BSE was born in 2019 as Holyfat, in the heart of France, with a simple mission: to create the ultimate fuel for ultra-endurance races.

While preparing for the French Divide—a brutal, self-supported race inspired by the legendary Continental Divide—I realized there was no clean, effective, lipid-based product available that could meet the real needs of the adventure.

So I created it myself.

BSE was born out of necessity: raw ingredients, stable energy, zero crashes, zero compromises.

It wasn't a trend. It was a matter of survival, performance, pushing limits.

But the journey to Brutal Salty Energy began long before that.

Cycling has been the guiding line of my life—from competing at the highest level to recovering after injury.

I studied nutrition and food technology for three years in Mexico, before turning to industrial design, to better understand both the science of performance and the creation of products to accompany it.

My path then led me to France. After 15 years spent in the world's largest sports goods distributor, then in management positions in consumer product brands, I realized it was time for a new challenge—a challenge aligned with my values and passions.

I built BSE from scratch, with one idea in mind: to offer products that truly serve athletes. No empty marketing. No bullshit. Functional fuel.

In 2024, I had to slow down. Review our strategy.

Put the mission back at the center.

We made mistakes. Made costly decisions. But that's part of the game.

I chose to slow down to better find our way: to offer the best possible products, made from real food, with a low-carb profile, designed for both athletic performance… and long-term health.

We abandoned the complexity of producing ourselves, to find reliable partners capable of doing it with the same level of demanding standards.

And in parallel, we are working to make our products available where athletes demand them, not just in France.

Because BSE is not just nutrition.

It's fuel for the pursuit of the best—on the trails, in races, and in life.

To optimize your sports nutrition strategy, it is essential to choose intakes adapted to the effort. Discover our Energy Puree solutions, designed to support endurance, avoid digestive issues, and maintain stable energy levels throughout performance.