from Darren Heitner at Forbes,

In 2005, the NHL — the league that BioSteel first cracked — implemented league-wide drug testing with its new collective bargaining agreement. According to Celenza, “Before that, guys were taking everything under the sun.”

At that time, Matt Nichol was the Head Strength and Conditioning Coach for the Toronto Maple Leafs and basically the point of contact for anyone in the NHL looking for advice on nutrition.

“Following the new CBA, Matt then calls all the supplemental nutrition companies that are supplying the Leafs and says, ‘We have drug testing now. Not only do I need your drug testing documentation but proof that what is on your label is in your product,’” Celenza recalled. “Not one company could get back to him with any documentation. He said, ‘My players’ reputation is on the line. My reputation is on the line. What do I do?’”

The Maple Leafs then suggested Nichol create his own product — and he did just that. Over the years, Nichol tweaked the product based on responses from some of his athletes. Together, Nichol and Celenza co-founded BioSteel, with Nichol and a team of scientists ultimately forming a safe supplement for professional and Olympic athletes.

Fast-forward to 2009, and a childhood buddy of Celenza’s — current Calgary Flames forward and alternate captain, Michael Cammalleri — began training with Nichol. After numerous workout sessions that also involved consuming BioSteel product, Cammalleri was sold. Much of the NHL followed thereafter. Cammalleri finally found a steady and consistent source of energy in BioSteel, which includes no sugar, artificial flavors or preservatives in its products.

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