James Ayotte was born in Montreal, Quebec in Canada, and attended Vanier College where he studied commerce and personal damage insurance.

After briefly delving into entrepreneurship in the video game industry, James underwent a pivotal change in his life by resolving to shed excess weight from his 322-pound frame. This decision would prove to be a career-defining moment, as he developed a passion for exercise, physical fitness, and bodybuilding culture, leading him to pursue it professionally. Through shedding 140 pounds, James became a fitness coach and began training women for International Fitness and Bodybuilding Federation (IFBB) contests.

With over 14 years of entrepreneurial experience and seven years as a coach, James Ayotte has established himself as the world’s top coach for bikini athletes. He is the founder of Team Atlas, an organization that has inspired thousands of women to achieve their fitness goals and reach new heights in physical training and performance. James has led his pro team to win more than 290 overall bikini titles and 66 IFBB Bikini Pro Cards, cementing his reputation as a leader in the industry.

What do you currently do at your company?

As the owner of Team Atlas, my primary role is to oversee the coaching and development of our athletes. I’m responsible for managing the day-to-day operations of the business, setting the strategic direction of the company, and maintaining our reputation as a leader in the field of bikini bodybuilding.

What was the inspiration behind Team Atlas Fitness?

The inspiration behind my business was the desire to help others achieve their fitness goals and reach new heights in their athletic pursuits. I wanted to create a supportive community of like-minded individuals who are dedicated to pushing their limits as they strive for greatness.

The catalyst to create Team Atlas Fitness was my own effort to shed some unwanted pounds. In my early 20s, I joined a gym in order to slim down, ultimately losing 140 pounds. During that process, I totally fell in love with physical fitness and bodybuilding, eventually deciding that was the path I wanted to pursue in my career. After taking on my first coaching assignment as a sort of trial, my client won her competition, and from that point on training champion bikini athletes became not only my vocation but my passion, as well.

What defines your way of doing business?

My way of doing business is defined by a strong focus on quality and a commitment to delivering exceptional results for our clients. At Team Atlas, we prioritize personalized coaching, attention to detail, and a customized approach to training and nutrition.

What keys to being productive can you share?

To be productive, I prioritize my time, focus on the most important tasks at hand, and regularly review my progress to ensure that I am staying on track.

Tell us one long-term goal in your career.

One long-term goal in my career is to continue expanding Team Atlas and to become the go-to resource for individuals looking to achieve their fitness goals and compete at the highest levels of the sport. 

How do you measure success?

Success, to me, is measured by the progress and achievements of our athletes, as well as their happiness and satisfaction with the results we’re able to deliver through our coaching and training programs.

What’s the most valuable lesson you’ve learned through the course of your career?

The most valuable lesson I have learned through the course of my career is the importance of perseverance and dedication. Success rarely comes overnight, and it takes hard work and a steadfast commitment to achieve one’s goals.

What advice would you give to others aspiring to succeed in the physical fitness coaching and training industry?

My advice to others aspiring to succeed in this arena is to prioritize quality over quantity in terms of taking on clients, and to always put the needs and goals of your clients first.

What are some of your favorite things to do outside of work?

While my favorite thing is working with my clients and building up my business, I also enjoy exploring the world by traveling to different destinations. It’s a great way to experience new cultures and gain valuable insights that can inform my entrepreneurial pursuits.

How would your colleagues describe you?

My colleagues would describe me as organized, focused, and confident, with a strong attention to detail and a commitment to delivering exceptional results.

How do you maintain a solid work life balance?

While my work is a top priority for me, I do make time for social activities that are separate from my professional life. I find that this helps me to maintain a healthy balance between my personal and work life. Additionally, I’m always looking for ways to optimize my productivity and manage my time more effectively so that I can make the most out of both my personal and professional endeavors.

What is one piece of technology that helps you the most in your daily routine?

One piece of technology that helps me in my daily routine is my iPhone, which allows me to stay connected and organized on the go. Honestly, as an entrepreneur, it’s the best tool I have.

What has been the hardest obstacle you’ve overcome?

It took a lot of effort and courage to come out of my shell and become more socially confident. However, by gradually putting myself out there, I was able to overcome this obstacle and develop strong communication and leadership skills that have been invaluable in fostering long-term relationships in both my personal and professional life.

Who has been a role model to you and why?

My role models have varied over the years, but I tend to look up to successful entrepreneurs who have achieved great things in their respective fields. I read up on them, and sometimes I try to emulate their habits, if I think it’s worthwhile to do so. 

What is one piece of advice that you have never forgotten?

One piece of advice that has always stuck with me is to never stop learning and growing, and to always be willing to adapt and evolve to meet new challenges and opportunities.

What does success look like to you? 

Success, to me, means being the best in any industry that I choose to pursue in my business ventures. It means being recognized for my innovative ideas and hard work. Ultimately, success is about pushing myself to be the best I can be and achieving my goals to the fullest extent possible.

What is one piece of advice you would like to leave our readers with?

My advice to readers is to stay true to your vision and commit to your goals, even in the face of any obstacles and setbacks that present themselves. With hard work, perseverance, and a steadfast commitment to excellence, anything is possible.