Fuelling a new era of performance
As part of AO StartUps, truefuels will pilot their innovative products with Tennis Australia’s Performance team to help elite players train harder, recover faster, and perform at their peak.
Truefuels’ performance nutrition currently spans award-winning energy gels and hydration, forming a simple, stackable fuelling foundation for elite sport. In 2026, the company will extend this system with its latest innovation in thermoregulation, supporting athletes to better manage heat stress in the most demanding competitive environments.
Co-founded by Goran Vasiljevic and two-time Olympic champion Alistair Brownlee, truefuels develops lean, no-nonsense products designed to work with the body, not override it.
“Partnering with Australian Open StartUps is a genuine full-circle moment for us,” said Vasiljevic, Truefuels CEO & Co-Founder.
“The Australian Open represents the highest level of performance, pressure, and professionalism in sport, values that sit at the core of everything we’re building at truefuels.
“This collaboration is about moving performance nutrition forward alongside the best in the industry, combining real-world athlete insight with innovation that respects the fundamentals. We’re excited to contribute to a future where athletes are better supported, better informed, and better fuelled, at every level.”
By simplifying nutrition and educating athletes along the way, truefuels helps people cut through complexity, build confidence in their fuelling decisions, and ultimately find their truth and be their best.
“I’ve been fortunate to learn a great deal about performance and fuelling through years of elite sport,” said Brownlee, Truefuels Co-Founder.
“What excites me most about this partnership is the opportunity to share that knowledge beyond triathlon — to help athletes in other sports make better, simpler decisions around nutrition.
“Working with AO StartUps allows us to take what works in the most demanding environments and make it accessible, practical, and relevant for a much wider sporting community.”
"We are thrilled to welcome truefuels to the AO StartUps program. It’s vital to pilot innovative products like truefuels that are backed by science and built for elite athletes that are striving to take their game to the next level," said Tennis Australia Applied Science Manager & Senior Physical Performance Coach Alistair Murphy.
The full cohort of AO StartUps companies will be announced during AO 2026.