BioSteel Welcomes Bruce Jacobson as President


Creation of a new role to further accelerate the growth trajectory of the challenger brand

NEW YORK, June 30, 2022 /PRNewswire/ – Today, BioSteel Sports Nutrition Inc. (“BioSteel”) announced the appointment of Bruce Jacobson as Chairman of BioSteel, which, along with co-founders John Celenza and Michel Cammalleriwill be responsible for accelerating BioSteel’s growth into a top 4 sports hydration company.

Jacobson joins BioSteel with a wealth of beverage industry experience. Having held several leadership positions, he is an experienced brand builder and business strategist who has driven organizations to class-leading growth and market dominance. Most recently, Jacobson served on the advisory board and as COO of a seltzer liquor company, where he led a team responsible for scaling the business to achieve profitable growth while balancing its entrepreneurship and its identity. Prior to this role, he spent 17 years at Constellation Brands, including four years as Chief Commercial Officer, where he and his team achieved 36 consecutive quarters of industry-leading growth while delivering a total over $5 billion turnover and strong margins.

“Bruce will be an invaluable addition to the company’s leadership team as BioSteel continues to grow at a record pace by challenging the status quo in hydration,” said David Klein, CEO of Canopy Growth. “With deep experience in building brands, profitability, developing distribution strategies and leading cross-functional teams, we are confident that Bruce will complement and enhance the capabilities of the current management team and advance the position of BioSteel on the market.”

“It is an honor to join BioSteel and be part of an innovative challenger brand that is already revolutionizing the sports hydration industry,” said Jacobson. “I have seen firsthand the passion everyone at BioSteel brings to our brand and products, and I look forward to partnering with this exceptional team to build on the success to date and accelerate our growth. in the future. “

Founded in 2009 by an NHL veteran Michel Cammalleri and business partner Jean Celenza, BioSteel has earned a reputation as the hydration product of choice for athletes and consumers looking for a healthy alternative. The brand is committed to using premium ingredients, maintaining product transparency, and providing the essential nutrients needed to support physical activity. Each electrolyte-filled sports drink comes in an eco-friendly 16.7 fl oz Tetra Pak, in flavors ranging from Blue Raspberry, Mixed Berry, Mango Peach, Rainbow and white gel to keep consumers hydrated throughout the day.

“Michael and I are thrilled to welcome Bruce to the BioSteel team,” said Celenza, co-founder of BioSteel. “We are deeply committed to the long-term success of BioSteel, and with Bruce’s track record of champion brands, we are confident that he will progress in achieving our business goals, including putting BioSteel at the forefront. in the sports hydration category and we look forward to working with him to realize the incredible opportunities that lie ahead for BioSteel.”

BioSteel products, which include both ready-to-drink sports drinks and sports hydration mixes, are available in North America and worldwide with selected retail partners or directly to consumers online via


BioSteel is a North American beverage brand committed to superior cleanliness. In good health. Hydration. to consumers and athletes around the world. Each BioSteel sports drink is sugar-free and comes in an eco-friendly Tetra Pak filled with premium ingredients, natural flavors and essential nutrients needed to support physical activity. Perfect for everyone, from health and environmentally conscious consumers to world-class athletes, BioSteel hydration products are currently readily available in North Americaworldwide with selected retail partners, and directly to consumers online via

In 2019, Canopy Growth acquired a majority stake in BioSteel, and the brand was able to expand its distribution in the US market by leveraging the Constellation brand’s Gold Network. With the support of the Constellation Brand ecosystem, BioSteel has partnered with over 200 distributors and now has a distributor presence in every county in the United States.

SOURCE BioSteel Sports Nutrition Inc.


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