XYIENCE Signs Professional Rock Climber Joe Kinder

 One of America’s most influential rock climbing athletes joins Team XYIENCE

One of America’s most influential rock climbing athletes joins Team XYIENCE

LAS VEGAS (Mar. 18, 2014) - XYIENCE, a leading sports nutrition company and maker of Xenergy, the official energy drink of the UFC®,announces it has signed Joe Kinder to its team of professional athletes. Kinder, 33, is one of America’s leading rock climbing athletes. He is known throughout the world for his impressive roster of first ascents, route development and his “Always psyched” motto. He will represent the brand’s Xenergy beverage and XYIENCE supplement product lines.

“Joe’s boundless energy is the perfect match for the XYIENCE Xenergy brand,” said Aimee Wenske, XYIENCE’s brand and social media manager. “His accomplishments in rock climbing are a testament to a lifestyle that’s centered on health and fitness, and his personal motto of “Always psyched” communicates our brand philosophy: Power to Win.”

Climbing professionally for 15 years, Kinder has completed over 160 routes in the 5.14 grade, including several that are 5.14d. He’s been featured in numerous climbing films and national outdoor publications such as Climbing and Rock & Ice, among others. Kinder’s athletic talent is matched by his artistic endeavors off the rock. A filmmaker, photographer and painter, he majored in painting at the Maine College of Art in Portland, ME prior to becoming a professional athlete.

“Climbing has given me so many amazing opportunities to travel and focus on achieving my goals. I’m excited to work with a brand that will enable me to pay that good fortune forward and inspire others,” said Kinder. “I am honored to be on the XYIENCE team and look forward to working with the other athletes to promote the Power to Win mentality.”

As a part of his contract, Kinder, who lives part-time in Las Vegas where XYIENCE is headquartered, will lend his artistic talent to the brand by creating videos that bring to life the brand’s Power to Win ideology. For these projects he will join forces with XYIENCE’s team of pro-UFC athletes like Dan Hardy and Mark Muñoz.

“In both product and content development, XYIENCE is committed to supporting our consumers in leading a fit and active lifestyle,” said John Lennon, XYIENCE’s president. “As our first professional outdoor athlete, Joe will help us communicate our brand message and continue to build those meaningful connections developed with our Power to Win campaign.”

About XYIENCE (pronounced zy-ince)
Headquartered in Las Vegas, XYIENCE’s sports nutrition products, which include Advanced Protein Complex, Pre-Workout Booster and Thermogenic Fat Burner, among others are designed to support an active and healthy lifestyle. The brand’s flagship product is Xenergy (pronounced zen-er-gy) –the official energy drink of the Ultimate Fighting Championship® (UFC®). Launched in 2006, Xenergy is the first energy drink created by a nutrition company and the fastest growing brand in its category. Positioned as the energy drink of the health club, XYIENCE Xenergy is marketed to adults over the age of 18. Xenergy is a sugar-free, zero-calorie beverage that is made with all-natural flavors and colors. Xenergy energy beverages are available in Frostberry Blast, Cran Razz, Fruit Punch, Mango Guava, Blu Pomegranate, Cherry Lime, Tangerine and Melon Mayhem. The Xenergy energy family also includes: Xenergy + Lemonade Pineapple and Raspberry and Xenergy + Tea Honey Ginseng and Raspberry Acai. Xenergy + Hydration Grape and Tropical Punch are non-caffeinated beverages fortified with electrolytes and a blend of B vitamins. For more information about XYIENCE Xenergy, visit www.xyience.com. Or connect with XYIENCE on Facebook, Twitter and YouTube.

# # #


LEKI Signs Climber Melissa Arnot to Athlete Roster

Buffalo, NY – LEKI, the market leader in skiing, trekking and Nordic walking poles, is pleased to welcome Melissa Arnot to its roster of sponsored athletes. Arnot, a globally accomplished mountain guide and climber, complements LEKI’s robust team of athletes which also includes ...read more

Meru Expedition, Garwhal, India

Professional Climber, Photographer, Filmmaker Jimmy Chin Joins Revo as Brand Ambassador

NEW YORK CITY – REVO, maker of the original performance sunglasses, is pleased to announce that it has signed professional climber and renowned photographer and filmmaker Jimmy Chin as brand ambassador. Chin, who has worked as a sponsored athlete for the brand, will now ...read more

ROCK Project Visits Salt Lake City and Inspires New Generation of Climbers

-Climbers come together to remove graffiti on boulders in Little Cottonwood Canyon- April 30, 2015 (SALT LAKE CITY) – Black Diamond Equipment®, a global innovator in climbing, skiing and mountain sports equipment and apparel, along with partner the Access Fund, organized the ...read more


Icebug Signs Professional Obstacle Course Racer, Ryan Atkins, to Footwear Sponsorship

Icebug Signs Professional Obstacle Course Racer, Ryan Atkins, to Footwear Sponsorship BELLINGHAM, Wash. (May 13th, 2015) –Icebug USA, Inc., a subsidiary of Icebug AB headquartered in Gothenburg, Sweden, one of the fastest growing global footwear companies in the trail and ...read more

Mark Munoz, Anthony Pettis and Krzysztof Soszynski Sign with XYIENCE t

LAS VEGAS (May 3, 2011)—XYIENCE has signed mixed martial arts (MMA) athletes Mark Munoz, Anthony Pettis and Krzysztof Soszynski who fight in the UFC’s middleweight, lightweight and light heavyweight divisions, respectively. These MMA fighters will be a part of Team XYIENCE ...read more


New Study Shows Rock Climbers Spend $3.6 Million a Year in Red River Gorge, KY

Slade, KY, March 15, 2016 – A new study led by Eastern Kentucky University finds rock climbers have a significant economic impact in the Red River Gorge region of southeastern Kentucky. The Red River Gorge region is renowned for its rock climbing areas, which attract climbers ...read more


adidas Outdoor Announces Up-and-coming Rock Climber Meagan Martin Joined its Team of Athletes

Los Angeles, Calif., April 7, 2014 – adidas Outdoor (adidas.com/outdoor), the athletic brand in the outdoors, today announced the addition of rock climber Meagan Martin, 23, to its team of athletes. Martin earned first andsecond place finishes in Speed Bouldering and Bouldering ...read more

XYIENCE Adds Energy Shot to Beverage Lineup

LAS VEGAS, NEV. -- XYIENCE ®, the makers of Xenergy, the official energy drink of the Ultimate Fighting Championship® (UFC®), announces the addition of the X Energy Shot, or X Shot, as a complement to its Xenergy beverage line. Like the 16-ounce Xenergy drink, the 3-ounce shot ...read more

Team XYIENCE Welcomes Michael Palmieri

LAS VEGAS — XYIENCE has added Extreme Performance Expert and professional strength coach Michael Palmierito its team of trainers. The founder of the Institute of Sports Science and Athletic Conditioning, an athletic research, training and education consulting facility in Las ...read more