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Dr. Bob Murray Responds

Rmurray As referenced a couple days ago, I caused a little bit of a stir by saying, in my interview with Dan Wetzel of Yahoo!, that Gatorade didn't show significant performance benefits for the majority of Americans who don't work out for at least one hour. I'm certainly not a doctor, but I've spoken to people who have done research. With that in mind, I thought it would at least be fair to allow Dr. Bob Murray (pictured left) of the Gatorade Sports Science Institute to let him weigh in on this debate, so here goes:

"The broad answer is that the benefits that Gatorade provides are related to the individual's need for water, carbohydrate, and electrolytes. The harder people exercise, the longer they exercise, and the warmer the environment, the greater the benefits they can realize from drinking adequate amounts of Gatorade. In more-sciencey parlance, the greater the water and electrolyte loss in sweat and the higher the carbohydrate oxidation by active muscles, the greater are the differences between Gatorade and water."

"The obvious question then becomes: when do the Gatorade benefits kick in? In one important regard, those benefits start immediately because physically active people voluntarily ingest more Gatorade than water -- and therefore stay better hydrated. As you may recall, this happens for two reasons. The first is that people prefer flavored, sweetened beverages and typically drink more than they do with plain water. In a sense, that's a no-brainer, although the science behind that is actually quite robust. The second is that Gatorade electrolytes maintain the osmotic drive to drink by assuring that the sodium level of the blood is maintained above the thirst threshold for a longer period of time."

"Ingesting water quickly slakes thirst and minimizes drinking because water quickly dilutes blood sodium concentration below the thirst threshold. Better hydration means better preservation of cardiovascular control, starting with better maintenance of blood volume. Even when water is ingested in equal volumes, Gatorade does a better job maintaining blood volume. That's another benefit of the Gatorade electrolytes, principally sodium and chloride. Better blood volume results in lower heart rate and greater blood flow to muscles and skin. Those electrolytes also mean less fluid loss via urine with Gatorade than with water. In brief, staying well hydrated is in and of itself a major performance benefit. Substantial dehydration can occur fairly quickly in many people. For example, 30 minutes of exercise on a warm day can provoke enough sweat loss in some people to result in a level of dehydration that compromises performance. Staying better hydrated with Gatorade is a real benefit when performance is at stake."

"Finally, the carbohydrates in Gatorade provide valuable energy for muscles and for the central nervous system. When exercise is sufficiently vigorous, supplying carbohydrate results in a performance benefit that is in addition to that provoked by staying well hydrated. Interestingly, recent research shows performance benefits during exercise of less than an hour duration and although we're still trying to figure out the mechanism by which those improvements occur, they do exist when the exercise is vigorous enough to put a premium on carbohydrate oxidation. We've always shied away from identifying a specific time at which the performance benefits of Gatorade are manifest because, for example, it's silly to think that an athlete would get no benefit after 59 minutes of exercise and suddenly realize benefits in the 61st minute."

"So here's the punch line: drinking Gatorade improves exercise performance anytime the need for fluid, carbohydrate, and electrolytes is great enough to create an opportunity for improved performance. This can certainly happen in less than 60 minutes and it will be interesting to learn the results from future research as to the lower limits of those circumstances."

Gatorade Saves PepsiCo

Third quarter earnings for Pepsi dropped in part do to flat soft drink sales of Pepsi and Mountain Dew. But Gatorade and its flavored water, Propel, helped save the day. Led by what CEO Steve Reinemund called "strong weather-driven demand," Pepsi's non-carbonated drinks experienced 24 percent growth. It's amazing how the the sports drink category continues to grow and grow by double digits every year.

Gatorade In NBA Live '06

WadeGatorade has been featured in Electronic Arts' Madden Football before, but the brand will make its debut in EA's NBA Live series in NBA Live '06. The game, which hit stores today, features rotating banners for the sports drink on the side of the court. Gatorade has been an official sponsor of the NBA for more than two decades.

"First in Thirst" Blog Tour

First_in_thirst_1Thanks to the help of Todd Sattersten of www.apennyfor.com and www.1800CEOREAD.com, I have embarked on my business book blog tour. Over the next couple days I will be visiting some of the best business blogs to talk about my book. I started at Learned on Women(http://learned.typepad.com/learned_on_women/2005/09/business_book_b.html) and went to www.brandautopsy.typepad.com -- check out the "Inside the Bottle" MP3 file. Over the next couple days, you can find my interviews at http://www.personalmba.com, http://slackermanager.com and http://marketingplaybook.com.

Q & A with Tampa Tribune's Jeff Houck

Today, in the Tampa Tribune, Jeff Houck -- a former colleague of mine at the now defunct Foxsportsbiz.com -- did a question and answer with me about "First in Thirst." You can check it out at: http://www.tampatrib.com/Baylife/MGBHFYEQ4EE.html

Energy Drink For Children?

Spark Duff Wilson of the New York Times writes an excellent piece on a drink called Spark, which is a stimulant drink geared towards children ages 4-12 years old. The drink has the amount of caffeine equivalent to a cup and a half of coffee. Many people are concerned, not only about the caffeine, but about the precedent. "I am concerned about gateway substances," said Frank Uryasz, president of the National Center for Drug Free Sport. "I think it develops a mindset especially among young athletes that they have to take something -- a powder, a pill, a liquid -- to improve their performance, when actually study after study shows that almost all of these products add no value to a young person's athletic performance. Ads for the product talk about the ability of the product to improve athletic performance. Children are a growing market in the energy drink/sports drink market. Gatorade, POWERade, Sunny Delight and Capri Sun all have their sports drinks in childrens sizes. According to the newspaper, Advocare has 175 adult athlete endorsers including San Diego Chargers quarterback Drew Brees and Tennessee Titans quarterback Steve McNair. The company sells vitamins, skincare products, meal replacements and workout drinks.

Gatorade's Secret Formula

Yahoo! Sports columnist Dan Wetzel wrote a story on Gatorade and my book "First in Thirst" this past Friday (link: http://sports.yahoo.com/top/news?slug=dw-gatorade092205&prov=yhoo&type=lgns). In it, Wetzel talks about how Gatorade is one of the greatest marketing stories ever, especially because Gatorade isn't much better than water for most people that exercise. Here is how I am quoted: "It doesn't work for what a lot of people think it does. You have to exercise 60 to 90 minutes for it to help your performance (more than water would). That is less than one percent of the people." I definitely did tell Dan that. But I feel the need to clarify the context of my remarks. I am not saying that Gatorade doesn't work. It does -- it gets you to drink more and replenishes what you lose. But I am saying that less than one percent of the population works out for less than 60 minutes (I can't be far off on that one). And I am saying that I think a lot of people (particularly younger children) think that Gatorade will significantly help their performance and that's just not true. Gatorade does have studies that show that people are dehydrated when they start exercising and that can impact their performance. That "performance" is different from what I'm talking about. I'm talking about making you a much better athlete. It's not Gatorade's fault that people believe this because they haven't advertised deceptively. I just wanted to make it clear that Dan was talking about performance as in making you a much better athlete, not as in rehydration.

Electrolyte Chemist Dies

Harold L. Friedman, who was one of the pioneers in studying electrolytes, died on Sept. 16 at the age of 82, according to the New York Times. Friedman, who taught chemistry at SUNY-Stony Brook for three decades, studied the structure of water and the transport of matter and electrical charges within chemical solutions called electrolytes. Electrolytes, which include the sodium and potassium that is in Gatorade, affect blood chemistry and nerve function.

Quadriplegic Murdered Over Gatorade?

Detectives in California believe that Richard Goodman, 44, beat his girlfriend Sandra Connor and suffocated her after a fight concerning Gatorade. "It had to do with her being upset about some warm Gatorade being given to her versus cold Gatorade, or Gatorade being spilled," sheriff's sargeant Tom Bradford told the San Bernardino County Sun. Connor had been a quadriplegic since she broke her neck in a car crash four years ago. Goodman is being held without bail.

Should During Exercise Sports Drinks Have Protein In It?

Henry Abbott of TrueHoop.com takes it to the next level with Dr. Bob Murray of the Gatorade Sports Science Institute. Here is an excerpt of the e-mail between the two of them, which was posted on the basketball blog:

Bob Murray: It’s important to keep in mind that this is not a new topic. Ever since the 1979 publication of a study on the responses to ingesting milk before exercise (no performance benefits were seen compared to water), sports scientists have been busy researching similar protein applications. Over the intervening years, over 20 research papers have been published in peer-reviewed scientific journals or as research abstracts (see page two). The results of those studies fall on both sides of the fence. Some report a positive effect on performance, while most of the studies report no performance impact whatsoever.

Henry Abbott: What do you make of so many elite athletes using sports drinks with protein? This I have seen in NBA locker rooms with my own eyes.

Bob Murray: Why do many athletes use sports drinks with protein? That question is probably better posed to a marketing person than to a scientist, but I'll be happy to provide my perspective. Athletes are often swayed by the allure of something new and different, especially if better performance is promised and that interest is understandable. Consumers -- including elite athletes -- aren't typically able to separate fact from fiction when it comes to product claims, especially when those claims are shrouded in science and appear as though they might be legitimate. So it's not surprising that athletes experiment with different drinks in hopes they can eek out a performance edge. Over the span of the 20 years I've spent at the Gatorade Sports Science Institute, dozens of "high-tech" sports drinks have come and gone. The sports-drink graveyard is littered with examples of products with aggressive performance claims that couldn't be substantiated by science. Science may move slowly, but it ultimately moves in the correct direction.