The sports nutrition brand Santa Madre, established in Elche, worked intensively with Ethiopian athlete Yomif Kejelcha during the eleven weeks leading up to the London Marathon. This period, considered tight for a marathon debut, was crucial for adjusting a detailed nutritional strategy, where every gram of carbohydrate and every bottle were fundamental for performance.
The company behind Santa Madre is We Are Unusual, founded in 2021. This company is dedicated to the wholesale and retail trade of nutritional supplements, food, clothing, and sports accessories. Its philosophy focuses on improving athlete performance from a scientific, innovative, and design perspective, aiming for power, endurance, recovery, and speed.
Reach the finish line faster.
The collaboration with Kejelcha began in January, with the athlete injured and a limited timeframe. The plan included treatment in Spain, energy analysis, progressive increase in training volume, correction of caloric deficits, an intake strategy during effort, and an almost hourly schedule in the 48 hours leading up to the race in London.
The result was a marathon debut under two hours, with a time of 1:59:41. The athlete publicly thanked Santa Madre as his "nutrition partner," solidifying the Elche-based brand as an international reference in the sector. This success transforms technical and discreet work into a valuable credential.
Economic data from 2024 show the growth of We Are Unusual, with a turnover of 1.14 million euros, exceeding the 876,000 euros of the previous year. The profit for the year was 65,400 euros, quadrupling the 15,200 euros of 2023. The company operates by combining product, technical advice, and an active presence in the sports circuit, focusing on details such as glycogen reserves and carbohydrate intake to optimize performance.
