Leading energy product company works directly with consumers to create the perfect boost for any lifestyle
By Patrick D. Rosso
You’re struggling. Energy is low. It’s only the second transition and it seems like the finish line will never come. But off in the distance, a beacon of nutty, chewy, tasty hope calls to you.
Longtime sponsor of the California Enduro Series, Clif Bar is dedicated to not only the enduro scene, but the riders and their nutrition. Organic ingredients with a Northern California legacy, children of the 90s will remember the first bar their mom gave them while they were out on a hike. This writer certainly does. With new flavors, new options, and plenty of ways to get the caloric power racers demand, the company has grown and innovated since its founding in 1992, but its dedication to athletes and its own company ethos are unwavering.
“The company was born on a bike and anything with two wheels we love to support,” explained Melissa Leebove, regional marketing director for Clif. “We don’t do a lot of advertising at the races. We’re more about face to face interactions with the consumer so they can see our offerings and we can work with them to find the best product for their lifestyle.”
Whether it’s Clif’s new Nut Butter Filled bars or its Organic Energy Food, there’s a Clif product for every type of consumer. From the soccer mom looking for a quick boost before school lets out, or the pro racer looking for a nutritional edge, Clif Bar has your back and your stomach covered.
“Our goal is to meet people at that point of passion where they really need the product,” added Leebove. “Clif Bars are just good dense nutrition to help keep energy up.”
The company’s involvement extends beyond food products and financial support to the California Enduro Series. They actually race the enduro.
“It’s great to get out and race so many different venues,” said Kevin Pinto, an operations planner for Clif and a participant in the series. “The spirit of enduro is great. There’s so much comradery out on the course and it’s more than just competition.”
Racing expert Pinto is all about the big mountain venues. He raced China Peak in June and is looking forward to Mammoth with its big hucks and steep terrain.
“What’s great about the product is we have something for everyone. If you’re not into eating a full bar, we have the Clif Energy Gel and the Clif Shot Blocks. It’s just really a good product that’s actually good for you.”
Although Pinto may be biased, the racers on the course aren’t, as they slam down a slew of Clif products offered on the course and at the finish line.
“They’ve been a supporter from the start,” commented Megan Gemelos, sponsorship director for the series. “The partnership with them is a natural continuation of all the work Clif does for cycling.”
Organizers work closely with Clif to provide products that the riders really want and that meet the demands of enduro, Gemelos added.
“It gives the riders a chance to test new products and see what Clif has to offer,” said Gemelos. “Athletes have a lot to look forward to as Clif introduces athletes to plenty of new products.”
Megan continued to praise Clif. A fan of the Nut Butter and a longtime consumer, she said Clif’s participation is more than just a way to support the series and market to an audience. It’s also about energy, healthy options, and building a community, regardless if racers consume Clif products.