It is a company name that will always have to be explained to the uninitiated - but is all the more memorable for that.
Two Sheffield “40-something” cycling pals Claire Hudson and Victoria Gray have set up an online sports nutrition enterprise called ‘Beat the Bonk’ which aims to offer a much bigger range than the average shop, with total flexibility on quantities.
Claire said: “To bonk in cycling terms is to run out of energy, it’s the equivalent of a runner ‘hitting the wall’. When you bonk your legs turn to jelly and you can barely turn the pedals. We want to help fellow cyclists and athletes Beat the Bonk!”
The firm also stocks local products by nouriSHme now and Tipple Tails.