BioSteel Sports Nutrition Inc. announced the appointment of Bruce Jacobson as president, who will work with Co-Founders John Celenza and Michael Cammalleri to accelerate the growth of the sports hydration mix and sports drink firm.
Jacobson, most recently, served on the advisory board and as Chief Operating Officer of an alcohol seltzer company, scaling the business to achieve profitable growth. Before that, he spent 17 years at Constellation Brands, including four years as Chief Commercial Officer.
“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.”
“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.”
In 2019, Canopy Growth acquired a majority stake in BioSteel.