Fuel Hub

Founded in 2019 by Michelle and James Laithwaite, Fuel Hub is an athlete approved, premium, sustainable meal prep company that focuses on high protein, macro-controlled nutrition. Operating a zero-food waste model out of their headquarters in the North West, the business is quickly becoming the leading go-to nutrition provider for elite athletes and teams across the UK, alongside a thriving D2C model and a growing B2B network. Sports clubs and organisations from across more than 25 sports, including Team GB, Chelsea, Fulham and England RFU, are all powered by Fuel Hub. Earlier this year, the company became Official Partners of HYROX and Super League Triathlon.


Fuel Hub came to MC2 in Spring 2022 with a brief to further build its profile in the UK market. With ambitious growth plans, Fuel Hub was also pushing to attract investors who could financially support them in scaling up across all areas of the business. Already affiliated with a number of sports teams, athletes and companies, Fuel Hub was looking to increase brand awareness and become top of mind in its industry, with the ultimate goal of becoming a leading lifestyle brand.


We worked with the founders to gain a detailed understanding of the company’s position in the market and establish a compelling corporate narrative. We developed an integrated corporate communications programme to enhance the credibility of the brand. All of our activity was geared around creating meaningful touch points that would resonate with an investor audience. This included national and regional awards, speaker opportunities, roundtable appearances, as well as stories that focused on business performance and expansion.


  • National broadcast coverage on ITV highlighting James’ rise to business success post-rugby career 
  • Won Medium Business of the Year,  Business Woman of the Year, Businessman of the Year at the 2022 Warrington Business Awards
  • Facilitated introductions to KPMG and Rugby League World Cup 2021, which led to a partnership to provide meals to teams and staff during the competition.
  • The above impact led to substantial equity funding from AJ Bell founder Andy Bell, as featured in multiple national press outlets, including the FT Adviser.

More work