A personal oxygen dispenser for those who want a quick energy boost -- Sean Kilpatrick/Sun Media.

At first Rick Bennett was reluctant to stock Oxia, a personal oxygen dispenser, in his vitamin and sports supplement store.  The proprietor of the Body Energy Club in downtown Vancouver saw Oxia's sleek silver and blue canister as a novelty item. He felt the price was a bit high and he wasn't sure it did anything. He recalls his reaction being much the same as when he first heard about bottled water.  "Why would I pay for water when I can get it free from a tap?" he said. Still, he tried it. Much to his surprise, Bennett's store sold out of the first 12 units in a week, and it's sold steadily ever since.

"It's been a bizarre experience," he says.  A decade after oxygen bars became trendy, the essential element seems to be having another moment. Actress Renee Zellweger reportedly maintains her complexion by submitting to regular skin blasts of the stuff . It is being added to everything from skin serum to aromatherapy, offered at airport stations and in personal to-go cans.

Bryce Margetts, CEO and founder of Vancouver-based Oxia, came up with the idea for a personal oxygen canister after noticing daily high pollution ratings postings as he travelled in Asia. He spent several years wrestling to get a safe, workable prototype, launching Oxia in late 2004 at Vancouver's Opus Hotel.

The $59.95 canister, which costs $17.95 to refill, is now available in 12 countries. Margetts has recently started working with Kevin McGovern, one of three founding investors in South Beach Beverages (SoBe) which sold to PepsiCo North America for $370 million in 2000. Oxia is in talks with two American universities to do clinical studies on the effect of their product on athletes.

Last December Roots began selling the canister in eight Toronto locations, and there are plans to expand across the chain. By the end of 2007, Oxia expects to have 75,000 canisters in circulation.  "Oxia is looking to become the Evian of the bottled oxygen industry," Margetts says.

He counts Aerosmith's Steven Tyler, the New York Giants and 12 NHL teams as customers. Dave Suprenant, head athletic trainer for the Dallas Stars, introduced it to the team's players two years ago. Now players like defenceman Trevor Daley regularly use it to turn around from long shifts, and many more take puffs to cope when playing in higher altitude cities like Calgary and Colorado.  "It gives them that quick recovery time," he said.

Back in Vancouver, Bennett has also been personally converted to Oxia.  He's incorporated it into his training for the Ironman Triathlon he plans to complete next August. And he's used it to push through the third period of a tough charity hockey game.  "I was really quite impressed, actually," he said, listing benefits like increased energy, mental clarity and focus.  He also says Oxia has helped him get through the odd hangover.

Oxia's product claims suggest it alleviates a host of problems including anxiety, headaches and stress as well as helping with athletic performance and overall health.  As for the hangover cure? Margetts says they don't market it that way, preferring to pair the product with the notion of a healthy lifestyle.  But yes, he says from personal experience, it does help hangovers.

But rhyme off Oxia's purported benefits to an oxygen expert and you'll get a diff erent story.  "Zero for zero," says Dr. Joe Fisher, an anesthesiologist and professor at the University of Toronto. "No value. Next?"  Fisher says there is no scientific evidence that inhaling oxygen has any health benefits at all. Anyone who feels better is experiencing one big placebo eff ect. Not that there's anything wrong with that.  "If it doesn't cost a lot and people can easily afford it, I don't think it's doing any harm," says Fisher. "I don't think it's doing any good, but I don't think it's doing any harm."

Fisher finds all the attention on oxygen these days amusing, pointing out pure oxygen is actually very toxic, something our current fascination with antioxidants supports.  And though it might take 99 years and our enzymes will fi ght it all the way, oxygen toxicity is what many of us die of in the end.  Fisher understands why people want to see oxygen as "pure goodness."  "You take a deep breath, you can imagine it's coursing through your body, it gives you strength and the next thing you know your muscles feel better and away you go."