The Gold Standard Fit 40 family of products consists of Muscle Recovery Protein, Training and Performance Booster, and Active Joint Health.
Optimum Nutrition (Downers Grove, IL) has introduced a family of products formulated for active adults over the age of 40. The Gold Standard Fit 40 family of products debuted at Vitamin Shoppe, and consists of Muscle Recovery Protein, Training and Performance Booster, and Active Joint Health.
"Globally, we're finding that there is a growing demographic of adults age 40 and over who are increasingly active and invested in their fitness and wellness," said Sarah Teeter, director of marketing for Optimum Nutrition, in a press release. "One-third of gym members are Gen X-ers and the average age of amateur triathlon and marathon runners is over forty. Our bodies change as we age, and the right nutrition is essential to meet the needs for these active adults."
"My older, active patients face challenges when it comes to muscle mass, endurance and joint health – and I've experienced those issues myself," said Brian Cole, MD, MDA, an orthopedic sports medicine surgeon and a team physician for several Chicago professional sports teams, in a press release. “Optimum Nutrition recognized an unmet need and has created supplements with the right ingredients to address each of these critical areas."
For example, Gold Standard Fit 40 Muscle Recovery Protein contains 30 grams of blended protein (primarily whey protein isolate) per serving to help active adults meet protein intake targets, as well as 4 grams of l-leucine to support protein synthesis, muscle recovery, and muscle gain for aging muscles.
"Not all nutrition supplements are created equally," said David Strickland, chief commercial officer for Optimum Nutrition, in a press release. "ON's mission is to help committed and motivated athletes achieve their fitness and performance goals. The changing needs of our consumers demand customized benefits from their nutrition products, and our product development team has delivered the right solution for active adults to train as they age. We are grateful for Dr. Cole's expertise and advocacy as an authority in sports medicine."