B2ten’s approach to athlete performance

We apply a business-based approach to developing elite athletes

Our approach is based on key principals: Purpose, Clarity, 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 innovators, activators and disruptors

We comprise some of Canada’s business leadership, a unique group of Canada’s sport performance professionals and dedicated volunteers, all of whom share a common purpose: Contribute to a better Canada.

Social responsibility

B2ten believes that amateur 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 them to be ambassadors for active and healthy lifestyles as well as to participate in community service projects for the greater good of the society.

Funding

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.

Our History

After finishing 4th at the 2002 Olympics, mogul skier Jennifer Heil knew she had to do things differently if she was to show up at the 2006 Olympics with no regrets. This is when ski coach Dominick Gauthier and businessman JD Miller got together to create an optimal training environment tailored to the athlete’s needs. It was a plan built without compromise and one in which the athlete was fully invested. Significant monies were raised through generous donors in Edmonton where Heil was raised and Montreal where she relocated to pursue her studies and build herself into an all-around high-performance athlete.

After winning Gold at the 2006 Olympics, Jennifer tearfully expressed her wish that more athletes be able to feel the same way she did on the start line – fully prepared.  This expression of gratitude was the genesis of B2ten. The idea was to contribute to national pride when Canada would be hosting the world at the 2010 Olympics in Vancouver. This would be done offering a half dozen athletes the same type of training as Ms. Heil received, testing the scalability of the model with different genders, ages and sports. JD undertook a fundraising effort and B2ten was born.

The B in B2ten stands for business and 2ten is a play on words as our business is not a B2B (business to business) or a B2C (business to consumers). It was an approach to contributing to Canada’s success in 2010 demonstrating that sport would benefit from applying key principles used in business. This business-like approach is what B2ten applies daily in its decision making. 

The demand for B2ten services was significantly underestimated whereby dozens applied and 20 were provided various training and preparation services. 17 of these athletes were selected to the Olympic team. After a successful experience in Vancouver, where 14 won Olympic medals, our donors asked us to carry on and, after due reflection, a decision was made to continue and support both winter and summer athletes. 

With some $30M raised from the private sector, B2ten continues to contribute to the Canadian sport system.