Athletic Alliance Sport Supplements was created by Canadian entrepreneur, Richard DeBanks. Richard, a nationally ranked powerlifter, had each tried various sport supplements during his training without finding anything truly impressive. Seeing a need in the industry for a clean performance oriented supplement that was as safe for professionally competing athletes as it was effective, he worked to produce a product that succeeded where others fell short. It was not until he had successfully survived many years in the cut throat beverage industry that DeBanks decided he finally had the years of entrepreneurial experience to do his concept justice. Athletic Alliance Sport Supplements came to life in 2013, in British Columbia, Canada. Designed with elite athletes in mind, all the Athletic Alliance products were required to be sugar-free, low-calorie, low-carb, naturally flavoured and meet standard anti-doping regulations. Thanks to it's active social media presence and passionate consumer following, by the time the company made it’s official Canadian launch in March 2013, it had become an athletic community where sports professionals and athletes could work together to turn dedicated individuals into successful, elite-level athletes.