‘Noogs’ Inventors Race to Grow Their Business

Every marathon begins with a decision to start, to commit, and to take the first step, even without knowing exactly what lies ahead. The same might be said for starting a business.

Paige and Ben Foote are familiar with both worlds.

Paige Foote, a marathoner and running coach, and Ben Foote, a second-year University of Virginia Darden School of Business student, are the entrepreneurs behind Noogs, a startup company seeking to grow in the competitive world of sports nutrition.

Their signature product is a gummy sports chew with a sour coating, loaded with electrolytes and nutrients needed by endurance athletes on the go.

The Starting Line

Paige Foote, a registered dietitian and athlete, got the idea for Noogs while training for the New York City Marathon. Like many runners, she experimented with different fueling options, trying to find the right balance between taste, texture and effectiveness. The problem?

“I was just really struggling because I felt like what was available wasn’t that tasty, or the texture just really threw me off,” Paige explained.

Paige Foote preparing for the New York Marathon with sour candies, sparking their idea for Noogs (contributed photo).

She started using small Halloween-sized packs of Sour Patch Watermelons and fruit snacks during long runs. They worked OK but lacked electrolytes and got stuck in her teeth.

Ben Foote saw this as an opportunity. With his background in entrepreneurship and his wife’s experience as an athlete and a dietitian, they started exploring ways to capitalize on what they saw as a market opening.

“I have this idea,” Paige told Ben. “I know there are other runners who also use sour candies. What if we could make something that tastes like candy but is made for exercise?”

The first step was taken.

The Middle Miles

Growing a company is never a smooth sprint, it’s more like the grueling middle miles of a marathon, where problems arise, and persistence is key.

Beyond product development, Ben and Paige have had to navigate the full spectrum of entrepreneurship from managing finances, marketing their brand, and working with suppliers to ensure consistent product quality.

They’ve learned to juggle everything from pricing strategies and revenue forecasting to coordinating with manufacturers and distributors, all while maintaining their vision for Noogs as an accessible and fun sports nutrition brand.

One of their first major challenges came right before their first industry event, the Fancy Food Show in New York City. They were set to debut their product, planning to bring thousands of samples for attendees. But when they received their shipment, they realized the product hadn’t set correctly.

“We wanted to have like 20,000 – at least – samples, and then we had 200,” Ben recalled.

It could have been a disaster. Instead, they adapted.

Ben and Paige cut the samples into halves, then quarters, to stretch them as much as possible. But with such limited supply, they needed something else to make an impact.

A more seasoned entrepreneur at the event suggested a simple yet bold idea: Get some jumpsuits. Bright, eye-catching outfits that would get people talking.

With nothing to lose, they ordered neon green and pink jumpsuits from Amazon. When they arrived in New York, they put them on and hoped for the best.

The neon jumpsuits becoming a key part of their business model (contributed photo).

And it worked.

“People came up to us just to talk about our jumpsuits,” Paige said. “It totally paid off.”

Those jumpsuits became a key part of their brand, making the Footes recognizable at events and drawing people into conversations about their product.

Finding Their Stride

As with any marathon, the real progress comes with consistency. The Footes leaned into grassroots marketing, attending races and expos.

They also utilized Darden’s resources, from mentorship and funding to pitch competitions and grant applications.

After winning a $500 grant from the Darden network, Ben was on a follow-up call discussing how they had used the money. Someone from Darden’s Executive MBA program was listening and reached out afterward.

“They DM’d me and said, ‘Hey, my whole job before this was connecting women-owned businesses with venture capital. I have someone I’d really like you to meet,’” Paige recalled.

That introduction led them to raise venture capital funding, which helped take Noogs to the next level.

Ben and Paige took full advantage of the resources available to them at Darden, particularly through the Batten Institute’s i.Lab Incubator, which supports student entrepreneurs in launching and growing their ventures.

Omar Garriott, Executive Director of the Batten Institute, spoke highly of Ben’s participation in the program.

The Final Miles

Noogs has grown beyond those early hurdles. The chews are now in 22 stores and counting, with online sales through Amazon and specialty retailers. They come in three different flavors, wicked apple, lemon zinger, and electric watermelon, all sweet tasting with a sour coating that melts in your mouth.

Nicknamed “Chicken Nugget”, their pup quickly became the inspiration for more than just playful banter (contributed photo).

They continue to show up at marathons and endurance expos, wearing their signature neon jumpsuits and connecting with athletes across the country.

But just like a marathon the journey doesn’t end at mile 20, the challenge of growing Noogs is far from over.

Looking ahead, Paige and Ben hope to expand into larger retailers like REI and Dick’s Sporting Goods, while also developing new products that align with their mission of uplifting and inspiring athletes.

They also want Noogs to be known as a brand that welcomes all athletes, not just elites.

“We really wanted sports nutrition to feel less intimidating,” Ben said. “It’s traditionally geared toward elite-level athletes, but we want it to be vibrant and fun, welcoming in people who are just getting into sports, whether it’s running, cycling, triathlons or even a 5K or 10K.”

Their vision extends beyond business growth. They’re already giving back, partnering with influencers and donating a portion of sales to organizations like the Special Olympics.

“It’s amazing to think about what else we could do as we grow,” Paige said.

“There’s always another race, another challenge,” Ben said. “The key is to keep moving forward.”