Akin to Michael Jordan buying the Washington Wizards basketball team, Steamboat, Colorado-based Honey Stinger announced that Lance Armstrong will now endorse their products and join the ownership team. I recall when Honey Stinger first came on the scene as a friend, Todd Kerbs, introduced me to their products. “Honey-based energy gel, huh?” I thought. A quick taste and I was impressed.

Now, several years later, Lance is driving. Board meetings will now include a mandatory “Hook-em Horns” chant to begin, followed by V02 max tests to determine who chooses the new flavors — darn, Lance wins every time!

Read the press release:

04.28.2010 – Honey Stinger, the manufacturer of honey-based nutritional foods, announces a partnership with professional cyclist Lance Armstrong. In addition to future product development and endorsement of Honey Stinger energy gels, bars and organic chews, Armstrong becomes part of the ownership team in the Steamboat Springs-based company.

“I first tried Honey Stinger products during a mountain bike race in Colorado,” says Armstrong. “I was impressed with the great taste and energy they provided. Honey Stinger works for me in training and racing because you want to eat them and they work. I like the whole team – they understand what athletes need and they’re great to work with. I’m excited to be part of the Stinger team and work with them on expanding the products and business.”

Armstrong first met Len Zanni, Honey Stinger’s marketing director, when they teamed up to race the 12 Hours of Snowmass mountain bike race outside Aspen in 2008. The foundation for a new business partnership was hatched over the course of long bike rides and get-togethers with company leaders.

Athlete/entrepreneur Bill Gamber teamed up with his father William, a honey industry veteran, food product developer Bob Stahl, and professional beekeeper John Miller to found Honey Stinger in 2002. Today, the company produces over 20 honey-based energy products that are distributed internationally at specialty sporting goods retailers and natural food grocers.

“We’re thrilled and honored to have the opportunity to work with an athlete of Lance’s stature. Beyond his athletic achievements, Lance is an inspiration and a leader in the fight against cancer,” states Bill Gamber. “Our relationship with Lance comes at a time when Honey Stinger is riding a wave of momentum and this partnership is a major step for our brand.”

More Info: Visit StingerBuzz.com

About Author

A native of the Pacific Northwest, Jason quickly developed a love for the outdoors and a thing for mountains. That infatuation continues as he founded this site in 1999 -- sharing his love of road biking, mountain biking, trail running and skiing. That passion is channeled into every article or gear review he writes. Utah's Wasatch Mountains are his playground.

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