Hüma is a veteran-owned company that makes 100% all-natural, great-tasting energy gels. It was started in January 2012 by Ian McCollum and Kevin Sherbourne, two young grad-school students who were tired of awful energy gels. Hüma gels were officially introduced in November 2012 and have since become the best-selling all-natural energy gel!
Like all endurance energy gels, Hüma is a tool for glycogen supplementation. When you exercise for more than 45 minutes, you run the risk of hypoglycemic shock, a.k.a "bonking", which basically means your body runs out of its glycogen stores. Hüma provides an alternative fuel source so your glycogen lasts longer.
The idea for Hüma was born in the sands of Iraq. In the summer of 2009 a US Army soldier named 1st Lieutenant McCollum was charged with leading grueling missions throughout Iraq. At the time he was reading a book about the Tarahumara, a tribe of Mexican Indians who regularly compete in epic 100+ mile races as part of their culture. To fuel themselves on these ultramarathons, they use a special chia seed blend. He figured if it worked for them in Mexico, maybe it would work for him in Iraq.