Trisha Sugarek MacDonald

­­Q: What is the importance of protein for serious athletes?    

A: Serious athletes need protein to help build lean muscle, support muscle growth and development, and elicit rapid muscle repair since they are continually pushing their bodies to the edge.

Q: How has the face of the sports nutrition market changed in recent years?

A: Now a $3.2-bilion industry projected to grow 21% between 2008 and 2013, sports nutrition products are no longer just a niche category used by elite athletes, such as pro athletes and hardcore bodybuilders to augment their rigorous training and give them a competitive advantage. General consumers who lead active lifestyles have now sought out sports nutrition supplements to improve their physical look, energy and performance as part of a pathway to leading a healthier lifestyle. Moreover, their brand selections in this category are highly influenced by the endorsements of serious athletes and bodybuilders whom they aspire to emulate.