Triathlete and three-time IRONMAN® World Champion Craig “Crowie” Alexander is known for his meticulous approach to training – one that not only focuses on the sport’s core disciplines of swimming, biking and running, but also extends into every aspect of his life. One training secret he’s trusted for years is recovering with chocolate milk to help refuel and rebuild his body after rigorous workouts. Now, the IRONMAN® World Championship course record holder is revealing his post-workout secret in a new national BUILT WITH CHOCOLATE MILK campaign.
While initial scientific studies supporting chocolate milk as a recovery drink were published within the last 10 years, Alexander was ahead of the curve, adopting the drink in the 1990s after learning about its post-workout benefits from a six-time IRONMAN® World Champion. Now, more than 20 scientific studies including athlete subjects from sports spanning running, cycling and soccer support the advantages of drinking chocolate milk after strenuous exercise.
“A big part of my athletic success is built with chocolate milk. Success is not just about race day; it’s determined well before then,” said Alexander. “As an endurance athlete it’s about consistent accumulation of work and the ability to absorb that work over a long period of time. To do that, you need to recover effectively, and that’s why I trust chocolate milk.”
Alexander is featured in three new ads in the BUILT WITH CHOCOLATE MILK™ Campaign. The ads – two print and one 30-second TV spot – feature the IRONMAN® triathlete’s grueling training routine, which includes biking, running and swimming.
Alexander’s new ad copy reads, “The Distance. BUILT WITH CHOCOLATE MILK™. Trusted by athletes, backed by science. Studies show what elite athletes like 3X IRONMAN® World Champion Craig Alexander already know: Chocolate Milk has high-quality protein to build lean muscle and nutrients to refuel your body after a hard workout. Whatever you’re building, build it with Chocolate Milk.” His ads will debut in Runner’s World, Triathlete, and Bicycling Magazine on April 8.
Alexander joins other elite athletes on Team CHOCOLATE MILK, including current IRONMAN® World Champion Mirinda “Rinny” Carfrae, six-time IRONMAN® Champion Luke McKenzie, football MVP-turned triathlete Hines Ward, USA Hockey’s Zach Parise, and the athletes of Women’s Ski Jumping USA.
Crowie’s New Mission: Coach
But Alexander isn’t only joining the BUILT WITH CHOCOLATE MILK Campaign as an athlete. This year, he will also step into a new role – coach. After the 2013 program saw gridiron great Hines Ward and three other everyday athletes cross the finish line at the IRONMAN® World Championship in Kona-Kailua, Hawaii, the program will return in 2014, with a new team roster.
Alexander will join 2013 coach and IRONMAN® World Championship winner, Paula Newby-Fraser, in helping the new team – including a world champion athlete who has made his name in an entirely different sport – train for the grueling 140.6-mile IRONMAN® World Championship in October 2014. Stay tuned to gotchocolatemilk.com, the full team roster will be announced in late April.
Chocolate Milk: Built With Science
Science supports that as part of a regular recovery routine, chocolate milk is an ideal way to help athletes refuel, rebuild and reshape with high quality protein scientifically shown to help repair and rebuild muscles.
In fact, drinking chocolate milk after a tough workout could give athletes a performance edge, according to recent research. In one recent study, runners ran twenty-three percent longer in the next run later that same day and saw a thirty-eight percent increase in signs of muscle building when they drank fat free chocolate milk after their run, compared to a typical sports drink. Other research suggests regularly recovering with chocolate milk could help athletes tone up. Milk and milk’s high quality protein has been shown to help athletes gain more lean muscle and lose fat compared to drinking a carb-only or soy protein beverage,, and even lose fat when compared to drinking a carb-only beverage, as part of a regular workout and recovery routine.
Visit Facebook.com/gotchocolatemilk and @GotChocoMilk to see Alexander’s new ad and exclusive behind-the-scenes photos and footage from his ad shoot. Science supports what elite athletes have known for years: Chocolate milk helps you refuel to recover after a tough workout. Learn more at www.gotchocolatemilk.com.