Toronto, Canada-based BioSteel Sports Nutrition Inc. announced the appointment of Bruce Jacobson as President of BioSteel, who, together with Co-Founders John Celenza and Michael Cammalleri, will be responsible for accelerating the growth of BioSteel into a top-4 sports hydration company.
Jacobson joins BioSteel with a wealth of experience from the beverage industry, the company notes. Having served in several senior leadership roles, he is an experienced brand builder and business strategist who has led organizations to best-in-class growth, it says.
Most recently, Jacobson served on the advisory board and as Chief Operating Officer of an alcohol seltzer company, where he led a team in scaling the business to achieve profitable growth while balancing its entrepreneurial spirit and identity. Prior to that role, he spent 17 years at Constellation Brands, including four years in the role of Chief Commercial Officer, where he and his team achieved 36 consecutive quarters of industry-leading growth, while delivering an aggregate of more than $5 billion in revenue and strong margins.
"It is an honor to join BioSteel and be a part of an innovative challenger brand that is already revolutionizing the sports hydration industry," Jacobson said in a statement. "I've seen first-hand the passion that everyone at BioSteel brings to the table for our brand and products, and I am eager to partner with this exceptional team to build on the success to-date and accelerate our growth into the future."
Biosteel’s Co-Founder Celenza, added: "Michael and I are excited to welcome Bruce to the BioSteel team. We are deeply committed to the long-term success of BioSteel, and with Bruce's track record of championing brands, we are confident that he will progress the achievement of our business objectives, including cementing BioSteel at the forefront of the sports hydration category. We look forward to working with him to bring to fruition the incredible opportunities that lie ahead for BioSteel."
Founded in 2009, BioSteel has achieved a reputation for being the hydration product for athletes and consumers looking for a healthy alternative. The brand is committed to using premium ingredients, maintaining product transparency, and delivering essential nutrients needed to support physical activity, it says.
In 2019, Canopy Growth acquired a majority stake in BioSteel, and the brand has been able to expand distribution in the U.S. market by leveraging the Constellation Brand's Gold Network. With the backing of Constellation Brand's ecosystem, BioSteel secured partnerships with more than 200 distributors and now has distributor presence in every county in the U.S.