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GENr8 Inc. was formed in 2007 by Professor Paul Greenhaff, a muscle metabolism researcher at the University of Nottingham. GENr8’s formulas include a specially engineered sugar-free carbohydrate for use before and after intense training or competition. Their product range includes supplements for perfecting both physique and strength, as well as endurance boosters for increasing energy levels. The most popular GENr8 supplement is Vitargo S2, a muscle fuel drink that can be made into a drink, a gel, frozen, or mixed into any other low carb nutrition product.