Your individual health and ambition go hand in hand with a powerful and thriving society. We want our products to help you on your journey. When you harness your drive and set your mind on something, that’s how you grow - this goes for any aspect of life - exercise, work, being a parent, friend or a partner.


We believe it is possible to create great tasting products without compromising on their nutrient or natural credentials. We will strive to discover new formats to aid performance mentally and physically, helping you realise your potential.


We believe in people, our team, our advocates and the naysayers. Only by understanding, listening and surrounding ourselves with people can we achieve our mission. "Coming together is a beginning. Keeping together is progress. Working together is success." --Henry Ford

What's with the name?

"These go to eleven"

This line is spoken by Nigel Tufnel, played by Christopher Guest, in the film This is Spinal Tap, directed by Rob Reiner (1984).

When guitarist Nigel Tufnel shows off his amps to Marty Di Bergi (Rob Reiner), he shows him the loudest one of them all — all its knobs go to 11, which as we discover is "one louder" than 10.

When Di Bergi asks, "Why don't you just make 10 louder and make 10 be the top number?" Nigel quickly disregards that line of inquiry by simply and confidently saying "These go to 11."

We love the silliness of the film and this moment. However, the point is that Nigel believes sometimes you need that extra push, we think that sums up ELEVEN better than anything else.

Watch the Clip

Rory Knighton


Rory is the Creative Director and co-founder of Runaway Collective, a differential subscription based creative agency. He is also the founder of The ELEVEN Brand, a challenger brand disrupting the energy-water market with a functional amino acid-based drinks range.

With his unique blend of marketing, branding and analytics, Rory has been building brands for over a decade - from startup guerilla tactics to multi-million pound TTL campaigns for global conglomerates.

Since becoming heavily involved in the Food & Drink industry over the last 5 years, Rory is determined to make a difference in the food space through education and the demystification of food ingredients. In particular the current trend of pseudo “healthy’ sugars creeping into everyday foods.

An accomplished events speaker as well as a writer on topics such as productivity management, data mining, foodtech, and consumer behaviour. A champion of critical thinking, open dialogue between businesses and consumers and the many benefits of tech in the workplace.

Work at ELEVEN

Are you passionate about health and sport?

If you're passionate about food, sport and all things health - we'd love to hear from you.
Send us an email at hey@eleven.energy


Invest in ELEVEN

ELEVEN is currently in its first round of seed A funding, if you'd like to know more and see our investor deck, email rory@eleven.energy