The extra push when ya need it most!
Most runners love their morning coffee fix before (and after) runs. The incorporation of caffeine in gels is an excellent way to add in that extra boost needed for long runs and race day efforts. To name a couple, beta-endorphins (that runner's high feeling!) release is promoted and fat-burning processes (lipolysis) are increased, thereby improving performance. Who can say no to that?!
Not to mention the signature bright red twist cap design is a common sight amongst us runners! When others see you with an Endurance tap poking out of your pocket, they'll know you're nothing but serious business.