Maurten buys metabolic-testing startup Calorify to measure what athletes burn
What's the deal? Swedish sports-fuel company MaurtenDealroom has a profile for this one. Try Dealroom → has acquired CalorifyDealroom has a profile for this one. Try Dealroom →, a Scotts Valley, California metabolic-science startup, in a deal announced November 3, 2026. Terms were not disclosed. Founder Hari Mix and his team are joining Maurten, where Mix will lead a new unit called M. Labs.
What each side brings: Maurten is known for its Hydrogel Technology gels and drink mixes, which help athletes absorb more fuel. Calorify measures how much energy athletes actually burn, using doubly labeled water (DLW) — the most accurate way to track calories burned in daily life.
What's the endgame? The acquisition adds individualised performance data to Maurten's existing products and fueling advice, moving the company beyond products toward personalised fueling. "Hydrogel Technology increased the fuel an athlete can take in. Calorify shows what they burn. Together, there's a lot less guessing," said Maurten chief executive officer Olof Sköld.
Why now? The deal fits Maurten's 2026 push to build a broader, science-led fueling offering, which has included new products and partnerships with endurance events.
The backstory: Mix, a Stanford-trained isotope scientist, founded Calorify in 2021. The company became the first lab to offer a commercial DLW service, a method so costly that only 30,000 to 40,000 such tests have ever been run, almost all in academic research. Its at-home test has supported elite athletes including Olympic gold medalist Viktor Axelsen and US distance runner Elise Cranny.
What changes for customers? Calorify's testing service will continue for current customers and partners. The available reporting does not explain how the technology will be integrated.
The signal: The deal marks a bet that the next edge in sports nutrition lies in personalisation, pairing products with individual metabolic data. Its scale and commercial impact, however, remain unclear while terms stay undisclosed.
Read more: santacruzworks.org
Image credit: Generated with Gemini
