WOODSTOCK, Georgia— Starting in March, leading sports nutrition and supplement manufacturer Dedicated Athlete will break new ground in the fight against illegal doping, unveiling a first-of-its-kind program that allows customers to make direct donations to the non-profit Cycling Ethics Foundation.

The progressive program will be run through Dedicated Athlete’s revamped online store, www.DedicatedAthlete.com, where customers will be able to contribute to the anti-doping fight simply by clicking on the appropriate button on the checkout page.

“Other companies have explored opportunities, but Dedicated Athlete is the first company we’ve actually done a promotion like this with,” explained Scott Fennel, vice president of marketing for the Agency of Cycling Ethics, which works closely with the Cycling Ethics Foundation. “We are thrilled and excited that a company in the business of sports and sports nutrition is willing to take a stand alongside us in the anti-doping movement, and fight for drug-free sport.”

The amount of the donation is strictly up to the individual, but no matter the size, every penny will be turned over to the Cycling Ethics Foundation.

“It’s the right thing to do, period,” answered Dedicated Athlete founder and CEO John Gamble when asked why he was spearheading the new program. “When I first started this company, I started out with a product, EP-NO, that made an anti-doping statement. Now I want to do more than just say I support clean sport, and that’s why I’m taking action.”

For those unfamiliar, the Cycling Ethics Foundation is a California-based non-profit agency whose mission is to increase public awareness about the importance of fair and ethical play in sports and life. The CEF’s goal is create a level playing field at all levels, and counsel athletes on issues relating to the use of illegal performance enhancing drugs.

“Our long-term vision is to take this model and apply it to every major sport,” said Fennel, a former intellectual property attorney who is well versed in strategic planning, brand management and cross promotions. “We want to share our anti-doping knowledge with high schools, colleges, and professional and amateur athletes of all kinds. Our mission is to restore all sports to a point that holds participants accountable in and out of competition.”

The Cycling Ethics Foundation works independently but closely with the Agency for Sports Ethics, parent company of the Agency for Cycling Ethics. ACE, as it’s better know, protects sponsor investment in professional cycling through an innovative anti-doping program, and an accountability business model that holds all stakeholders responsible to each other.

Boulder, Colorado-based professional cycling team -- and Tour de France wild card hopeful -- Slipstream-Chipotle is among the organizations that employ ACE’s pioneering program.

“We just want to clean up sport in general and support what these organizations do,” concluded Dedicated Athlete’s Gamble. “That’s all there is to it.”

DEDICATED ATHLETE FAST FACTS

— Dedicated Athlete’s top selling supplement, EP-NO, is designed to help increase hemoglobin and red blood cell count with absorbable iron from natural sources of liver and beets. Liver has a full amino acid profile and natural beetroot has clinically shown strong antioxidant properties for the blood. EP-NO also provides blood building blocks with vitamins B6, B12, C and Folic Acid. The Dedicated Athlete product line also includes Rapid Recharge recovery drink and Athletes Multi-Vitamin.

— Dedicated Athlete is based in Woodstock, Georgia and is operated by founder and CEO John Gamble. He has a background in biochemistry and physiology and has raced as an elite level road cyclist. Gamble was assistant coach to the Fort Lewis College (Durango, Colorado) road cycling team and lead them to a second place overall finish at the 2003 national collegiate road cycling championships, and he continues to coach a select number of elite and professional level cyclists.

— Dedicated Athlete currently sponsors some of America’s top road cycling teams and athletes, including, Slipstream-Chipotle, the Giant Mountain Bike Team, and the TIME/Cycle Safe/Dedicated Athlete developmental squad.

— For media inquires, please contact John Gamble. Office: 678-269-8873, ext 27. E-mail: john@dedicatedathlete.com

Dedicated Athlete — Woodstock, Georgia — www.DedicatedAthlete.com

“Support Clean Sport”