Working with people in high-performance sports can be intimidating, especially when it involves ensuring their body continues to perform well.

Chiropractor Dr. Jennifer Turner (BPhEd ’00) still remembers the time a professional cyclist was referred to her to treat his aching knee in advance of competing in the Tour de France.

“He said if fixing his knee meant he had to stop riding his bike, he’d find someone else,” says Turner, who owns two private clinics in Vancouver, B.C. “That’s when I knew I would be the person who fixes athletes but doesn’t make them stop. They need to continue doing the same movement patterns and activities they always do because it’s their job,”

Sport Management graduate Jeffrey Gould (BSM ’19) is in Paris, France for the 2024 Summer Olympic Games. As Co-ordinator, Sport Services for the Canadian Olympic Committee, Gould has taken on the role as Schedule and Results Officer for Team Canada while in Paris.

A graduate of Brock University’s Physical Education program, Turner is one of several Brock alumni involved with the 2024 Olympic Games in Paris, France, that wraps up this weekend. This is her fourth time travelling with athletes to the Olympics as their sports chiropractor.

Her experience with the professional cyclist years ago helped shape her treatment style, which led to more professional athletes — and Olympians — seeking her out.

In addition to offering services to the public, Turner is currently working with Cycling Canada to treat BMX athletes. For the Paris 2024 Games, she is supporting Molly Simpson, a first-time Olympian and the only qualified female BMX athlete.

“I’ve been working with Molly since she was 16 years old, so I feel like I’ve truly been part of her journey,” says Turner. “I realize how honoured and lucky I am to be here doing this.”

Like Turner, Sport Management (SPMA) graduate Jeffrey Gould (BSM ’19) feels his role is positively impacting Canadian Olympians.

While in Paris, the Co-ordinator, Sport Services for the Canadian Olympic Committee (COC) has taken on the role of Schedule and Results Officer. In addition to tracking Team Canada’s performances at the Games, he assists colleagues working on site with planning around logistics, departures, medal ceremonies, digital content and communications.

Leading up to the Olympics, Gould was involved with Canadian athlete registration and selection for participation in the Games as well as leading and consulting on direct-to-athlete funding programs. He is also heavily involved in the sport technical side of the organization, including athletes’ performance expectations and schedules.

Sport Management graduate Colin Freeman (BSM ’07) supported the Canadian Olympic Committee in Paris, France, as its Senior Director, Brand and Digital Marketing. He poses with the Olympic rings in Clubhouse 24, one of the Olympic hospitality venues.

“What I like most about my role is that I feel like I can help make a difference in athlete performance,” he says. “My responsibilities allow me to provide funding and set up environments with minimal distraction so that athletes can live out their dreams and succeed.”

Fellow SPMA grad and COC employee Colin Freeman (BSM ’07) is also in Paris for the Olympics. As Senior Director, Brand and Digital Marketing, Freeman leads a team of marketers who tell athletes’ stories and engage Canadians through various marketing streams, such as events and experiences, and digital channels such as social media, websites, apps and email. As a private non-profit, the COC relies almost exclusively on the support of marketing partners.

“In short, our job is to create fans of Team Canada, or to deepen the fandom of those already on board,” he says. “A strong brand with an engaged audience and integrated marketing ecosystem is a critical foundation to an effective marketing partnership.”

During the Olympic Games, one of Freeman’s priorities is executing Team Canada’s flagship events: Canada Olympic House in Paris, and its domestic mimic, Team Canada FanFest in Calgary, Toronto and Montréal. They are gathering places for Canadian fans and stakeholders to watch the Games together, celebrate athletes, enjoy sport demonstrations and musical programming, and experience marketing partner activations.

Sport Management graduate Brynn Booker (BSM ’23) attended Team Canada FanFest in Montréal. She is pictured with the Olympic rings outside of the Canadian Olympic Committee’s Montréal headquarters.

Here in Canada, recent SPMA grads Luke Turner (BSM ’23) and Brynn Booker (BSM ’23) have made it a priority to travel to Team Canada FanFest. Nine months into their Co-ordinator of Marketing Partnerships roles with the COC, their focus is building relationships with partners to create, execute and support marketing activations taking place at FanFests as well as at Canada Olympic House in Paris and via digital platforms.

“At FanFests, it’s largely Team Canada-focused activations that tie into their brand campaigns, such as product sampling for food partners, clothing displays for apparel partners, or encouraging fans to try the sports Team Canada athletes play,” says Turner.

“Everyone with the COC has spent so much time preparing for these two weeks of Games,” says Booker. “It’s been rewarding seeing everything come together and it’s a great motivator to continue working hard because all the effort we put in behind the scenes has come to light.”