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.


A Lifelong Passion for Entrepreneurship and Personal Transformation

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, 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.


Building a Legacy in the Beauty Industry with Exceptional Products

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.



James Ayotte’s journey as a devoted entrepreneur, committed fitness coach, and creative participant in the beauty industry highlights his dedication to assisting others in achieving their goals. His personal transformation and accomplishments in fitness coaching, coupled with his foray into the beauty sector with Amarita Beauty, have enabled him to positively impact the lives of his clients and establish himself as a reliable and motivating presence.

As James continues to grow and broaden his scope, he remains steadfast in his pursuit of excellence, innovation, and the empowerment of others. While exploring his business websites and social media platforms, you will find numerous examples of how James Ayotte has made a meaningful difference and continues to encourage others to pursue their own success.

News & Media


Diversifying Income for Bodybuilders: Moving Beyond Reliance on Sponsorship


Competing in Bodybuilding for Personal Growth, Beyond Social Media Attention


The Journey to Wealth: James Ayotte on Entrepreneurship and Money


Unlocking Quality Sleep: A Comprehensive Guide for Bikini Athletes


Diuretic Use in Bodybuilding: A Comprehensive Guide to Safe Practices and Understanding Risks


Amarita Beauty: A New Standard in Premium Hair and Skin Care Cosmetics


James Ayotte Covers the Importance of Reverse Dieting for Bikini Competitors and Athletes: A Key to Post-Show Health and Success


Coach James Ayotte Guides Team Atlas to Remarkable Success in Creating IFBB Bikini Pros


James Ayotte Creator of Team Atlas Fitness


Lilly Marie Triumphs Over Anorexia with the Guidance of Coach James Ayotte


James Ayotte Shares The Relationship Between Your Physical and Mental Health


James Ayotte is the Subject of a New Professional Profile


The Top Choice In Bikini Coaching: Coach James Ayotte


James Ayotte Is The Subject Of A New Interview


James Ayotte is the Subject of a New Professional Profile


Bikini Olympia Champion Isa Pecini Joins Team Atlas Under the Guidance of Coach James Ayotte


Getting to Know You: James Ayotte, Founder of Team Atlas Fitness


Team Atlas: The Optimal Choice for IFBB Pro Bikini Coaching

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