Our Story

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Backed by science and used by athletes

Beet It Sport is part of James White Drinks, which for over 30 years has been tasting, testing and experimenting to bring you the most natural and delicious range of juices. Most of our beetroot juice is pressed and bottled deep in the Suffolk countryside at our James White Drinks factory.

Over the last decade, our Beet It Nitrate 400 shots (specifically their 400mg natural nitrate content) have been used in over 200 independent scientific studies worldwide. Beet It Sport is used by an extraordinarily high percentage of the worlds sporting elite; including teams in English Premier League, Spanish La Liga, International Rugby Union, NFL, NBA, MLS, NHL and individual Olympic and Paralympic athletes from a range of sporting disciplines.

When you are testing the limits of endurance, give yourself no excuses, Beet Your Personal Best!

Sub-2hr marathon, RWC and new research horizons


NN Running Team athlete Eliud Kipchoge becomes the first man to run a marathon in less than two hours in Vienna – fuelled by Beet It Sport shots #NoHumanIsLimited.

Beet It fuels the Rugby World Cup – seven of the top ten international rugby teams use Beet It Sport ahead of the Rugby World Cup in Japan.

Professor Andy Jones and colleagues at the University of Exeter discover that muscle plays an important role in the transport, storage and metabolism of nitrate in humans.

Wylie et al (2019) – Human skeletal muscle nitrate store: influence of dietary nitrate supplementation and exercise, The Physiological Society, University of Exeter, UK.

Beet It Sport fuels sporting elite and International Olympic Committee (IOC) recognition


NN Running Team athlete Eliud Kipchoge breaks the marathon world record in a time of 2:01:39 – Eliud drank Beet It Sport shots in the run up this race in Berlin.

Geraint Thomas wins the Tour de France – Geraint is supplied Beet It Sport shots.

The IOC consensus statement of 20 world leading sport scientists, includes 12 published research papers, all using Beet It Sport Nitrate 400 shots.

Maughan et al (2018) – IOC consensus statement: dietary supplements and the high-performance athlete, British Journal of Sports Medicine, St Andrews University, UK

World-class benefit from Beet It Sport


Beet It Sport becomes an official supplier to the NN Running Team; 60 elite distance runners including marathon and half marathon world record holders Eliud Kipchoge and Geoffrey Kamworor, respectively.

Shannon et al (2017) – Effects of dietary nitrate supplementation on physiological responses, cognitive function, and exercise performance at moderate and very-high simulated altitude, Frontiers in Physiology, Leeds Beckett University, UK

The secret science behind soccer’s unexpected winners 2016


Leicester City win the English Premier League and BBC reveal that Beet It was part of “the secret science” behind Leicester’s remarkable triumph.

Nyakayiru et al (2016) – Beetroot juice supplementation improves exercise performance in soccer players, Nutrients, Maastricht University, The Netherlands

Researchers find new exciting Beet It research


Coggan et al (2015) – Effect of acute dietary nitrate intake on maximal knee extensor speed and power in healthy men and women, Nitric Oxide, Washington University School of Medicine, US

Italian Olympic Committee and University of Cagliari report novel findings using Beet It


Pinna et al (2014) – Effect of beetroot juice supplementation on aerobic response during swimming, Nutrients, University of Cagliari & Italian Olympic Committee, Italy

Australian Institute of Sport recognition and sport-specific intermittent exercise performance


Burke (2013) – To beet or not to beet?, Journal of Applied Physiology, Australian Institute of Sport, Australia

Wylie et al (2013) – Dietary nitrate supplementation improves team sport-specific intense intermittent exercise performance, European Journal of Applied Physiology, University of Exeter, UK


London Olympics labelled 'Beetroot Games'


Beet It beetroot juice is used by many competing athletes, including 4x gold medallist David Weir, who is quoted “as inexplicably using beetroot juice” by Boris Johnson in his Olympic Champions salute.

Cermak et al (2012) – Nitrate supplementation’s improvement of 10-km time-trial performance in trained cyclists, International Journal of Sport Nutrition and Exercise Metabolism, McMaster University, Canada

First study uses innovative Beet It nitrate-depleted placebo shots


Researchers at the University of Exeter are the first to use our placebo shot – an identical version of the shot (in appearance and taste), except the nitrate has been removed. The placebo shot sets a new standard for more robust research; double-blind, placebo-controlled research.

Lansley et al (2011) – Dietary nitrate supplementation reduces the O2 cost of walking and running: a placebo-controlled study, American College of Sports Medicine, University of Exeter, UK

Mo Farah receives delivery of Beet It shots to his home arranged by UK Athletics.

First study published on Beet It Sport shots.


Bailey et al (2009) – Dietary nitrate supplementation reduces the O2 cost of low-intensity exercise and enhances tolerance to high-intensity exercise in humans. Journal of Applied Physiology, University of Exeter, UK

England Rugby trials our concentrated beetroot juice (prototype Beet It shots) with positive feedback.

Beet It juice is supplied to Dubai for camel racing!

Contact Us

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Beet It Sport SA
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Delivery Information

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FREE DELIVERY on orders over R600.00.
Orders less than R600.00 will be charged a standard delivery fee of R95.00.

Customers can anticipate delivery of their orders within 5-7 working days from date of purchase.

We’ve partnered with Pargo to get your order to you as quickly and as safely as possible.

For more information on Pargo, click here:

Return & Refunds Policy

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At Sports Products SA, we want you to be happy with your purchase, and if for any reason you’re not, we would like to hear about it and make it right!

You can return any unwanted product to us within 10 days of receipt of your order, provided that:

  1. The product is in its original new condition, and suitable for re-selling.
  2. The product is in the original packaging.                                                      

Please CONTACT US with your unique order number and the reason for the return. Upon completion of our returns inspection, we will process the applicable refund to your bank account.

If you have received product that is damaged in any way, we’re as upset as you are! Please take a picture of the damaged product and send it to us, we will immediately dispatch a replacement order and arrange for your damaged product to be returned.

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