City have partnered with Purendure to help drive growth at the energy gel startup as part of the club’s Innovation Lab.
Purendure was created in 2024 by Laura and Hayley Gardner out of their desire to fuel themselves for sport without consuming synthetic processed ingredients.
Made with 100% natural and nutrient-rich ingredients, Purendure is easy on the stomach and avoids energy spikes or crashes. It is free from all common allergens and suitable for vegans.
The club will take an advisory board position and build an equity stake in the company, gaining long-term revenue opportunities as part of Purendure's growth.
City’s chief growth and innovation officer Jason Futers said: “This is an exciting partnership - we’re delighted to be working alongside Laura and Hayley to support Purendure’s growth, and can help provide a real insight into what its customers want in an energy gel.
"We believe the Innovation Lab will allow us to create long-term working relationships with companies whose products can be enhanced by access to elite-level athletes and further enhance our off-field provision.
”Laura and Hayley have done an amazing job and we’re very excited to be working with them as they take Purendure to the next level. Our partnership gives us options as Purendure grows as a business, including building an equity stake."
Purendure co-founder Hayley Gardner added: “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 and I are really excited to work with the team at Lincoln City, and look forward to Imps fans trying our energy gel."
Purendure - available in mango and banana flavour - can now be purchased in the club shop. You can also buy online.
As an introductory offer, City supporters can take advantage of 15% off - simply enter IMPS15 when ordering online (this discount is only available online).