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Beet It - beetroot juice from James White Drinks - Beet It Sport

Give yourself no excuses... Beet Your Personal Best!

Beet It Sport is a range of award-winning natural nitrate products made from concentrated beetroot juice and used by the world’s sporting elite for athletic performance.

European Specialist Sports Nutrition Awards

  • Best Sports Nutrition Product 2021
  • Best Pre-workout Product 2020
  • Best Sports Drink 2020

Nutra Ingredients-USA Awards

  • Product of the Year - Sports Nutrition 2022

Why Beet It Sport?

Over the last decade, our beetroot juice has been independently tested by over 300 universities worldwide – Beet It Sport is the natural nitrate supplement most trusted by the worlds sporting elite.

Consistent nitrate

Consistent nitrate

Beet It Sport is the only beetroot juice brand that delivers a consistent, adequate dose of dietary nitrate per serving

Beetroot only

Beetroot only

We use dietary nitrate derived solely from concentrated beetroot juice - no preservatives, additives, or artificial ingredients

Every batch tested

Every batch tested

Our products are tested for banned substances by LGC’s world-class sports anti-doping laboratory

How Does It Work?

  • After consuming nitrate-rich beetroot juice, nitrate is absorbed into the bloodstream and taken up by the salivary glands, before being converted to nitrite by bacteria in the mouth.
  • Nitrite is then swallowed, absorbed into the bloodstream and transported around the body. Nitrite can be converted to nitric oxide in the blood and in various organs including muscle.
  • Nitric oxide is important for several processes that influence exercise performance, including vasodilation (widening of blood vessels) and muscle contractility (increase in the force of contraction).
  • A key effect of dietary nitrate is that it reduces the oxygen demand of exercise, meaning the muscles need less oxygen to maintain a given work rate, thereby improving exercise efficiency, fatigue resistance and exercise performance.

In 1998, three scientists – R F Furchgott, L J Ignarro and F Murad – were awarded the Nobel Prize for the discovery of the importance of nitric oxide.

Backed by Science

Beet It shots have been independently used in over 300 published medical and sports performance research papers since 2009. The research has focussed on the following areas:

  • Endurance
  • Multi-Sprint
  • Strength & Power
  • Altitude
  • Health
Learn more on our Science page

I like Beet It because it's natural based and easy to take. It helps aid my recovery, which allows me to push harder in training and racing...

Hannah Miley, Triple Olympic Swimmer

I use Beet It because it is a natural way to increase my nitric oxide levels, this for me leads to improved exercise performance...

Richie Gray, International Rugby Union Player

Beet It Sport is an amazing product - after taking it I feel rejuvenated and recovered; ready to train and compete better...

Ojie Edoburun, Team GB 100/ 200M Sprinter

One of the main differences is that I haven’t cramped up during a tough session since I started drinking Beet It Sport...

Millie Tomlinson, GB Squash Player

I use Beet It Sport before training as the nitrates allow for more blood and oxygen to get to the muscles, which in turn is helps me train more effectively...

Kat Driscoll, GB #1 Trampolinist

I tend to take Beet It Sport the night before a competition just to give that extra boost and allow me to know I have done everything I can before going into that competition - any edge you can potentially get is worth it...

Charlie Hayter, England Rugby Sevens Player

Beet It Sport is a natural substance that I trust and have seen the benefits in my training and racing. There is strong science behind the use of beetroot to help endurance athletes...

Holly Norton, GB Rower, 2016 World Champion

Beet It Sport gives me the extra edge, it's another marginal gain that contributes to my performance...

Karen Bennett, GB Rower, 2016 European Champion

I use it because I watched a documentary on it with cyclists and how it has such an impact on endurance. I thought I would try it and the first 2-3 races, I noticed a difference - now I wouldn’t race without it!

Jade Skillen, Spartan UK & Ireland 2018 Champion