James Ayotte is a Montreal-based entrepreneur and the Founder of Team Atlas, established in 2016. He is widely recognized as one of the most successful coaches in the bodybuilding industry, having produced the most IFBB Bikini Pros worldwide from 2021 through 2025, along with the most Fit Model IFBB Pros in the world. Since 2018, Team Atlas has created 142 IFBB Pros, earned 41 Bikini Olympia qualifications, and produced the highest number of IFBB Pros in Canada for 8 consecutive years. In addition to Team Atlas, James co-founded Amarita Beauty in 2021, a premium hair and skincare company developed through extensive research and formulated with high-quality, sustainable ingredients. Amarita Beauty is committed to meeting diverse customer needs while maintaining strong standards for sustainability and animal welfare.

Born in Montreal, Canada in 1992, James Ayotte discovered his passion for entrepreneurship early, launching a successful online service business in the video game industry at age 16 while still in school. Driven by ambition and discipline, he purchased his first real estate property at 17, setting the foundation for a career defined by long-term thinking and execution.

James later underwent a life-changing personal transformation, losing 140 lbs through discipline, structure, and consistency. This experience sparked a deep interest in fitness and performance, leading him to pursue coaching full time. What began as personal growth evolved into a professional mission focused on helping others achieve elite-level results through individualized strategy and accountability.

In 2016, James founded Team Atlas www.teamatlasfitness.com, inspired by the Greek mythological figure Atlas, symbolizing strength, responsibility, and resilience. Since 2018, Team Atlas has created 142 IFBB Pros across divisions, produced the most IFBB Bikini Pros worldwide from 2021 through 2025, the most Fit Model IFBB Pros in the world, and the highest number of IFBB Pros in Canada for 8 consecutive years. Team Atlas athletes have also earned 41 Bikini Olympia qualifications since 2018, with 27 IFBB Pro cards achieved in 2025 alone. James remains directly involved in every athlete’s journey, delivering personalized training, nutrition, and competition strategies built on precision, accountability, and proven results.

Unleash the full potential of your glutes with Building the Ultimate Bikini Athlete’s Glutes: A Comprehensive Guide written by renowned Olympian bikini coach James Ayotte. This definitive guide is meticulously crafted to help you develop the perfectly sculpted glutes every bikini athlete dreams of.

Dive into the world of glute training with 87 pages of in-depth knowledge and practical guidance, spread across three informative chapters.

Building The Ultimate Bikini Athlete’s Glutes is available in 6 languages currently: english, french, portuguese, spanish, traditional chinese, and simplified chinese.

In February 2021, James Ayotte, along with co-founder Hannah Mehregan, embarked on a new venture: Amarita Beauty. The premium hair and skin care cosmetic company was born out of their shared vision to provide high-quality products at affordable prices. After two years of extensive research and development, they launched a range of outstanding products that met their exacting standards.

At Amarita Beauty, James and his team are dedicated to using only the finest, sustainable ingredients in their formulations, never testing on animals or using animal-derived ingredients. Their commitment to providing top-notch customer service is evident in their personalized approach, ensuring each customer receives the best possible care and attention. The exceptional products and dedication to customer satisfaction have made Amarita Beauty a respected name in the beauty industry.