Canadian Manufacturing

BioSteel announces Bruce Jacobson as new President

by CM Staff   

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Jacobson joins BioSteel with experience from the beverage industry.

NEW YORK — On Jun. 30, 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 experience from the beverage industry. Having served in several senior leadership roles, he is a business strategist who has led organizations in the past. 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.

“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 building brands, driving profitability, developing distribution strategies, and leading cross-functional teams, we are confident that Bruce will complement and enhance the capabilities of the current leadership team and further advance BioSteel’s standing in the market.”

“It is an honor to join BioSteel and be a part of an innovative challenger brand that is already revolutionizing the sports hydration industry,” said Jacobson. “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.”


“Michael and I are excited 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 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.”


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