BSE was born in 2019 under the name of Holyfat, deep in the heart of France, with one mission: to create the ultimate fuel for ultra-endurance racing.

While preparing for the French Divide — a brutal, self-supported race inspired by the legendary Continental Divide — I realized the market lacked clean, efficient, fat-based nutrition that could meet the demands of real adventure.

So I built it myself.

BSE was forged from necessity: clean ingredients, steady energy, no sugar crashes, no compromises. It wasn't about trends. It was about survival, performance, and pushing beyond limits.

But the road that led to BRUTAL SALTY ENERGY started long before that.

Cycling has been the defining line of my life — from racing at the highest levels to rebuilding from injury. I was a member of Mexico’s National Mountain Biking Team from 1994 to 1998.

After tearing my ACL, I made the decision to channel that same competitive drive into academics. I studied nutrition for two years in Mexico City, then shifted to industrial design, seeking to better understand both the science of performance and the creation of tools to support it.

Eventually, my path led me to France, after working 15 years at the largest sports retailer in the world, and leading roles with some of the top consumer product brands, I decided it was time for a new kind of challenge — one that aligned fully with my passion and values.

I built BSE from scratch, determined to create products that would truly serve athletes at the highest level.

In 2025, we bring BSE to the United States — the true homeland of endurance culture. Today, our products are proudly made in the USA, built for those who refuse to quit.

This isn’t just about nutrition.

It’s about fueling the relentless pursuit of better — on the trail, in competition, and in life.

Alvaro Madrazo, BSE Founder