At All Around Performance, leadership isn’t limited to the workplace—it’s about how we show up in every arena where pressure meets potential. That’s why we’re proud to support over 40 professional and semi-professional athletes through mentorship, coaching, and real-world leadership development.
Our mission is to shape better leaders, stronger teams, and more resilient individuals—and that includes those who wear uniforms and laces instead of coveralls and steel toes.
The Western Hockey League: Building Culture in High-Stakes Environments
Since 2023, we’ve partnered with the Medicine Hat Tigers, offering both individual coaching and team-wide leadership experiences. Each season kicks off with immersive experiential leadership events designed to sharpen communication, elevate accountability, and strengthen trust across the team.
Throughout the season, Justin Yaassoub works closely with individual athletes, offering personalized mentorship rooted in performance psychology, mindset development, and real-life leadership tools. In addition, we’ve delivered locker room keynotes—powerful conversations focused on resilience, grit, and purpose—followed by open Q&As that connect deeply with players.
🗣️ From the Coach
“Justin’s insight into leadership has been a cornerstone for our team’s resurgence. I have always said you win with your leaders. His leadership has been developed and honed at a level way above ours. In his first excursion with our team, he immediately identified a major weakness: microanalysis… His honesty was absolutely crucial. His ‘True North’ isn’t money, it’s people and their ability to become good leaders. He is a big part of our team and a major reason we have a chance for success in the future.”
— Willie Desjardins, Head Coach, Medicine Hat Tigers
More recently, we began working with the Sherwood Park Crusaders, starting with locker room keynotes designed to plant seeds of leadership and mental toughness early in the season.
Beyond the Rink: Supporting Athletes in Every Arena
While hockey has been the foundation of our sports mentorship work, our reach continues to grow.
- 🥊 Ethan Halabi (Semi-Pro Boxer)
We provide ongoing mentorship and financial support to cover equipment and competition costs as Ethan continues to rise in Canada’s boxing scene. - 🥊 Oliver McKlusky (Amateur Boxer, Under 18)
Oliver dreams of representing Canada at the 2028 Olympic Games. We’re proud to support his journey through one-on-one mentorship, gear sponsorship, and event coverage. - 🏃 Alex Cave (Marathon Runner)
Alex, a member of our team at All Around Performance, is a committed distance athlete. We sponsor his races and travel to help him chase personal bests across Alberta and beyond. - 🏒 One NHL Athlete
We also privately mentor one player currently active in the NHL. Though they prefer to remain unnamed, our support includes one-on-one coaching focused on leadership, mindset, and life beyond the game.
Athletes Are Leaders Too
Our work with athletes isn’t about improving stats—it’s about developing character, shaping culture, and preparing young people to lead wherever life takes them. From the locker room to life after sport, our mentorship helps athletes build confidence, emotional resilience, and a sense of purpose that endures beyond any scoreboard.
Whether it’s guiding a young boxer toward the Olympics or helping a WHL team sharpen their identity, we’re proud to walk alongside athletes as they become more than competitors—they become leaders.
At All Around Performance, we believe that leadership begins with mindset—and that the next generation of leaders isn’t only found in boardrooms or control rooms, but in locker rooms, gyms, and on the open road. Whether it’s mentoring athletes, guiding teams, or building cultures that win with character, we’re proud to support people who are striving for something greater—on and off the path they’re on.
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