At All Around Performance, we believe leadership means stepping into the arena—especially when it matters most. In 2024, our founder, Justin Yaassoub, made a bold commitment to that belief: co-funding the purchase of a former motel in Whitecourt, Alberta, to help launch a transitional housing community for those experiencing homelessness.

Operated by the Soaring Eagle Support Society (SESS), this site—now called The Eagle’s Nest—has the capacity to provide safe, stable housing for up to 33 individuals at a time. Beyond full-time residents, SESS also supports many others through walk-in services, outreach, and transitional care—offering connection and hope to anyone curious about building a better future.

🎥 Watch: Why Justin Got Involved
Hear directly from our founder, Justin Yaassoub, as he shares what inspired him to help launch this initiative—and what supporting unhoused individuals means to him.

The Eagle’s Nest: A Home and a New Beginning

What started as a motel is now a place of transformation. The Eagle’s Nest offers more than shelter—it provides an environment where people can rebuild their lives. The facility includes:

• 32 individual living units
• 10 program and community rooms, including a kitchen, wellness space, media room, and library
• Outdoor spaces with gardens and a firepit to build connection and reflection

The program follows a Housing First model, recognizing that stability must come before change. Residents receive wraparound support—from ID recovery to mental health resources, life skills training, and employment help—all within a supportive, dignity-driven community.

Community-Driven Change

The success of this project reflects the power of shared responsibility. Volunteers, local organizations, and caring community members have rallied around the Soaring Eagle Support Society, offering their time, energy, and donations to make Eagle’s Nest a place where people feel seen and supported.

Justin’s involvement didn’t stop at funding. He continues to volunteer, lead fundraising efforts, and lend his voice to raise awareness for the needs of unhoused people in Alberta’s smaller communities. In February, he joined the SESS team and supporters for the Coldest Night of the Year walk, raising critical funds to sustain services through the coldest months of the year.

Looking Ahead: Long-Term Impact

Though the Eagle’s Nest can support 33 residents at once, the true number of lives impacted is far greater. Each day, individuals access walk-in services, explore the possibility of transition, or find connection through the community’s welcoming approach.

This initiative is a reminder of what leadership truly looks like: taking action when it’s uncomfortable, and standing beside people who are too often left behind. At All Around Performance, we don’t just talk about impact—we live it.

If you’d like to support the Soaring Eagle Support Society or learn more about how to get involved, visit www.soaringeaglesupportsociety.ca.