CHARLESTON, S.C. (BRAIN) — New World Consumer Products LLC, a maker of nutritional products and supplements, has brought aboard world champion cyclist Mike King as a brand ambassador for the company’s flagship product, XRCEL sports performance fuel.
An inductee of both the U.S. Bicycling Hall of Fame and BMX Hall of Fame, King won multiple national and world championship titles before transitioning to mountain bike gravity racing, where he became downhill and dual slalom world champion. He now directs the state-of-the-art BMX facility at Rock Hill, South Carolina’s, cycling complex. King also works as head of testing and development for the mountain bike category at Vee Tire Co.
“Mike King has had tremendous success in the world of cycling, and we are thrilled to have him on board as a brand ambassador for XRCEL. As a world champion professional cyclist, Mike knows what it takes to train and compete and how important proper fueling is for optimal performance,” said Patrick Keener, chief sales and marketing officer for XRCEL.
“After weeks of testing the product, XRCEL proved I could sustain my energy and intensity levels over and beyond three hours as a sprinter. I was blown away by the results. XRCEL is a big game changer for me,” King said.
