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

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

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. 1 2 3 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. 1 2 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. 1 2 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. 1 2 3 "Move over Gatorade, there's a new fuel for NHL players". The Globe and Mail. August 23, 2011. Retrieved November 30, 2015.
  10. 1 2 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 (13 November 2015). "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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