Performance is among the many terms that carry myriad connotations in the sports nutrition vocabulary. Often masked by category jargon such as “intensity” or “pump,” the general marketing message conveyed is that the product (perhaps on account of a unique, proprietary blend) will allow a consumer to reach new heights and break through his training or athletic plateaus. While sports nutrition has a long, undistinguished history of suspect formulations and hyperbolic advertising, responsible producers also have access to a broad range of well-studied, efficacious ingredients.