FOR HOOPERS · NJCAA TO ADULT REC
Fuel for the next 40 minutes.
Genesee was started by a former NJCAA basketball player who couldn't find a real protein bar. 21g protein, ancestral fats, no seed oils — what the locker room actually needs before tip-off.
Basketball is a layered conditioning sport — sprints, jumps, defensive slides, end-of-quarter free throws when your legs are gone. Most protein bars sell you sugar, soy, and seed oil. Genesee replaces that stack with grass-finished bison tallow, real chocolate, and 21g of milk + egg-white protein per bar. The macros work whether you're cutting for a season or trying to stay strong through a JV-to-varsity bump.
Will Carr — Genesee's founder — played JUCO ball before injuries ended his career. He built this bar because every other option in the locker room was either a candy-bar-with-protein or a chalk brick that no one actually finishes. Coffee Latte before practice, White Chocolate Toffee in the bag for game day, Snickerdoodle as the post-lift refuel. Three flavors that taste like food, not supplements.
Subscription saves you 20% and ships every box free. Skip a month during summer break, double your shipment in tournament season — the dashboard handles it without a phone call.
Built for the court
BEST FOR THIS SPORT
coffee latte · 12-pack
21g protein · No seed oils · Grass-finished bison tallow
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ALSO POPULAR
white chocolate toffee · 12-pack
21g protein · No seed oils · Grass-finished bison tallow
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ALSO POPULAR
snickerdoodle · 12-pack
21g protein · No seed oils · Grass-finished bison tallow
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“I've tried every bar in the locker room. Genesee is the only one I actually want to eat at 6am before lift. The Coffee Latte one tastes like a treat — and I haven't crashed mid-practice once since I switched.”
— Cole B. · former JUCO guard, current adult-rec captain(story shared with permission)
Common questions from for hoopers
Is Genesee a good pre-game protein bar for basketball?+
Yes — it's specifically designed for athletes who train hard. 21g of milk + egg-white protein, ancestral fats from grass-finished bison tallow, and no seed oils means steady energy without the sugar crash that hits in the third quarter.
How many should I eat on a game day?+
Most of our basketball customers eat one 60-90 minutes before tip-off and a second one immediately after the game. The post-game bar replenishes glycogen and gives your body the protein it needs to repair before the next session.
Will it cause a sugar crash mid-game?+
No. Genesee bars use minimal added sugar (no high-fructose corn syrup, no sugar alcohols that cause GI distress), and the bison tallow + protein combination keeps blood sugar steady. That's the whole point of the recipe.
What's the cleanest protein bar for student athletes?+
Genesee fits the bill better than any commercial brand we know of: zero seed oils (no canola, sunflower, or safflower), 21g of complete protein, real-food ingredients only, and grass-finished bison tallow as the energy fat. NCAA-friendly with no banned substances.
Can I subscribe and skip during the off-season?+
Yes. Subscription saves 20% and ships free, but you can pause, skip, or cancel any month from your dashboard — no phone calls, no retention scripts. Most of our basketball customers double-up during preseason and tournament weeks, then skip during summer break.
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Real fuel for athletes. No sugar crash, no seed oils, no spam.
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Recipes that fuel basketball.
POST-LIFT · 3 MIN
Post-lift yogurt parfait.
Layered grass-fed yogurt, crumbled Genesee White Chocolate Toffee bar, raw honey, and cacao nibs. 35g of post-lift protein in a dessert wrapper. 3 minutes.
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POST-WORKOUT · 5 MIN
Bison-protein smoothie bowl.
30g of post-workout protein in a 5-minute smoothie bowl. Built around the Genesee Coffee Latte bar, frozen banana, almond butter, and a real-food topping bar. No protein powder.
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BREAKFAST · MAKE-AHEAD
Bison-bar overnight oats.
Make-ahead breakfast: rolled oats, whole milk, crumbled Genesee Snickerdoodle, cinnamon, honey. 5 minutes the night before, 28g of breakfast protein in the morning.
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