The Ultimate Hero Finish: Michelle Buchegger and Jason Crowther on the Future of Australian Endurance

The Ultimate Hero Finish: Michelle Buchegger and Jason Crowther on the Future of Australian Endurance

Michelle Buchegger: Jason, it’s great to finally sit down. We’ve spent so many years on opposite sides of the finish line - you managing the chaos of thousands of runners and us trying to make sure they actually get there without cramping. 

Looking at the Atlas Events calendar for 2026, from the Hobart Marathon Festival in April to the Sunshine Coast Marathon in August, the scale is incredible. How has the vision for Atlas changed since you started?

Jason Crowther: It’s been a wild ride, Michelle. When we started Atlas, we were really a "boutique" outfit. But my background as a professional triathlete taught me that athletes don’t just want a race; they want an experience. Whether someone is running the Cairns Marathon or the Brisbane Marathon Festival, they want to feel like an elite. That "hero carpet" finish we talk about at the Sunshine Coast is a non-negotiable for us. But as you know, you can't have a hero finish if your legs lock up at the 30km mark. That’s where the partnership with Fixx Nutrition became so vital.

Michelle: I remember our first discussions about the Brisbane Marathon Festival. We were so focused on the "gut-friendly" aspect. As an athlete yourself, you know the "horror stories" of on-course nutrition. Why was it important for you to move away from the traditional, sugary sports drinks?

Jason: Honestly, it was a safety and performance issue. I’ve seen too many people in the medical tent not because of injury, but because their stomachs couldn't handle the fuel provided on course. When we saw what you were doing with Fuel X -using simple carbohydrates such as dextrose -it just clicked. It’s what athletes actually need. In 2026, participants are more educated; they check the website to see what’s at the aid stations before they even enter the race.

Michelle: That’s a huge point. We’ve seen a shift where the "average" runner is now training with the same precision as a pro. We’re seeing people use the Fuel X Pro for the added amino acids during their long training runs for the 7Cairns Marathon. Speaking of high-performance, the Fixx Nutrition Gold Coast Double at the Gold Coast Marathon has been a massive success. Do you see more of these "multi-day" challenges appearing in the Atlas portfolio?

Jason: 100%. The "Double" concept - running a Half Marathon on Saturday and the full 42.2km on Sunday - is the ultimate test. It creates a "festival" atmosphere. For the 2026 EVA Air Brisbane Marathon Festival, we’ve introduced more categories because people want to push those boundaries. But the recovery between those two days is where your Fixx Recovery range is so important. If you don't get those 20g of plant-based protein and carbs in within 30 minutes of Saturday’s finish, Sunday is going to be a very long day.

Michelle: We actually developed the recovery range because Jan [Buchegger] was doing those back-to-back trail races and realized his gut couldn't handle the heavy, dairy-based proteins. Everything we do, including the Gel X Pro, which has a 1:8 ratio (fructose to dextrose ratio), has a liquid texture that is there to make it easy to consume and  the carb ratio makes it easier to digest.. I noticed Jason, you’ve been using the Coldbrew Espresso gels yourself lately?

Jason: (Laughs) You caught me. I took the Gel X Pro Coldbrew Espresso on my long run last Sunday. I’ve been a "caffeine-free" guy for a long time, but for those 2-hour+ sessions in the Queensland heat, that 75mg of naturally occurring caffeine is a lifesaver. It doesn't give you the jitters like synthetic caffeine; it’s just a steady lift.

Michelle: That’s the Dani De Francesco influence! Having an in-house nutritionist who is also an elite triathlete has really helped us refine those formulas. She’s been instrumental in explaining why the CrampFix neuro-response is better than just taking salt tablets. Speaking of heat, the Sunshine Coast Marathon in August is usually perfect weather, but it’s still deceptively dehydrating. What’s the biggest logistical challenge you face in 2026?

Jason: Managing the "New Wave" of runners. Since the pandemic, the demographics have shifted. We have more first-timers than ever. For the Hobart Marathon, we’re seeing huge numbers from interstate. The challenge is education. We use our social media and the Fixx Nutrition How To Fuel guides to make sure people don't "bonk" at the 32km mark. My goal is to reduce the number of DNF (Did Not Finish) results, and nutrition is 80% of that battle.

Michelle: We’ve actually started providing CrampFix QuickFix Shots at the later aid stations for precisely that reason. When someone hits that wall and their calves start seizing, a 30-second neuro-reset can be the difference between a medal and a DNF.

Jason: I’ve seen it happen on the Margaret Street hill in Brisbane. A runner stops, they look devastated, someone hands them a CrampFix, and two minutes later they’re shuffling again. It’s almost miraculous to watch.

Michelle: It’s just science, Jason! But it’s science that needs to be accessible. Looking forward to the rest of 2026, Atlas is expanding into more regional areas. Events like the Hervey Bay Half Marathon are such important community events. How do you maintain that "world-class" feel in a smaller town?

Jason: It’s about the standard. Whether you’re at the Cairns Marathon Festival or a local 5k, the timing must be perfect, the water must be cold, and the Fuel X must be mixed at the right concentration. We treat every event like it’s the Olympics.

Michelle: That’s why we love working with you. There’s a shared obsession with the details. Jan and I often talk about our "function over flavor" rule. We make things taste good—like the Gel X Pro Raspberry Fizz—but only if the function is there first.

Jason: And that’s the takeaway for the athletes in 2026. Don't leave your nutrition to chance. If you’re signed up for the Sunshine Coast Marathon Festival, start training with the Fixx Sample Packs now. Don't be the person trying a new gel on the start line.

Michelle: Exactly. "Nothing new on race day" is the golden rule. Jason, thank you for everything you do for the Australian running community. We’ll see you at the finish line in Brisbane this June!

Jason: Can’t wait, Michelle. I’ll have my CrampFix ready, just in case!

The 2026 Atlas Events & Fixx Nutrition Checklist:

 

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