Sports Nutritionists

We consult with the UK’s leading Sports Nutritionists to ensure that you get the best possible advice.

Matt Lovell
BA (Hons) Dip ION NTCC CNHC mBANT

Matt has been the England Rugby Sports Nutritionist since 2002, helping the team get to the last 2 World Cup Finals. He also works with UK Athletics helping our elite athletes get ready and excel at the upcoming 2012 Olympic Games. He also worked with the premiership football team Spurs and the London Irish Rugby team. Matt provides us advice on what supplements to stock. Matt occasionally sees private clients when his time allows. Make sure you check out his Sports Nutrition site that is full of information and check his availability for consultations.

Gavin Allinson

Gavin studied Applied Biology at Bath University and has been and still is heavily involved in sports all his life. Gavin represented English Universities while a student and played 3 seasons for Coventry RFC in the mid 90’s. After finishing playing rugby Gavin took up rowing and now competes in Indoor Rowing Competitions winning the Europena Championships in 2011. Gavin has been working closely with Matt Lovell for the past 3 years and Gavin holds the CISSN certificate from the International Institute of Sports nutrition

All the products that are listed on this site we have personally used and or used with our athletes.

Medical Director Dr Eric Serrano MD

Medical Director Dr Eric Serrano MDDr Eric Serrano is our Medical advisor. Dr Serrano is one of Americas best kept medical secrets in our opinion, a lot of the top stars consult with him however he does not court celebrity so he is well known in an underground sort of way. Matt Lovell has known Dr Serrano closely and went and spent a week with him in the US to learn and share ideas with him.

We are pleased that Dr Serrano has agreed to work with us as our Medical Director.

If you are going to take health advice from a Doctor then check out the video and see if he can do this, the video speaks volumes...

Dr. Eric Serrano MD is the ace sought out by elite athletes around the world for help with the most difficult of problems. Now he is here to edit and contribute to a no holds barred newsletter and multimedia community unlike any ever created. Doc S Spends a large part of his time promoting the health of his every day family practice patients in Pickerington; a suburb of Columbus Ohio. Amongst the thousands of patients are elite athletes from around the globe who will travel to the ends of the earth to consult with Dr. Serrano.

A wide array of athletes from the NFL, NHL, MLB in addition to countless elite amateurs make up Eric’s elite client list of athletes. His cohesive expertise comes from years of practicing medicine and his career as record-breaking powerlifter. As an athlete and family man Eric understands the needs of his clients and pushes himself to stay on the cutting edge of training, supplementation, nutrition, injury rehabilitation and performance enhancement.

Dr. Serrano is a graduate of Kansas State University and earned his medical degree for Kansas University, currently he is a professor of family practice medicine at the Ohio State University. One will never have an idea of what extreme demand exists for Dr. Serrano’s services, which is obvious by viewing a message log full of inquiries from elite athletes, strength coaches and related practitioners around the world. He is truly the expert of experts, the on the elite come to for guidance and information.