Industry Sports nutrition Founded 2009, Toronto, Canada Type of business Private | Website biosteel.com Headquarters Toronto, Canada Founders John Celenza, Matt Nichol | |
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Products BioSteel High Performance Sports Drink, BioSteel Advanced Recovery Formula, BioSteel whey protein isolate Profiles | ||
BioSteel Sports Nutrition Inc. is a Canadian company based in Toronto that produces nutrition products for athletes and exercise enthusiasts.
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History
Matt Nichol, former Toronto Maple Leafs strength and conditioning coach, developed 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. Incorporated in 2009 with co-founder and businessman John Celenza, BioSteel Sports HPSD was originally sold exclusively to professional teams and franchises.
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.
Hockey camp
BioSteel holds an annual hockey training session of NHL players in Toronto which lasts four days in late August. Nichol and Gary Roberts, former NHL player, partnered to create a super camp for Toronto-area hockey players. The event, created and organized by BioSteel, is an annual training session before traditional NHL training camps begin. Known as "#Camp," the event takes place at St. Michael's College School Arena. By its second year in 2011, there were 20 NHL players and 16 top prospects in attendance.
All-Canadian basketball game
In 2015, BioSteel and Canada Basketball launched the high school All-Canadian Basketball Game. The competition featured a dunk contest and a three-point contest at Orangeville, Ontario's Athletic 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.
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, Hunter Mahan, Dez Bryant, Sean Lee, Andrew Wiggins, Tyler Seguin, Steven Stamkos, Mike Cammalleri, Marcus Stroman and Jordan Spieth.
BioSteel announced an official partnership with the Toronto Raptors in 2015. The Raptors training facility, which opened in February 2016, is named BioSteel Centre.