Nitrate is like creatine: tissue (including muscle) stores are both responsive to, and dependent upon, dietary intake as well as endogenous synthesis. Thus, although those who are deficient are most likely to benefit (which is why we are studying patients with heart failure as well as older subjects), even healthy young individuals may do so as well.
Furthermore, nitric oxide signaling is involved in numerous physiological functions. You therefore have to recognize that the amount of nitric oxide required to optimize one function may different than the amount required to optimize another. As I mentioned before, muscle power seems more responsive to nitrate supplementation (increasing 2-3X more than sustainable power), and even moderately and highly trained power/sprint athletes show improved performance.