Just the other day I was catching up with my high-school friend Erik who had chosen to attend cornell on a hockey scholarship. It was the usual talk of “Oh yeah vancouver is great but the weather…” and how’s school going. Then in typical male fashion we ask eachother how we’re doing in the gym and how our sports are going. He mentioned that he has started to use a new workout product called “Biosteel” which “makes me able to work out for hours”. Though Erik is a high calibur athlete, in our relationship I was always the one to give the advice on sport supplements having done all the relevant research so, naturally I was a little skeptical.
I did a quick google search of the product to find the website, and admittedly I was quickly won over by the product. They make very effective use of their brand ambassadors on their website like Steven Stamkos, pictured above, and Luke Schenn, two men very talented and successful hockey players known to be workhorses on and off the ice. Upon seeing these two men advertising the product on the website my previous skepticism was quickly transformed into confidence and excitement about the product.
But how could I so quickly and impulsively change my opinion about Biosteel, especially without even seeing information about their formula? Truth be told I had mostly made up my mind about the product before I took a step back and dissected my own reaction. This is a perfect demonstration of strength of positively associated personalities if used properly. Upon reading the formula and doing another google search I still believed it is a good product worth a second look, but with one major flaw. It’s price. Biosteel costs $70 a tub; I pay $30 for a tub of a product with a similar formula which I know works for me. Additionally it is only available from the manufacturer.
So it seems that Biosteel has 2 of their 4 marketing P’s down. Product and promotion. I look forward to the day when Biosteel can expand it’s distribution to include more retailers and for the price to be forced down through competition, but until then I’ll stick with my classic stuff.
But once the price does come down i’m gonna be sniping ched just like stamkos. Hit the jump for the Biosteel website and a youtube video of Steven Stamkos highlights.
