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BioSteel Sports Nutrition

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BioSteel Sports Nutrition Inc.
Company typePrivate
IndustrySports nutrition
Founded2009
FoundersJohn Celenza, Mike Cammalleri
Headquarters
Toronto
,
Canada
ProductsBioSteel High Performance Sports Drink, BioSteel Advanced Recovery Formula, BioSteel whey protein isolate[1]
Websitebiosteel.com

BioSteel Sports Nutrition Inc. is a Canadian company based in Toronto that produces nutrition products for athletes and exercise enthusiasts.[2]

History

Matt Nichol, former Toronto Maple Leafs strength and conditioning coach, developed BioSteel's original non-commercial version of a high performance sports mix of amino acids and electrolytes. The mix contains beets which makes it pink in color. He worked with a team of scientists to ensure the mixture was safe for professional and Olympic Athletes. BioSteel was officially founded in 2009 by John Celenza and former NHL player Mike Cammalleri,[3] and its BioSteel Sports HPSD was originally sold exclusively to professional teams and franchises.[2][4][5]

In 2010, Gary Roberts reported that hockey players were drinking BioSteel during a Hockey Night in Canada playoff broadcast which led to BioSteel expanding their distribution to general consumers. BioSteel is distributed through grocery stores and retail channels across Canada.[6][7]

In October 2019, it was announced that Canopy Growth, a Canadian cannabis producer had acquired a 72% stake in BioSteel, paving the way to introduce CBD-infused BioSteel products to the market.[8]

Hockey camp

BioSteel holds an annual hockey training session of NHL players in Toronto which lasts four days in late August.[4][9] Nichol and Gary Roberts, former NHL player, partnered to create a super camp for Toronto-area hockey players.[9] The event, created and organized by BioSteel, is an annual training session before traditional NHL training camps begin.[10] Known as "#Camp," the event takes place at St. Michael's College School Arena.[6] By its second year in 2011, there were 20 NHL players and 16 top prospects in attendance.[4]

All-Canadian basketball game

In 2015, BioSteel and the Athlete Institute launched the high school BioSteel All-Canadian Basketball Game. The competition featured a dunk contest and a three-point contest at Orangeville, Ontario's Athlete Institute, and an all-star game at Ryerson University's Mattamy Centre. The top 24 high schoolers from across Canada took part in the event.[11][12]

Notable endorsements

BioSteel is used by 28 NHL franchises, 14 NBA organizations, 18 MLB teams, and 30 of the world's top 50 golfers. Notable athletes who are known to use BioSteel include Connor McDavid,[13] Hunter Mahan,[14] Dez Bryant,[5] Sean Lee, Andrew Wiggins,[15] Tyler Seguin, Steven Stamkos, Mike Cammalleri, Marcus Stroman and Jordan Spieth.[2][4][7]

BioSteel announced an official partnership with the Toronto Raptors in 2015. The Raptors training facility, which opened in February 2016, was named BioSteel Centre until 2018.[16][17]

In golf, BioSteel is a sponsor of Canadian professional female golfer, Brooke Henderson.[18]

References

  1. ^ Mathieu Gentes (January 20, 2012). "Athletics Canada announces partnership with BioSteel Sports; Dylan Armstrong joins Team BioSteel". Independent Sports News. Retrieved November 30, 2015.
  2. ^ a b c Darren Heitner (September 9, 2013). "How BioSteel Sports Supplements Has Quietly Infiltrated The Athlete Nutrition Market". Forbes. Retrieved November 30, 2015.
  3. ^ MacNaughton, Laura (October 17, 2019). "High-performance? CBD-infused drinks for athletes coming as pot edibles are legalized". CBC.{{cite web}}: CS1 maint: url-status (link)
  4. ^ a b c d "Move over Gatorade, there's a new fuel for NHL players". The Globe and Mail. August 23, 2011. Retrieved November 30, 2015.
  5. ^ a b Alex Silverman (January 13, 2015). "BioSteel sports drink to make U.S. foray In Texas with Dez Bryant endorsement". Dallas Business Journal. Retrieved November 30, 2015.
  6. ^ a b John Lorinc (April 2, 2015). "Goodbye Gatorade: how Biosteel is (very quietly) taking over the NHL". Canadian Business. Retrieved November 30, 2015.
  7. ^ a b Paul Arrfield (May 15, 2014). "When a star loves your product". The Globe and Mail. Retrieved November 30, 2015.
  8. ^ LoRé, Michael. "Canopy Growth And BioSteel To Introduce CBD Products To Sports Nutrition Market". Forbes. Retrieved 2019-11-22.
  9. ^ a b Michael Blinn (August 29, 2014). "NHL stars' offseason hockey camp has a viral edge". Sports Illustrated. Retrieved November 30, 2015.
  10. ^ Allan Muir (August 20, 2015). "NHL stars havin' fun at BioSteel summer camp". Sports Illustrated. Retrieved November 30, 2015.
  11. ^ Alex Ballingall (April 13, 2015). "BioSteel all-Canadian basketball game to showcase country's top high school talent". The Star. Retrieved November 30, 2015.
  12. ^ Jason Shergill (April 7, 2015). "BioSteel All-Canadian game will help put Canadian ballers on the map". The Gateway. Retrieved November 30, 2015.
  13. ^ Luke Fox (August 20, 2015). "McDavid, Hall combine to win BioSteel Cup". Sports Net. Retrieved November 30, 2015.
  14. ^ Rick Young (September 7, 2012). "Mahan's Energy Boost". Score Golf. Retrieved November 30, 2015.
  15. ^ Alex Silverman (September 4, 2015). "BioSteel Set To Add Cowboys' Sean Lee As Sports Nutrition Endorser". Sports Business Daily. Retrieved November 30, 2015.
  16. ^ Gino Bottero. "Raptors announce BioSteel as official partner, namesake of new training facility". The Score. Retrieved November 30, 2015.
  17. ^ "Raptors Welcome BioSteel As Official Partner". Sun Times. November 11, 2015. Archived from the original on December 8, 2015. Retrieved November 30, 2015.
  18. ^ "Brooke Henderson". BioSteelSports. 2017.
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