Our Story

That's me, Freddie Gerner, founder of KULA and trail runner based in Cape Town, chasing up and down mountains around the world. Somewhere along the way, I realised nutrition was make-or-break for performance—but the options made no sense. We watch what we eat in daily life, choose whole foods, read labels. Then race day comes and suddenly we're downing synthetic gels, counting every carb, forcing down fuel our bodies reject.

Why does fuelling have to feel like survival?

I wanted something I'd actually look forward to eating at hour 6 of an ultra. Fuel that added joy to my journey and performance, caring more for my body during the toughest moments. Something that aligned with how I live the rest of my life—plant-based, intentional and respect for the wild nature we're privileged to play in.

So my wife and I started making it for ourselves. That's how KULA was born. Now we're a small team in Cape Town, making bars in small batches, testing everything on the trails we love and investigating our next products.

I'm also an entrepreneur, but mostly I'm just an athlete who got fed up with bad fuel and decided to do something about it.

We're embracing a KULA life. Join us.