First things first: Maurten is pronounced like Morten. The company is named after Mårten, a triathlete and family friend of company founder and entrepreneur Olof Sköld. The spelling Maurten is simply due to the fact that morten.com was already taken.

Said Mårten had the idea that with new technology it should be possible to ensure higher energy intake through sports nutrition. The project quickly raised the interest of the sports elite and was used for the first time under competitive conditions by Kenenisa Bekele at the Berlin Marathon in 2016. Bekele won the race and improved his best time by 2 minutes. The list of elite athletes has grown steadily since then and includes world record holders and world champions in almost all endurance disciplines, especially running, cycling and triathlon.