About Us
The foundation for BORN Sportscare BV has been laid in 1985. The initially developed product concepts led to a true revolution in the field of sports nutrition and body care. Finally there was an alternative for filling bottles with liquid baby nutrition! The man behind these developments was Drs. Wim Jennen (1957-2005). As a brand new graduate pharmacist, he was able to combine his knowledge and skills with practice: he was a more than meritorious cyclist (including a silver medal at the Universiade in Edmonton in 1983 and a member of the famous Dutch Amstel cycling team) and he had the knowledge to develop products that were tailored to a sports body. The development of the products began in a pharmacy, located in a town called … Born, The Netherlands.
- over 30 products are developed since 1985
- Sports nutrition and body care under a single brand name.
- The BORN products are developed in collaboration with top athletes.
The BORN headquarters is located in Geleen since 1999, in the centre of the sportprovince Limburg.
Our Mission
BORN offers a total concept in sport nutrition and body cares. Our mission statement: “The development and marketing of high-quality products that contribute to sportive health, experience and top performances in a natural and ethical way for everyone who holds onto a healthy and active lifestyle.”
Performance of the product and the athlete are equally important. The result: BORN ensures more pleasurable sportive experience! We guarantee that our final product has the best quality. BORN has strict quality standards for the production of both product lines. All products are produced in The Netherlands.
When developing products, much importance is attached to convenience besides effectiveness. Bars should be easily-digested, gels should be easy to drink and sports drinks should be well tolerated by the stomach and do not need to be too sweet.
An important asset in our Philosophy is that an athlete can count on an honest and good advice with regards to the use of sports nutrition and body care products.
2015
BORN stays true to its mission of improving sports performance and increasing fun through innovation. Proud partners with teams such as Team Giant-Alpecin and Team Bora-Argon 18.
![Black_Giant-Alpecin_Logo[1]](http://bornnorthamerica.com/wp-content/uploads/2014/04/Black_Giant-Alpecin_Logo1-150x150.jpg){kind=logo}
2011
Freek Cuypers becomes the managing director of BORN and further embraces the company’s roots by focusing once again on cycling initiatives.
2000
BORN moves its production and distribution to Geleen.
1987-1994
Jennen focuses solely on Laboratorium Born and increases the number of products to include nutritional and skin care products.
1985
Wim Jennen combines his pharmaceutical background and zest for cycling to create the “Laboratorium Born” out of a desire to improve on the food and nutritional supplements he receives from his own team management.
2013
BORN makes its grand debut on the UCI World Tour scene with Team Argos-Shimano; the partnership ushers in new products and a revitalization of international interest.
2005
The company undergoes a period of transition after the passing of founder Wim Jennen.
1995
The name Laboratorium Born is retired and the growing company is rebranded as BORN. We partner with the National Dutch Cycling Federation and the Spanish Cycling Federation.
1986
Initial tests from “Laboratorium Born” prove to be successful with victories in 2 stages of Tryptique Ardennaise and a great finish in the Tour de Liège. Other cyclists start to take notice…
2014
It’s time. We are refreshing our brand.
2011
Richard Miles becomes the new CEO.
2009
Our Company is founded in New York.
2012
Our new beautiful office opens the doors.