The Story Behind Fix Fuel: Fueling Passion with Purpose

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Fix Fuel didn’t start as a business plan — it started as frustration.

As a professional golfer, I spent countless hours on the course relying on whatever “healthy performance bar” I had tossed into my bag. And every time, it was the same disappointing cycle: sugar spikes, crashes, chalky textures, and snacks that weighed me down instead of lifting me up.

 

One brutally hot tournament day, halfway through the back nine, I hit the wall — foggy, drained, running on fumes. I remember thinking:

Why is it so hard to find fuel that actually supports performance and tastes good?
Why does every option feel like a compromise?

No one else was building what athletes truly needed, so I went home and started building it myself.

 

My kitchen became a test lab. I mixed the superfoods I relied on in training — real, functional ingredients that supported energy, recovery, and focus — and I refused to accept anything that didn’t taste incredible. If it didn’t help me perform and make me want another bite, it didn’t make the cut.

 

I shared those early blends with other golfers, trainers, and friends who cared about what they put in their bodies. The reaction was immediate. They didn’t just like the snacks — they felt the difference. Word spread fast, and suddenly people were asking when I was going to turn this into something bigger.

 

That’s when Fix Fuel was born.

From day one, our mission has been simple:
Create fuel that elevates performance without sacrificing flavor. Real ingredients. Real energy. No compromises.

What started as a personal solution for my own peak performance has grown into a purpose-driven brand designed to help people fuel the moments that matter — on the course, at the gym, or in the grind of everyday life.

 

This isn’t just fuel.
This is Fix Fuel.
Deliberate. Clean. High-energy. Built with intention.

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Joseph D’Alfonso

FIX FUEL Founder

PGA of Canada