3. OUR STORY
The Natural Choice For Everyday Performance
What is BioSteel?
BioSteel offers premium sports nutrition products
for athletes and health & fitness enthusiasts.
BioSteel was built on the principles of having
premium ingredients, no additives, and
ingredient transparency. BioSteel’s flagship
product is its High Performance Sports Mix,
otherwise know as ‘#DrinkThePink™.’
4. OUR STORY
The Natural Choice For Everyday Performance
2004: Genesis of the “Pink Drink”
Leveraging his degree in kinesiology and biomechanics,
Matt took matters into his own hands. With a focus
on sourcing the highest quality ingredients, he went
forward to develop a drug-free & additive-free sports
drink with an amino acid and electrolyte base to provide
optimal hydration and recovery. As he developed he
constantly analyzed the performance measures and
biochemical measures (weight, body fat, strength,
speed, etc.) of his athletes. After thousands of hours
of development, analysis, and tweaking, Matt locked
onto a nameless recipe that was caffeine, preservative,
and sugar free, and pink – stemming from beet root
powder.
In 2004, soon after the NHL implemented its first anti-
doping drug-testing protocol, Matt Nichol – the Toronto
Maple Leafs Head Strength & Conditioning Coach
– knew that he had to control what sports nutrition
products his athletes were consuming. At that time,
his athletes were consuming high sugar and caffeine-
based products before and during their workouts, that
would cause spikes and crashes in energy.
Matt Nichol
5. OUR STORY
The Natural Choice For Everyday Performance
2009: A Business Begins
As the players Matt trained with the Toronto Maple
Leafs got traded, and athletes he coached privately
in the off-season from the NFL, MLB, etc. went back
to their respective teams, they preached about this
“pink drink” to their teammates. These conversations
sparked demand amongst both professional athletes
and their respective strength and conditioning coaches,
along with sports and fitness enthusiasts.
In 2009, an introduction between Matt Nichol and
John Celenza – a marketing consultant looking to break
into sports marketing – was forged by mutual friend
and NHL forward Mike Cammalleri. From this meeting
and a common understanding for the importance of
ingredient quality and business values, a company was
incorporated and was called ‘BioSteel’.
John Celenza
6. OUR STORY
The Natural Choice For Everyday Performance
In 2009, BioSteel - a business selling a single product
at the time - did not have the substantial marketing
budgets to grow brand & product awareness. As
such, they utilized the authentic use of their product
amongst professional athletes with a celebrity-like
following and leveraged social media to spread news
about BioSteel and its functional benefits.
For more authentic pictures of athletes enjoying
BioSteel’s products, visit www.drinkthepink.com
2009-2014: Organic Growth
7. OUR STORY
The Natural Choice For Everyday Performance
Presently, BioSteel retails nationally across Canadian training facilities, sporting goods retailers and
grocery, drug, gas and convenience stores. In addition to Canada, BioSteel has begun to distribute
to retailers in the USA, Russia, Asia, Finland, Switzerland, Germany, Austria, Sweden, Slovenia,
Slovakia and more.
BioSteel started with a single product - HPSM Tub. Through consumer demand, BioSteel’s product
line has expanded to include the following:
Today’s BioSteel
HIGH PERFORMANCE
SPORTS MIX (HPSM)
ADVANCED
RECOVERY FORMULA
VEGAN
PLANT-BASED PROTEIN
NUTRITIONAL BARS
WHEY PROTEIN ISOLATE
9. Our Family of Products
The Natural Choice For Everyday Performance
BioSteel High Performance Sports Mix (‘HPSM’) is a gluten-free, electrolyte and
amino acid enhanced mix that provides users with sustained energy while reducing
muscular and mental fatigue; without the use of sugar or caffeine.
High Performance Sports Mix (Pink Drink)
HPSM Components
Mineral Blend / Electrolytes
Amino Acids
Vitamin B Blend
Playing SportsAt the GymPhysical Workdays
Going for a Walk Late Nights /
Early Mornings
Studying / At the Office
When To
Consume
BioSteel
HPSM
» SUGAR FREE
» CAFFEINE FREE
» GLUTEN FREE
» DIABETIC FRIENDLY
» NO ARTIFICIAL
COLOURS OR FLAVOURS
10. Our Family of Products
The Natural Choice For Everyday Performance
Proteins
Advanced Recovery
Formula Whey Protein Isolate
Vegan Plant-Based
Protein
What is it?
Unique Features
Gluten-free, carbohydrate-based post
exercise formula designed to improve
muscle recovery.
Combination of three types of protein
(Whey Protein Isolate, Whey Protein
Hydrolyslate and Micellar Casein).
Only natural flavours / colours, and
sourced from Canadian grass-fed cows
that are antibiotic & hormone free.
Combination of Brown Rice, Pea, and
Hemp protein, providing a more complete
source of protein.
Exercise enthusiasts and peak performers. Health conscious consumers looking for a
clean source of protein.
Health conscious consumers that choose
a vegan lifestyle and/or have dairy
sensitivities.
Gluten-free protein containing the highest
quality of Whey Protein Isolate.
Gluten-free plant-based protein, free from
any animal by-products.
Ideal Consumer
NATURAL
CHOCOLATECHOCOLATECHOCOLATE
STRAWBERRY STRAWBERRY
VANILLAVANILLAVANILLA
11. Our Family of Products
The Natural Choice For Everyday Performance
Nutritional Bars
BioSteel Nutritional Bars are a gluten-free, whole food snack bar that is an ideal
option while on-the-go at any time of the day!
Key Characteristics
Available in Three great Tasting Options
MADE WITH
WHOLE FRUITS
HIGH IN FIBRE
&ANTIOXIDANTS
KOSHER
FRIENDLY
GLUTEN FREE NO ARTIFICIAL
FLAVOURS
NON GMO
Key Ingredients Include:
»Dates »Whey Protein Isolate
»Raisins »Organic Apples
»Cranberries »Almonds
»Spinach »Chia Seeds »Broccoli
» Beets
ORIGINAL
170 12 g 4 g5 g
CALORIES PROTEIN FIBREFAT
PERBAR
Key Ingredients Include:
»Dates »Whey Protein Isolate
»Raisins »Organic Apples
»Pumpkin Seeds »Coconut
»Pineapple »Hemp »Mango »Papaya
TROPICAL
170 12 g 2 g4.5 g
CALORIES PROTEIN FIBREFAT
PERBAR
Key Ingredients Include:
»Dates »Vegan Protein Complex
(Hemp, Brown Rice & Pea) »Raisins
»Organic Apples »Cranberries
»Almonds »Spinach »Broccoli
VEGAN
170 12 g 5 g4.5 g
CALORIES PROTEIN FIBREFAT
PERBAR
16. Professional Presence
The Natural Choice For Everyday Performance
Professional Golf Association
ADAM SCOTT PATRICK REED JUSTIN ROSE ZACH JOHNSON BROOKE HENDERSON
JESSICA KORDA
HUDSON SWAFFORDHARRIS ENGLISH
PATRICK RODGERSBEN MARTINRUSSELL HENLEYMORGAN HOFFMAN
JASON DUFNER
RYAN PALMERLUKE DONALD BRYSON DECHAMBEAU JOHN HUH
LYDIA KO
SANDRA GAL
GRAHAM DELAET
17. Team BioSteel
The Natural Choice For Everyday Performance
Andrew Wiggins
The most hyped basketball talent to ever come out of
Canada, Andrew Wiggins was drafted 1st overall in the
2014 NBA draft. Andrew got off to a great start to his
career by winning the NBA’s 2015 Rookie of the Year. In
his 2nd season, Andrew continues his good play averaging
over 20 points / game.
18. Team BioSteel
The Natural Choice For Everyday Performance
Connor McDavid
1st overall pick in the 2015 NHL Draft, Connor McDavid
is often regarded as the ‘next one’ possessing an
extraordinary amount of skill and athleticism. Despite
suffering a broken clavicle and missing 40 games, Connor
has come back better than ever and is making a run at
the Calder Trophy.
19. Team BioSteel
The Natural Choice For Everyday Performance
Tyler Seguin
Stanley Cup Champion and perennial All Star, Tyler has
been a #TeamBioSteel member since he was 16 years
old. Known for his work ethic and extraordinary physique,
Tyler has always been a natural fit.
20. Team BioSteel
The Natural Choice For Everyday Performance
Marcus Stroman
Marcus Stroman became a household name when he and
the Blue Jays broke a 22 year drought with an iconic
playoff run in 2015. As the ace of The Jays for the 2016
season, Stroman has quickly rose to fame as one of the
most valuable pitchers in Major League Baseball.
21. Team BioSteel
The Natural Choice For Everyday Performance
Sean Lee
Sean Lee is an All Pro Linebacker and the Defensive
Captain for the Dallas Cowboys of the NFL. Despite an
injury in late 2013 that took Sean out of the game for
the entire season, Sean returned in 2015 with an all pro
season.
22. Team BioSteel
The Natural Choice For Everyday Performance
Rosie MacLennan
Rosie is a 4x Canadian National Women’s Gold Medalist
(2005, 2009, 2011, and 2013), a 2x Pan American Gold
Medalist (2011 & 2015), a World Champion (2013), and
an Olympic Gold Medalist (2012 – London) in the sport
of Trampoline. Rosie is a strong advocate of the BioSteel
brand and health and wellness in general.
23. Team BioSteel
The Natural Choice For Everyday Performance
Taylor Pischke
Taylor Pischke is a rising star on the professional beach
volleyball tour. Along with her partner Mellisa Humana-
Peredes, she plays on Team Canada’s Beach Volleyball
squad. In 2015 Taylor competed on the FIVB World Tour
in eleven Grand Slam and Open Events.
24. Team BioSteel
The Natural Choice For Everyday Performance
Brooke Henderson
Brooke Henderson is an 18 year old professional golfer on
the LPGA Tour. Prior to turning pro, Brooke was the top
ranked women amateur golfer in the world. Brooke won
the Cambia Portlad Classic on the LPGA Tour in 2015
by an 8 shot margin. She has quickly become one of the
most popular (and youngest) players on the LPGA Tour.
