BioSteel Sports Nutrition

BioSteel Sports Nutrition Inc. is a Canadian company based in Toronto that produces dietary supplement products for athletes and exercise enthusiasts.[1]

BioSteel Sports Nutrition Inc.
TypePrivate
IndustrySports dietary supplements
Founded2009
FoundersJohn Celenza, Mike Cammalleri
Headquarters
Toronto, Ontario
,
Canada
Productsbeverages, whey protein
Websitebiosteel.com

History

Officially founded in 2009 by John Celenza and former professional ice hockey player Mike Cammalleri, BioSteel sports drink was originally sold to professional teams and franchises.[1][2]

In 2010, Gary Roberts reported that ice hockey players were drinking BioSteel during a Hockey Night in Canada playoff broadcast which led to BioSteel's expansion of their distribution to general consumers. BioSteel is distributed through grocery stores and retail channels across Canada.[3]

In October 2019, Canopy Growth, a Canadian cannabis producer, acquired a 72% stake in BioSteel, with plans to introduce cannabidiol-infused BioSteel products to the market.[4]

BioSteel agreed to a multiyear partnership for sports drinks with the National Hockey League (NHL) and National Hockey League Players' Association (NHLPA) in 2022.[5][6]

On September 14, 2023, BioSteel Sports filed for Creditor Protection under the CCAA.[7] On September 17, 2023, BioSteel Sports filed for Chapter 15 bankruptcy in Texas.[8]

Hockey camp

BioSteel holds an annual hockey training session of NHL players in Toronto, which lasts four days in late August.[9][10] Matt Nichol and Gary Roberts, former NHL player, partnered to create a super camp for Toronto-area hockey players.[10] The event, created and organized by BioSteel, is an annual training session before traditional NHL training camps begin.[11] Known as "#Camp," the event takes place at St. Michael's College School Arena.[3] By its second year in 2011, there were 20 NHL players and 16 top prospects in attendance.[9]

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.[12][13]

Commercial partners

BioSteel is used by 28 NHL franchises, 14 NBA organizations, 18 MLB teams, and numerous golfers.[1][6][9][14]

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.[15][16]

References
  1. Darren Heitner (September 9, 2013). "How BioSteel Sports Supplements Has Quietly Infiltrated The Athlete Nutrition Market". Forbes. Retrieved November 30, 2015.
  2. 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.
  3. John Lorinc (April 2, 2015). "Goodbye Gatorade: how Biosteel is (very quietly) taking over the NHL". Canadian Business. Retrieved November 30, 2015.
  4. LoRé, Michael. "Canopy Growth And BioSteel To Introduce CBD Products To Sports Nutrition Market". Forbes. Retrieved November 22, 2019.
  5. "BioSteel named official hydration partner of NHL, NHLPA". NHL.com. Retrieved 2022-08-11.
  6. Michael LoRé (7 July 2022). "BioSteel Named Official Hydration Partner Of NHL, NHLPA". Forbes. Retrieved 22 February 2023.
  7. "BioSteel Files For Bankruptcy". Sportico. September 14, 2023. Retrieved September 14, 2023.
  8. "BioSteel Sports files for Chapter 15 bankruptcy in Texas court". Bloomberg. September 17, 2023. Retrieved September 17, 2023.
  9. "Move over Gatorade, there's a new fuel for NHL players". The Globe and Mail. August 23, 2011. Retrieved November 30, 2015.
  10. Michael Blinn (August 29, 2014). "NHL stars' offseason hockey camp has a viral edge". Sports Illustrated. Retrieved November 30, 2015.
  11. Allan Muir (August 20, 2015). "NHL stars havin' fun at BioSteel summer camp". Sports Illustrated. Retrieved November 30, 2015.
  12. Alex Ballingall (April 13, 2015). "BioSteel all-Canadian basketball game to showcase country's top high school talent". The Star. Retrieved November 30, 2015.
  13. Jason Shergill (April 7, 2015). "BioSteel All-Canadian game will help put Canadian ballers on the map". The Gateway. Retrieved November 30, 2015.
  14. Luke Fox (August 20, 2015). "McDavid, Hall combine to win BioSteel Cup". Sports Net. Retrieved November 30, 2015.
  15. Gino Bottero. "Raptors announce BioSteel as official partner, namesake of new training facility". The Score. Retrieved November 30, 2015.
  16. "Raptors Welcome BioSteel As Official Partner". Sun Times. November 11, 2015. Archived from the original on December 8, 2015. Retrieved November 30, 2015.
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