The Story Behind Fix Fuel: Fueling Passion with Purpose

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In 2019, Fix Fuel was born out of a simple yet powerful question: Do we really have to sacrifice flavor for fuel? For me, Joseph D'Alfonso, the journey to creating a superfood snack company started in an unexpected place—on the golf course.

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As a professional golfer, I quickly learned that peak performance wasn’t just about the hours spent practicing my swing. It was about what I was putting into my body. Long days on the course and intense tournaments left me searching for a snack that could fuel my body without making me feel sluggish or weighed down. Unfortunately, most options were either loaded with sugar or left me feeling anything but energized.

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That's when I had an idea. Why not create a line of snacks that not only fuel athletes like myself, but anyone who wants a healthy, delicious option for their busy lifestyle? I started experimenting in my kitchen, blending ingredients that I knew and trusted from my training—superfoods that supported energy, recovery, and overall well-being. I focused on keeping things clean, natural, and full of goodness.

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The real magic happened when I started sharing my creations with fellow athletes and health-conscious friends. Their feedback helped shape the product line into something that wasn’t just about satisfying hunger, but about energizing and empowering people—whether they’re hitting the links or just tackling the everyday grind.

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I officially launched Fix Fuel with a simple mission: to create snacks that people could feel good about eating. Snacks that support performance, taste amazing, and are made with care for people. What began as a solution for my own needs has grown into a passion to help others fuel their adventures, no matter where life takes them.

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Joseph D'Alfonso

FIX FUEL Founder

PGA of Canada