UK endurance sports nutrition retailer XMiles has launched an update to its online shopping experience, with the introduction of tools designed to make it easier for athletes to understand, compare and select sports nutrition products
At the heart of the retailer’s website update is a new nutrition comparison tool that enables customers to evaluate compatible products and variants using parameters relevant to training, racing and budget
The new product pages and nutrition comparison features are available today (August 3, 2026). Athletes can compare products across several nutritional and pricing metrics:
- Price and price per serving
- Calories and price per calorie
- Carbohydrates and price per gram
- Sodium content
- Caffeine content
- Protein content
Best-value indicators help customers identify products offering the most calories or carbohydrates for their money, while brand filters allow users to explore comparable options from across the retailer’s inventory
Customers can search for additional products, compare different flavours and formats, and add their preferred options directly to their basket without leaving the comparison tool interface
The comparison experience works alongside the free XMiles Nutrition Calculator, supporting athletes as they move from calculating nutritional requirements to selecting suitable products
Using the calculator, customers can create a personalised nutrition strategy based on activity type, expected duration and fuelling requirements. They can then use the comparison tools to assess which products meet those specified carbohydrate, calorie, sodium, caffeine or protein needs
Customers can also save products to existing nutrition lists using a new ‘Build your list +’ feature. Selected products and quantities can be assigned to a specific plan, assisting with nutrition organisation for training sessions, race days and upcoming events
Together, the tools aim to create a connected experience, allowing athletes to calculate requirements, compare product delivery and build a fuelling plan within a single platform
Product pages across the website have also been redesigned to present key data more clearly. Nutrition highlights now appear alongside product imagery, and nutritional information is formatted within standard tables
Customers can switch between eligible variants to see how nutritional values change and update their selected product variant simultaneously
The redesigned product pages also provide serving details, price-per-unit data, product usage guidance and manufacturer information. Eligible items feature sections explaining how, when, why and for whom the product is suitable
The updated platform has been built for both desktop and mobile use, featuring responsive comparison cards, updated navigation and a mobile sticky add-to-cart bar
Matt Maidment, Marketing Manager at XMiles, said “Sports nutrition is not always easy to compare. Products come in different serving sizes, formats and nutritional strengths, which can make it difficult to understand which option is right for a particular session or race
“Our new comparison tool brings the most useful information together in one place. Athletes can calculate their requirements, compare compatible products and understand the cost of the nutrition they are receiving, rather than simply comparing the price of two packets
“The aim is to give every athlete greater confidence in their fuelling choices, whether they are preparing for their first endurance event or refining an established race-day strategy.”
The website update also includes modifications to product reviews, variant selection, back-in-stock notifications, apparel sizing guides, trial-pack descriptions and automated product recommendations
Based in Dorset, UK, XMiles is a specialist retailer stocking energy gels, sports drinks, hydration products, recovery nutrition, supplements and accessories. The retailer carries products from more than 110 sports nutrition brands and has supplied over 150,000 athletes across running, cycling, triathlon and endurance disciplines
