From Marathon Training to Noogs Nutrition: How Paige Foote Turned a Fueling Frustration Into a Business

By: Nicky Tamberrino, Host of the “Maybe Running Will Help” Podcast

What started as a handful of sour candy during a marathon training run has grown into a sports nutrition company helping runners rethink how they fuel.

On this episode of Maybe Running Will Help, Nicky Tamberrino sits down with Paige Foote, registered dietitian, runner, new mom, and co-founder of Noogs Nutrition, to talk about the unexpected journey from recreational running to entrepreneurship.

Along the way, Paige shares what it took to develop a product from scratch, why the running community has been so important to her success, and how motherhood is changing her relationship with the sport.

The Marathon Training Run That Started It All

While training for the 2021 New York City Marathon, Paige found herself reaching for sour candy instead of traditional running gels. As a registered dietitian, she understood the importance of carbohydrates for endurance performance, but she struggled with the taste and texture of many existing fueling products.

Sour candy tasted great, but it wasn’t exactly designed for running. It stuck to her teeth, was difficult to chew, and didn’t provide the electrolytes she wanted.

That frustration sparked an idea: What if she could create something that tasted like sour candy but was specifically formulated for athletic performance?

With encouragement from her husband, Ben, Paige decided to find out.

A Year and a Half of Trial and Error

Turning that idea into a real product was far more complicated than Paige anticipated.

Her first attempts at making gummies in her own kitchen were unsuccessful. Eventually, she connected with Oregon State University’s food innovation program, where she and Ben spent approximately 18 months working with food scientists to develop the right formula.

The early samples were discouraging. The texture was wrong, the flavor wasn’t close to what they envisioned, and Paige remembers wondering whether their idea was even possible.

But they kept going, providing feedback on everything from ingredients to consistency until they finally developed the soft, sour energy chews they had imagined.

Noogs officially launched in fall 2023.

The Road Trip That Saved Their Bestselling Flavor

One of the most memorable stories from the episode involves Noogs’ signature watermelon flavor.

After finding a larger manufacturer to help scale production, Paige and Ben noticed something different about the latest watermelon samples. The manufacturer insisted nothing had changed, but they knew the flavor wasn’t right.

Rather than accept the explanation, they packed up their car and drove from Virginia to Texas to meet with the manufacturing team in person.

They were right.

The issue wasn’t the flavoring itself. A change in the supplier of the beetroot ingredient used for coloring had affected the taste.

The team eventually switched to black carrot concentrate, preserving the watermelon flavor that customers had come to love.

Today, watermelon remains Noogs’ bestselling flavor.

Building a Business Through the Running Community

Long before Noogs appeared at major marathon expos or on national running retail websites, Paige and Ben were approaching local stores with small bags of samples and hoping someone would give their product a chance.

Their first retail partner was Ragged Mountain Running Shop in Charlottesville, Virginia.

The owners welcomed them, supported their small business, and helped introduce Noogs to the local running community.

For Paige, that support felt familiar. She originally fell in love with running because of the friendships she made while training for her first half marathon in Los Angeles. Years later, the same community that made her love the sport was helping her build a business around it.

Now, Paige and Ben travel to marathon expos, meet runners across the country, and connect with other small business owners in the industry.

What began as a way to make friends has become a career rooted in the sport she loves.

Finding Her Way Back to Running as a New Mom

Beyond entrepreneurship, Paige opens up about another major transition: becoming a mother.

With a four-and-a-half-month-old son, she’s discovering that returning to running involves challenges she hadn’t fully anticipated.

Physically, her recovery has gone well. Finding time to train, however, has been much more difficult.

Between running a growing business, caring for a baby, and navigating limited childcare options, Paige is learning to adjust her expectations.

For now, running a mile or two when she can is a win. She’s hopeful about returning to racing, potentially starting with a 10K in the spring.

Her experience offers a relatable reminder that our relationship with running changes throughout different seasons of life, and that progress doesn’t always look the same.

You Never Know Where Running Will Take You

One of the most meaningful takeaways from Paige’s story is how following her interests opened doors she never expected.

Her career has included clinical nutrition training, private practice, personal training, sports performance, and now building a sports nutrition company.

As Paige puts it:

“You never know what doors your interests are gonna open up.”

For someone who initially started running to relieve stress and make friends, those doors have led to a pretty remarkable place.

And whether you’re working toward your next marathon, navigating a new season of life, or considering an idea you’ve been hesitant to pursue, Paige’s story is a reminder of what can happen when you follow your curiosity.

Listen to the Full Episode

Hear Paige Foote’s full conversation with Nicky Tamberrino on Maybe Running Will Help wherever you listen to podcasts.

Try Noogs Nutrition: Visit noogsnutrition.com and use code NICKY for 15% off your first order.