By Caroline MacKey
Each marathon begins with a decision to start, commit and take the first step, even without knowing exactly what awaits us. The same could be said to start a business.
Paige and Ben Fote know both worlds.
Paige Fote, marathonal and racing coach, and Ben Fote, a second year Business School of the University of Virginie Darden Students are the entrepreneurs behind Noogs, a start-up that seeks to develop in the competitive world of sports nutrition.
Their signature product is a chew of gum sports with a sour coating, loaded with electrolytes and nutrients necessary for the endurance athletes on the move.
The starting line
Paige Fote, dietitian and registered athlete, had the idea of Noogs during training for the New York marathon. Like many runners, she experienced different refueling options, trying to find the right balance between taste, texture and efficiency. The problem?
“I was really fighting because I had the impression that what was available was not so tasty, or that the texture really threw me,” said Paige.
Paige Fote preparing for the New York marathon with bitter candies, triggering their idea of Noogs (contributed photo).
She started using small packets of Halloween size of bitter patches and fruit snacks during long tracks. They worked well but lacked electrolytes and stuck in his teeth.
Ben Foote saw this as an opportunity. With his history in entrepreneurship and experience of his wife as an artist and dietitian, they began to explore ways to capitalize on what they saw as an opening of the market.
“I have this idea,” Paige told Ben. “I know there are other runners who also use bitter candies. What if we could do something that has a candy taste but is done for the exercise?
The first step was taken.
Miles in the middle
Cultivating a business is never a smooth sprint, it looks more like miles in the exhausting environment of a marathon, where problems arise, and persistence is the key.
Beyond the development of products, Ben and Paige had to navigate the full spectrum of finance management entrepreneurship, marketing of their brand and collaboration with suppliers to guarantee a coherent quality of product.
They learned to juggle pricing strategies and income forecasts to coordinate with manufacturers and distributors, while retaining their vision of noogs as an accessible and funny sports brand.
One of their first major challenges came just before their first industry event, The Fancy Food Show in New York. They had to make their debut for their product, planning to bring thousands of samples for the participants. But when they received their dispatch, they realized that the product had not settled properly.
“We wanted to have around 20,000 – at least – samples, then we had 200,” recalls Ben.
It could have been a disaster. Instead, they adapted.
Ben and Paige cut the halves in halves, then neighborhoods, to stretch them as much as possible. But with such a limited offer, they needed something else to have an impact.
A more experienced entrepreneur during the event suggested a simple but daring idea: obtaining combinations. Light and catchy outfits that would be talked about.
With nothing to lose, they ordered green and pink neon combinations from Amazon. When they arrived in New York, they put them and hoped the best.
Neon combinations become a key element of their commercial model (contributed photo).
And it worked.
“People came to us just to talk about our combinations,” said Paige. “It completely paid.”
These combinations have become a key element of their brand, which makes the feet recognizable during events and attracts people to conversations on their product.
Find their strides
As with any marathon, real progress comes with consistency. The feet were leaned over basic marketing, attended races and exhibitions.
They also used Darden’s resources, mentoring and financing for presentation competitions and subsidy requests.
“I know full well that we would not be where we were if I had not been in Darden”
Ben Fote
After winning a $ 500 subsidy from Darden Network, Ben was on a follow -up call by discussing how they used the money. Someone from the Darden Executive MBA program listened to and contacted the rest.
“They dm and said to me,” Hey, all my work before it connects companies belonging to women to venture capital. I have someone I would really like you to meet, ”recalls Paige.
This introduction led them to raise venture capital funds, which contributed to passing the noogs to the next level.
Ben and Paige have fully benefited from the resources that have them in Darden, in particular through the I.LAB Incubator I.LAB, which supports students entrepreneurs in the launch and growth of their businesses.
Omar Garriott, executive director of the Batten InstituteHas talked a lot about Ben’s participation in the program.
“Ben (alongside his business and his life partner, Paige) is a fantastic entrepreneur who took advantage of the programs and financing possibilities of the Battren Institute for Darden student companies. He was an invaluable and proactive participant in our In.lab flagship incubator.
Omar Garriott, Executive Director of the Batten Institute.
The last kilometers
Noogs increased beyond these first obstacles. The chews are now in 22 stores and count, with online sales via Amazon and specialized retailers. They are available in three different flavors, a nasty apple, a lemon zinger and an electric watermelon, a whole sweet tasting with a sour coating that melts in your mouth.
Nicknamed “Chicken Nugget”, their puppy quickly became inspiration for more than fun jokes (contributed photo).
They continue to present themselves in marathons and endurance exhibitions, carrying their signature neon combinations and connecting with athletes across the country.
But just like a marathon, the trip does not end at Mile 20, the challenge of growing noogs is far from over.
For the future, Paige and Ben hope to develop in greatest retailers like Rei and Dick’s Sporting Goods, while developing new products that align themselves with their mission of edifying and inspiring athletes.
They also want Noogs to be known as a brand that welcomes all athletes, not just the elites.
“We really wanted sports nutrition to feel less intimidating,” said Ben. “It is traditionally intended for elite level athletes, but we want it to be dynamic and fun, welcoming people who are simply done in sport, whether in execution, by cycling, Triathlons or even a 5k or 10k. “
Their vision extends beyond the growth of the business. They already give back, in partnership with influencers and giving part of the sales to organizations such as special Olympic Games.
“It’s amazing to think about what we could do else as we grow up,” said Paige.
“There is always another race, another challenge,” said Ben. “The key is to continue to move forward.”