James Frost is the founder of Flaming Phoenix, a specialist British nutrition company redefining performance fuelling for extreme winter endurance athletes.
His creation, Phoenix Bars, are premium, 552-calorie flapjacks engineered to deliver optimal energy in sub-zero environments where conventional sports nutrition fails.
Developed through meticulous formulation and rigorous alpine testing, Phoenix Bars have become the trusted fuel of elite ski mountaineers, ski tourists, and cross-country skiers seeking uncompromising performance.
Each bar provides 66 grams of carbohydrates and 18 grams of protein, is vegan and gluten-free, and remains soft and easy to eat even in freezing temperatures. Exceptionally compact and versatile, they can also be mixed with water to create a warm, nutrient-rich porridge.
In his talk, The Game-Changing Nutrition Hack for Winter Endurance Sports, James shares the science and philosophy behind Phoenix Bars, explaining why they represent a breakthrough in cold-climate endurance fuelling. Drawing from real-world expeditions and athlete experiences, he reveals how specialist nutrition can transform both performance and resilience in the world’s harshest winter conditions.
Flaming Phoenix stands at the forefront of premium, high-performance expedition nutrition.
James Frost
