GSSI opens lab in Canada

Gatorade announced yesterday that they are starting a Gatorade Sports Science Institute in Toronto. It will be the company's second facility devoted to research and education in hydration and nutrition science. The original Gatorade Sports Science Institute was built in Barrington, Illinois, in 1988. According to the news release, GSSI Canada will conduct research on the effects of cold weather on fluid and electrolyte loss during physical activity. The study will use ice hockey players. As you'll find out in my upcoming book, GSSI is one of the main reasons for Gatorade's success and makes it harder for another company to Out-Gatorade Gatorade.