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All Press Releases for January 19, 2014 »
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Australian Open Players Get Icy Relief

Colorado company sends icy relief to heat-stricken Australian Open. After seeing tennis players overheating on the court and fainting, a frozen sports hydration manufacturer from Steamboat Springs, CO knew they could help.
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    DENVER, CO, January 19, 2014 /24-7PressRelease/ -- If you've been following the Australian Open this year, you'd know that Melbourne is suffering one of the worst heat waves in decades. Temperatures in Melbourne reached 104 degrees Fahrenheit and the players haven't been reacting to the heat very well -- fainting, reporting hallucinations and even, yes, vomiting on the court.

Images of tennis players wrapping themselves in ice packs and ice vests during changeovers abounded. Water misting fans were set up for both players and the fans. Off the court, players attempted to cool themselves in ice baths.

A growing Steamboat Springs, CO sports drink producer knew they had a solution tailor made for combating overheating. PowerICE frozen electrolyte bars had already gained a loyal following among endurance athletes and high school sports teams as a way to cool the core while rehydrating and replacing electrolytes.

After hearing the stories of heat exhaustion at the Australian Open, the PowerICE team boxed up a rush shipment. They knew that frozen electrolyte bars were a proven method for enduring the heat.

In 2012, the International Journal of Sports Medicine reported that the ingestion of an ice slurry or slushie before running is a practical and effective way to cool yourself down while performing in warm and humid environments. According to a recent New Zealand study, athletes who had a slushie before exercising were able to run 19 percent longer than athletes who only had a cold beverage.

A similar study done at the Australian Institute of Sport found that pre-cooling with ice slurries, like PowerICE, had the same improved results as pre-cooling in an ice bath. The study called ice slurries or slushies "practical and effective."

"Pre-cooling" is not a new concept to athletes who regularly perform in high heat. Many of them opt for soaking in an ice bath or wearing an ice vestóbut these options cool the body from the outside in, which is less effective than cooling from inside out.

A number of early matches at the Australian Open had to be postponed due to the extreme heat. Colorado will be watching with interest as the later matches progress.

PowerICE frozen electrolyte bars cool the core while rehydrating and replacing electrolytes. Unlike sports drinks, PowerICE is fortified with Vitamin C and contains only 30 calories per serving. The product is sweetened with natural sugar and does not contain any high fructose corn syrup or caffeine. The Colorado based company has distribution across independent sports shops in the US.

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Contact Information:
Zack Shockley

Steamboat Springs, CO
Voice: 970-457-4477
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