To inspire, inform, and empower individuals and organizations to make exercise matter.

Fundamental to our philosophy is the notion that every individual, regardless of age, ability, or ambition needs the capacity to meet the demands of their life. We believe that exercise can be one of the most powerful tools to make this happen.

Exercise can be used to manage, rehabilitate and prevent injury and disease.
Exercise can be used to make many of life’s activities safer, easier and more enjoyable.
Exercise can be used to improve the quality of our lives by inspiring positive attitudes, ingraining healthy behaviors, and making the impossible, possible.

But, we also believe that all of this is only possible if an emphasis is placed on why we exercise (our motivation), how we exercise (our movement patterns), and the development of relevant, simple, and evidence-informed solutions that can change behaviour (what we do for exercise).

To share evidence-informed ideas that can be used by anyone to improve their health, performance, and quality of life.