Pennsylvania-born endurance athlete and Neve founder Nora Fierman thrives among Vail’s peaks and valleys. As a climber, mountaineer and mountain biker, Fierman has tackled challenges like the Firecracker 50 and the Breck Epic. However, her heart belongs to backcountry expeditions. Inspired by an adventurous mother, Fierman’s childhood blended outdoor exploration with a love of food, sparking the creation of Neve.
Starting a business shares many parallels with competing in an endurance race. It takes resilience, grit and a willingness to embrace discomfort. Fierman cultivated these qualities as a mountain athlete long before stepping into entrepreneurship. From her mother’s pioneering spirit to creating groundbreaking endurance fuel, her journey is of perseverance.
Photos courtesy of Nora Fierman
A MOTHER’S INFLUENCE: THE FOUNDATION OF AN ENDURANCE ATHLETE
Growing up, Fierman didn’t initially recognize the impact of her mother’s adventurous lifestyle. While her mom embarked on century bike rides and ice climbs, Fierman was hanging out with friends. “It wasn’t until I was an endurance athlete that I realized how rare it is to have a mother paving the way for me. She would come home after big trips to share meals, photos and memories with friends. She rarely mentioned that she was often the only female,” she recalls. Yet Fierman absorbed lessons: being the only woman in a space wasn’t a barrier, pushing physical limits was normal and adventure was meant to be shared.
The tone was set for how Fierman would approach both athletics and business. Forget proving. It was about the pure love of movement and community.
FROM KITCHEN CREATIVITY TO FUELING ATHLETES: THE BIRTH OF NEVE
Every evening at 7 p.m., family dinner was a ritual. Mom cooked solo, instilling “food as an act of love” in Fierman. In her own kitchen, she discovered cooking as a creative outlet akin to adventures. This love of food combined with her experience as an endurance athlete led her to identify a glaring gap in sports nutrition. “Gels are designed for function, not experience,” she says. “They taste terrible. Bars are hard to chew. I wanted an approachable nutrition product — something portable, balanced, easy to consume and enjoyable.”
Fierman’s Neve vision materialized. Neve revolutionizes traditional sports nutrition with its puree consistency. The product is formulated with a 4:1 carbohydrate-to-protein ratio for recovery. The Tart Cherry Cacao flavor delivers 20 grams of carbohydrates and 320 milligrams of sodium, while the Boysenberry Beet flavor provides 23 grams of carbohydrates and 300 milligrams of sodium. Unlike overly sweet gels, it offers a mild flavor profile that’s gentler on the palate and gastrointestinal tract. And did we mention the resealable pouch? Brilliant!
A PARALLEL BETWEEN ENDURANCE SPORTS + ENTREPRENEURSHIP
The Breck Epic was a brutal lesson in proper fueling. The multi-day endurance mountain bike race pushed Fierman beyond her limits. She had trained hard but underestimated nutrition’s role in sustaining performance. “I was strong, but by the second stage, I bonked — hard. I had fuel on me, but not the right fuel. It didn’t take long before I felt absolutely horrible. I finished the race because I’m stubborn, but it was awful,” she recalls. Suffering through the race became a catalyst for her deeper dive into nutrition that would eventually lead to Neve.
In endurance sports, there’s always a moment where you want to quit. However, slowing down and stopping can put you in a more dangerous situation. This same mental fortitude is crucial in business — momentum is key.
A BRAND ROOTED IN THE VAIL VALLEY COMMUNITY
Fierman never planned to settle in the Vail Valley but found it felt like home for her and her partner when the coronavirus pandemic rerouted their plans. The tight-knit community and shared love for adventure quickly became integral to life and business.
“I kept seeing the same faces on the trails and accidentally built my community here,” chirps Fierman. Launching a product designed for endurance athletes in such an environment is special. Working with local organizations like Gore Range Gravity Alliance who are eager to get more women outdoors has allowed Fierman to contribute further. Personal connection means everything and word of mouth has been powerful. Today, Neve products are carried at Vail Mountain’s Two Elk Lodge.
FUELED FOR WHAT’S AHEAD
Her focus on nutrition accessibility resonates with health-conscious adventurers striving for peak performance. Launching Neve wasn’t just about creating a product; it was about solving a problem she had lived through one grueling mile at a time. Just like in racing, progress comes from consistency. As Fierman tackles each new challenge, the summit is just the beginning; the real adventure lies in the journey ahead.
