BioSteel Sports Supplements Inc.

 BioSteel Inc.  is a developer and distributor of high performance nutritional supplements.

History
BioSteel HPSD (High Performance Sports Drink) was initially designed by Matt Nichol in 2004. From 2002-2009 Nichol served as the strength and conditioning coach for the Toronto Maple Leafs of the National Hockey League (NHL). In 2004 Nichol worked as the strength and conditioning coach of Team Canada at the World Cup of Hockey. During this time Nichol designed the proprietary formula that is now used to create BioSteel Sports HPSD. Incorporated in 2009 with co-founder and businessman John Celenza, BioSteel Sports HPSD was originally sold exclusively to professional teams and franchises.

Marketing
Prior to BioSteel Sports official public launch on June 1, 2010 it relied heavily on social media channels (Facebook, YouTube, Twitter, etc.) Segment features on The Score Television Network, Hockey Night in Canada and NHL.com. Additionally, professional hockey player Michael Cammalleri is featured on the company’s website as the main spokesperson and brand advocate.