The story goes something like this... Sports nutrition has gone mainstream, although there are some geographies where it remains "core" and more closely aligned to bodybuilding and the aesthetic focused consumer - the Middle East for example.  But is that true? Well, Victoria Boldison helps us to better understand the Middle East, including how best to approach the different countries/states, how to navigate cultural differences and how to identify the logistics of go to market strategies. It seems there is so much more to the Middle East than the simple stereotype of "core sports nutrition"...