James Ayotte, a Montreal-based entrepreneur, founded Team Atlas in 2016, becoming a renowned bikini Olympian coach and creating the most IFBB Pro bikini athletes globally in 2021 and 2022. In addition, James co-founded Amarita Beauty in 2021, a premium hair and skincare company. Developed through extensive research, Amarita Beauty uses the finest sustainable ingredients, caters to diverse customer needs, and is committed to sustainability and animal welfare.

Born in Montreal, Canada in 1992, James Ayotte discovered his passion for entrepreneurship at the young age of 16, when he started a successful online service business in the video game industry while still attending college. Driven by determination and ambition, James purchased his first real estate property at just 17 years old. This early success only fueled his desire to continue pushing boundaries and exploring new opportunities.

James’ personal transformation began when he successfully lost 140 pounds through a combination of hard work and perseverance. This life-changing experience sparked his interest in fitness, leading him to become a personal trainer and, ultimately, a full-time coach. Today, James is recognized as one of the best bikini coaches in the world, having created the highest number of new IFBB Pro bikini athletes globally in 2021 and 2022.

In 2016, James founded Team Atlas www.teamatlasfitness.com, drawing inspiration from the Greek mythological figure Atlas. The name symbolizes the strength and determination required to excel in the world of bodybuilding and fitness. James believes that proper coaching is essential for success, and he is dedicated to providing personalized exercise and diet programs, as well as mental and emotional support, to help his clients achieve their fitness goals. His unwavering commitment has led to remarkable accomplishments, such as qualifying eleven athletes for the 2022 Bikini Olympia and winning a total of 323 overall bikini titles in the NPC & CPA.

In February 2021, James Ayotte, along with co-founder Hannah Mehregan, embarked on a new venture: Amarita Beauty www.amaritabeauty.com. 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.