The growing visibility of nicotine pouches in gyms and fitness circles is sparking a new public conversation about where performance enhancement ends and risk begins. A recent GQ feature, “Why Men Are Using Nicotine Pouches for a Pre-Workout Boost,” captures a surprising trend: young adults, athletes, and casual gym-goers alike are turning to nicotine pouches not for smoking cessation, but for perceived focus, endurance, and energy during workouts.
The New “Performance Hack”
As nicotine pouches become mainstream, monthly sales in the U.S. tripled between 2021 and 2024, some users have begun reframing them as a pre-workout stimulant. Online communities, from Reddit to TikTok, share anecdotes of nicotine as a “nootropic” that sharpens attention and boosts drive. For many, it’s replacing caffeine or being paired with it.
This perception isn’t entirely unfounded. Clinical research has shown that nicotine can temporarily enhance attention, alertness, and fine motor control. Studies have found that transdermal nicotine patches can improve endurance, while others note faster reaction times among users. Yet, these benefits are small, short-lived, and come with clear physiological trade-offs.
Between Focus and Fatigue
Nicotine, while not the cause of smoking-related cancers, is a stimulant that increases heart rate, blood pressure, and cortisol, effects that can counteract recovery and increase the risk of overexertion during intense workouts. Experts like Dr. Elizabeth Gardner of Yale University warn that nicotine reduces blood flow to the skin, impairs cooling, and can break down muscle tissue by raising stress hormone levels.
For some, the immediate focus comes at a cost. Dizziness, nausea, and dependence often follow prolonged use. And while oral pouches eliminate combustion and tobacco-leaf toxins, the stimulant’s addictive potential remains unchanged.
The Science and the Shift
From a harm reduction perspective, nicotine pouches represent a far safer option than smoking or chewing tobacco, especially for adults transitioning away from combustible products. But their adoption as a “performance enhancer” shifts the narrative from cessation to optimization, blurring public health boundaries.
The World Anti-Doping Agency (WADA) currently allows nicotine use but monitors it closely, reflecting its prevalence among athletes. Sports leagues like MLB and the NFL prohibit public use during games. Historically, nicotine has long been tied to sport, from Babe Ruth’s cigars to modern “dip” culture, but tobacco-free pouches have made this link more accessible and socially acceptable than ever.
Understanding the Broader Picture
At GINN, we see this as a reminder of nicotine’s dual reality: it can both sustain dependence and support harm reduction, depending on context and use. While adults switching from smoking to pouches are making a safer choice, using nicotine as a gym performance enhancer introduces different concerns, especially for those without a prior dependence.
The GQ story highlights a cultural shift toward extreme self-optimization, where stimulants are rebranded as “wellness tools.” This trend demands a balanced conversation grounded in science: nicotine may heighten focus, but it is not a health product. Its value lies in helping adult smokers reduce harm, not in boosting workouts.
As interest in nicotine’s physiological effects continues, public health communication must keep pace, ensuring consumers understand both the risks and the legitimate harm reduction potential of smoke-free products.
