British Esports, the national esports federation for the United Kingdom, has announced UK-based Cellular Fitness as its official cellular fitness, hydration and recovery partner.
The two organisations have signed a Memorandum of Understanding (MoU) to give British Esports Team players the education, training and sports science they need to perform at their best in elite esports competition.
Cellular Fitness protocols offer many potential benefits to esports athletes, including sustaining focus and brain function, prolonging stamina and strength, improving hydration levels from a cellular level, enhancing deep sleep and repair and supporting brain fitness.
It already works with professional footballers and other athletes to help improve their performance levels.
British Esports and Cellular Fitness will work together to:
- Develop education and training programmes for esports athletes globally. This will include topics such as education on the Cellular Fitness protocol and different aspects of performance, overall wellbeing and fitness longevity, plus understanding the positive impacts the protocol could have within esports.
- Run trials with gamers and professional esports athletes to gather data.
- Host webinars and events offered at the National Esports Performance Campus in Sunderland, developed around topics such as fitness longevity and performance, focus and brain fitness, travel and sleep, recovery and cellular hydration.
British Esports aims to help Great Britain become one of the leading esports nations that achieves success on the world stage.
It has the ambition to create an elite esports player and team development programme that uses world-class performance science, coaching and technology to maximise player development and impact.
The partnership announcement follows British Esports’ landmark agreement signed in March 2026 with Loughborough University, ranked the world’s number one institution for sports related subjects.
The aim is to work together to put the UK at the forefront of world-leading esports research and insight, education and training, sports science and high performance programmes and strengthening professional standards across the esports ecosystem.
This announcement is the latest performance and education offering from British Esports. The national body already allows teams to bootcamp at its National Esports Performance Campus and offers a variety of esports qualifications.
British Esports was also previously selected – along with several partners – to represent Great Britain at the Esports Nations Cup.
Chester King, British Esports President, commented: “We’re excited to be partnering with Cellular Fitness to further strengthen our approach to player performance, health and wellbeing.
“It’s vital for esports players to compete at optimal levels in order to fulfil their potential. By offering training programmes, trials and health tracking, we can provide an insight into esports players’ physical and cognitive development, better support them, and better understand performance, especially in relation to key esports skills like hand eye co-ordination, fine motor skills, reflex and reaction times, cognitive focus and telemetry.”
John Kelleher, Founder and CEO of Cellular Fitness, added: “Our partnership with British Esports matters more because at the core of Cellular Fitness is the cell. Every tissue, every organ and every system that keeps an athlete performing is made from cells, so that’s where we start. Fitness longevity is decided in the cell. It’s where energy is generated, where the membrane holds its charge and where the signals that govern repair are kept or lost. When the cells falter, everything downstream follows. Cellular Fitness begins where performance, recovery and fitness longevity begin.
“Our protocols are trusted by world-class athletes across football, rugby, cycling and boxing, so we’re excited to work with British Esports to explore what they can offer elite esports athletes in such an innovative sector.
“We’re especially excited to launch Eyedrate GG, as we think the eyes are an overlooked part of an esports athlete’s performance. The same thinking that runs through all of our protocols, starting at the cell, now extends to the eyes. In esports, the demands on the eyes are higher than in most sports, and Eyedrate GG is designed for exactly that, so players can stay focused on the game from start to finish.”
