, and I found I could handle up to 20 hours of training per week more effectively, consistently, and healthily.
Hammer isn’t just fuel: supplements matter too
Hammer isn’t just about fuelling — it’s also about supplements. I’ve got dodgy lungs, I’m susceptible to chest infections, and I tend to overtrain. Premium Insurance Caps certainly seem to have helped my day-to-day health and, especially, my training health.
Hammer Gel: not my go-to, but I rely on it
So what about Hammer Gel? Honestly, I’m not really a gel person. I understand them, and I get why people love them, but for me they’re an emergency product. I’d rather get most of my fuel from Perpetuem, HEED, and Hammer Bars.
That said, I do use gels — and I do rely on them — especially for the caffeine hit from the Espresso and Tropical flavours.
And speaking of flavours: they’re brilliant. There’s definitely a cake recipe waiting to happen where Peanut Butter Hammer Gel is an ingredient.
My only complaint? They got rid of the hammer-head-shaped tear-off. That was a genius design. It made me smile during those low points in a race — and as we all know: smiles = speed.
HEED and the bars
HEED “tastes like race day”. I love it and use it for all sessions under 2 hours. The taste is just enough to enjoy, and not enough to irritate.
And the bars? If I were rich enough, I’d eat Hammer Bars as a snack every day.
My six Hammer staples (and the rest)
These are my six Hammer staples — but I’ve tried most of the other products too, including both everyday and “specific advantage” supplements.
Race Day Boost definitely seems to get me primed, and the endurance and anti-fatigue supplements help during those 4-hour rides.
The other 5%: price temptations, and why I always come back
I said Hammer covers 95% of my needs — what about the other 5%? Sometimes Hammer products look expensive at face value, and I’ve occasionally been tempted by lower prices elsewhere.
But I always come back — because I believe not only in the products, but also in the company. The people behind Hammer believe in what they make, and I want to support people who genuinely stand behind what they sell.
On the price topic: I’ve always respected that Hammer promotes a “less is more” approach with recommended doses. I once built a spreadsheet (I’m an engineer) comparing cost per dose against typical competitors — and because you often use less Hammer, it frequently works out around the same price per dose, for a higher-quality and better-performing product.
Final word
Sean and the team are doing a great job growing the Hammer brand in the UK, and I wish them every continued success.
I’ll be right there with you.