Competitive cyclist Stuart Jeffreys created the first For Goodness Shakes formula in 2004 because he was fed up with poor tasting recovery products. After trials by athletes in the Beijing Olympics, For Goodness Shakes have developed a great range of recovery powers / kits and are now Britain's biggest selling recovery brand. In 2007, the brand was nominated a preferred nutritional partner to the English Institute of Sport. Their energy foods are now used by over 3,640 Elite athletes across 46 sports. For Goodness Shakes was also recently voted Best Nutritional Product by Runner's World magazine.