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Jordan Sansoucy

Atlantis Strength is Canada’s leading manufacturer of commercial grade strength equipment. We help people push beyond their limits and become better versions of themselves, both physically and mentally.

To achieve this, we design every piece of equipment with the user in mind and by using only the best possible materials. Each piece is also assembled by our experienced manufacturing team in Laval, Quebec.

It has been our mission for the last 40 years to provide users with the best possible equipment to meet their fitness goals, and we plan to continue doing so for many more years to come.

Tell us about yourself?

I grew up watching my father run Atlantis Strength and regularly visited gyms with him whenever we travelled. This early introduction kept me attentive to the day-to-day operations of not only the business but also the fitness industry as a whole.

Beyond that, I’ve always been fascinated by business processes and finance. I enjoy finding different ways to make a company more efficient. I also realized that I have a passion for building a business and forming its identity through branding. I’m able to do each of these things at Atlantis Strength, so I feel fortunate to be able to do so.

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

The main advice I would give myself is not to be afraid to delegate more. It’s easy to feel that as the CEO, you have to do a million things at once, but this isn’t true. It’s important to focus on projects that provide the most overall leverage. Having a team you trust to handle things not needing your direct attention is crucial for not only yourself but the company as a whole.

It’s for this same reason that paying attention to where your team leaders are and learning what everyone’s strengths involve is so important. I’d remind myself of the need for this to create a structure so that delegating is done effectively and efficiently.

What problem does your business solve?

Jordan Sansoucy
Jordan Sansoucy (right) pictured with Atlantis Strength equipment (left)

Atlantis provides trainers, athletes, and everyday users with fitness equipment to better achieve their fitness goals. Whether that be to train in bodybuilding, develop overall strength, or maintain a healthy lifestyle, we make our equipment so that everyone can reach these goals.

What is the inspiration behind your business?

Atlantis was founded by Raymond Sansoucy, Atlantis’ former CEO. Having won Mr. Canada in 1979, he definitely had insight into the industry.

However, the main source of motivation came from the type of equipment available during Raymond’s bodybuilding days. Everything was lighter, therefore not able to withstand regular use under heavy weight loads. This ultimately led to Raymond creating what he needed himself.

Which is why to this day, Atlantis aims to help make the world a healthier place and support the development of greater athletes by giving users a reliable method of achieving their fitness goals with premium grade, robust equipment.

What is your magic sauce?

We don’t compromise on component quality and biomechanics. These are the basics of what the machines aim to accomplish so we don’t let it be lessened for any reason.

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

Within the next 5 years, we aim to be renowned for the quality of our biomechanics and overall accessibility. Our sights are set on being the leader in the strength equipment industry by improving users’ knowledge of what makes equipment better and how to get the most from their workouts. We will achieve this while continuing to design unique pieces that are sought after around the globe.

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

A key challenge we’ve faced is remembering not to overextend ourselves and using our resources as efficiently as possible. I mean this in terms of personnel as we have many team members who work on projects across different departments.

To address this, we like to remain open with our team about their workload and assist them however we can. Whether that be hiring more people in a department or outsourcing certain project elements, we work to make sure everyone feels supported in their role.

How can people get involved?

If you’re a gym owner, sports trainer, or even just someone who wants some quality strength equipment, you can contact us for a quote and more information by emailing or visiting our website at