Born in the Dolomites
About two years ago, we tackled the Sellaronda, a grueling 9-hour ride around the breathtaking Sella massif in the Dolomites. After downing a quick espresso and stuffing a croissant down our empty stomachs, we realized we had greatly underestimated the fuel needed for the 78km ride and 4682m of elevation gain planned that day.It taught us a lesson but most importantly it sparked an idea. Nutrition is an often-overlooked aspect of action Sports, and proper sports fuel is still a rare sight on the trails. While road cyclists rely on gels, bars, and custom drink mixes, those who prefer dirt and gravel over asphalt still feed off gummy bears and energy drinks.
The key to freedom
In our society focused with performance, the experience of the ride got lost in the shadows of the race. We’re told that faster is better and are obsessing over watts, power zones and heart rates. DUSK began as an idea; proper fueling isn’t the key to performance, it’s the key to freedom. Freedom to ride wherever you want, whenever you want. It’s the confidence of knowing you can do anything you put your mind to. It’s the satisfaction of climbing one more hill, and the ecstasy of flying back down.
Fuel for better rides
Our mission is to bring the highest quality, science-backed ingredients and formulas to those who measure the ride in moments not seconds. Driven by the belief that every ride is a unique opportunity for self-expression and growth, we are dedicated to crafting products that meet the rigorous demands of the sports we love and contribute to our community’s overall well-being. Let’s not forget the ride is meant to be enjoyed.
