Steel supplements is a popular brand of sports nutrition and bodybuilding supplements. The company was founded in 2008 and has grown to become one of the top supplement brands used by athletes and bodybuilders around the world. But who actually owns and operates this major supplement company?
The History of Steel Supplements
Steel supplements was founded in 2008 by entrepreneur Andrew Griswold. Andrew had previously worked in the supplement industry for over a decade before deciding to branch out on his own and start his own supplement company. He believed he could create superior products compared to many of the other mainstream brands available at the time.
Andrew partnered with a leading supplement manufacturer and launched Steel Supplements with an initial line of products including whey protein, pre-workout, amino acids, and multivitamins. The products were an immediate hit with hardcore gym-goers and athletes looking for effective and high-quality supplements.
Within the first year of business, Steel Supplements sponsored their first athlete and began getting their products into various retail stores. They focused primarily on the main staples that bodybuilders and athletes need most – protein, pre-workout, aminos, and stack supplements.
Over the next few years, Steel Supplements continued expanding their product line to over 60 different supplements targeting all categories of fitness and sports nutrition. They also grew their sponsored athlete roster to over 50 professional athletes and bodybuilders.
Today, Steel Supplements offers some of the most popular supplements on the market and is widely available both online and in retail stores. Their brand has become synonymous with quality and purity in an industry filled with many questionable companies. Consumers trust the Steel Supplements name and search for it specifically when shopping for high-end sports nutrition.
Ownership and Management
Steel Supplements has remained privately owned since its founding in 2008. Founder Andrew Griswold maintains full ownership over the company and continues to be involved in key decisions regarding product development, brand marketing, and partnerships.
Andrew brought on several key partners over the years to help manage and grow the company. This includes:
- John Beardsley – President
- Dr. Tyler Wood – VP of Product Development
- Jill Stafford – VP of Marketing
- Phil Rogers – VP of Sales
This talented management team oversees daily operations, new product launches, scientific research, and expansion into new markets. However, Andrew Griswold remains the sole owner and has the final say in all business matters.
Company Growth and Expansion
In just over 10 years, Steel Supplements has grown from a small start-up into one of the largest players in the supplement industry. They’ve expanded from around a dozen products to over 60, covering the full spectrum of sports nutrition.
Some key milestones in Steel Supplements growth include:
- 2010 – Sponsorship of first professional bodybuilder and expansion into over 100 retail stores
- 2012 – Launch of women’s line and international shipping to Canada
- 2014 – New 50,000 sq ft manufacturing facility and warehouse built
- 2016 – International shipping expanded to UK, Australia, New Zealand
- 2018 – Launch of vegan/vegetarian product range
- 2020 – Sponsorship roster grows to over 50 athletes and social media following exceeds 2 million
- 2022 – New clinical research division formed to enhance product testing
Steel Supplements has carved out a significant share of the $15 billion US supplement market. They generate over $100 million per year in sales and ship to over 70 countries around the world. With continued growth expected, founder Andrew Griswold seems to have built Steel Supplements into a true powerhouse brand.
Manufacturing and Headquarters
Steel Supplements manufactures their full line of products out of a state-of-the-art facility located in Santa Monica, California. The 50,000 sq ft facility houses their production lines, product testing labs, and company headquarters.
Steel Supplements oversees the entire manufacturing process in-house to maintain quality control and standards. Their facility is FDA registered and GMP certified as well. Raw materials are sourced from well-known, reputable suppliers to ensure purity.
The Steel Supplements headquarters also houses their main staff including the executive management team, sales, marketing, and customer service departments. The company employs over 100 people with plans to expand along with continued growth.
Product Line Overview
Steel Supplements has developed an impressive line-up of over 60 products targeted at athletes, bodybuilders, and fitness enthusiasts. Their product list includes:
| Category | Product Line |
|---|---|
| Protein | Whey protein isolate, whey protein concentrate, casein, protein bars, vegan protein |
| Pre-Workout | Pre-workout powder, pre-workout pump, nitric oxide boosters |
| Amino Acids | BCAAs, EAAs, intra-workout aminos |
| Recovery | Post-workout formula, creatine, multivitamin |
| Health | Joint support, cycle support, sleep aids, fat burners |
Steel Supplements is constantly innovating and adding new products to their line based on the latest research and customer demand. They focus heavily on formulas with proven key ingredients.
Their protein powders feature whey protein isolates, regarded as the purest and most bioavailable protein source available. The pre-workouts include clinically effective doses of compounds like citrulline malate, beta-alanine, creatine, and betaine.
Steel takes pride in including optimal amounts of key active ingredients in their products while excluding unnecessary fillers and additives.
Key Athlete Partnerships
A key part of Steel Supplement’s marketing and brand growth involves partnerships with high profile athletes and bodybuilders. Steel Supplements officially sponsors over 50 different athletes across various strength sports and physique competitions.
Some of their top athlete partners include:
- Calum Von Moger – Pro Bodybuilder and Actor
- William Bonac – IFBB Pro Bodybuilder
- Iris Kyle – 10x Ms. Olympia Professional Bodybuilder
- Larry Wheels – Professional Powerlifter
- Paige Hathaway – Fitness Model and Trainer
These athletes serve as brand ambassadors for Steel both in competition and on social media. They provide input on products and help promote the brand to their own audiences. Havingrecognizable faces trust and take Steel Supplements brings validity to the quality of the products.
Awards and Recognition
Over the past 5 years, Steel Supplements has earned a number of awards and recognitions cementing their reputation as a top tier supplement brand. Some of their major awards include:
- 2020 Bodybuilding.com Supplement Awards – Breakout Brand of the Year
- 2021 ConsumerPriceShop – Protein Powder of the Year
- 2022 Supplement Reviews – Pre-Workout of the Year
- 2022 MuscleandStrength.com – Brand of the Year
These awards are voted on by consumers and experts within the fitness industry. Repeated recognition shows that Steel Supplements continues to put out the best of the best products that satisfy even the most hardcore users.
Investment and Growth Plans
Currently, Steel Supplements remains privately owned by founder Andrew Griswold who has funded growth through steady reinvestment of company profits over the years. However, recent reports indicate Griswold may be open to accepting outside investment to fuel even faster expansion.
In 2022, Steel Supplements received a private equity investment offer of $250 million which would have valued the company at over $1 billion. Griswold ended up declining the offer but stated he’s open to future investment under the right terms.
Griswold has big plans to grow Steel into a global powerhouse brand. He’s mentioned goals of expanding into the EU sports nutrition market more aggressively along with setting up additional production facilities to cut down on shipping costs.
It’s expected that Steel Supplements will hit $200+ million in annual sales within the next 3-5 years. Additional strategic acquisitions of smaller supplement companies are also rumored to be in the works as well.
The Future of Steel Supplements
Steel Supplements found massive success thanks to the vision of owner Andrew Griswold and his talented team of supplement experts. In just over 10 years, they’ve become a major player and one of the hottest brands in the industry.
Expect Steel Supplements to continue innovating, expanding their product line, and enhancing their manufacturing capabilities. The future looks extremely bright for Steel as they keep growing at a rapid pace and converting more mainstream supplement consumers into loyal followers of the brand.
With Griswold’s leadership and sharp business acumen, Steel is positioned to join the upper echelon of supplement giants. Their commitment to quality, research, and customer satisfaction above all else is a winning formula that will likely make them a household name globally. Anyone in the fitness world would be wise to keep an eye on this burgeoning supplement juggernaut!