The BioSteel Way
Premium ingredients, product transparency, functionality first, and a certainty that there is always a better way are the four beliefs that drove the birth of BioSteel. These are the values that continue to drive our unwavering dedication to bringing quality nutritional products to locker rooms and households globally, and empowering people to live a performance lifestyle.
BioSteel is leading the wave of healthy sports drinks in the market. We are not just talking about a ‘better for you’ product, but rather one that redefines sports drinks. BioSteel sports drink replenishes electrolytes to provide optimal hydration and sustained energy, while reducing muscular and mental fatigue, all without the use of any sugar, caffeine, or stimulants. With no artificial flavours or colours, BioSteel is unmatched in the market and is proud to be raising the bar on consumer expectations of sports drinks. But, it doesn’t end there - BioSteel is setting new consumer expectations when it comes to other nutritional products like proteins and snacks.
Why BioSteel was Created?
Built Out of Necessity
Unlike many brands, the birth of BioSteel was not based off the common business principle of sales, costs and profits, but rather out of necessity for functionally superior products. Noticing his athletes were consuming products littered with stimulants like sugar and caffeine prior to and during games and practices, Matt Nichol – Decorated Strength and Conditioning Coach – knew there needed to be a better way. He leveraged his education and experience in kinesiology and product development to take matters into his own hands.
With a focus on sourcing only the highest quality of ingredients, he went forward and created a stimulant and preservative free sports drink optimal for hydration and recovery. After countless hours of analyzing the performance measures of top athletes and making tweaks, he locked onto an unnamed caffeine free, preservative free and sugar free pink sports drink (from beet root powder) that he would provide to his athletes.
Commercialized from Demand, Grown from Authenticity
As the athletes Matt Nichol trained in the off season went back to their respective teams, they would rave about Matt Nichol’s ‘pink drink’ to their teammates. These conversations sparked demand amongst professional athletes, strength coaches, and health, fitness, and nutrition experts. Since the product was never produced for resale, Matt Nichol teamed up with like-minded business partners who collectively put production in place. From this, ‘BioSteel’ was born! BioSteel has since used the same principles behind the creation and success of the sports drink to develop a line of proteins and snacks made with quality ingredients fit for peak performers and fitness / sports enthusiasts.
Today, BioSteel is one of the most trusted brands in both locker rooms and households. Having the support of some of the top athletes in the world, including Andrew Wiggins (Minnesota Timberwolves), Brooke Henderson (Golf), Connor McDavid (Edmonton Oilers), Ezekiel Elliot (Dallas Cowboys), Marcus Stroman (Blue Jays), Sean Lee (Dallas Cowboys), and Tyler Seguin (Dallas Stars), and becoming the Official Sports Drink of the Toronto Raptors, BioSteel looks to become consumers’ natural nutritional choice and empower performance lifestyles.