In Fall 2011, while completing the last two modules of the entrepreneurship program I was pursuing in the company of Quebec’s great leaders, such as Alain Lemaire of Cascades, Bernard Poulin of SM International, Aldo Bensadoun of Groupe ALDO and my Cohort 3 colleagues, I decided to change the company name to Axellite. The idea further crystallized when I was prompted by my coach, Franck Nicolas to reflect upon my corporate mission and made the realisation that my corporate branding needed to be more tightly aligned to the total wellness orientation I wanted to develop.
As you know first-hand, the more we evolve as human beings, the more we are compelled to follow – sometimes unexpectedly – pathways to an experience that becomes more enriching and beneficial to our personal growth. While discussing my goals with Fréderic Proulx, a colleague at the Entrepreneurship School, I resolved to embark on the journey of changing brand image.
With JFT International, I endeavoured to build an international firm that could reach out to as many people as possible, help them develop their health awareness and provide them with unique tools to optimize their health. Over time, highly competent individuals joined our team to what is now a group of five health professionals. Despite the fact that together, we have built a solid reputation and a strong brand in Quebec, it was necessary to develop a longer term vision and change brand strategies to incorporate our complete service line.
Over the last three years, I put together a team of professionals that are as passionate about health as I am and who share the same corporate values. Our goal has been to reach out to and help as many people as possible and deliver a service and product of exceptional quality to our clients, every day. I also provide on-the-job training to the team to ensure we are continually honing our skills and working with the latest tools of the trade. In a recent survey, 95% of our clients indicated they had loved their experience with us and were extremely satisfied of our customer service. Only a talented and passionate team can deliver such results.
Axellite, is the active realization of a goal. The goals to build an organization that specializes in preventing and optimizing the health of our clients in Quebec and globally. The brand will continue to grow into more specialized products and services focused specifically on meeting the needs of Axellite clients. And if you didn’t already know we now have a training school. The Axellite Institute was founded June 1 this year. Its purpose is to provide continuous education to health professionals such as personal trainers, osteopaths, chiropractors, physiotherapists, kinesiologists and sports therapists
What’s behind the name “Axellite”.
Axellite is the combination of “Ax” an abbreviated form of the word axle, as in the centre and the word “Élite”. These two words represent the client being at the centre of our operations as well as the focus and attention we provide them and the facilitating role we have in helping them reach their personal goals. Élite refers to our commitment and devotion to our profession, the quality of our knowledge, our pledge of lifelong education and ultimately our diligence in dispensing the various techniques we possess. Élite represents our clients, people of action, who practice what they preach, lead by example, and refer others to us but also who take the necessary steps to gain knowledge on ways to improve their health. They accept where they are right now and are ready to apply the required efforts each day to improve their health and experience the best of themselves regardless of their social or financial standing. To truly improve and obtain the desired outcome, it only takes a strong willingness to take ownership of the results. Remember, when we really want to improve, everything is possible.
What’s new at Axellite.
Inevitably, a new brand means a new website. Henceforth, it will be possible for you to learn more about how we can help you, online or in person at the Axellite centre and for us to spread the good news about our services to the general public. Also, and in response to customer demand, the site will now make it possible for you to interact with us online and take advantage of our services from home.
With more information on our team members, you will get to know them better and their areas of expertise. In the blog section, you can read their feature articles, sign up for our newsletters and accelerate your progress with our online tips.
Other online projects include a personalized platform to access your account, from your smartphone, so you can save your favourite tips, exercises, stretches, and get personalized coaching on changing habits adapted to your own lifestyle, lifestyle and genetic profile. Fully accessible services, when you need them, any day of the week, any time of day.
Among the new features at Axellite – Global health, are activities organised to promote interaction among clients, staff and your friends and family members and build a community focused on wellness. Family outings are also planned for those with children.
We encourage you to interact with us on social media sites, to provide commentary on our articles and daily blogs. We look forward to your suggestions on improving your experience with us.
Finally, we wish to thank all JFT International members and clients who have awarded us their trust over the last eight years and who continue to believe, with us.