Nulo Pet Food and IRONMAN have formed a multi-year partnership, making Nulo the exclusive pet food partner and sponsor for all US IRONMAN events through 2016.

“IRONMAN athletes understand the role quality nutrition plays in fueling a healthy, active lifestyle. We believe triathletes seek the same superior qualities in their dog or cat’s nutrition too,” says Michael Landa, CEO of Nulo Pet Food. “Nulo’s partnership with IRONMAN allows us to educate fellow athletes and pet parents about the benefits of Nulo’s ingredients – in an atmosphere that is fun, inspiring, and celebrated by so many pet lovers.”

“The IRONMAN organization is thrilled to partner with such a unique pet food company like Nulo. Their dedication to pet nutrition and promotion of healthy lifestyles breathes a new perspective into supporting our entire IRONMAN community,” said Andrew Messick, CEO of IRONMAN. “We look forward to helping them activate their brand across our many race venues and in inspiring IRONMAN competitors everywhere to take greater care of their extended families.”

“For so many athletes, our dogs are our best friends and sometimes training partners. Just like our own diets, the types of protein, carbohydrates, and ingredients that we feed our dog or cat matter to their health and recovery,” says Landa. “We thank IRONMAN for aligning their brand with Nulo and for teaming with us to become evangelists for better pet nutrition.”

 Nulo Pet Food started when its founder, Michael Landa, a former All-American swimmer with a long history in professional pet care and education, began to see an escalation in overweight pets and unhealthy lifestyles. A study of 6,000 dog and cat households confirmed the alarming trend – pets were essentially living in a “fast food nation.” Determined to create a better pet food line, Landa worked hand-in-hand with leading scientists to develop Nulo’s nutritional platform and grain-free formulas – all with high animal-based proteins, low carb & low glycemic ingredients and a patented probiotic.