about biosteel€¦ · hemp protein, providing a more complete source of protein. exercise...

ABOUT BIOSTEEL

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™.’

ABOUT BIOSTEEL

OUR STORY


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.

Michael Cammalleri

Matt Nichol

OUR STORY


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 Michael 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’.

Michael Cammalleri

OUR STORY


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


OUR STORY

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

OUR PRODUCTS

Our Family of Products


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



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

CHOCOLATECHOCOLATECHOCOLATESTRAWBERRY STRAWBERRY

VANILLAVANILLAVANILLA



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 gCALORIES PROTEIN FIBREFATPE

R BA

R

Key Ingredients Include:»Dates »Whey Protein Isolate

»Raisins »Organic Apples »Pumpkin Seeds »Coconut

»Pineapple »Hemp »Mango »Papaya

TROPICAL

170 12 g 2 g4.5 gCALORIES PROTEIN FIBREFATPE

R BA

R

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 gCALORIES PROTEIN FIBREFATPE

R BA

R

Professional Presence


The National Hockey League



Major League Baseball



The National Basketball Association



The National Football League



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

Team BioSteel


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. Inhis 2nd season, Andrew continues his good play averaging over 20 points / game.

Team BioSteel


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.

Team BioSteel


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.

Team BioSteel


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.

Team BioSteel


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.

Team BioSteel


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.

Team BioSteel


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.


Team BioSteelBrooke 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.

BioSteel Marketing


At BioSteel, we leverage our athletes to drive trial, and we utilize our products’ functionality and education on point of difference to promote repeat purchases and graduation to larger value SKUs. Below are our primary marketing pillars.

Consumer Engagement Focused

SOCIAL MEDIAMASS MEDIA

SAMPLING &EDUCATION

STRATEGICALLIANCES

EVENTS


Consumer Engagement - Social Media: Focusing on Authenticity & Driving Engagement through Unique Content

BioSteel Marketing


Consumer Engagement – Social Media: Fun with BioSteel

Fun with BioSteel! – a way to generate unique and light-hearted content for our community.

BioSteel Marketing


Consumer Engagement – Social Media: Pros Caught on Camera

The caliber of BioSteel users caught on camera speaks to the validity of the products’ functionality, quality, and safety.

BioSteel Marketing


Consumer Engagement – Social Media: Pros Caught on Camera

And more...

BioSteel Marketing


Consumer Engagement – Official Nutritional Partner of the Toronto Raptors - NBA

As of the 2015 / 2016 NBA Season, BioSteel is the Official Sports Drink & Nutritional Partner of the Toronto Raptors. This includes access to the following assets:

» Fully branded Raptors bench and court-side panels;

» Branded in-game product integration (i.e. towels, seat covers, etc.);

» Use of Logo on Packaging and POS;

» Raptors practice facility naming rights (The BioSteel Centre);

» National Broadcast Media;

» Community Programming in association with the Toronto Raptors;

» Social Media Collaboration;

» And much more

BioSteel Marketing


Consumer Engagement – Official Nutritional Partner of the Toronto Raptors - NBA

This partnership between the Toronto Raptors and BioSteel not only provides a wealth of brand exposure in Canada, but also across the US through North American wide broadcasting of games in top away markets and the 2016 NBA All-Star Game in Toronto

TOP 10 AWAY MARKETS

New York Value: $966K Rank: 2

San Francisco Value: $753K Rank: 4

Miami Value: $902K Rank: 3

Boston Value: $391K Rank: 10

Atlanta Value: $462K Rank: 9

San Antonio Value: $463K Rank: 8

Cleveland Value: $1.4M Rank: 1

Dallas Value: $644K Rank: 5

Houston Value: $586K Rank: 6

Washington, DC Value: $574K Rank: 7

BioSteel Marketing


Consumer Engagement – Mass Media

BioSteel has made the investment to produce a commercial featuring Connor McDavid and Andrew Wiggins and airing it on major sports networks across North America (Fall 2016).

Visit https://www.youtube.com/watch?v=fJlmBGm-70s

BioSteel Marketing


Consumer Engagement – In-Store Best Practices

Demoing

POS Athlete Appearances

End Cap Signage Merchandising Best Practices

BioSteel Marketing


Consumer Engagement – Events

BioSteel Women’s Bootcamps with Under Armour

BioSteel Marketing

#CAMP, All-Canadian Basketball Game, and the BioSteel Women’s Bootcamp are BioSteel’s three flagship events that garner millions of social media impressions and hundreds of media stories across North America.

Since the company’s inception, BioSteel has hosted the BioSteel #CAMP where more than 30 select NHL’ers and NHL prospects are invited to skate and train with renowned strength and conditioning coaches Matt Nichol and Gary Roberts

This inaugural game showcases 24 of Canada’s top high school basketball players

TSN broadcast team this year featured award-winning play-by-play commentator Dan Shulman as the game aired on TSN 1,3,4, & 5.

2016 event airing on ESPN2 and TSN.

Matt Nichol puts 15 top female media personnel through an authentic circuit training set.

Under Armour is the official partner of the event.


Consumer Engagement – #CAMP

BioSteel Marketing

The content from BioSteel’s 2015 #CAMP received more than five (5) million social media impressions & 160 media stories garnering over 101 million total impressions across North America.


Consumer Engagement – All Canadian Basketball Game

BioSteel Marketing

The 2015 BioSteel All Canadian Basketball Game garnered over 19,000,000 social media impressions and had 610,000 unique North American viewers tuned in to watch.


Consumer Engagement – BioSteel Women’s Event with UA

BioSteel Marketing

In August 2015 BioSteel hosted its inaugural Women’s Bootcamp hosted by BioSteel’s very own Matt Nichol and Rosie MacLennan. Inviting 15 prominent women in media, Matt and Rosie put them through an authentic BioSteel workout and educated them on sports nutrition.

about biosteel€¦ · hemp protein, providing a more complete source of protein. exercise...

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