Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Jordan Sansoucy, CEO of Atlantis Strength, located in Laval, QC, Canada.

What's your business, and who are your customers?

Atlantis is Canada's largest commercial strength equipment manufacturer. We provide gyms around the world with unparalleled bodybuilding and strength training equipment and are blessed to be doing so for over 40 years.

Our customers vary from gym owners, fitness enthusiasts, private trainers, residential managers, professional sports teams, and many more. However, the one thing they all have in common is that they are in search of quality strength equipment. With Atlantis, their search is met with an assortment of 250+ machine options, many of which are unique to the industry. This has allowed us to have equipment in 65+ countries around the world.

Tell us about yourself

I've always been fascinated by the idea of running a business. All aspects are fun for me; this is especially true for marketing and finance. I enjoyed learning about business in school and on my own even, and I often watched my father do these things for the company as well, so that only made me even more interested.

In terms of motivation, the idea of building something with purpose is what drives me every day. With Atlantis, I can do just that, and I truly consider myself fortunate to be able to work in an industry filled with such great potential and passionate people.

Do you have daily rituals for work / wellness / fitness / mindfulness?

Not much. Mostly working out, playing music and traveling.

What's your biggest accomplishment as a business owner?

Atlantis recently rebranded under my tenure. After 40+ years, we felt it was time for a change in the visual identity to go along with the change in leadership so putting all of that together was an arduous project. We faced plenty of hurdles, but I'm really happy with the way it turned out, and our clients are as well.

Aside from that, coming up with new workflows and operational systems to facilitate workload is something I'm proud of. I wanted to make changes that helped everyone's jobs run more easily, and that would allow us to scale. Finding the right systems was an extremely difficult task, but it's going really well so far. The changes have shown positive impacts, and things are only getting better, so I'm excited for what's to come.

What's one of the hardest things that come with being a business owner?

Change management is definitely one of the harder things I have to deal with. Any direction with a "newer" vision is often met with resistance, so conveying the big picture and getting everyone not just onboard but also on the same page can be complicated. Even so, I'm grateful for it. The hesitation from my team just shows me how much they care for the company and that they, too, want to make the right decisions moving forward. If anything, the hesitation actually helps us be more prudent.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Always be open to new ideas and keep learning. Unique ideas can come from the most unexpected places, and being receptive to them is the tricky part. You want to be able to take the new ideas in and keep up to date with new industry trends. Otherwise, competitors who do will surpass you.
  2. Grow your network organically and purposefully. Don't simply grow your network for the sake of growing it. Have everyone, especially those close to you, be there because they want to win alongside you.
  3. Be an active listener. Go into meetings, whether they be in groups or 1 on 1's, with your full attention to whoever is speaking. Too often are we simply planning how we will respond that we don't listen to the entirety of what was said. This leaves room for confusion and mistrust, as the speaker can often tell when someone isn't paying attention.

Is there anything else you'd like to share?

Give credit where credit is due. It's important to let people know their efforts are being noticed and appreciated.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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