ASKER JEUKENDRUP PhD, is a Professor associated with Loughborough University and director of MySportScience Ltd. After obtaining his degrees at Maastricht University in the Netherlands, he spent a year at the University of Texas at Austin before accepting a position at the University of Birmingham. In Birmingham he was for 12 years the director of the Human Performance Laboratory, heading up the Exercise Metabolism Research Group. His research has focused on the metabolic responses to exercise, the regulation of carbohydrate and fat metabolism during exercise, adaptations to training and the influence of nutrition on metabolism and exercise nutrition. Asker has published over 200 papers and book chapters in his career and has published 8 books, including several books on Sports Nutrition and a book on High Performance Cycling. He was the youngest person ever to receive a full Professorship at the University of Birmingham. He received the Otto Wolff von Amerongen prize for his achievements in 2003 and was awarded the Danone Chair at the University of Brussels in 2005. He was also the editor-in-chief of the European Journal of Sport Science and is currently deputy editor. After his period at the University of Birmingham became the Global Senior Director of the Gatorade Sports Science Institute, defining strategies for research, education and sport science services. In addition to this, Asker has been training and nutrition consultant to several elite athletes worldwide, including the Dutch Olympic teams, the Rabobank professional cycling team, Chelsea FC, UK Athletics and some of the World’s best marathon runners, swimmers and triathletes. His mission is to translate science into practical application. In his spare time Asker competes in Ironman triathlon races. Asker has completed 21 Ironman races including 6 times the Ironman world championship in Hawaii. .