ABOUT
Danger Bar is fuelled by the passion and partnership of Nathan and Samantha Picknell — two lifelong entrepreneurs with deep roots in Woodstock, Ontario.
Nate brings over a decade of experience as the owner of WNU Strength and Conditioning Centre, where he’s helped athletes and everyday people push their limits. His love for adventure runs deep, with certifications in rock climbing, ice climbing, mountaineering, sea kayaking, and more — and yes, he’s even spent years guiding sea kayak tours on Canada’s East Coast.
Sam, owner of a thriving spa, shares Nate’s drive, dedication, and love for building meaningful connections. Together, they’ve built Danger Bar to fuel active, adventurous lives with clean, wholesome ingredients you can trust.
Nate is also passionate about giving back, raising funds for local charities like Domestic Abuse Services Oxford (DASO) and supporting youth through sports and arts programs. When they’re not working on the next big idea, you’ll find them traveling, snowboarding, golfing, enjoying great food and wine, and spending time with their families — and their much-loved dog, Gunner.
MEET OUR TEAM
-
NATHAN PICKNELL | Co-Founder
Entrepreneur and owner of WNU Strength & Conditioning (10+ yrs). Adventure-certified (climbing, mountaineering, sea kayaking) and former sea-kayak guide. Leads product vision, athlete partnerships, and community give-back (incl. DASO) from Woodstock, ON.
-
Samantha Picknell | Co-Founder
Entrepreneur and spa owner with a knack for brand, community, and customer experience. Co-pilots operations, partnerships, and creative direction—keeping Danger Bar grounded, human, and dangerously delicious.
-
Gunner | Chief Trail Scout
Field-tester and morale booster. Gunner logs the miles on hikes and trail days while the team shoots content—helping “approve” crunch, carry, and wrapper durability. Our four-legged ambassador for the Stay Dangerous lifestyle at pop-ups and community events.
OUR MISSION
Danger Bar Food Company is a nutrition bar start up that provides healthy, nutritious bars to the world. Our mission is to empower people to live stronger, healthier lives. We believe that what we eat is fundamental to achieving this goal which is why we've created nutrition bars made only with wholesome, earth sourced ingredients - ingredients you can pronounce and trust.
Inspired by the need to raise the standards in our industry, we saw an opportunity to do better. And we did. This is more than a snack, it's a step towards a healthier future.
At Danger Bar Food Company, we're on a mission to fuel the boundary-pushing pursuits of exceptional athletes across every sport. Our vision extends beyond providing a healthy, high performance snack. We are dedicated to showcasing the inspiring achievements of these remarkable individuals, highlighting the impressive and inspiring side of human potential. The human body is capable of way more than we give it credit for.
Our goal is to showcase those who test that theory. More simply put, the goal of our brand is to amaze and inspire. By promoting and sponsoring athletes who embody the spirit of adventure, resilience and determination, we aim to inspire a sense of community and connection among like minded people. We believe human excellence and achievement should be celebrated so that is exactly what we will do.
