I see what they did there. Osmo. Osmosis.
I sort of wish I had one of those 1950s high school health videos to run with this, like "Your Body and You." Of course, given how what they thought about hydration back then, it'd probably have been called, "WATER ... THE HIDDEN KILLER."
Here in Oklahoma, we know about hydration. On Wednesdays between May and August, we know we have to start guzzling the fluids for the WNR soon as we're finished with our coffee. Being improperly hydrated can turn your WNR from a good workout to a short beer run and a deleted Strava file.
And because you're on your bike, you know that what you put in has a direct effect on what you get out. Gatorade, for instance, is all sugar. However it helps, it's still a lot of calories you're having to burn off. Also, Gatorade's not exactly cutting edge hydration these days.
Osmo is. Check out some of Osmo's cheesy marketing copy:
Hydration is Power
To maximize and sustain power, stay hydrated. As body-water drops, so does aerobic power; by the time you’re thirsty you’re already about 2% below optimal body water, which can result in an 11% reduction in power output.
Individual body-water loss varies among athletes and according to exercise intensity and weather conditions. Most people, under most conditions, should drink 20-25 ounces of Osmo Active Hydration per hour of exercise (roughly one small or large water bottle). Lighter athletes or athletes exercising in cool weather conditions may only require 16-18 ounces an hour. Larger athletes or athletes exercising under hot and humid conditions may require up to 30 ounces an hour.
As endurance athletes, our bodies produce power through aerobic metabolism. Aerobic metabolism requires oxygen-rich blood to flow to the muscles. As body-water drops (due to perspiration and respiration), blood “thickens”, which reduces heart-stroke volume. This means that if you don’t start your effort hydrated, you won’t be performing at your best. If you don’t replace body water rapidly during your workout, your heart rate can hold steady (or even rise), but power will drop (known as “Cardiac Drift”).
In many cases, an athlete’s rate of fluid loss is greater than their body’s ability to replace it orally. What this all means is 1) you should start your workout fully hydrated, 2) you can’t wait until you’re thirsty before you start drinking, and 3) you should be drinking Osmo Active Hydration, because it’s been developed to be the fastest way to replace body-water orally.
How is Osmo so fast at replacing body-water?
To answer this question, we want to tell you about an American Chemist named Dr. Robert K. Crane. In 1960, Crane presented his discovery of the sodium-glucose cotransport system. Later, The Lancet called Crane’s discovery: “…the most important medical advance this century.”
In plain language, when glucose and sodium are present in the small intestine, water is drawn into the bloodstream at a much faster rate.
Crane’s discovery of cotransport led directly to the development of oral rehydration therapy. Oral rehydration therapy has saved the lives of millions of people suffering from dehydration in underdeveloped countries.
Crane’s discovery paved the way for Osmo Active Hydration. We have studied, tested and perfected the science of oral rehydration, honing the ratio of sodium (and other electrolytes), glucose and the other natural and organic ingredients to maximize the rate of fluid absorption and palatability.
Also, Peter Sagan reps this stuff. Maybe if you drink enough of it, you'll be able to ride wheelies on your road bike like he does. I mean, I'm not saying you will, but I'm not saying you won't, either.
Come in, check it out. This is one of the ones we swear by. Also, it just so happens that if you need anything related to carrying your on-bike hydration, say ... bottles, cages, Camelbaks, flasks ... we can hook you up with that, too.
Thanks for reading. We'll see you at the shop.