EDIT: Since this news was released, Nick Gracie of UNNU contacted me to say they are taking over distribution of Tailwind in the UK. He told me:
I am the new Tailwind nutrition distributor for the UK and run a company called UNNU (www.unnu.biz). I just wanted to reassure you that Tailwind will very much still be available in the UK and if anything more available. We will have more sport retail shops selling the product, you will still be able to order direct through the Tailwind website and also other retailer websites and amazon.
We will be attending the National Running Show in January and the London Marathon Expo in April as well as numerous grassroots events all across the UK.
We will be bringing over the full range of Tailwind products and also some great new flavours early next year.
The official handover date has not been confirmed yet but fresh stock is expected very soon so all the favourites will be back in stock and there are no plans for any price increases for the foreseeable future.
We greatly value the UK Tailwind community and we look forward to supporting them all on their future races and adventures. We will also still be adding the personal notes to all direct orders as this is done globally for all Tailwind customers.
So while Mike Julien is closing operations, Tailwind will very much still be available in the UK and you will be able to buy it from your usual retailers or from the online shop. If you have any queries you can contact Nick with the details below:
Nick Gracie – Founder / Sales Director
07799 772396
Email: [email protected] Website www.unnu.biz
Tailwind Nutrition UK Ltd is to close its operations on 15 September 2026, bringing an end to more than 11 years of importing and distributing the endurance nutrition brand in the UK.
The closure was announced by Tailwind Nutrition UK on social media, with owner Mike Julien, widely known in the endurance community as “Mr Tailwind”, citing rising costs and continuing tariff pressures as the reasons behind the decision.
Tailwind UK says supplier costs have increased by between 7% and 19%, following ingredient price increases attributed to trade tariffs. The UK operation initially absorbed the additional costs, but says the continuing pressure means it can no longer maintain its existing prices.
For Julien, that left a difficult choice: pass the increases on to customers or bring the UK import operation to an end.
“Bringing Tailwind to the UK was always a passion project, and asking our loyal community to pay more because of supply chain increases isn’t something I can comfortably do.”
Julien said that after decades in business, he felt it was time to “bow out gracefully”.
“I’ve loved every moment of being ‘Mr Tailwind’ in the UK, but the time has come to wrap up our import operations.”
Eleven years of Tailwind in the UK
Julien began importing Tailwind into Britain more than 11 years ago, establishing the brand within a growing UK endurance scene.
Tailwind’s drink mixes became particularly popular among ultra runners looking for an alternative to gels and solid food during long races, while the company’s wider range of products developed a strong following among runners, cyclists and other endurance athletes.
The UK operation also became closely associated with grassroots endurance sport, supporting runners, events and the wider community over more than a decade.
Julien said the support from customers had been one of the most rewarding aspects of running the business.
“I have been importing Tailwind into the UK for a little over 11 years now and it’s been a huge pleasure to serve the Tailwind community. I’d like to personally thank our customers for the support we have received over the past decade, many a time I’ve been humbled by the feedback we have received. Ultimately this was the reason why we did it.”
Photos courtesy Sam Hill
What happens to Tailwind in the UK?
The closure does not mean that Tailwind Nutrition itself is disappearing.
Tailwind Nutrition UK says it will sell its remaining warehouse stock over the coming weeks, with the UK operation closing on 15 September.
The future distribution of Tailwind products in Britain remains unclear, although the company says Tailwind Nutrition US will make an announcement shortly about how the brand will be distributed going forward.
That leaves the door open for Tailwind to continue to be available to UK runners through a new distribution arrangement, although no replacement distributor has yet been announced.
For customers who rely on Tailwind for their training and racing, the next few weeks are therefore likely to be the last opportunity to buy directly from the existing UK operation.
A new chapter for Julien
While the closure marks the end of Tailwind’s UK operation, Julien’s message suggests it may not be the end of his involvement in endurance nutrition.
His closing message to customers said:
“I want to extend a heartfelt thank you to all our wonderful customers for bringing so much joy to this journey over the past 11 years. I look forward to sharing my next adventure in endurance nutrition with you soon.”
Whatever that next adventure proves to be, the closure marks the end of a significant chapter in British ultra running.
For more than a decade, “Mr Tailwind” has been a familiar name to runners at races and events across the country. The decision to close the import operation highlights the increasing challenges faced by small specialist businesses dealing with international supply chains, while bringing to an end an operation that helped establish Tailwind as a familiar part of the UK’s endurance nutrition landscape.
