Issue #12: The Need for Speed

Hummingbird Fuels: High-carb and car-free

In the bustling, often hyper-scientific world of athletic nutrition, a refreshing, fun-first philosophy is taking flight in San Francisco, carried by the passion of Lisa Charlebois and Richard Andrew, the husband-and-wife duo behind Hummingbird Fuels. Their journey, much like a long-distance bike ride, has been marked by both exhilarating climbs and unexpected detours, but always guided by a clear “fun” north star and an unwavering commitment to community and sustainability.

Meet Lisa and Richard.

“It’s so funny to me how nothing out there is about fun. It’s all very science-y,” muses Lisa, touching on a core tenet that differentiates Hummingbird Fuels. Born out of a practical need while prepping for the grueling Paris-Brest-Paris randonnée, Richard’s makeshift “Hummingbird Feeder” — a clear tub for concocting their own energy drink — sparked an idea that quickly blossomed into a business. What began as a helpful Instagram post offering a DIY recipe soon turned into a chorus of requests for the couple to simply make the concoction for others. The first few bags, scribbled on with a Sharpie, were the humble beginnings of what is now a growing, community-driven enterprise.

The path to officially launching Hummingbird Fuels, while “relatively straightforward” in terms of permitting, was also “very long,” according to Richard. They found invaluable support in La Cocina, a San Francisco-based kitchen incubator for immigrant women and women of color, who, as Lisa points out, “were great with the permits and checklist of things they needed.” This early partnership set the tone for Hummingbird Fuels’ deep-rooted commitment to localism. “Everything we do, we try to keep local,” Lisa explains, “From La Cocina to our swag… Our manufacturing is a husband and wife team in Colorado. Everything goes back to: how can we support small businesses?” For Richard, this approach offers a stark contrast to his previous corporate life: “It’s much more meaningful than work I was doing previously in a big corporate factory.”

Richard puts his food science background to work.

Building awareness in a crowded market without a dedicated advertising budget is their current challenge. “It’s: how can I use every lever I have to drive this thing home?” Lisa says. The idea of a sponsored athlete was quickly dismissed because, as Richard notes, “everyone we connect with is!” Instead, their focus is on authentic engagement, harkening back to Lisa’s early days of social media excitement. “When I had 1,000 followers and anyone wanted to send me something, I’d lose my mind! It felt cool. So I want to do that for people.” This ethos extends to future plans for a “road show,” where they’ll visit various cities, connect with the cycling community, and host events that feel genuine to them. “If it doesn’t sound fun, it’s not the right thing for us to do,” Lisa firmly states.

Working together as business and life partners has been an “interesting” evolution, Lisa admits. With Lisa as CEO, they navigate the blurred lines between home and work with a mix of trust and accountability. “We have a very long house,” Richard jokes, highlighting the physical space that offers some mental distance. Their complementary skill sets — Richard’s food science expertise and Lisa’s marketing acumen — allow them to trust each other’s decisions. When faced with the unknown, they “just kind of wing it,” a testament to their adaptable spirit. The support of the San Francisco cycling community has been instrumental, as evidenced by friends stepping in to fix a website crash just before launch. “You don’t realize how helpful people really are until you do something like this,” Lisa says, a sentiment echoed by Richard, who offers a “big shoutout to the SF bike community: Ornot, Rapha, Swell, other companies that take the time to help us and connect.”

Being car-free demands some creativity.

Perhaps one of Hummingbird Fuels’ most defining characteristics is their commitment to being a car-free business. “Ugh,” both sigh when asked about the challenges, but it’s “very key to our morals and our approach.” Deliveries are made creatively, utilizing leftover kit bags, a kid buggy nicknamed the “Business Baby” that can haul up to 100 pounds, Richard’s 30-year-old “Rhubarb” grocery cart-type bike, and various backpacks. While a 200-pound product delivery via BART proved to be “the day cars won,” they continue to explore innovative solutions as they scale, forcing them to “think local.” Lisa even recounts a 200-mile delivery to Monterey for a customer doing an FKT (Fastest Known Time) ride, highlighting their dedication.

The most gratifying aspect of their venture is the ability to “control the weather,” as Lisa puts it. “It’s our vibe and our approach. We can invite whoever we want along.” This sense of autonomy and community building is central to their mission. Looking ahead, “global domination” might be a tongue-in-cheek goal, but their aspirations are deeply meaningful. Lisa dreams of sponsoring a women’s team in The Tour de France, while Richard aims to influence industry change, particularly around packaging. They are actively seeking sustainable solutions, grappling with the challenge of finding packaging that is not only made from recycled materials but also truly recyclable within the waste stream. Their initial attempt with a one-quart milk carton proved unsuccessful, but a valuable learning experience.

Beyond business goals, their personal passion for cycling continues to fuel their journey. Upcoming rides include a Humboldt Randonner ride and, of course, continued prep for PBP 2027. With new flavor ideas brewing — a “champagne flavor” for next year’s Tour and a “lucky lemon” inspired by Richard’s mom — Hummingbird Fuels remains a testament to the power of passion, community, and the simple joy of fueling the ride. As Richard waved to “customer #4” riding past Cafe Reveille, it was clear that for Lisa and Richard, Hummingbird Fuels is more than just a business: it’s a vibrant, evolving extension of their lives, and a joyful contribution to the cycling world.