From 1991 to today, athletes the world over have been coming to the same conclusion: GU Energy Gels work. The Berkeley-based sports nutrition company started with the original GU Energy Gel, a revolutionary and more effective method to keep athletes fueled during exercise. Since then, GU has continued to improve the recipe, incorporating the latest scientific research into its products. In 2001, GU2O was launched as the perfect hydration companion to GU Energy Gel, and in 2008, the introduction of Roctane Ultra Endurance Energy Gel continued GU's mission: help athletes go faster and longer than ever before.