ALORE™ is an elite hydration brand established in Manchester (2024) by Asim Khan and Charlie Townsend, with a vision to redefine hydration by channeling excellence into innovative products and transformative experiences. At ALORE™, our purpose is clear: to deliver cutting-edge, science-driven formulations crafted for those who demand the best—whether they’re elite athletes or trailblazers in their fields. Guided by extensive research, we focus on one core principle: optimising both physical and mental performance to unlock unparalleled potential. Every product is a testament to our relentless commitment to quality, innovation, and empowering individuals to achieve greatness in every facet of life.

Charlie Townsend is a dynamic entrepreneur, photographer, and filmmaker. With a passion for blending creativity with performance. As a co-founder of ALORE™, Charlie plays a pivotal role in driving the brand’s vision of delivering premium hydration solutions.With extensive experience in the sports industry, Charlie has worked closely with top athletes in football, boxing, and beyond. His expertise in visual storytelling and brand development helps shape ALORE™ into a brand that resonates with both elite professionals and everyday high performers.When he’s not pushing the boundaries of business and creativity, Charlie is committed to fitness—whether it’s running, hiking, or training in the gym, he embraces a lifestyle that reflects the energy and drive behind ALORE™.