Eddie Hearn, Chairman of Matchroom Sport and one of the most influential figures in global boxing, has partnered with British supplement brand Ten Percent Club to co-develop and launch a new electrolyte range, positioning the brand at the centre of one of the fastest-growing segments in sports nutrition.
The Slip & Flow electrolyte range, developed in collaboration with Matchroom, is the latest addition to The Ten Percent Club’s portfolio of Informed Sport-certified supplements, now trusted by more than 3,000 professional athletes worldwide. Unlike the majority of electrolyte products on the market, the range uses an entirely wholefood-led formula built around coconut water powder, Celtic sea salt, prickly pear stem and dandelion root, alongside a high-dose vitamin profile including B5, B6, D3 and E.
As the market grows, so does consumer demand for cleaner formulations. Research by Kerry Group found that 67% of global consumers view natural ingredients as healthier, and 54% are willing to pay a premium for clean-label products. The European Food Safety Authority has also confirmed that carbohydrate-electrolyte solutions containing the right balance of sodium and carbohydrates enhance water absorption during exercise, providing a scientific foundation for the shift away from synthetic sports drinks.
A MARKET “MASSIVELY OVERWHELMED” AND A GAP FOR QUALITY
Speaking on The Ten Percent Club podcast, filmed at Nottingham Forest’s City Ground, Hearn said the electrolyte category had become saturated with products that fail to deliver on quality.
“The electrolyte industry and market, as you know, is massively overwhelmed. There are so many products,” said Hearn. “We know that the electrolyte that we’ve produced with The Ten Percent Club, what you have in there makes it, for me, the best electrolyte on the market.”
Hearn, who has been open about his own health transformation over the past five years, losing over 28lbs and fundamentally changing his relationship with training, nutrition and recovery, said electrolytes are now a non-negotiable part of his daily routine.
“I’ve rarely missed a day for years of taking electrolytes every morning. It’s the first thing I do in the morning,” he said. “You can hydrate with water and that’s fine, but hydrating with electrolytes, you’re getting potassium, magnesium, you’re getting everything you need.”
THE TEN PERCENT DIFFERENCE: WHOLEFOOD VS SYNTHETIC
The Ten Percent Club’s electrolyte range sets itself apart from competitors through its 100% natural, wholefood-led approach:
• Coconut water powder as the primary electrolyte source, delivering 300mg of potassium per serving, 50% more than most competitors using synthetic potassium citrate
• Celtic sea salt as a natural sodium source, rich in trace minerals absent from standard sodium chloride
• Prickly pear stem, an advanced electrolyte source with additional antioxidant properties
• Dandelion root for digestive support alongside electrolyte delivery — a feature competitors do not offer
• High vitamin content including B5, B6, D3 and E, supporting immunity, energy metabolism and recovery
• Informed Sport certified tested to the highest anti-doping standards and safe for professional athletes competing under strict regulations
