About Upfront Sports
Who We Are
Upfront Sports is a Canadian-based hockey development company built around mentorship drives development. We specialize in training, educating, and guiding young athletes through a modern, holistic approach to development — both on and off the ice.
At our core, we believe the most valuable thing we can offer is perspective: the lessons we’ve learned, the mistakes we’ve made, and the insight we wish we had when we were their age. That’s why every service we provide is rooted in trust, experience, and authenticity.
Through our Upfront+ platform and hands-on mentorship, we connect players with coaches who’ve competed at the highest levels — who are passionate about giving back. Our focus isn't just on building better hockey players; it's on building confident, resilient next generation with strong habits and leadership skills that last a lifetime.
We’re not just trainers. We’re mentors, role models, and a long-term support system for the next generation of athletes.
Our Mission
To empower our players to reach their full potential through 1 on 1 mentorship, elite development services and promotional opportunities.
What We Do
Mentorship is at the heart of everything we do. Every development service we offer is rooted in the idea of passing on the knowledge we wish we had at their age. Our goal is to build authentic, trust-based relationships between players and coaches — creating an environment where athletes can truly grow. By establishing this foundation of trust, we’re able to maximize development, deepen the impact of our training, and build lifelong connections with each athlete.
Meet the team
Cole Mackay
Jason Willms
Kade Landry
Colton Kammerer
Testimonials
Hands down the best sessions I've seen out of any program since Max has started hockey, really impressive.
We can’t wait for the app to launch! You’ve done an amazing job using your video software to teach the kids and even parents more about the game. Jack is more engaged than ever in your feedback and is always excited to get back on the ice to try it out!
Matty loved every second of the camp, and most importantly how great his coaches have been to him. He was beaming with confidence when he left the camp yesterday! Great camp, awesome activities, kept everyone engaged, and shared invaluable information.
The boys have learned so much over these past few days and I have even seen them using the skills already. I am super impressed with what Chase has learned; this has been the only D camp he has done and he absolutely loved it because of you guys!
Your engaging presence made Westin's time at the camp incredibly enjoyable but also challenging. The contagious energy and warm welcome set the tone, leaving a lasting impression on us and enhancing the entire experience beyond our expectations.
This week's camp was an excellent experience for Cam. The phases you developed for the program are exactly on point when it comes to the next step in their development, and geared towards making smart hockey players who perform in games.