AbstractThe classical Hermite–Hadamard inequality gives a lower and an upper estimations for the integral average of convex functions defined on compact intervals, involving the midpoint and the endpoints of the domain. The aim of the present paper is to extend this inequality and to give analogous results when the convexity notion is induced by Beckenbach families. The key tool of the investigations is based on some general support theorems that are obtained via the pure geometric properties of Beckenbach families and can be considered as generalizations of classical support and chord properties of ordinary convex functions. The Markov–Krein-type representation of Beckenbach families is also investigated.