A pricey playbook led sports nutrition brand BioSteel to bankruptcy, but its new owner has a different strategy

Alex Silverman of Sports Business Journal points to Biosteel’s aggressive spending as a critical factor in the company’s demise and shares how Dan Crosby, the Canadian entrepreneur who bought the brand, is positioning the company to thrive by shifting away from pricey sponsorship agreements and towards fostering brand loyalty through youth sports, grassroots initiatives and influencer marketing.

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