Who we are

Keep it simple, stupid. Every coach has said it. We took the advice, dropped the “stupid,” and made it our name: K.I.S.S., Keep It Super Simple. It’s not just what we’re called, it’s how we do everything.

KISS was founded by Cory Fines, PhD, a cancer biologist and triathlete. After years of long training days and race-day stomach trouble, he got tired of endurance fuel that overpromised, underdelivered, and was packed with fillers, flavorings, and marketing hype. As a scientist, he knew fuel didn’t need to be complicated to work. So he built his own.

Every batch is made in Iowa City, Iowa, and shipped to athletes across the country.

What we stand for

• Simplicity beats complexity. If it doesn’t improve performance or absorption, it’s out.
• Science over trend. We follow the evidence, not industry fads.
• Choice matters. You pick the flavor, sodium level, and bag size that suit your training.
• Performance is personal. Our fuel is flexible, clean, and customizable.
• No fluff. No gimmicks, no magic ingredients, no fake claims. Just fuel that works.

Who we fuel

We make fuel for everyday athletes: age groupers chasing a PR, weekend riders, local run and tri clubs, and high school cross-country and track teams. We’re starting with our drink mix, and more is on the way.

Whether you’re racing, training, or heading out for a long day in the saddle, we’re here to keep your nutrition simple, effective, and gut-friendly, from minute one to hour twelve.

Simple fuel, for serious athletes.