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Hi, my name is Isaac Howe and I’m a 25-year-old domestic professional road cyclist with the Kenda Pro Cycling Team. I’ve been a competitive cyclist since 2001, which is when I was introduced to NOW products. As with most junior athletes I couldn’t afford much, so NOW products were recommended by my peers due to their quality and affordability. Although I’m now an accomplished professional I still remain a customer for the same reasons I started using NOW years ago, but with the additional confidence of knowing I’m using a brand I can trust to be free of contaminants.
From 2001 to 2008 I was a competitive amateur cyclist who raced mostly local events. In an effort to realize my dream of one day being a professional cyclist I decided to branch out and race as many U.S.A. Criterium races as I could afford. After eight years of training and preparation I finally entered my first professional U.S.A. Criterium Series event in 2008. I was completely overwhelmed. I thought I was ready for the professional level, but quickly learned otherwise. I wasn’t about to give up on my dream – I knew I had to work harder than ever before. It was a long and hard battle, but two years later I won the same series that had beaten me so badly in 2008. In 2010, I was the U.S.A. Criterium Under-25 Winner and the 2010 Overall Series Winner. It was one of the most incredible experiences of my life - to have gone from feeling so uncompetitive and overwhelmed in 2008 to coming back and winning the 8 month, 10 race, series just two years later. It was a personal accomplishment that has shown me that my limits are often bound only by what I think I can achieve. As I prepare to apply for medical school this summer, I often remind myself of this experience, and it helps keep me focused on my goal of becoming a doctor after my cycling career is over.
As I mentioned above I have always appreciated the affordability and purity of NOW products because I can maintain consistent, thorough supplementation during my most strenuous training and racing periods without fear of contaminants banned by the WADA. NOW is a no-frills type of supplement. I always get exactly what I want when I order NOW products and none of the extra chemicals that often come in modern supplements from other companies. Whey Protein Isolate and Beta Alanine are two key NOW products in my regular Training Regimen. In addition I will also periodically use Ginkgo Biloba, Melatonin, Creatine and Tryptophan.
As a professional cyclist I travel a lot with other cyclists; we’re constantly moving from one race to the next. Often we get the opportunity to stay in host housing, which is usually more accommodating than hotels. Hosts are often cyclists themselves and they’re eager to learn the ins and outs of how professionals train and race. Having my Whey Protein and Beta Alanine (two of my favorite NOW products) in my food bag always makes for a great opportunity to discuss the reasons I use those supplements, and particularly why I use NOW products. In college I studied biochemistry and now I apply my knowledge to coaching amateur cyclists while I race and prepare for medical school. My clients appreciate the scientifically-sound basis of my nutritional supplement recommendations. In addition to word of mouth promotion I plan to regularly use my blog and social media to promote and positively represent the NOW brand.