GU Energy Labs. GU Energy Labs is a company based in Berkeley, California, that produces performance sports nutrition products, most notably energy gels. Usually consumed during endurance events, the gels are designed to be quickly and easily digested. Other products include energy chews, drink mixes, brew tablets, and a Roctane Ultra Endurance line that includes an energy drink mix and gel. The company was founded in 1994 by Bill Vaughan, who began creating an energy gel product in 1990. GU is considered the f