When it comes to the esports sector, player wellness is paramount. While it may not seem like much, competing with others on a stage, in front of a multitude of people, takes a significant toll on both the physical and mental health of the athletes.
Enter PREFIRE, a handwarmer, that helps keep these athlete’s hands warm during these tournaments, especially during matches. The arenas are usually cold, so having something to keep themselves warm can help these athletes focus better and perform well.
Backdash had the opportunity to speak to Scott Boniface, co-founder of PREFIRE. He shared his insights on how PREFIRE approaches the esports community at large.
Breaking Down PREFIRE’s Approach Towards Esports Communities and Putting Wellness First
First Off! We would love to hear your story about how PREFIRE was conceived.
Scott: PREFIRE started as a simple observation: gamers, especially in esports, needed tools not just for performance, but for wellness and recovery. My co-founder Ryan and I had been entrepreneurs in Toronto since 2009, and after selling our design studio, we wanted to build something physical, fun, and rooted in culture. As esports fans, we’d been to countless tournaments and noticed pros using hot packs behind the scenes to stay loose and focused. We thought: what if we turned this overlooked ritual into something designed for gamers, not just borrowed from outdoor camping aisles? From that spark, PREFIRE was born. A bright yellow instant heat pouch that blends performance, wellness, and culture.
What criteria do you use while selecting esports teams, influencers, and events that you want to work with?
Scott: We look for alignment more than just reach. We want to partner with players, creators, and programs who get it. Folks who love what they do. People who value wellness, who care about culture, and who see PREFIRE as more than just a heat pack. We’ve said no to vanity metrics and yes to people who move communities forward. Collegiate programs like Humber Esports, tier-one teams like G2, and content creators who love their audience, those are the circles we want to get heated.
How do you ensure quality control and consistency across different batches of the product?
Scott: Because PREFIRE is self-funded, we are obsessed with quality. We work with trusted manufacturing partners (and constantly evaluate new ones), testing every batch to ensure the pouches provide steady, reliable heat for 8+ hours. We put just as much thought into our materials: spunlaced fabric, natural non-toxic ingredients, so people can feel good about both performance and sustainability. We literally use the product ourselves every day and know its value, testing each batch before it goes out the door.
The SEA market is quite diverse, so what are the logistical challenges that you’ve faced while building your distribution network in the region?
Scott: SEA is incredibly exciting but comes with complexity. Multiple currencies, languages, and shipping realities. The biggest challenge is balancing speed and affordability while keeping the product/packaging consistent across borders. We want to build distribution around strong local partners who understand the community first. For us, it’s less about flooding a market and more about planting authentic roots.
Are there any plans to build a full ecosystem around the PREFIRE brand, with a potential move into apparel and wellness products?
Scott: Absolutely. We see PREFIRE as more than just a product; it’s a platform. It’s a lifestyle brand. The hand warmer is the entry point, but we’re already thinking about apparel, collectible drops, and wellness-focused products. The vision is to build an ecosystem where PREFIRE is a ritual, a lifestyle, and a community people want to belong to.
Beyond anecdotal feedback, how do you measure the impact of your product on a player’s performance and wellness, especially during tournaments?
Scott: We measure it in two ways: direct user feedback at events and the rituals we see forming. Players use PREFIRE before matches to calm nerves, in-between rounds to reset, or after long days to decompress. We’ve begun collecting structured feedback from esports programs, tracking use cases like muscle relaxation, stress reduction, and consistency in hand movement. Over time, we want to evolve this into quantifiable data, because what gets measured gets managed and improved upon.
Do you think PREFIRE could play a vital role in academic research, which could help further highlight the science behind the product and the benefits of using it?
Yes, and we’re eager for it. There’s fascinating research potential around thermoregulation, stress management, and fine motor control in esports. Prefire could be part of studies on how rituals and micro-interventions affect competitive performance and mental wellness. We’d love to collaborate with universities and esports programs to build that body of evidence.
What’s the key to balancing a self-funded startup and commitments to supporting a family, especially with respect to the uncertainties that may or may not arise?
Scott: It’s not easy. Ryan and I both have young families, and walking away from steady jobs to go all-in was scary. But that’s why PREFIRE matters. It’s built with grit, sacrifice, and belief. The key is honesty, pacing yourself, and surrounding yourself with people who believe in the mission. Our families keep us grounded, and in many ways, PREFIRE is about giving them and ourselves a life built around passion, not just paychecks.
What are some lessons that you believe esports product startups should adopt from other industries?
Scott: Three big ones:
- Brand is everything (drawn from fashion, art, and streetwear). Every purchase is an emotional one. People buy stories. People buy into identity, not just utility.
- Community first (take it from Red Bull). Build experiences, content, and culture that people want to be part of.
- Quality is the marketing (take it from CPG). A good product tells its own story, and people spread the word when you deliver consistently.
Esports is young, but if we bring lessons from culture-shaping industries, we can make products that last.
Why yellow?
Scott: We wanted PREFIRE to be instantly recognizable. In a market where most products are camo, beige, or designed for ski hill chalets or outdoor camping aisles, we chose bright yellow on purpose. It’s disruptive, memorable, and iconic, something that belongs in a gaming setup, looks good on stream, and sparks curiosity. The yellow rectangle isn’t just packaging; it’s a brand signature.
How do you see PREFIRE as more than just a heat pack?
Scott: For us, PREFIRE is about ritual. Every athlete has one, whether it’s lacing up, taping wrists, or sipping preworkout from a branded bottle. In gaming, PREFIRE is that ritual. It’s the reset button you hold between rounds to stay calm, composed, and locked in. We’re not just selling heat; we’re selling the mental and emotional reset that players need.
Why did you choose to build PREFIRE grassroots instead of going straight to VC funding?
Scott: Authenticity matters. PREFIRE started with us seeding pouches to players we respected, showing up at local tournaments, and supporting high school and collegiate programs. We didn’t want to be an “industry plant” brand that suddenly shows up everywhere. We want to earn our spot in the scene, and that means growing slowly, steadily, and with community first.
What makes PREFIRE different from other products in the market?
Scott: The hand warmer space is a billion-dollar category, but it hasn’t changed in decades. No one has designed with esports or wellness in mind. PREFIRE is the first to take a commodified product and reimagine it for gaming culture. Making it look good, feel good, and be something you’re proud to use on stream or in the arena. That’s what sets us apart.
Where do you see PREFIRE going in the future?
Scott: The hand warmer is just the beginning. We see PREFIRE evolving into a bigger ecosystem of products and experiences, apparel, wellness tools, and community spaces. Think of it as a culture brand at the intersection of esports, wellness, and streetwear. We want PREFIRE to be the brand people reach for when they need calm, focus, or just a little extra heat in their lives.
