IT'S WHAT'S INSIDE THAT COUNTS

Want to know what fuels a Heavyweight World Champion?

Heart, desire, passion.

Together with his own personalised nutrition range, made with the highest quality and safest ingredients available.

The AJ Elite Series, designed by EQ Nutrition uses the finest grade of ingredients available, and is one of the only nutrition ranges on the planet where every protein source is specified and where each individual batch is tested in accordance with the Informed Sport testing programme for banned substances.

These product benefits, together with the incredible internal motivation of Joshua lead us to our campaign ‘It’s what’s inside that counts’ - highlighting that it’s a combination of Anthony’s personal drive and nutrition that fuels him, and encouraging consumers to look at what their nutritional supplements are actually made of before putting them inside their bodies.

Undisputed Excellence, Pure Quality. Good enough for a World Champion.