Tailwind Nutrition Benelux is the regional distributor of Tailwind Nutrition, serving athletes across Belgium, the Netherlands, and Luxembourg. Born from an athlete's personal struggle with stomach cramps and heavy sports gels during races, the regional branch began operations to make the gut-friendly endurance drink easily accessible locally.

The company supplies simple, all-in-one powder mixes that combine hydration, electrolytes, and calories to be dissolved straight into water. Designed to prevent stomach distress during long-distance efforts like ultra-running, cycling, and triathlons, it allows athletes to fuel smoothly without relying on solid food or sticky gel.

We recently sat down with the owner and founder of Tailwind Nutrition Benelux Xander Lohmeijer to find out more about the company and what they are planning for IRX 2026.

1. When did you first realise you wanted to start Tailwind Nutrition Benelux, and how complex was the initial process to set it up?
I officially launched in early 2019, but my history with Tailwind goes back to 2017. As an enthusiastic amateur endurance athlete competing in obstacle course racing and adventure racing, I was already using the product myself and became convinced it was the absolute best on the market. Eventually, I reached out to Tailwind UK about importing to the Benelux region, since they were servicing the wider EU at the time. That initial conversation evolved into a formal distribution agreement. While getting everything set up came with the usual friction you'd expect from a new venture, the core motivation was simple: bringing a product I genuinely believed into a market where it wasn't yet properly available.

2. Are endurance sports a personal passion of yours? Has the relationship with that changed since being a business founder in the endurance space?
I’m still very much an enthusiastic amateur adventure racer. I 'compete' several times a year, so that hasn't changed - if anything, I'm out there more often now. The real difference is that I now notice things I used to ignore, or at least never consciously registered. I find myself looking at how aid stations are set up, what athletes are reaching for, and where gaps in nutrition knowledge still exist. Running a business in this space naturally keeps you more attuned to those details, even when you’re just out there doing what you love.

3. What makes Tailwind Nutrition a better choice than others available on the market?
It comes down to simplicity. One single product handles your carbohydrates, electrolytes, and hydration. You do not have to layer a gel on top of an electrolyte tablet or mix multiple products. For most athletes, that simplicity cuts down on stomach trouble because your gut has less to process while you exercise. The formula is also clean: no artificial dyes, no preservatives, and nothing extra that does not serve a real purpose.

4. The global running 'boom' has changed the running landscape, what are the main changes you have noticed as a business?
The audience for trail and ultra running has grown massively. What used to be a tight-knit community now welcomes first-timers tackling 50k races who care just as much about nutrition as seasoned veterans. You can see this shift in the questions they ask and how they shop. Because the market is much more crowded today, reputation and word-of-mouth recommendations matter more than ever.

5. Would you say Tailwind is suitable for runners of all abilities and distances? Would a 5k parkrun participant need Tailwind for example?
Honestly, for a 5K in mild weather, plain water is usually all you need. If you're finishing under 45 minutes in moderate conditions, extra fuel won't offer much benefit. However, if you prefer your water with electrolytes and a hint of flavour, our Rapid Hydration is a great option.

For half marathons and longer, or when running in the heat, Tailwind Endurance Fuel and High Carb Fuel really earn their place. Tailwind was born on mountain bike trails, but it’s built for any sustained endurance effort. Whether you're tackling trails, ultras, or road races, that's where you'll truly notice the difference.

6.  Tailwind Nutrition has had a roster of high-profile elite athletes such as ultrarunner Courtney Dauwalter. Does it significantly impact interest and/or sales when an athlete endorsing Tailwind has a standout performance at an event?
Yes, and directly. When Courtney gets a big result - which has happened quite a few times now - we see an immediate spike in traffic and sales. While reach is part of it, credibility matters more. When the best ultrarunner in the world wins using your product, that carries massive weight with athletes doing their research. It also puts Tailwind right in front of people who might have never come across it otherwise.

7. What is the strategy behind your limited-edition or seasonal flavour releases?
They let us test new ideas without committing to a full product line, giving customers a fun reason to branch out from their usual choice. We plan to do a couple of these special releases each year. So far, we have introduced Ginger-Lime Endurance Fuel, and we will soon bring Mango Yuzu Endurance Fuel to the EU following its massive success in the US.

8. How can retail stores or running clubs partner with Tailwind Nutrition Benelux for bulk-order pricing, local event sponsorship, or athlete-focused educational support across the region?
Retail stores can reach out directly for wholesale pricing. We're actively looking to expand our network of specialist running, sports and outdoor retailers across the Benelux, Germany and Austria.

For clubs and event organisers, bulk bag pricing is available for aid stations, which works better than handing out samples without context. We also supply signage and product information for events. Both have their own form on our website, wholesale enquiries and event sponsorship, and that's the easiest way to start a conversation.

9. You are exhibiting at the International Running Expo (IRX) 2026. Can you tell us any of your plans for the event?

IRX is a great chance to connect with new retailers and event organisers in the region who may not know our brand yet. Because of this, our main goal is sampling. Instead of just handing out flyers, we want people to taste the product. We will be offering samples of Endurance Fuel, High Carb Fuel, and Recovery Mix.

10. Looking toward 2027 and beyond, how would you like to see Tailwind Nutrition Benelux develop further?

Our main priority is retail distribution - getting Tailwind onto the shelves of the right specialist stores across the region instead of being online-only. Alongside this, we want to focus on sustained event and club partnerships rather than one-off deals. While our webshop has grown year-on-year and will continue to do so, physical retail represents our next phase of growth. The aim is simple: any endurance athlete in our region who wants Tailwind should be able to find it easily.


IRX 2026 is THE event for global brands, retailers, distributors and industry leaders
Join fellow industry professionals at The International Running Expo (IRX) 2026 - Europe’s only dedicated business event for the running sector. Returning to RAI Amsterdam on 4-5 November, #IRX2026 features 200+ global brands showcasing the technologies and products shaping the future of the sport https://www.internationalrunningexpo.com/