GlaxoSmithKline, owner ofthe UK's leading sporting drinks brand - "athletes go 33 percent longer with Lucozade" (small print: longer than when drinking plain water, that is) - has formed the Lucozade Sport Science Academy (LSSA) and appointed Peter Keen OBE to the newly-created position of LSSA Performance Director. Until recently Keen was British Cycling's go-faster guru.

Lucozade takes Keen interest in Sport Science Academy

The Lucozade Sport Science Academy will bring together academic experts and elite sportspeople to "improve sporting performance through better nutrition," says a statement from GlaxoSmithKline.

Specific LSSA initiatives will include research partnerships with leading academics; a new "product development pipeline" focused on the needs of elite sports people; the LSSA "Sports Nutrition knowledge" workshop,; and an LSSA web site

Key individuals from the areas of sport performance and sport science attended the official launch of the LSSA at GlaxoSmithKline’s headquarters in London on Friday, where they heard about the Academy’s vision, objectives and key initiatives.

Peter Keen OBE, formerly performance director at British Cycling, has been appointed LSSA Performance Director. He will shape the "direction, output, relationships and profile of the LSSA within the world of elite sport."

Keen will be responsible for building and managing partnerships with other leading figures in world of elite sport, understanding their needs and how the LSSA can meet these. The Performance Director role is also fundamental in sharing insights and best practice nutrition between sports, anticipating future needs, encouraging debate and dialogue on key performance and nutrition issues among leading sports participants and influencers, and raising the profile and importance of nutrition with organisations throughout British sport.

He will work closely with GSK’s research and development scientists at the LSSA who, in conjunction with research academics and institutions across the UK, are responsible for advancing the company’s scientific understanding and managing the new product development process to meet the needs of high performance sport.

Keen said: “The launch of the LSSA is a groundbreaking development in the world of high-performance sport. The opportunity to help develop better nutritional products and services for present and future sportspeople within a world-class organisation like GlaxoSmithKline is one that I could not resist. The need for carefully researched, evidence-based answers to the nutritional needs of sportspeople has never been greater and I am looking forward to the challenge of delivering these through the LSSA.”

Graham Neale, Vice President and General Manager of GSK Nutritional Healthcare said: “We are thrilled that Peter is joining us as LSSA Performance Director. This is a unique position and Peter brings to the Academy, and GSK, extensive expertise, insight and first-hand experience that will help us bring the LSSA to life and offer real benefits to our partners.

“Peter is one of only a handful of individuals with such experience and credibility within the world of elite sport. He will undoubtedly be a tremendous asset and driving force within the LSSA team.

“This appointment and the launch of the LSSA, clearly demonstrate our commitment to use GSK’s scientific knowledge to benefit sports people at all levels.” L

In other news...

Schwalbe publishes its second CSR report with ‘ambitious’ future targets

Schwalbe has published its second CSR (Corporate Social Responsibility) report, titled “Dedicated Recyclist”. The bicycle …