GU Energy Labs Welcomes Josh Mohr as Senior Vice President of Marketing

GU Energy Labs Welcomes Josh Mohr as Senior Vice President of Marketing

Performance nutrition leader expands executive team to accelerate brand growth and consumer engagement

BERKELEY, Calif. (July 14, 2026) — GU Energy Labs, the original energy gel company and a leader in performance nutrition for endurance athletes, is excited to welcome Josh Mohr as Senior Vice President of Marketing. Mohr joins GU with more than two decades of experience building and scaling consumer brands through strategic marketing, brand storytelling, and integrated campaigns across the sports, wellness, and food and beverage industries.

As Senior Vice President of Marketing, Mohr will lead GU’s global marketing strategy, strengthening the brand’s connection with athletes of all levels while expanding awareness of GU’s innovative performance nutrition products. His leadership comes at an important moment for GU as the company continues to build on more than 30 years of fueling endurance athletes through science-backed nutrition, athlete education, and a deep commitment to the communities that make sport possible.

“We are thrilled to welcome Josh to the GU family at such an exciting time in our journey,” says President of GU Energy Labs, Magda Boulet. “Josh brings a rare combination of deep industry expertise and a genuine passion for the athletic communities. At GU, our goal has always been to serve and connect with athletes of all levels through science-backed nutrition and education. I am confident that Josh’s collaborative leadership and rich background in brand storytelling will help us deepen those connections while welcoming the next generation of athletes to our community.”

Prior to joining GU, Mohr held senior marketing leadership roles across a variety of consumer packaged goods brands, including Muscle Milk, Revive Kombucha, Red Bull Energy Drink, and, most recently, TCHO Chocolate, where he helped scale and increase brand awareness and revenue through key e-comm and DTC initiatives, while leading brand positioning and rebranding efforts to support both legacy and emerging brands.

His extensive experience in brand strategy, consumer engagement, and building high-performing marketing teams will help unlock a new trajectory of growth at GU in the coming years. Throughout his career, he has helped organizations navigate periods of growth by developing meaningful brand experiences, connecting with diverse audiences, and translating consumer insights into impactful marketing strategies.

“I am incredibly excited to join GU Energy when interest in sports nutrition is at an all-time high,” says Senior Vice President of Marketing at GU Energy Labs, Josh Mohr. “To work with an organization with such a rich heritage in fueling elite athletes, and as the creator of the original energy gel, is an honor. The team at GU is passionately driven by science, heart, and a deep purpose to fuel movement, and I cannot wait to work closely with them to reach new levels of impact, together.”

Founded in Berkeley, California, GU Energy Labs has spent more than 30 years redefining performance nutrition through innovative products, scientific research, and a deep understanding of the needs of endurance athletes. For 2027, a focus on bringing new innovations in the performance nutrition space to market will be supported by Mohr's extensive background in reaching new audiences, while retaining loyal GU customers through creative brand strategy and positioning.

To learn more about GU Energy or for all media inquiries, please reach out to [email protected].

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About GU Energy Labs

GU Energy Labs strives to help athletes reach their highest potential with products that deliver the right nutrients, in the right amounts, at the right time. Since its founding in 1993, GU has been committed to increasing access to sport for all. To that end, GU Gives — the company’s philanthropic arm that exists to facilitate movement, especially among diverse and young populations, and to protect the places where we move — supports organizations and initiatives centered around three pillars: access & belonging, environmental conservation & stewardship, and movement for youth. Headquartered in Berkeley, CA, GU Energy Labs produces all of its Energy Gels onsite, largely through sustainable solar power.