b2tenlogoWhat we do

We contribute to amateur sport and the greater good of society by:

  • Providing training and preparation services to elite amateur athletes
  • Investing in the development of Canada’s coaches and service providers
  • Developing a legacy of enhanced sport, play and well-being

B2ten invitees have delivered a long-list of World Cup, World Championship and Olympic medals for Canada.

B2ten’s approach to athlete performance

We apply a business-based approach to developing elite athletes

This approach is based on three principals: Purpose, Innovation and Accountability. B2ten performs a comprehensive analysis of each athlete’s specific requirements. We then deploy expertise, resources and services to eliminate limitations to success. Services vary from one athlete to another ranging from fully integrated programs to programs that fill the gaps in their existing programming.

Who we are

We are a group of innovators, activators and disruptors

We comprise some of Canada’s leading business people, a unique group of Canada’s top sport performance professionals and dedicated volunteers, all of whom have come together with a common purpose: Enable Canadian Olympian’s to achieve their full potential.

Social responsibility

B2ten believes that successful athletes can have a powerful and positive influence on society in general and young people in particular

We mentor the personal development of athletes. In doing so we encourage athletes to be ambassadors for active and healthy lifestyles as well as to participate in community service projects for the greater good of the society.


We are funded by people who believe in the importance of sport and active lifestyle to create a healthy and dynamic society.

B2ten is a Registered Canadian Amateur Athletic Association. Our CRA registration number is 837258 250 RR0001.