Endurance Sport Nutrition Firm Invests in Asheville’s Outdoor Economy Fuel Goods Headquarters & Distribution Facilities to Open in Buncombe County

Asheville --  Press Release Economic Development Coalition for Asheville - Buncombe County: In conjunction with the Economic Development Coalition for Asheville Buncombe County (EDC),  Fuel Goods Inc. announced plans to invest $1.7 million in a fully integrated operations facility.

The expansion will generate 47 net new jobs in the next five years with an average wage of $42.91 per hour, creating new career opportunities in high-quality logistics, marketing and technology jobs.

These high-paying jobs will grow Asheville’s economic mobility while reinforcing the region’s reputation as a hub for outdoor recreation and wellness innovation. The company is a graduate of the Venture Asheville Elevate Program, the high-growth entrepreneurship initiative of the EDC, and has twice been recognized as one of the region’s fastest-growing start-ups as ranked by the annual Venture 15 Awards for their startup subscription box businesses: The RunnerBox and The RiderBox. This highly successful model led co-founders Laura Jorgensen and Courteney Lowe to launch Fuel Goods Inc in 2024, creating a scalable e-commerce marketplace for sports nutrition. Outgrowing outsourced warehouse space less than one year later, Fuels Goods needed a new plan.

“We believe this city has the potential to be a leader in the endurance space, and we’re ready to build a company that proves it. We’re not just fueling athletes - we’re fueling Asheville’s future,” shared co-founder Laura Jorgensen. “We are excited to cement our roots here in Buncombe County and especially proud that Fuel Goods growth can be part of the recovery of this incredible region.” The co-founders' years in professional sport have informed the values of their company; run toward the tough problems, get one percent better every day, and embrace change as a tool for progress.

The outdoor industry of Western North Carolina has emerged as a potent economic driver in recent years, supporting over 10,000 jobs and $1.4 billion in annual sales. Like many businesses in this sector, Fuel Goods contributes to both economic and community well-being by encouraging healthy living, economic opportunity and a stronger, more resilient Asheville. Company leadership is committed to competitive wages, strong benefits and career development opportunities with hiring practices that emphasize inclusivity, access and skill building.

“The Buncombe County Commission is proud to congratulate Fuel Goods on their expansion plans. Their commitment to establishing headquarters and creating high-paying jobs plays an essential role in a resilient future for in Western North Carolina,” said Amanda Edwards, Chair of the Buncombe County Board of Commissioners. “This expansion also affirms that our economic development strategies fostering innovation, entrepreneurship and capacity building are growing economic opportunity for our residents. Beyond the impact of new jobs and community investment, these expansions strengthen our national reputation as a hub for purpose driven, tech-enabled businesses that further diversify our economy.”

“The EDC Board of Directors is incredibly proud of Fuel Good’s growth coming out of the Venture Asheville Elevate Program,” stated EDC Board Chair Sabrina Rockoff. “This company’s success truly embodies one of our goals outlined in the AVL 5x5 Strategic Plan: growing the next generation of Asheville headquartered business with high wage jobs. We are thrilled to see Asheville be a home to a growing number of startups that put down roots as they scale to reach national and international markets. Supporting founders as they make this transition is at the heart of the work of the EDC.”

Image: WNCTimes