XYIENCE Adds Pro Rock Climber to Roster of Athletes

Joe Kinder

LAS VEGAS — XYIENCE, a leading sports nutrition company and maker of Xenergy, the official energy drink of the UFC®, announces it has signed Joe Kinder to its team of professional athletes. Kinder, 33, is one of America’s leading rock climbing athletes. He is known throughout the world for his impressive roster of first ascents, route development and his “Always psyched” motto. He will represent the brand’s Xenergy beverage and XYIENCE supplement product lines.

“Joe’s boundless energy is the perfect match for the XYIENCE Xenergy brand,” said Aimee Wenske, XYIENCE’s brand and social media manager. “His accomplishments in rock climbing are a testament to a lifestyle that’s centered on health and fitness, and his personal motto of “Always psyched” communicates our brand philosophy: Power to Win.”

Climbing professionally for 15 years, Kinder has completed over 160 routes in the 5.14 grade, including several that are 5.14d. He’s been featured in numerous climbing films and national outdoor publications such as Climbing and Rock & Ice, among others. Kinder’s athletic talent is matched by his artistic endeavors off the rock. A filmmaker, photographer and painter, he majored in painting at the Maine College of Art in Portland, ME prior to becoming a professional athlete.

“Climbing has given me so many amazing opportunities to travel and focus on achieving my goals. I’m excited to work with a brand that will enable me to pay that good fortune forward and inspire others,” said Kinder. “I am honored to be on the XYIENCE team and look forward to working with the other athletes to promote the Power to Win mentality.”

As a part of his contract, Kinder, who lives part-time in Las Vegas where XYIENCE is headquartered, will lend his artistic talent to the brand by creating videos that bring to life the brand’s Power to Win ideology. For these projects he will join forces with XYIENCE’s team of pro-UFC athletes like Dan Hardy and Mark Muñoz.

“In both product and content development, XYIENCE is committed to supporting our consumers in leading a fit and active lifestyle,” said John Lennon, XYIENCE’s president. “As our first professional outdoor athlete, Joe will help us communicate our brand message and continue to build those meaningful connections developed with our Power to Win campaign.”

About XYIENCE (pronounced zy-ince) 

Headquartered in Las Vegas, XYIENCE’s sports nutrition products, which include Advanced Protein Complex, Pre-Workout Booster and Thermogenic Fat Burner, among others are designed to support an active and healthy lifestyle. The brand’s flagship product is Xenergy (pronounced zen-er-gy) –the official energy drink of the Ultimate Fighting Championship® (UFC®). Launched in 2006, Xenergy is the first energy drink created by a nutrition company and the fastest growing brand in its category. Positioned as the energy drink of the health club, XYIENCE Xenergy is marketed to adults over the age of 18. Xenergy is a sugar-free, zero-calorie beverage that is made with all-natural flavors and colors. Xenergy energy beverages are available in Frostberry Blast, Cran Razz, Fruit Punch, Mango Guava, Blu Pomegranate, Cherry Lime, Tangerine and Melon Mayhem. The Xenergy energy family also includes: Xenergy + Lemonade Pineapple and Raspberry and Xenergy + Tea Honey Ginseng and Raspberry Acai. Xenergy + Hydration Grape and Tropical Punch are non-caffeinated beverages fortified with electrolytes and a blend of B vitamins. For more information about XYIENCE Xenergy, visit www.xyience.com.Or connect with XYIENCE on Facebook, Twitter and YouTube.