Why I Started Baseline: Fueling Athletes the Right Way

It’s Saturday. Your athlete just finished their 2nd basketball game — drenched, starving, and running on fumes. Two hours until the next tip-off. What do they (and you) reach for out of convenience? Chips. Cookies. Pizza. A neon sports drink. Sound familiar?

As a basketball coach for over 10+ years, I watched this happen every weekend. Athletes push their bodies to the limit, then get handed junk that was never designed for athletes. Granola bars made for mountain climbers. Protein bars made for weightlifters. Processed snacks that spike, crash, repeat. The halftime potato chip parade drove me nuts.

One day, looking at my team’s pre-practice “fuel” — Reese's, a Clif bar, and a bag of Cheetos — it hit me: what if there was a snack made for them? Something that actually tasted good, but performed better.

That’s when Baseline was born.

Sports Have Evolved, Snacks Haven’t

• Athletes train harder than ever — but eat like it’s still 1995 (a good year, bad food).
• Growing athletic bodies need more than sugar rushes — they need real carbs and nutrients.
• Parents aren’t to blame — they just haven’t been given better options.

What Makes Baseline Different

• Built for Athletes: Designed for games, practices, and tournaments.
• Athlete Approved Flavors: Because adults don't win weekend championships.
• Steady Energy, No Crash: Real fuel that keeps kids sharp from warm-up to the final whistle.

More Than a Snack: Through our Winning Bite newsletter, we teach families how to fuel better — not just with bars, but with hydration, meals, and recovery.

The Bigger Picture

Baseline isn’t just a snack company. It’s a movement to raise the standard for sports nutrition. Athletes deserve fuel that matches their effort. Parents deserve simple, trustworthy options. Coaches deserve players who can go the distance without burning out.

I started Baseline to change the way we think about fueling athletes — one bite, one box, one game at a time.

Welcome to the Baseline family. Let’s raise the bar (hahah had too) together.

— Alex
Coach, Snack Maker