About

Why I Founded Sport Nutrition Group (SNG) & Youth in Sport (YIS)

By Craig Wood, Founder – Sport Nutrition Group

My journey in sport has always been rooted in education, coaching, and performance. With a background in sports science and nutrition, I started out in schools and clubs, Teaching & Coaching young athletes. Over time, I progressed to senior roles within the commercial sector — Director of Sport, Director of Performance, and ultimately General Manager at one of Thailand’s premier sports resorts — working with youth athletes, age-group competitors, and aspiring professionals across endurance disciplines.

But alongside my coaching work, I became increasingly disillusioned by what I saw in the sports nutrition market:

• Poor-quality products filled with unnecessary fillers.
   

• Underdosed formulas that delivered little more than marketing hype.
   

• Brands chasing volume and margins, not athlete performance.
   

So, over a decade ago, I decided to act.

I began developing my own supplements in my home — formulating science-driven blends based on what young athletes and older endurance competitors truly needed. I trialed these products with the athletes I coached and myself over the next 11yrs, refined them through performance feedback, and committed to small-batch production with full ingredient transparency.

Fast forward 11 years, and I’m proud to launch SNG – Sport Nutrition Group with 8 ready-to-market formulations, beginning with the essentials:

• Pre-Workout - THE EDGE
   

• During Workout (Intra) - ENDURE
   

• Post-Workout Recovery - REVIVAL
   

SNG is built for those who want more than marketing fluff. Every formula is designed with intent — to help endurance athletes train harder, recover smarter, and perform longer.

But this isn’t just about products.

I also launched YIS – Youth in Sport to give back to the communities where this all began. Through YIS, we aim to:

• Support young athletes and their families throughout the youth sport journey.
   

• Provide education, mentorship, and performance tools beyond the gym or field.
   

• Build a platform where science, experience, and care come together for the next generation.
   

At the core of both SNG and YIS is the same belief:

Endurance isn’t given — it’s built.

And I’m here to help build it from helping support the foundations sport participation through our free camps and activities to helping support and nurture future professional athletes achieve there dreams.

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Founder Craig Wood has a background in Sport Science & Nutrition and a qualified coach in multiple sports has worked within the sporting industry for over 20 years in both the education sector with private and international schools, helping setup the first school of sport in Scotland, to working for one of Asia's largest Sports Resorts (Pattana Sports Resort) as Director of Fitness & Performance then to GM Sport.

In his roles he has been responsible for elite athletes both on and of the field in multiple sports from Football, Rugby, Triathlon, Cycling, Athletics and Swimming to name a few. Responsible for the athletes training and nutritional needs. In 2020 he started looking at different formulations within powdered nutrition to try and help the athletes in his care, this then evolved to a passion and the formation of SNG in 2025.

However in staying loyal to his principles and his passion for youth sports and educating both youths and Parents he also setup YIS (Youth In Sport), as a way of giving back to junior athletes and grass routes sports. When you purchase an SNG product you are helping build and shape our young people.

 

To find out more please follow our youtube channel YIS & SNG links below. or subscribe and sign up on our home page