Performance and health are not separate goals. FuelHQ is grounded in science and shaped by real-world practice, supporting athletes with clear, personalised nutrition guidance.
About FuelHQ
We’re here to help athletes reach their highest potential in sport and health.
With team backgrounds in both clinical practice and academic research, we support each of our athletes with compassionate, professional guidance to fuel their performance and build a foundation for lifelong health at the same time.
meet the team
Dr Jules Strauss
Co-Founder + Head Nutritionist
Jules has spent over 10 years conducting research in exercise metabolism and nutrition at Liverpool John Moores University, but always wanted a way to translate the research into practice with endurance athletes. So, in 2020, together with Sam, she decided to create TEN. Jules is passionate about supporting all athletes to understand the benefits of optimal nutrition, but especially in supporting female athletes to achieve their potential through effective, evidence-based nutrition.
Areas of specialism
Exercise Metabolism and Physiology, Nutrition for Endurance Sport, Female-specific nutrition support
Qualifications
BSc Sport & Exercise Sciences, MSc Nutrition & Metabolism, PhD Exercise Metabolism, RNutr (Sport & Ex)
Specialist sports
Triathlon, running, cycling, strength training, netball
Favourite event
London Marathon - a bucket list event for me and my first marathon
Dr Sam Shepherd
Co-Founder + Head Nutritionist
Having spent 12 years conducting research in exercise metabolism and nutrition at Liverpool John Moores University, Sam wanted an outlet to combine his work and interest in endurance sport. So, in 2020, together with Jules, decided to create Total Endurance Nutrition “now FuelHQ”. Sam’s now moved on to pastures new with Precision Fuel & Hydration, but still provides nutrition support to a number of athletes within FuelHQ. When he’s not reading and writing about nutrition, you’ll find Sam training hard for his next Iron distance race – 8 down and counting!
Areas of specialism
Exercise metabolism, exercise physiology, fat and carbohydrate metabolism
Qualifications
BSc Sport & Exercise Sciences, MSc Nutrition & Metabolism, PhD Exercise Metabolism, RNutr (Sport & Ex)
Specialist sports
Triathlon, running, cycling, ultra-running, cricket, football, netball
Favourite event
Ironman Kona - the reason I got into the sport, so completing this event was a dream come true! I need to go back soon!
Dr Emily Jevons
Senior Performance Nutritionist
Emily gained her PhD in exercise metabolism and nutrition in 2021, and after a stint lecturing at the University of Chester she’s recently joined Team dsm-firmenich PostNL as a performance nutritionist. Alongside this, Emily loves to work with age-group athletes across a range of sports. With a background in swimming, and having also worked for the UK’s leading eating disorder charity, Beat, she’s got plenty of knowledge and experience to impart. Outside of work you’ll find her being a triathlon-loving mum trying to get the life balance right!
Areas of specialism
Nutrition for endurance sport, marathon swimming, eating disorders/disordered eating
Qualifications
BSc Sport & Exercise Science, MPhil/PhD Exercise Metabolism & Nutrition
Specialist sports
Swimming, triathlon, running, cycling, strength training
Dr Vicky Edwards
Nutritionist & Environmental Physiologist
Vicky now has nearly 10 years of experience in nutrition and physiology. She spent time conducting research on the effects of underfuelling during her PhD, and now wants to share her knowledge and help others on their own journey within sports and nutrition. This means allowing them to reach their best performance potential without jeopardising their own health. Outside of work, Vicky is passionate about endurance sport, having taken part in triathlons all the way from sprint to long-distance, as well as being a keen runner and cyclist.
Areas of specialism
RED-S, Nutrition for endurance sports, Occupational Nutrition, Female specific nutrition
Qualifications
BSc Applied Marine Sports Science, MSc Sport and Exercise Physiology and Nutrition, PhD Nutrition and Physiology
Specialist sports
Triathlon, running, ultra-running, cycling, CrossFit, Hyrox, strength training
Lauren Walker
Nutritionist & Youth Athlete Specialist
Lauren is a big advocate for fuelling for the work required and knows first-hand the consequences of underfuelling, which is why she is so passionate about sharing her knowledge and understanding. She works with endurance athletes as well as young female rugby players and regularly provides nutrition seminars to local gyms and communities. Aside from supporting her athletes Lauren also enjoys being creative on Instagram providing educational resources and recording lots of food videos! She also has her own running club in Chester which she set up with her partner – aimed at younger adults its a great way to be social and meet so many likeminded people. It now has over 150 members!
Areas of specialism
Public health, young female athletes, female-specific nutrition, team sports, weight management
Qualifications
BSc (Hons) Human Nutrition, ANutr Registered Associate Nutritionist (ANutr)
Specialist sports
Running, triathlon, rugby, strength training
Favourite event
Delamere Forest Parkrun. I’ve completed over 200 since I started in 2015 and those Saturday mornings have been way more competitive/humbling than any half marathon, 10k, or sprint triathlon I’ve ever done.
Harvey Fortis
Nutritionist & Ultra-Endurance Expert
Harvey is a performance nutritionist who has worked with athletes from various levels, from first time half-marathon runners and ironman athletes to UCI continental cycling teams and elite runners. Harvey has expertise in ultra endurance events, with experience in supporting athletes through world record attempts and multi-day feats. He is currently completing a PhD in Female-specific Exercise Physiology and Nutrition, which attests for his philosophies of research-informed nutrition and staying actively involved in current research.
Areas of specialism
Exercise Metabolism, ultra-endurance, female physiology
Qualifications
BSc Sport & Exercise Sciences, MPhil Exercise Metabolism, PGdip Sports Nutrition, SENr
Specialist sports
Ultra-running, triathlon, cycling, running, strength training
Favourite event
The ROC series
Nelly Koenig
Performance Nutritionist
Nelly has several years of experience in nutrition working with athletes and active individuals to improve their relationship with food and optimise their performance. She has a particular interest in supporting women, helping them better understand how to fuel their bodies around training and different life stages, while building sustainable habits without falling into restrictive or unrealistic approaches.
She takes an evidence-based approach, focusing on practical strategies that help clients fuel their training, recover effectively, and feel their best both in and out of the gym. Nelly is passionate about educating others on performance nutrition, particularly around fuelling for high-intensity training such as CrossFit and hybrid fitness.
Outside of work, she is actively involved in the sport herself, regularly training and being part of the CrossFit community. More recently, she has also developed a strong interest in running, having completed her first half marathon this year.
Areas of specialism
CrossFit, Hyrox, Strength Training, Running, Female Health, Youth Athletes
Qualifications
BSc (Hons) Human Nutrition & Health, Registered Associate Nutritionist (ANutr)
FuelHQ didn't appear out of nowhere. It grew from years of working alongside athletes and hearing the same worries, the same confusion, and the same frustration play out again and again.
FuelHQ: Our Story
“I don’t know how much to eat.” “I tried a diet and it destroyed my training.” “I need to hit a certain weight before I race.” “I feel so tired after long weekend sessions and struggle to keep up with my kids”.
Again and again, we saw talented, committed athletes held back, not by a lack of effort, but by a lack of the right support. The sports nutrition world wasn’t short of noise, but it was short on clarity. Too much conflicting advice, too many unqualified opinions, and not enough qualified practitioners who actually understood what it means to train hard and live a real life alongside it.
Sam and Jules founded fuelHQ because they believed athletes deserved better. Built on the foundations of Total Endurance Nutrition, fuelHQ is a fresh chapter – one shaped by years of practice, research, and real conversations with real athletes.
HQ says everything about what we set out to be. A headquarters; the place where strategy is built, decisions are made, and preparation happens. An authority; a team of qualified practitioners you can trust to cut through the noise with advice that is grounded in science and proven in practice. And a home; a community where athletes will always belong, whatever their goal, whatever their level.
Because the best nutrition plan isn’t the most extreme one. It’s the one that works for you.
Who we're working with
Along with some incredible organisations, we're proud creators of the sports nutrition and coaching female athlete's modules for the Endurance Sport Coaching Institute (ESCI) - the gold standard of professional triathlon coach certification.
What our athletes think
“I’ve now learnt to fuel for performance and has helped me no end in training/racing. Crossing that outlaw finish line yesterday was a complete dream and this says to those who write me off watch as this is just the start.
Claire Carlin with Jules Strauss