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Joey Hébert

Founded in 2017, MOS is a company based in Quebec City. Although located in the heart of an urban area, the team members get most of their inspiration in natural environments in order to develop a business that truly meets the requirements of outdoor enthusiasts – made by and for active people.

The main product, the MOS UpLift™, helps outdoor and sports enthusiasts of all sizes and ages to fully live their passions; Because engaging in the activities you love should be within everyone’s reach.

Mission: To allow a full experience of outdoor activities without compromise or limits.
Vision: Making it easy, appealing, and versatile to load sports and outdoor equipment onto a vehicle.

Tell us about yourself?

Being a sports and outdoors enthusiast, I have always had the ambition to combine these two passions with entrepreneurship. I completed my bachelor’s degree in Entrepreneurship and Innovative Management and am currently pursuing my academic journey with an MBA in Strategy and Innovation at Laval University. At that time, I also held a position as an account manager and sales representative for an industrial company. I had to cover a lot of mileage, and I was constantly looking for more storage space in my car. From there, the idea of developing a product that would allow people to easily transport their equipment onto their car while gaining storage space slowly started to grow. In fact, when I analyzed the products available on the market, I noticed several shortcomings regarding the ease and simplicity of using car racks. I then decided to surround myself with individuals complementary to my field of expertise who would want to revolutionize this industry with unique, sustainable, and innovative products. The concept of the MOS UpLift™ then slowly began to take shape!

If you could go back in time a year or two, what piece of advice would you give yourself?

The post-pandemic period has been a significant challenge for us, particularly regarding the supply chain and logistics. We experienced an important growth in the demand for sports and outdoor equipment and accessories starting in 2021, but the challenge for us was to meet this demand using both local and international suppliers. I believe that timing is a crucial aspect not to be overlooked in business, and we must always be ready to ride the wave when it comes! As always, surrounding ourselves with the right people is a fundamental aspect of entrepreneurship, and it’s through teamwork, both internally and with our external partners, that we managed to bring to the market a product we are truly proud of and that meets people’s needs.


What problem does your business solve?

We make easy and safe the loading and unloading of sports and outdoor equipment by 2 feet (61 cm) of lowering deployment to the side of the car.

What is the inspiration behind your business?

It all started during a Startup Weekend in Quebec, where we wondered why consumers continued to use the same-old inconvenient roof racks. Answer: because it was their only choice. So, we decided to design an innovative car transport accessory that would simplify the outdoor enthusiast’s life. It would be a durable and versatile accessory that is quick and simple to use.

What is your magic sauce?

We propose a versatile product compatible with almost every rack and attachment accessory available on the market. No need to re-equip yourself. A person who does skiing in winter, kayaking, biking, and camping in summer can use our product all year long. The MOS UpLift™ is one product for four uses.


What is the plan for the next 5 years? What do you want to achieve?

The plan is to continue improving the MOS UpLift™ and create other alternative models. Every little improvement counts in minimizing environmental impact! That’s why our team is committed to studying every choice we make when it comes to materials, packaging, and freight methods. In the long run, we also hope to bring to market a rack that folds in on itself, offering greater aerodynamics and consuming less fuel.

What is the biggest challenge you’ve faced so far?

After our appearance on the popular T.V. show, Dans l’oeil du dragon, a real buzz had been felt in the market. However, with the production line running at a loss, the team made the difficult decision to postpone the launch and work on building a more viable line. Just as we were beginning efforts to do this, the global pandemic came along. At a time when our product was getting a lot of popularity and media attention, the timing could not have been worse. A step backwards was necessary to rectify the direction of the company. To do so, we drastically reduced our communications and cancelled all sales. It was indeed important to pause and rethink our entire strategy. It took two years to redesign MOS. During these years out of the spotlight, we rethought our identity and revised our goals as a company, adjusting our business plan accordingly.

How can people get involved?

People can help by subscribing to our social media platforms and newsletter. Of course, they can also spread the word about our great Canadian, versatile rack.