Welcome to ALTAR
The endurance nutrition brand designed to fuel your performance without compromise. Founded by ultra-endurance athlete Conor O'Keeffe, ALTAR was born from a need for something better: an endurance fuel that could support long hours of training without causing digestive discomfort. After years of testing and refining his own nutrition, Conor launched ALTAR to offer athletes a product that meets the unique demands of endurance sports. Our formulas are designed to sustain energy, aid recovery, and optimise performance. ALTAR isn't just about fueling your body - it's about enhancing every session so you can reach your full potential, whether you're running, cycling, climbing, or pushing through any challenge.
At ALTAR, we believe nutrition should elevate your experience, not weigh you down. Join us and discover how clean, effective endurance fuel can transform the way you perform. Make the sacrifices in your training sessions not on how you fuel them.
Why "ALTAR"?
The name ALTAR was inspired by a powerful moment in founder Conor O'Keeffe's training journey. Deep in a grueling session, Conor realized that reaching his goals meant stepping up to an inner "altar" - a mental space where he could tap into the discipline, grit, and sacrifice needed to keep going. To him, "going to the altar" symbolized the commitment to endure, no matter how hard the journey got. ALTAR is about that mindset. It's for anyone willing to make the sacrifices, push through the discomfort, and honor their goals with unshakable dedication. Our products are designed to support athletes on this journey, providing the fuel needed to go the distance and elevate performance.