Paralympics champion endorses beetroot drink

David Weir CBE, six times Paralympic Champion, is now an official brand champion for BEET IT Sport

David Weir CBE, six times Paralympic Champion, is now an official brand champion for BEET IT Sport, made by James White Drinks in Ashbocking - Credit: Archant

A six times Paralympic champion has backed a Suffolk-made sports drink.

David Weir CBE, who is also a Commonwealth Games gold medallist, is a keen fan of Beet It beetroot juice made by James White Drinks in Ashbocking, near Ipswich, and has agreed to become its official brand champion.

University researchers have been looking at the benefits of beetroot, which is high in nitrates, for some while.

Slumped in his wheelchair after winning the Paralympic Marathon in 2012, he revealed to London Mayor Boris Johnson that he had been exhausted by winning three other gold medals and was about to give up at the five mile mark when he took a shot of beetroot juice.

This gave him the boost he needed to go on and win, in a very close sprint finish. Boris gave away this secret in his Parade of Champions speech, announcing that they had been “propelled by no stimulant more sinister than the beetroot juice unaccountably favoured by David Weir”.


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“In 2011 my nutritionist mentioned how the natural nitrates found in beetroot juice could help to increase my upper body strength and overall stamina” said David.

“I must admit I was sceptical, but I immediately noticed a significant improvement in my performance from the first time I tried the Beet It shot. Ever since then it’s been an integral part of my training regime and I couldn’t imagine competing without it,” he said.

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“Now the secret is out I’m happy to share it and am proud to endorse such a worthwhile natural product, as I know it will help many others literally ‘beet’ their personal best.”

Since the 2012 Olympics, Beet It Sport concentrated beetroot juice shots and bars have been adopted by many elite sports teams and professional sportsmen and women throughout the world. They are also used by more than 150 universities worldwide to research medical and sports performance benefits of natural nitrate supplementation.

Dietary nitrate (NO3) is found naturally in beetroot, as well as spinach and rucola salad. When ingested, it is said to open blood vessels and increase blood flow.

Researchers have been looking at its benefits and studies indicate that when taken regularly it can lower blood pressure.

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