The company has grown over time, and in 2011 its corporate headquarters and 50 employees relocated to a larger space in Berkeley's 4th Street shopping district.

Sports energy gels emerged in the United Kingdom in 1986 as a "convenient, prewrapped, portable" way to deliver carbohydrates during endurance events.

[8][9] The larger, 26,000-square-foot (2,400 m2) space, located in Berkeley's 4th Street shopping district, affords the company an increased production capacity, with room for additional growth.

[9] GU Energy Labs produces a variety of performance sports nutrition products, intended to increase the endurance of athletes.

[citation needed] Their energy gel contains carbohydrates (maltodextrin and fructose), an amino acid blend, electrolytes (sodium and potassium) and, in some flavors, caffeine.

[2][22] The company sponsors numerous triathlon, swimming, biking, running[23] and outdoor athletes in order to promote its products, including the Brazilian team at the 2010 FIFA World Cup,[24] USA Triathlon,[5] TriGrandPrix,[25] the Rock 'n' Roll Marathon Series,[26] Western States Endurance Run, and the Leadville Race Series.