Product innovation
Beet It from James White Drinks
By Mark Edmonds
Organic beetroot juice Beet It is being focused towards those who want to get fit following research showing that the drink can help to boost stamina.
Findings from the University of Exeter have revealed that stamina can be improved by 16 per cent after taking the juice on board, made by James White Drinks.
Nitrate contained within beetroot juice is claimed to lead to a reduction in oxygen uptake, with exercise becoming less tiring as a consequence.
Beetroot juice has also been found to help lower blood pressure after research by Barts (St. Bartholomew's) and the London Hospital in the UK.
The drink will go on sale in single serve 25cl bottles.
Company Details
James White Drinks Ltd
Makers of premium pressed fruit and vegetable juices for over 25 years. Products include Beet It organic beetroot juice, Beet It Sport concentrated beetroot shots, flapjacks and super concentrate Nitrate 3000, Thorncroft cordials, Great Uncle Cornelius drinks, Big Tom spiced tomato mix and a range of organic fruit and vegetable juices.
Address
White's Fruit Farm, Helmingham Road, Ashbocking, Ipswich, Suffolk IP6 9JSTelephone
+44 (0)1473 890111Website
www.jameswhite.co.ukOrganic beetroot juice Beet It is being
focused towards those who want to get fit
following research showing that the drink can
help to boost stamina.
SUP
BeetIt.gif
Product innovation
05 Jun 2026
Nilo Spa Design has launched a dry flotation bed called Marea that uses 500 litres
What does a premium body composition experience actually look like? It starts with the measurement itself.
07 May 2026
Gharieni Group has launched a new company, Cobotics Innovations, to create automated wellness experiences. The
06 May 2026
Tanita Europe has launched the MC-800, a next-generation segmental body composition analyser designed to advance
06 May 2026
Indoor cycling brand Wattbike has launched the latest edition of the AtomX, its commercial smart
05 May 2026
The Morozko Mineral Bath with Hydrogen offers a plunge experience in an elliptical stainless steel
Elevate is set to celebrate its 10th anniversary in style this June, with organisers confirming
05 May 2026
Fold’s new Studio Reformer has been engineered for everyday use in commercial environments. At its
05 May 2026
Fitbench has launched Fitbag, a gloveless boxing bag which has been designed to replace traditional
05 May 2026
A waterfall massage jet shower by Werner Dosiertechnik (WDT) enables operators to deliver cold therapy
05 May 2026
Sona is an AI-powered vagus nerve stimulator designed to address stress and burnout. Spearheaded by
05 May 2026
Gym Gear has introduced the HIITMax Training Station to help operators deliver structured high-intensity interval
27 Apr 2026
Sauna specialist Effe (formerly Effegibi) has introduced its new sauna and hammam collection, Baluar, designed
One of the biggest mistakes operators in the fitness industry still make is advertising almost
A new digital interface is being hailed as ‘revolutionary’ for the leisure, health and wellness
09 Apr 2026
HPO Tech has added a new model to its Zeugma hyperbaric chamber portfolio, the Zeugma
With Elevate 2026 fast approaching, leisure and physical activity professionals are being encouraged to
Across the UK, local authorities are facing the same challenge: ageing leisure facilities, restrictive layouts
PROMOTION
Active IQ: Social media companies should introduce trust mark to fight online fitness misinformation
Active IQ: Social media companies should introduce trust mark to fight online fitness misinformation
The leading awarding organisation for the physical activity sector, Active IQ, is urging social media
27 Feb 2026
Florida-based WellnessSpace Brands has unveiled the PolarWave Dry Plunge – new tech that delivers the
Celebrating its milestone fifth anniversary, W3Fit EMEA returns in 2026 with an unmissable gathering of
27 Feb 2026
Built around behaviour change science, guruPaul is an innovation from retention specialist, Paul Bedford. The
In the landscape of wellness technologies, infrared therapy stands out for its controlled and mindful
Latest News
Nuffield Health has told HCM that it takes its responsibilities towards its colleagues seriously and ...
Latest News
Technogym has announced the launch of the Run X World Treadmill Championship, the first world ...
Latest News
Shocked by the UK loneliness statistics, charitable trust Mytime Active has been doubling down on ...
Latest News
Portugal’s leading operator, SC Fitness, is celebrating a milestone by reaching 100 gyms. The company ...
Latest News
Australia’s fast-growing fitness network, Viva Leisure, is adding a low-cost gym brand to its already ...
Latest News
Speedflex has launched a strength training programme for 10 to 16-year-olds, to make it safer, ...
Latest News
Tewinbury Farm Hotel in Hertfordshire, UK is expanding its premium leisure proposition with the launch ...
Latest News
Work is underway in Madrid on one of Europe’s most significant multi-functional complexes, ...
HCM promotional features
Sponsored
Third Space partnered with IndigoFitness to deliver a
bespoke training space for its new club at The Whiteley
HCM promotional features
Sponsored
David Lloyd is stepping up its commitment to women’s health as it continues to explore what fit-for-purpose looks like for the female population
HCM promotional features
Sponsored
Find out how your gym can tap into the corporate wellness boom
HCM promotional features
Sponsored
Starpool supports Olympic champion Marcell Jacobs, says Riccardo Turri
HCM promotional features
Sponsored
Greg Bradley looks at the shift towards strength training in gyms and advises on how operators can create the ultimate training environment
HCM magazine
Small improvements to sleep, diet and physical activity have major benefits for the heart, according to new research from the University of Sydney
HCM magazine
For every member with a tripod and a big following, there are others irritated at the way equipment is being hogged or wary they’ll be in the background on someone’s Insta feed. Do influencers offer valuable, free marketing or are they just a nuisance? Kath Hudson finds out how operators are responding
HCM magazine
If the health service is to
survive, we must recognise
that it is a disease service
– and that wellbeing rests with
us, says the activity advocate
and healthy ageing champion.
He talks to Kate Cracknell
HCM magazine
HCM People
Stephen Price
Founder, SP&Co Group“Working in public health over the last few years has lit up parts of my brain again”
HCM magazine
HCM People
Jamie Clements
The Breath Coach“I experienced a blissful feeling of joy I hadn’t felt since I was a kid”
Read the latest issue
Opinion
promotion
“Strength training has moved from the margins to the mainstream.”
Featured supplier news
As healthcare continues to shift towards prevention, there’s a growing focus on helping
people stay active, independent and feeling good for longer.
Featured supplier news
Elevate is set to celebrate its 10th anniversary in style this June, with organisers
confirming the event’s largest-ever drinks reception as registrations continue to run more
than 10% ahead of last year.
Company profiles
Escape Fitness has driven fitness innovation for 20+ years. Founded by engineer Richard Januszek and ...
Company profiles
The Swimming Teachers’ Association (STA) is a national governing body for swimming and a UK-registered ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Industrial washing machines
Spa and beauty equipment
Water experiences and hydrotherapy solutions
Fitness tracking platform
Lockers
Hot tubs
Property & Tenders
Stratford, East London.
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
21-24 Sep 2026
The Langham Huntington Pasadena , Pasadena, United States
Diary dates
Search news, features & products:
Find a supplier:
