Real Athletes. Real Fruit. Real Fuel.
Purendure was born out of a shared passion for sport, clean living, and doing things differently. Founded by wife duo Laura and Hayley, they created Purendure to fill a gap in the world of sports nutrition, a world where natural, simple, real ingredients were often missing.
They believe in energy that tastes amazing, feels clean, and powers real endurance without the artificial additives.
Combining Pure Ingredients with Endurance Sports
The idea for Purendure came when Laura - deep into marathon training, couldn’t find energy gels that were natural, tasty, and gentle on the stomach. Most were packed with synthetic ingredients, unpronounceable additives, or left her feeling worse than before.
Together, they decided to change that.
Purendure combines PURE ingredients with ENDURANCE sport, creating naturally flavourful, fruit-powered energy gels with a resealable screw-top lid, perfect for real people, on real journeys.
Meet the Founders


Hayley
From a young age, sport has been a huge part of my life. Football has always been my passion, and I have lived and breathed the game for as long as I can remember. At seven years old, I started playing for boys’ teams because there were no girls’ teams available in my area. Watching my favourite team Arsenal play has always been a highlight for me.
As I got older, I pursued studies in Sports Development and Fitness, earning qualifications as a Certified Football and Basketball coach. Although I later took an unexpected break from competitive sports, my dedication to fitness and nutrition has always been there. I am now a qualified personal trainer, which has deepened my understanding of how vital it is to fuel the body correctly, not just for performance but for long-term health and wellbeing.
That belief aligns perfectly with Purendure. Clean fuel is essential for athletes at every level, whether they are pushing for peak performance or simply looking after their bodies day to day. The right nutrition helps with endurance, recovery, gut health, hydration, and even brain function. Purendure’s natural, real fruit energy gels embody that philosophy by providing a more wholesome, effective way to fuel, without unnecessary additives or artificial ingredients.


Laura
Since my teens, I have always pushed myself and dedicated time to working out and looking after my body. I completed 2 triathlons before joining the military in 2011, where I served 7 years in the Royal Signals. When on a tour in Afghanistan, I came across my passion for CrossFit. After leaving the military, my passion for Crossfit and all things fitness continued including finding a new love for running. In 2023, I started training for a half marathon, and from there, my first full marathon, which I completed in March 2024.
Real ingredients. Real energy. Nothing else.
Why Purendure?
We believe great fuel starts with real food. That’s why every Purendure gel is designed to support your body naturally, no nasties, no nonsense. Just clean, effective energy when you need it most.
100% Natural Ingredients
No nasties, just fruit.
Balanced Energy Boost
Sustained energy release - no spikes, no crashes.
Easy on the Stomach
Gentle, gut-friendly ingredients.
Resealable Screw-Top Lid
No sticky mess, no waste.
Vegan & Allergen-Free
Made for All. Free from 16 Common Allergens.
100% Recyclable
Better for your body and the planet.
Rich in Nutrients
Nutrient-rich, natural fuel to help you go the distance.
Made in the UK
Trusted quality and made in the UK.

This Is Fuel That Works With You, Not Against You.
Whether you're running your first 5K, smashing a marathon, or pushing through a tough workout, Purendure helps you perform and feel good doing it.