Core Values

Our Mission & Mindset

At Hammer Nutrition Canada, we believe that true endurance extends beyond the finish line—it’s about how we show up for our community every single day. We are more than just a source of clean fuel; we are a dedicated partner in every athlete's journey, from their first 5K to their tenth Ironman. Our commitment is to empower individuals through education, superior nutrition, and unwavering support, fostering a culture where health and performance go hand-in-hand.

We strive to be a beacon of positivity in the Canadian endurance community. We understand that our brand is reflected not just in the quality of our products, but in the character of the people who represent us. Whether we are at a local trail head or on a national podium, we aim to uplift, inspire, and encourage every person we meet, leaving a legacy of kindness, integrity, and healthy living.

Core Values

  • Education First: We don’t just sell; we solve. We are committed to sharing knowledge that empowers athletes to make informed decisions about their health and fueling, ensuring they have the tools to succeed safely and naturally.

  • Community Catalyst: We show up. We support local races, independent retailers, and grassroots events because we believe a strong community is the foundation of every athlete's success.

  • Radical Positivity: In a world that can be cynical, we choose optimism. We celebrate others' victories as loudly as our own and view challenges as opportunities for growth.

  • Integrity in Motion: We do the right thing, even when no one is watching. We stand behind our products and our promises, operating with transparency and honesty in all business and personal interactions.

Ambassador Code of Conduct & Social Media Guidelines

As a representative of Hammer Nutrition Canada, you are the face of our brand. We ask that you adhere to the following standards to ensure we maintain a welcoming and professional environment for all athletes.

1. Be a Positive Force

Social media should be a tool for inspiration, not division. We expect our ambassadors to refrain from engaging in heated public arguments, bullying, or disparaging other brands, athletes, or race organizations. If you wouldn’t say it over a loudspeaker at a race finish line, please don’t type it online.

2. Champion Sportsmanship

Whether you have a great race or a "DNF," handle the outcome with grace. Respect race directors, volunteers, and fellow competitors. We support athletes who lift others up, not those who put others down.

3. Authenticity with Professionalism

We want you to be you, but we also need you to be professional. Avoid posting content or comments that is negative.  Use the language of leadership and inspire others to become their best.

4. Educational Approach

When discussing Hammer products, focus on your personal experience and the "why" behind your choice. Avoid making medical claims or bashing competitor products. Simply share what works for you and point people toward our educational resources if they have deep questions.

5. The "Grandmother Rule"

Before posting, ask yourself: "Would I be proud to show this to my grandmother?" If the answer is no, it likely doesn't align with the Hammer Nutrition Canada brand image.