About us


Our founding belief is that every one should have access to exceptional quality, delicious, real food to fuel their active lifestyle & endurance exercise.

"An incredible product that raises the bar, offering the finest quality and performance unlike anything in their sector" - Great Taste Awards Judges


Veloforte is based on an ancient Italian fortifier… A delicious blend of fruits, nuts and spices and a speciality of Siena in Tuscany, called Panforte.

Panforte has been made by generations of the Giusti family and our recipes are fiercely guarded secrets.

The earliest references to Panforte date back to the 13th century. Baked by spice sellers (who were the pharmacists of the day), it was held in high regard not only as a delicious food but also as a cure, a fortifying mix that could restore health & vitality, by virtue of the presence of its spices.

It is documented that during the Crusades, Panforte was carried by the Legions to power them through the long treks into foreign lands ‚Äď perfect for it‚Äôs robust form, energy-giving properties and long life span.

Veloforte bars very closely resemble that of the ancient recipe, the nuts have been chopped more finely & the Brandy has been swapped for freshly squeezed citrus juices, but essentially, what powered the Romans is what will power you. 

Founded in 2016

Marc & Lara Giusti established Veloforte in the Spring of 2016 with the ambition to create the World's finest endurance nutrition - offering people with active lifestyles an exceptional, natural, powerful & delicious alternative to the mass-produced, poor-tasting, synthetic products that dominate the market. 

At the end of 2016 Marc & Lara were joined by Steve Marson, making the Management Team we have today.

Marc Giusti

Having spent 20 years leading many of the UK's best Advertising, Digital & Creative Agencies, Marc's desire to create Veloforte was born from his frustration with the lack of natural and delicious alternatives to help fuel his passion for long distance cycling.

A seasoned rider, Marc is living proof of the power of Veloforte… his last two big rides were the Rapha Manchester to London - a one-day 250 mile ride in 14 hours, and an 800km Audax with over 39,000ft of climbing across Mallorca & Ibiza - performing 'bonk and indigestion free' thanks to a steady supply of hand-made Veloforte.

Marc leads Veloforte's Brand Strategy, Marketing, Collaborations, Communications and eCommerce. 

veloforte about us lara giusti

Lara Giusti
Co-Founder & Head Chef

With 20 years experience as a specialist CardioRespiratory Physiotherapist (Bsc Hons, MSc), Lara understands exactly what the body needs to fuel, sustain and recover from endurance exercise.

Having spent the bulk of her career leading many of the UK's most respected Respiratory Intensive Care Teams, she has since become a multi-award-winning and accomplished Chef, who is inventive and passionate about the power and potential of real food; the honesty of good Italian cooking; fantastic fresh raw ingredients and the balance of flavours and textures, prepared with care to enhance life and wellbeing.

Lara is responsible for the creation, development and manufacturing of the Veloforte range. 

Steve Marson - Managing Director

Steve Marson
Co-Founder & Managing Director

Steve joined Marc & Lara in late 2016 bringing over 20 years senior Blue Chip management & commercial experience. His ambition was always to create a business from the ground up and having tasted Veloforte first-hand whilst riding across Mallorca and down the length of Italy it became clear that the right opportunity had arrived.

A multi-day-cycling specialist, Steve has ridden across countless European countries, climbing many of the most iconic and notorious Cols and completed LEJOG 4 years in a row.

Steve leads the business taking care of commercial relationships, finance, retail, athlete sponsorship and operations.