Lance Armstrong buys into Honey Stinger

On the day he started the SRAM Tour of the Gila, Lance Armstrong announced he has become a part-owner in the Honey Stinger. Based in Steamboat Springs, Colorado, the company makes honey-based energy gels, bars and organic chews.

Armstrong first met Len Zanni, Honey Stinger’s marketing director, when they teamed up to race the 12 Hours of Snowmass mountain bike race outside Aspen in 2008. Armstrong tried the product, and got to know Zanni and the others at the company better over the past few years. Zanni raced with Armstrong at The Leadville 100 last year.

“Honey Stinger works for me in training and racing because you want to eat them and they work,” Armstrong said. “I like the whole team – they understand what athletes need and they’re great to work with. I’m excited to be part of the Stinger team and work with them on expanding the products and business.”

Bill Gamber is one of the four men who founded Honey Stinger in 2002.

“We’re thrilled and honored to have the opportunity to work with an athlete of Lance’s stature. Beyond his athletic achievements, Lance is an inspiration and a leader in the fight against cancer,” Gamber said. “Our relationship with Lance comes at a time when Honey Stinger is riding a wave of momentum and this partnership is a major step for our brand.”

Honey Stinger already sponsored the Trek-Livestrong U23 team, among other race squads.

Armstrong also has ownership stakes in SRAM, FRS and, although the arrangement is largely symbolic, Trek Bicycle