The origin of Herbalife 24 started with Cycling endurance. It was a chance meeting of a biochemist-turned -entrepreneur, his marketing business partner and Herbalife's Chairman and CEO Michael O.Johnson, they met at the top of Piuma Road on the spine of the Central Santa Monica Mountains.
Perched just above Malibu, California, Piuma Road is a twisty, steep seven mile climb renowned among the Southern California endurance community. Among thousands from around the world who train on this road Michael O.Johnson, an avid cyclist, met these two unique athletes after completion of the 2009 Piuma Hill Climb Challenge.
Frustrated by the available products within the sports performance nutrition market, the biochemist-turned -entrepreneur and his marketing business partner developed an innovative endurance drink that proved popular and fulfilled the demand of local endurance athletes.
From the moment Michael sampled the drink, an idea sprang into motion to develop a sports performance nutrition product line to meet the specific needs of the Herbalife sponsored teams/athletes and also to extend that to a broader audience to achieve Herbalife's goal of promoting healthy, active lifestyles.
From this chance meeting of Cyclists - Herbalife have turned it into something really BIG "Herbalife 24"