Our Mission

To build a generation of athletes who are adaptable, financially empowered—ready to lead, inspire, and give back.

Built By Athletes For Athletes

Who Are We?

We’re athletes, former athletes, and families who’ve experienced the financial strain that comes with pursuing sports. We built this program to offer a simple, proven way for individuals and families to self-fund their athletic goals—without relying on grants, donations, or inconsistent sponsorships.

Not every athlete is aiming for the Olympics. Many parents are simply trying to give their children the chance to play a sport they love. But with rising costs and tighter budgets, even that feels out of reach.

We believe sports should be accessible, not a luxury—and we’re here to make that possible.

Silhouette of happy family walking in the meadow at sunset - Mother, father and child son having fun outdoors enjoying time together - Family, love, mental health and happy lifestyle concept

Fall In Love With Simplicity

The Athletes Program isn’t about handouts, grants, or donations. It’s not a charity—it’s a challenge. This is about building your future—not waiting for someone to give it to you.
Let’s be real—life is expensive.
Between the rising cost of groceries, housing, gas, car payments, and everyday essentials, most Canadian families are stretched thin. Many can’t even imagine affording a down payment on a home, let alone getting ahead.

That’s why The Athletes Program was created.

We offer a clear, 3-step pathway to help families not only support their athletes, but also build a stronger financial future. This isn’t about sales or gimmicks—it’s about alignment. We've partnered with respected companies and trusted brands, and we work as a team to help athletes and their families reach their goals, both on and off the field.

It’s about doing something today that changes tomorrow.

What would tomorrow look like if you had a plan?

2025, Road, New Year, The Way Forward, Hope - Concept, Calendar, Planning, Aspirations,Vertical

One, Two, Three ... The Simple 3

Imagine waking up each morning and following just three simple steps—steps that could start changing your life as soon as tomorrow.

What If...?

What if one decision—made once—meant you didn’t have to keep figuring out how to afford life over and over again?

Why You?

What would it feel like to have hope again. To feel happy, secure, and safe—not just for a moment, but with real consistency? No more waking up in panic, constantly reworking a plan just to keep up.

Trainer assisting injured athlete on running track

The Athletes Program helps you replace pressure with a plan.

“Pressure is something you feel when you don’t know what you’re doing.”
– Chuck Noll

Paying It Forward

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The best people I have ever gotten to know! Thank You.

- Jamie Lee

“I was tired of struggling. I kept telling myself survival mode was just part of life—but deep down, I knew I couldn’t live like that forever. Then I found The Athletes Program. I learned how to self-fund, how to build margin in my life, and how to stop starting over every month. I don’t just feel better—I feel capable.”

- Jordan Walsh

“This program brought our family closer. It gave us something to work on together, and our kids feel proud to help, they're learning the value of teamwork and ownership. We’re not just creating income—we’re creating legacy and memories.”

- Alex Rivers

Happy mature older man wearing white t-shirt isolated on background. Portrait

"As a former athlete, I gave everything I had—worked multiple jobs, sacrificed weekends, and barely made it to a few competitions. What I was missing was guidance, resources, and a team. Now, through The Athletes Program, we’re giving that to the next generation.”

Start Your Journey Strong

Wondering what it takes to get started?

You don’t need to worry about upfront costs. The Athletes Program is designed to be financially accessible to everyone. Through strategic partnerships with companies and organizations, we’ve built a model that allows you to participate at no personal expense—no matter where you’re starting from.

Where is The Athletes Program located?

The Athletes Program is located all over North America.

How can I enroll in The Athletes Program?

Want to get started? Let’s talk first.
This isn’t a click-to-join program—we meet with every athlete one-on-one to understand where you’re at and how we can help. You’re not just a number here. You’re the reason this program exists.

What age groups does The Athletes Program cater to?

We work with athletes of all ages, from young kids to adults. Whether you're a parent supporting your child or an athlete chasing your own goals, you're in the right place.

And we know the journey doesn’t happen alone—that’s why we include the family too. When families grow together, everything changes. We’re here to support the people behind the athlete, because they matter just as much.

Are there specialized programs for different sports?

No—it’s designed for athletes in any sport.
This program is not meant to replace your current coaching or training. It’s built to support and strengthen what you’re already doing by helping you self-fund, stay consistent, and remove the financial roadblocks that often get in the way.

Think of this as coaching for your journey—not your technique. Whether you're in team sports, individual competition, recreational training, or elite performance, this program is here to help you stay in the game and finish strong.

Time For A Change?

We’re always looking for strong leaders who believe in our mission and want to help us expand The Athletes Program into new communities. If you have a heart for athletes and a vision for impact, we’d love to connect with you.