From Canopy Growth acquiring a majority stake in BioSteel four years ago…to the rise and fall of the supplement turned sports drink brand, I’ve attempted to contextualize the marketplace data and provide insights into would be valuable to the functional CPG community. But with BioSteel officially emerging from bankruptcy recently with a new owner, I thought it would be important to reconcile some of my “what’s next” predictions from the last piece of content. And who’s better at helping me do that than the new owner himself…Dan Crosby. In our conversation, we cover everything from where the crazy idea initially originated to acquire the bankrupt assets of BioSteel to his first impressions after owning the sports nutrition brand for just over a week. Additionally, we talk about his projected sports marketing strategies (including the NHL deal) and how those will look compared to the last version of BioSteel. Moreover, we explore where the beverage format fits into his strategic gameplan. Plus, sales channel strategies, manufacturing plans, and a whole lot more…this one covers a lot of ground, so I hope you guys are ready for it.

FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS