Did you read that article? I just assumed the NHL was sewering them, but there is something drastically wrong with that company. Also curious if it's 17mil or 24mil, but that's not the real issue lol.
To me it really looks like this company wasn't doing to shit hot before the NHL and that they were hoping with the NHL their sales would skyrocket. I mean they kinda did by doubling, but they must've thought they would've done a lot better. Either that or they used the Ryan Howard fixed costs pricing model
Sales are at least growing, as BioSteel booked $24 million worth of sales revenue in the first three months of 2023 — more than twice as much as the same period the year before.
But its cost for those sales eclipsed $90 million, and other expenses topped $114 million, including about $12 million in advertising and promotional costs related to its NHL sponsorship; in 2022, the company was named the league's "official hydration partner."
I know a bunch that like it, but I also know a bunch that don't like the container. Whether it's because it looks like a juice box or because it doesn't fit properly in a lot of round cup holders lol.