NooMinds is a sports nutrition brand founded by endurance cyclist Craig Elliott to make evidence-based fuelling more accessible to endurance athletes and their coaches. Drawing on more than 10 years of cycling experience and qualifications in advanced sports nutrition and gut restoration, Craig focuses on athletes who struggle to eat enough during training or competition because of bloating, cramps, nausea, or other digestive discomfort.

The brand’s approach uses tailored food choices and timing, including Low FODMAP strategies, to help athletes fuel consistently without unnecessary restriction. Its PreFuel programme offers a structured gut-training protocol in four blocks over 12 weeks, progressing from 40 grams of carbohydrate per hour toward 90–120 grams where appropriate. NooMinds also provides event-day nutrition plans on a pay-as-you-go basis, meal plans, coaching, and educational resources such as a free gut-training guide and blog articles. For coaches, it offers a nutrition toolkit that can be provided under the coach’s branding and managed for athletes, with a stated price of £29.99 per month.