Gatorade Endurance Strategy Appears Off Target

Gatorade Endurance Formula, with double the sodium and packed with more electrolyes than your everyday Gatorade, has been out for a while now. And despite a targeted communication strategy, it's either not getting through to endurance athletes or there's really no need for this type of product. How do I know. Because I've been running half marathons this year (and you'd have to say that's an endurance event) and I'm hard pressed to see a couple bottles of Endurance before a race. Take today for example. I went to Woodstock, Vermont, to run the Covered Bridges Half Marathon (a gorgeous race), about 1,600 people were in the race. And before the race, I was around for more than two hours at the start, I saw maybe 300 bottles of Gatorade (or more) and one bottle, yes one bottle, of Endurance Formula. So either people don't feel the need or they don't know the difference.

Comments

[Kirk]

I am not sure the strategy is off target, per say, I feel that the product is really hard to find. When shopping at the "Big Three" grocers in Denver, King Soopers (Kroger), Safeway and Albertsons, only King Soopers has the product and 6-10 bottles of it at that. The only other place I have found Endurance is Super Target.

For me, training for an Ironman and part of the triathlon community, I know the product is wanted and used by my fellow athletes. For many, they don't drink straight from the bottle because Gatorade tends to upset a stomach. However, those who use it do get it in powder form so they can create their own mix. Personally, I have used Endurance on long training days and used it yesterday at a 100 mile bike event.

[JT]

Yeah, Gatorade Endurange is hard to find. I use it in bike and ski races, but can't find it consistently when traveling.

[Jeff Mc]

I have used Gatorade for the longest time and have been unable to determine what purpose the Endurance Formula served. I saw that it had more Sodium and electrolytes but the normal stuff served my purpose fine. I am participating in the Los Angeles Triathlon and Endurance formula will be served at each of the stations. In addition, Endurance formula is in great supply at most grocery stores I have been in. In fact, fairly often I can get the 32oz bottle 10 for 10 bucks. I just never have.

[Darren Rovell]

All good comments here guys. In my experience, I've had absolutely no problem finding the Endurance Formula at all. In fact, I've commented to myself that I sometimes think that too much space has been dedicated to it. Maybe that's just Shaw's and Price Choppers in Connecticut.

[Kaly]

I compete in both marathons and triathlons and my problem with the Endurance formula is the texture of it. When drinking Endurance it feels thicker (not really the word I wanted to use but I can't think of what I am trying to say) and not refreshing like traditional Gatorade. For that purpose I intentionally stay away from Endurance.

[Darren Rovell]

Wow, I've never heard this before Kaly. I have an Endurance Formula in my fridge and I'm going to try it tonight.

[JT]

I know what Kaly means by thicker -- it's not actually thicker but there is a more syrupy sensation to it in the mouth. Which I think is why it doesn't seem as "refreshing." But for me, it just seems to work better. When I'm going hard I sorta crave the extra saltiness and have started adding a dash of salt (actually Morton's Lite Salt, which has potassium as well as sodium) to other sports drinks.

[cat]

I live in Little Rock Arkansas. I have looked everywhere for Endurance. I cannot find it anywhere. Gatorade has a pop up the tells you where it is sold. We have only 3-4 of the stores on that list. Target, Walgreens, Kroger and maybe one other. I have looked at multiple locations of each. No luck. I have occasionaly found it in a gas station though. I compete in triathlons and I like it for that. I do thin it with a bit of water though because it does seem to be a bit harsh on my stomach.

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