Javette is Drink of Choice for Athletes Seeking Better Race Times; Studies Reveal Caffeine's Positive Effect on Endurance, Performance

ATLANTA--(BUSINESS WIRE)--July 13, 2004--An athlete's pre-race checklist may look something like this: water, Gortex, sunscreen and energy food. But now, many performance runners, cyclists, swimmers and backpackers are adding another necessity to this list - caffeine.

Javette is .25 ounces of concentrated gourmet coffee that when mixed with hot water makes a delicious cup of coffee. It is made of 100 percent Arabica coffee and conveniently packaged in single-serving, portion control packages.

Experts say athletes rely on caffeine to stimulate the central nervous system and improve muscle performance while decreasing the perception of fatigue. In addition, they like caffeine because it speeds up fat metabolism and slows down glycogen use. Caffeine makes athletes go stronger, faster, longer, they say.

Palmer-Steele agrees. The Atlanta-based healthcare professional is also a bi and tri-athlete competitor and has experienced the benefits of pre-race caffeine ingestion first-hand. She fills orders daily from countless athletes who can't do without the .25 ounces of her gourmet coffee concentrate before a race.

Paul Bennett, a three-year adventure racer from Atlanta is a Javette fanatic.

"I use it during the hard part of a ride in place of gel," said Bennett, 32, who trains year-round and dislikes gel for its sweetness. "It gives me the extra boost I need to finish strong up a mountain and has a better taste."

The amount of caffeine that is effective for improving performance varies per individual, but professionals advise no more than 6 mg of caffeine per 1 kg of body weight. Athletes should also consider the diuretic effect of caffeine and increase fluid intake to avoid dehydration during a race.

Palmer-Steele sponsors several adventure races including:

-- North Georgia Adventure Race (Northern Ga.)

-- McNaughton Trail Runs (Pekin, Ill.)

-- Cornbelt Running Club 24 Hour Run (Eldridge, Iowa)

Look for Javette Sept. 4 at Low Country Adventure Challenge (LCAC) 24 Hour Race (Beaufort, SC).

Javette is available via www.javette.com. Individual .25 ounce servings are available in boxes of 20 or 60. The easy pour package creates less mess and can be transported anywhere.