Steve is a Human performance nutrition innovator and entrepreneur. In the 1990s he founded Maxim and grew the company to become Europe’s pioneering active lifestyle functional nutrition brand. Maxim was the first company in the world to commercialise creatine with athletes at the 1992 Barcelona Olympics. Steve was a founding member of PepsiCo’s Good-for-You nutrition innovation team. He’s now the Co-Founder and CEO of Yeu, a cellular energy and mitochondrial health brand focused on making active nutrition accessible to more people. He is a passionate champion of the modern 50+ lifestyle and a leading voice on the mindset and aspirations that drive this influential, affluent and often misunderstood demographic.