For over 25 years , CLF Distribution ( CLF ) has been a one-stop shop for climate-conscious consumers in the health and wellbeing market . The company ’ s history is indistinguishable from that of its founder and his family . Managing Director , Logan Holiday , explains : “ CLF was founded in 1998 by my father , Robin Holiday . When we lived in America , Robin used to race motorbikes , and had a sponsorship deal with AST Sports Science . On moving back to the UK , he started AST Sports Science UK Limited to become the UK importer and distributor for the brand . Two years later , the business began distributing for other sports nutrition brands and the company name was changed to CLF Distribution Ltd ( C , L and F are the initials of mine and my siblings ’ names ).