What originally motivated you to bring Hammer Nutrition to Canada?
I was selling product to a triathlon store in Calgary, and they asked if I could figure out how to bring Hammer into Canada and sponsor their race series. I drove 8 hours down to meet Brian and loved the culture and dedication to education rather than just selling more products. Actually helping athletes hit their goals.
What set Hammer apart from other endurance nutrition brands when you started?
We were able to give it to our sons from prior to day one! Stephanie fueled her 36 hours of labour for Noah using orange Hammer Gel. That was 19 years ago, and the boys still use Hammer every day. They are 19, 16, and 15 now.
The other cool opportunity was attending the Ironman World Championships in Kona in 2008 with Brian. They had this great house on the race course and just opened it up for people to come in and try the product. The number of professional athletes in all kinds of sports I met that week really tells you that even though they may be paid thousands of dollars to promote another brand… what is actually in their bottles is Hammer Nutrition.
What were some of the biggest challenges in building Hammer Canada in the early days?
The regulatory environment in Canada has always been a huge challenge. With Brian's support, we have been able to navigate the issues and provide athletes in Canada the ability to Fuel Right and feel great.
What does supporting local athletes, events, and sport communities across Canada mean to you?
One of my favourite summers ever was taking the Big Rig across the country with my dad and family. We hit big events, but the funnest ones were the local community rides. We showed up in rural Manitoba one night for a kids’ mountain bike event. They all got a Hammer bag and swag, and it made it feel like a pro event for them. I also enjoyed just pulling over on the Trans-Canada Highway ahead of some cyclists doing a cross-country tour and setting them up with some gels. They are still customers 10 years later.
After all these years, why do you still believe in Hammer’s fueling philosophy?
We are all an experiment of one. Hammer has the ability to meet your body at its needs to perform optimally. Less is best. We don’t need to sell you all the product for one event, but the product you need for a lifetime of events.
How do you personally incorporate Hammer into your own training or daily life?
My favourite products are Fizz, Endurolytes, HEED, and Hammer Bars. I went on a long ride one day with just water until the point where I bonked. I loaded up on HEED and Endurolytes and was back out of the ditch and spinning in less than five minutes.
What excites you most about the future of Hammer Canada?
I am looking forward to expanding into different sports and support. Curling is a big deal in Canada, and with the last rock called the Hammer, it is a great fit for Hammer Nutrition. I also see a great opportunity, as a small family-owned business, to connect with our customers and their stories rather than just being another brand on the shelf.
