BSE was born in 2019 under the name 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, fully self-supported race inspired by the legendary Continental Divide — I realised there was no clean, effective, fat-based product able to meet the real demands of adventure.

So I made it myself.

BSE was born out of necessity: raw ingredients, stable energy, zero crash, zero compromise.

It wasn't a trend. It was about survival, performance, pushing past limits.

But the road to Brutal Salty Energy started long before that.

Cycling has been the guiding thread of my life — from racing at the highest level to rebuilding after injury.

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

My path then led me to France. After 15 years at the world's largest sporting goods retailer, followed by leadership roles at consumer goods brands, I knew it was time to take on a new challenge — one aligned with my values and my 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 2025, I had to slow down. Rethink our strategy.

Put the mission back at the centre.

We made mistakes. Made costly decisions. Sometimes lost our way.

But that's part of the game.

Because there's one thing sport has taught me: you can't control everything.

You can prepare, work, anticipate. And still, the weather changes, the body tires, plans fall apart.

So sometimes, you have to slow down.

I chose to ease the pace to find our heading again: offer the best possible products, made from real food, with a reduced carb profile, designed for both athletic performance and long-term health.

We gave up the complexity of producing ourselves, to find reliable partners able to do it to the same high standards.

And at the same time, we're working to make our products available where athletes ask for them, not just in France.

Today, we keep going.

Because deep down, life isn't a race where you can DNF.

In a race, you can drop out.
In life, you keep going.

You slow down. You change direction. You fall. You start again.

But you keep going.

And today, our ambition isn't to be everything to everyone.

Above all, we want to serve those who love what we do, and the way we do it.

Those who come back.
Those who trust us.
Those who share this vision of simpler, more functional, more honest nutrition.

Because BSE isn't just nutrition.

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

And as long as we have something better to build, we'll keep moving forward.

No DNF.

"Life is but a night spent in a bad inn."  Teresa of Ávila