INFINIT Nutrition takes time to remember one father that has made a huge impact on the lives of those around him, David Friedrich. In February, David passed away after a two-year battle with ALS, but he never let his condition stop him from bringing joy to the people around him. David was not only a father, but was also the founder of the Eleonore Rocks Foundation, an original investor in INFINIT Nutrition, and a multiple Ironman finisher.

"David experienced a huge hardship earlier in his life, dealing with the tragic loss of a child. Out of that tragedy Dave and his wife, Rochelle, founded “Eleonore Rocks." Together they brought love, comfort and support to the parents of critically ill children through the simple gift of being able to rock their baby. Dave truly left his mark on this life and will not be forgotten."


Eleonore Rocks

The Eleonore Rocks Foundation was started by David and his wife Rochelle in 2009 after they lost their daughter at only six days old due to a rare cardiac defect. This tragedy inspired them to support other families in need. The mission of the Eleonore Rocks Foundation is to “Make a positive impact on the lives of sick children and their families”. The Foundation raises funds to support families in need and provides handmade rocking chairs to pediatric intensive care units so families to have a place to bond with their children. To date, Eleonore Rocks has raised ~$500k and provided ~500 rocking chairs to 13 hospitals across the country.


David always kept a positive outlook on life and worked to improve the lives around him. As part of the Foundation, he established a racing team. His Eleonore Rocks Team has been seen in races around the world.He was also very involved in INFINIT. “David was a fixture in the development of INFINIT from day one,” says INFINIT President and CEO Michael Folan. “At his core he simply was a really good guy. Through his personal challenges, he always had a smile on his face and wanted to help in any way that he could. We traveled together; we raced together; we worked together; we were friends with his family. David will be missed.”

David was truly a special individual who loved his life of racing, family, and friends. “David had a big heart and that’s what I admired about him,” said friend and ambassador for Eleonore Rocks, Andy Potts, 2-time Olympic triathlete. “Sadly, we lost a true giver. We all knew the end was near but it still feels sudden and is very sad for all those who knew and loved him.”