FOUNDER OF FUEL NORTH|
SPORTS NUTRITION & PERFORMANCE
Miia Haverinen is the founder of Fuel North, a performance nutrition business evolved from her award-winning Dubai-based business, Wellness By Miia.
Having been active and involved in sport herself for many years, sports nutrition and working with athletes have been at the heart of Miia’s work from the very beginning. Over the years, she has worked with professional and competitive athletes, recreational athletes and active individuals across different sports and levels, as well as teams, academies and organisations.
Her approach looks beyond food alone, combining evidence-based sports nutrition with a focus on performance, recovery, wellbeing and sustainable everyday habits. The aim is to make nutrition practical, individual and something that supports the bigger picture — because athletes are humans, not machines.
Miia is a Sports Nutrition Specialist, Certified Nutritionist and Nutrition Coach, and a member of The Nutrition Society. She has lived and worked in the UAE for more than 11 years and now works across Finland, Dubai and internationally.
AWARDS & RECOGNITION
Before evolving into Fuel North, Wellness By Miia was recognised through several international awards for its work in sports nutrition, wellness and team coaching.
2026
Best Bespoke Sports Nutrition & Wellness Coaching Company – DUBAI
Holistic Wellness Excellence Award – DUBAI
2025
Best Bespoke Sports Nutrition & Wellness Coaching Company – DUBAI
Excellence Award in Team Coaching – DUBAI
International Excellence in Sports Nutrition Award – HONG KONG
WHAT TO EXPECT WORKING WITH ME?
Clients can expect comprehensive support and guidance tailored to help them achieve their health and wellness goals. The coaching approach is designed to optimise athletic performance and overall well-being through a holistic, evidence-based method.
A key part of the process is creating personalised nutrition plans that fit individual needs, preferences, and goals. Education is also a strong focus, helping clients understand how food and nutrients impact the body, empowering them to make informed, sustainable choices.
Support extends beyond nutrition, addressing all areas of well-being to create a balanced and lasting approach to health and performance.
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