About Us

Our Story

Born out of frustration with the piles of single-use wrappers left behind at races, lifelong runner Alison knew there had to be a simpler way to fuel endurance athletes. With encouragement and collaboration from her entrepreneurial father, that idea became Dig Deep Endurance Fuel — a smarter, cleaner, and more adaptable approach to fueling.

We believe endurance fuel should work with your body and the planet. Our dissolvable carbohydrate sticks are mess-free, portable, and fully customizable, giving athletes exactly what they need, whether it’s carbs, electrolytes, or flavor, without the waste, sticky powders, or bulky gels.

EXPLORE PRODUCTS
Why "Dig Deep"?

Naming a business is harder than you might imagine! After months of working on this "nameless business", Alison raced the half marathon at the Manitoba Marathon. As part of her race day routine, she wrote a simple mantra on her hand: dig deep. To remind her to keep going when the going gets tough.

After winning the race, news outlets swarmed her asking about her race, her running journey, and what it meant to win this race today. One reporter noticed some faint writing on her hand and asked about it. Slightly embarrassed, she explained the reasoning behind writing a mantra on her hand.

Back home in Nanaimo, Russell got hold of the newspaper article and immediately texted Alison: Dig Deep! That's the name of our business!

And so it stuck: Dig Deep Endurance Fuel.

SMARTER FUEL. LIGHTER IMPACT.
At Dig Deep, fueling is simple, effective, and mess-free. We remove the complexity so you can focus on what matters most: the run.
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Get to know the father - daughter duo behind Dig Deep.
Alison McPherson | Co-Founder

Alison has been competing in endurance sports since her teenage years, racing everything from 800m track events to 120 km mountain ultramarathons and everything in between. Frustrated by the cost, taste, and waste of traditional fuel, she began crafting her own — and that experiment eventually evolved to what is now Dig Deep Endurance Fuel. Passionate about sustainability, Alison aims to help athletes enjoy the outdoors while minimizing their impact. Outside of sports, she enjoys cooking, reading, and spending time with her family.

Russell McPherson | Co-Founder

How does someone with a Bay Street education and a risk-averse background become a risk-taking entrepreneur? Russell will tell you, “Everything I have done in my life has made me what I am today.” He founded Gear re-Store, redefined the outdoor gear repair industry, and was recognized by The Toronto Globe and Mail as one of Canada’s Top Growing Companies for three years. A dedicated environmental steward, Russell coined EO1L — end of first life — and advocates for gear longevity. When he’s not building businesses, he enjoys reading crime fiction, off-grid camping, playing his digital accordion, and spending time with his grandsons on Vancouver Island.