What does it take to turn a simple product into a category-defining brand people obsess over?

In this episode of Mission Critical, Lance sits down with Mandy Wolfe, co-founder of Mandy's Salads, to break down how she and her sister transformed a tiny salad counter hidden inside a Montreal clothing store into one of Canada’s most recognizable lifestyle food brands.

But this conversation goes far beyond salads. Mandy shares the real playbook behind building customer loyalty, creating emotional connection through branding, scaling across new markets, engineering word-of-mouth growth, navigating hiring challenges, and staying relevant in an economy that changes by the day.

Whether you run a restaurant, retail business, e-commerce brand, or are just starting your entrepreneurial journey, this episode is packed with tactical insights on how to build a business people genuinely love.

In this episode:

• How Mandy’s got its first loyal customers
• Why customization became a growth advantage before it was trendy
• The importance of brand experience in driving repeat business
• What founders get wrong about expansion and scaling
• How Mandy’s built a lifestyle brand beyond food
• Why staying culturally relevant matters more than ever
• Lessons on hiring, partnerships, leadership, and longevity

If you’re building a business in Canada right now, this episode is a masterclass in creating a brand customers choose emotionally, not just practically.

Top 5 Key Takeaways

1. Great brands solve emotional needs—not just functional ones: Mandy’s didn’t just sell salads, it sold a feeling: wellness, escape, playfulness, customization, and belonging. The strongest businesses create emotional connection around everyday products.

2. Word-of-mouth growth can be intentionally designed: From customizable “secret menu” salads to instantly-recognizable pink takeout bags, Mandy’s built visual and social cues that naturally encouraged people to talk about the brand.

3. Expansion works best when it matches community culture: Instead of aggressively entering major downtown cores first, Mandy’s strategically chose neighbourhoods that aligned with the brand’s lifestyle positioning and customer base.

4. Scaling requires letting go of control: One of Mandy’s biggest lessons as a founder was learning to trust leadership teams and systems as the business expanded beyond what she and her sister could personally oversee day-to-day.

5. Staying relevant means staying curious: Mandy credits much of the brand’s continued success to surrounding themselves with younger talent, traveling frequently, observing culture shifts, and constantly evolving with customer behaviour.

About the Guest

Mandy Wolfe is the co-founder of Mandy's Salads, one of Canada’s most recognizable fast-casual restaurant and lifestyle brands.

What started as a tiny salad counter hidden inside a Montreal clothing boutique has grown into a multi-location business spanning Montreal, Toronto, Ottawa, and beyond—along with a rapidly growing consumer packaged goods line carried in over 1,000 stores across Canada.

Known for its colourful branding, immersive restaurant design, customizable menu, and cult-like customer loyalty, Mandy’s has become a case study in turning a simple everyday product into a premium lifestyle experience.

Alongside her sister and co-founder Rebecca Wolfe, Mandy has helped redefine how Canadians think about healthy eating, hospitality, branding, and customer experience.

The wellness industry is exploding. But with that growth comes saturation, noise, and a hard truth: most brands won’t last.

In this episode of Mission Critical, Thom Tullo—founder of Face Pilates and Aman Spa—breaks down how he built a performance-driven wellness brand in one of the most competitive categories today.

From creating “addictive” client experiences to navigating product development, pricing strategy, and brand differentiation, Thom shares what actually drives retention, revenue, and long-term brand equity in wellness.

If you’re building in beauty, wellness, or any experience-driven business, this episode is a tactical deep dive into what it really takes to stand out—and scale—when everyone is competing for the same customer.

Top 5 Key Takeaways:

1. Wellness is No Longer a Trend, it's a Behaviour Shift: Post-COVID, consumers aren’t just spending on luxury. Rather, they’re prioritizing self-regulation, recovery, and mental clarity. The opportunity isn’t selling products—it’s solving for peace of mind.
2. Experience > Service: Thom didn’t just open a spa, he engineered a full sensory journey: scent, environment, pacing, and human interaction.
3. Retention Comes From “Addiction,” Not Acquisition: Thom’s philosophy is to create an experience so effective and emotionally resonant that it becomes part of someone’s routine.
4. Most Brands Misprice Themselves Out of Longevity: Many wellness brands overestimate what customers can actually afford long-term. High-ticket positioning may drive short-term hype—but kills repeat purchase behaviour.
5. You Don’t Need to Be the Expert, But You Need to Understand the System: From chemistry to product development, Thom didn’t start as an expert but he learned enough to lead. His edge wasn’t knowing everything; it was building the right team and asking the right questions.

About the Guest

Thom Tullo is a skin authority, entrepreneur, and founder of Face Pilates and Aman Spa.

Known for blending clinical precision with luxury wellness, Thom has built a reputation for performance-driven treatments that deliver visible, measurable results—without invasive procedures. He is the creator of Face Pilates™, a method that treats the face like a muscle system—combining lymphatic drainage, buccal massage, micro-current, and advanced techniques into a structured “facial workout.”

What started as a treatment has evolved into a multi-dimensional brand spanning services, products, and education, positioning Thom at the forefront of the next generation of wellness businesses.

Worth Knowing is your shortcut to the Canadian small businesses shaping culture and changing how we live.

In this episode, we spotlight Hetta, the Vancouver-based furniture brand founded by the team behind Sundays. Grounded in tradition and designed for modern living, Hetta creates timeless pieces meant to grow with you—and eventually be passed down.

Inspired by the old English name Etta, meaning “keeper of the hearth,” the brand is built around the idea that home is where connection happens across families, friendships, and generations.

With decades of industry experience, the founders prioritize craftsmanship, high-quality materials, and comfort, designing furniture that looks to the past while functioning for today. Pieces range from sofas and chairs to tables, beds, and storage solutions, all created to bring people together and make furnishing a home feel effortless.

As more consumers move toward buying fewer, better things, Hetta reflects a growing shift toward durability, heritage design, and future heirlooms. That is, furniture rooted in story rather than disposability.

If you’re tracking design trends, thoughtful entrepreneurship, or standout Canadian brands redefining home, this is one business worth knowing.

For 27 years, Jeanne Beker was the voice in fashion media—a trailblazer that earned her stripes by reporting on the industry’s most spectacular events and personalities. The host of Fashion Television, her show was syndicated around the globe to 130 countries, offering a glimpse into a pre-social media world that was often guarded and gated. It was her tenacity, warmth, and unapologetic pursuit of a story that led her to interview the likes of Karl Lagerfeld, Kate Moss, Jean Paul Gaultier, Naomi Campbell and so many of the industry’s icons and juggernauts.But looking past the sequins and the tulle and jewels, Jeanne’s reporting on fashion offered a perspective that translated the language of style into a larger dialogue around culture. Through her electric and supercharged interviews, she was also having a conversation about sustainability, commerce, politics, culture, and values. Fashion has always been a barometer of the times, and Jeanne always understood the assignment well. On today’s podcast, Lance is joined by the legendary journalist to talk about her foray into the business, the most entrepreneurial designers, and her best advice on fighting for your own opportunities. 

If the eyes are the windows to your soul, then what does a pair of eyeglasses say about you? For many, eyewear is an extension of one’s self. Quite literally, when you consider the fact that approximately 68 percent of Canadians wear corrective lenses, and figuratively as a reflection of personal style and expression. For years, however, the $160 billion global eyewear industry was controlled by a handful of companies that kept prices high and quality low. That is, until Warby Parker stepped onto the scene in 2010, shaking an entire industry up by offering high-quality eyewear at an accessible price directly to the consumer.  Founded in Philadelphia by Neil Blumenthal, Andrew Hunt, David Gilboa, and Jeffrey Raider out of a Venture Initiation Program of the Wharton School of the University of Pennsylvania, the company soon learned that there was a community clamouring for elevated design in prescription glasses that wouldn’t cost hundreds of dollars. Within a year of launching, Warby Parker had earned the interest of Vogue with a feature that caught the attention of both customers and investors alike. As of 2021, Warby Parker is valued at USD $6.8 billion and has distributed over 10 million pairs of glasses around the globe. But despite their commercial success, Warby Parker’s founders have set their sights on far more ambitious pursuits. In this episode, co-founder David Gilboa joins Lance to talk about how Warby Parker grew into a multi-billion-dollar company, his biggest lessons learned along the way, and their mission to revolutionize access to vision care around the world. 

When it comes to international studies, Canada is a top pick for students thanks to the quality of our education system and multicultural reputation. According to the Canadian Bureau for International Education, the years between 2010 and 2019 saw a 154 percent increase in international students visiting Canada, 60 percent of which planned on pursuing permanent residence. In 2021 alone, there were 621,565 international students in Canada across all levels of study. It’s true that Canada is a nation known for its diversity, and that extends to post-secondary campuses across the country. But for many who make their way over to pursue academic studies, the experience can be daunting. Such was the cause for Martin Basiri. After experiencing hurdles as an international student from Iran, he formed his recruitment platform, Applyboard, with his brothers Meti and Massi. Today, ApplyBoard has helped over 300,000 students in over 125 countries, secured over $50M in scholarships, and solidified partnerships with over 1500 schools in a bid to drive up diversity and international minds across campuses in Canada, the US, and the UK. With over 1500  team members around the globe and a valuation of $4 Billion, the vision has always been singular: to provide easier access to education. In this episode, I’m joined by Martin to talk about empowering future talent through education, his entrepreneurial journey, and how we can all embrace a student mindset. 

It’s a big responsibility when you’re given the keys to an international community platform with an audience in the millions. So, what do you do with that kind of power? That ability to influence both micro and macro community and industry change? Certainly, there are individuals out there that would take the opportunity to amass further growth by any means necessary and with reckless abandon, and then there are leaders like Erin Elofson.

In her role as Pinterest’s head of Canada and APAC region (which includes Australia and Japan), Erin’s philosophy around leadership means cultivating a platform through the power of positivity. But, what exactly does that mean? Unlike other platforms that have been slow to enforce change and policy, Pinterest took a stance against misinformation and problematic content before anyone asked them to do so and they did that through policy in an effort to create a safe and progressive space for its users. Today, what that means is a concise and intentional effort to build positivity into its platform by banning things like weight loss ads, political campaigns, and COVID misinformation so that users can feel safe.In today’s episode, Lance speaks with Erin about what it means to be proactive about building beneficial change, how to build a responsible community platform, and why Pinterest might just be the most positive corner of the internet. 

Food has always been a powerful way of exploring themes beyond its function as a means of sustenance. Think about the best meal you’ve ever had or your fondest food memory. Chances are they involved being in the company of others by breaking bread or engaging in long-held traditions. Food is culture—it brings people together, cements our most cherished memories, promotes powerful dialogue, and forces us to ask important questions about ourselves and our communities.It is through this perspective that entrepreneur Shiza Shahid created her company, Our Place. You may recognize them for their buzzy social media campaigns and kitchenware essentials that promise to make everyone’s lives easier. But beyond that, Shahid’s LA-based company has inevitably ignited meaningful conversations around racial identity, culture, and equality by inviting others into the kitchen.Building a mission-focused company isn’t new to Shahid. Before Our Place, the Pakistani entrepreneur co-founded the Malala Fund alongside Nobel Peace Prize laureate Malala Yousafzai to provide better access to education for girls around the world. She also built her own investment company (NOW Ventures) that focused on supporting mission-driven and women-founded startups. Throughout her career, Shahid has devoted herself to not only creating more seats at the table but to building bigger, more inclusive ones altogether—all in an effort to provide others (women and people of colour, in particular) with a voice and opportunities of their own.In today’s episode, Shiza joins me to discuss her fondest food memories, her experience building Our Place, and the best way to support other women entrepreneurs.Registration for the ninth edition of the Veuve Clicquot Bold Awards in Canada will open on September 2022: https://www.veuveclicquot.com/en-ca/bold-by-veuve-clicquot/about

The year is 2016 and a new phenomenon has thrown the world into an absolute tizzy. People are out in the streets, running into traffic, and flocking to seemingly random destinations. They are zombies attached to their phones on a singular mission to catch them all. And what exactly are they looking to capture? Pokémon. If we rewind and look past the pandemic, you might remember the sheer frenzy that Pokémon Go sent the world into. Shortly after launching, it was almost impossible to avoid the topic entirely as friends, family, and colleagues became consumed in their quest to capture as many pokemon as possible. It was an instant hit that saw app downloads soar to the top of the charts, its popularity is driven largely by a mix of nostalgia and novelty. Unlike other video games, Pokémon Go harnessed the power of augmented reality (or AR) to offer users a heightened real-world experience. While it can be argued that Pokémon Go drove AR into mainstream popularity, the technology has actually been around for a while now. According to the Harvard Business Review, we saw the first commercial application of AR in 2008 when German advertising agencies used the technology to market a BMW Mini. Since then, it’s likely that you’ve used AR in your own experience as well, whether as a Pokémon Go user, viewing real estate listings, trying on a pair of glasses, or placing a filter over your face on a social media platform. The opportunities are endless not only for the end-user, but for the companies that operate directly within the space. Snap Inc is one of them. Joining Lance on today’s episode is Matt McGowan, general manager of Snap Inc. Canada, which bills itself as the “leader in Augmented Reality” and owns Snapchat, Spectacles, Bitmoji, and Zenly. In today’s episode, Matt joins Lance to talk about building community through technology, what the big deal is about AR anyway, and more.

Take a look inside the boardrooms of corporate Canada and you’ll find that over the years, they’ve largely stayed (and looked) the same. While it has been proven again, and again, and again that a diverse executive suite directly contributes to the growth of a company’s bottom line and overall performance (and is just generally the right thing to do,) straight, white cisgender men have kept the c-suite looking pretty much the same for a long, long time. Wes Hall is working to change that. One of Canada’s most powerful figures on Bay Street, Wes is the executive chairman and founder behind Kingsdale Advisors, an investor on Dragons’ Den, and the founder of the BlackNorth Initiative—a non-profit whose mission is to end anti-Black systemic racism in the corporate world.In the wake of the George Floyd murder and Black Lives Matter protests in 2020, Wes was moved to take action by doing what he does best—by using business as a vessel for change. Specifically, by having the country’s top executives and companies commit to diversifying key decision-making positions. Almost two years since he founded the non-profit, Lance chats with Wes on today’s episode about building BlackNorth, their Racial Equity Playbook, and how long it takes to make progress. 

When Tata Harper pivoted her career from industrial engineer to beauty entrepreneur, no one could have predicted that she would soon go on to be known as the Queen of Green Skincare. Yet today, Tata’s eponymous skincare brand has reached astronomic levels of popularity counting the likes of Gigi Hadid, Jessica Alba, and Tracee Ellis Ross among loyal brand fans. But Tata’s commitment to restoring the beauty counter with more transparent and sustainable options doesn’t end with the serums and creams within her bottles. It extends into every aspect of her company, from her Vermont farm right down to the type of ink used on her paper packaging.

But perhaps it’s Tata’s personal, intimate approach to her business that is the company’s greatest asset. She is a glowing (quite literally) category leader that takes a hands-on approach to her principles of maximalist beauty. In this episode, Tata and I talk about how her Colombian upbringing influenced her worldview of beauty, the future of the industry, and what “clean” and “natural” beauty even mean. Are all synthetic ingredients bad? And are all natural ingredients good? Listen to find out.

At the start of the pandemic, Paul Davison and Rohan Seth launched Clubhouse, a new type of social network that underscored the power and influence of the audio format. As the world collectively sheltered at home, Clubhouse’s popularity skyrocketed with Mark Zuckerberg, Elon Musk, Oprah Winfrey, and other notable figures engaging on the platform. Unless you were living under a rock, it was hard not to hear about the platform—from friends, colleagues, your Instagram feed, LinkedIn connections. It seemed like everyone was on Clubhouse, or at least clamouring for an invite to the platform. By the start of 2021 (less than a year later), they were hitting 10 million weekly active users.

So, how does one handle such meteoric growth? What Rohan and Paul experienced as founders is an entrepreneur’s dream but comes with its own set of challenges. Where do you go once you’ve already reached the stars? How do you maintain momentum? On today’s episode, Paul and Rohan join Lance to talk about capturing lightning in a bottle, cultivating community, and the road ahead. 

On this episode of Mission Critical, we’re joined by one of the most influential and universally-beloved figures in the fashion world, Tan France. Tan’s journey to becoming a television sensation may have started with his role as a fashion expert on Netflix’s Queer Eye, but his entrepreneurial path was filled with triumphs long before he entered the mainstream spotlight.

In this mini-episode, Lance speaks with Tan about the origins of his fashion sense, the importance of how we present ourselves, and how he’s empowering entrepreneurs and small businesses. From reflecting on his storied career to discussing his life as a father, Tan’s insights offer a fascinating roadmap to overcoming obstacles and maintaining joy along the way.

At a time when immigration is dominating headlines across Canada and the United States, the real story often gets lost: immigrants aren’t a threat to the economy; they are a critical component of it.

In this episode of Mission Critical, Lance sits down with Nouhaila Chelkhaoui, Founder and CEO of Scale Without Borders, the largest network for immigrant tech talent in North America. From arriving in Canada alone at 17 to building a platform that has supported more than 7,000 immigrants in tech, Nouhaila shares what resilience actually looks like.

Together, they unpack the hidden barriers facing immigrant professionals, why “Canadian experience” is still quietly gatekeeping opportunity, and how networking (not skill sets) is often the real gap preventing newcomers from succeeding.

Key Highlights:

• Why immigrants are often used as economic scapegoats (and who benefits from that narrative.)
• The “network gap” holding back highly skilled immigrant talent in Canada.
• Why “Canadian experience” still functions as an invisible barrier.
• How cultural nuances and code-switching impact immigrant entrepreneurs.
• The resilience advantage: what immigrant founders understand about risk.
• The disconnect between immigration policy and employer needs.
• Why immigrant entrepreneurs are statistically more likely to found high-growth companies.
• How Scale Without Borders is helping newcomers access jobs, capital, and community.

About the Guest

Nouhaila Chelkhaoui is the Founder and CEO of Scale Without Borders, a North American platform connecting immigrant tech talent with employers, investors, and resources.

Originally from Morocco, Nouhaila moved to Canada at 17 and later rebuilt her career as a newcomer navigating the Canadian tech ecosystem. After experiencing firsthand the systemic barriers facing immigrants (particularly around networking and access) she launched Scale Without Borders to close the gap.

Since its founding, the organization has supported over 7,000 immigrants in tech, expanded partnerships across Canada, and is now entering the U.S. market. Nouhaila is a leading voice on immigrant entrepreneurship, workforce development, and the future of inclusive innovation.

This episode contains content that is of a sexual nature. If that’s a thing that might bother you or you’re not quite in the right setting for it, then maybe skip this one for now.

Sex sells. That’s nothing new, but how much? According to a 2021 report by Statista, the business of pleasure is thriving with recent projections of the global sex toy market expected to grow to about $52.7 billion US dollars by 2026, up from $28.64 billion in 2019. That growth, according to Johanna Rief, can be attributed to a handful of different factors, including culture, technology, and media.

As the Head of Sexual Empowerment at WOW Tech Group (the parent company to a group of brands that develop and produce innovative, premium sex toys), Johanna has witnessed the explosive growth of the industry over the course of her career, which has provided her with a unique perspective into its future. From her vantage point, the dialogue around sex and sexuality is one that continues to evolve in tandem with the cultural norms and taboos of society. In many ways, they’re a reflection of what we value and where we stand on matters of politics, religion, business, 

On today's episode, Johanna joins Lance to discuss her fascinating job, the growth of the industry, and what the business of sex toys can teach us about empowerment.

“Buy yourself the damn diamond.” Such is the gospel of Noura Sakkijha, CEO and co-founder of fine jewelry company Mejuri. In 2015, she started her Toronto-based brand to reframe the conversation around jewelry, mainly around the idea that the industry was built for men gifting women. Instead, Noura wanted to empower women to celebrate themselves. 

This notion of agency and self-expression is precisely what has grown Mejuri into one of the most exciting and dynamic lifestyle brands today. Noura, who is a third-generation jeweler, has proven her business thesis and built her company into a global direct-to-consumer brand that has not only influenced the purchasing behaviour of women but completely turned the industry’s distribution model on its head by pioneering weekly style drops.

Today, Mejuri has been able to amass a following of brand evangelists like Oprah, Bella Hadid, Ariana Grande, and Lizzo - along with thousands of other women - who believe in Noura’s mission. 

In today’s episode, Noura joins us to discuss how her upbringing shaped her approach to design, building a company while raising a family, and what it takes to create a buzzworthy direct-to-consumer brand. 

Bold by Veuve Clicquot: https://bit.ly/30rmbIl

Bold by Veuve Clicquot: https://bit.ly/30rmbIl

Bay Street Bull's 2021 Women of the Year: https://baystbull.com/women-of-the-year-2021/

See photos from Penny Oleksiak's Cover Shoot: https://baystbull.com/women-of-the-year-2021-penny-oleksiak/

At just 21 years old, Toronto-born swimmer Penny Oleksiak has already been crowned as Canada’s most decorated Olympian with seven medals to her name. Before her dominant display this past summer in Tokyo, Penny became the first Canadian to win four medals in the same Summer Games and the country’s youngest Olympic champion. If that weren’t enough, she closed out her Olympic debut by becoming the first athlete born in the 2000s to claim a medal in an individual event, further underscoring her status as a generational talent.

Five years later, Penny returned to the Olympic stage to compete under the bright lights of the Tokyo Summer Games and, once again, represented Canada in spectacular fashion. By securing a silver and a pair of bronze medals, she immortalized herself as Canada’s most decorated Olympic athlete. 

But holding a reputation like hers comes with its own set of challenges. When you’re thrust onto a podium and heralded as one of the greatest athletes in the world, that can sometimes affect your mental health, as we’ve seen in other instances with athletes (notably, young female athletes) like Simone Biles and Naomi Osaka. 

Despite these challenges, it’s undeniable that Penny (and her contemporaries) have all earned their success—and have every right to celebrate it without apology or validation. 

In today’s episode, Lance chats with Penny on the set of our very first Women of the Year issue about navigating the discomfort of high-pressure environments, her philosophy on victory, and what it means to own your ambition. 

If you’ve walked through an airport or hotel lobby in the last few years, you may have noticed people using a specific luggage brand, distinguished by its horizontal lines and array of different colourways. That brand is Away and on today’s episode, we're joined by co-founder and CEO, Jen Rubio.

Throughout her career, Jen has become one of the foremost authorities on modern retail, using her business philosophies to help redefine exceptional travel standards. It’s not an easy mission, especially following a time where travelling was viewed with perhaps more skepticism than ever before, but Jen and her company are helping to reignite the spirit of exploration and adventure.

As the leader of her company, she’s also had to navigate how to run a successful retail enterprise while being pregnant with her son, who was born right on the heels of her stepping into the CEO role. Months later, she’s excelling at both the role of executive and mother, helping to break down archaic and misogynistic stigmas surrounding working parents. 

In this episode, Jen joins Lance to discuss the importance of a company’s parental policies, advice for ambitious and career-driven parents, and how to be an empathetic leader. 

As a decorated astronaut, engineer, communicator, author, and musician, Chris Hadfield’s illustrious career has made him one of the most renowned and universally beloved figures in Canadian history. His reputation spread into the international mainstream after becoming the first Canadian to walk in space, flying two Space Shuttle missions and serving as commander of the International Space Station. He then cemented himself into pop culture history for his legendary performance of David Bowie’s Space Oddity while floating aboard the ISS, garnering over 27 million views on Youtube.

Inspired by witnessing the famed Apollo 11 moon landing on television when he was a child, Chris’ achievements have helped encourage the next generation of explorers and scholars. His books, which include three national bestsellers in The Darkest Dark, An Astronaut’s Guide to Life, and You Are Here have become some of the most valuable resources available for those searching for fascinating and accessible introductions to the field.

His influence on young Canadians and the realm of space exploration at large is simply incalculable. And as we continue to embark towards a future full of more question marks than ever before, the presence of strong leaders and scientific thinkers such as himself is more necessary than ever before.

In this episode, Chris joines Lance to talk about his otherworldly experiences, the importance of big-picture perspectives, the future of space exploration, and what it was like writing his latest book (and first fiction), The Apollo Murders. 

At just 35 years old, Toronto Maple Leafs general manager Kyle Dubas has firmly established himself as one of the most influential minds in professional hockey. But those who have followed Kyle’s career know that being the youngest person in the boardroom is nothing new to the executive. Kyle began his hockey career by becoming the youngest agent ever certified by the NHL Players Association before working his way up the ranks as an OHL executive at just 25 years old. He then moved up and was promoted to the general manager of the Toronto Maple Leafs, the 17th in the club’s history.

His identity as an executive has always been defined by bold – and sometimes unpopular – decisions, many of which are featured in the new Amazon Prime Video original series, All or Nothing: Toronto Maple Leafs.

On today’s episode, Kyle discusses what viewers can expect from the series while offering his philosophies on leadership, managing criticism, fostering young talent, and a wealth of other insights into the world of hockey and business. .

Aurora James is a force to be reckoned with. Those of you who are tuned in to the world of fashion will likely recognize her name as the designer behind sustainable accessories brand Brother Vellies, a favourite amongst fashion heavyweights like Beyonce, Zendaya, and Solange (to name a few). You may also recognize her for gracing the cover of American Vogue’s coveted September issue in 2020 and, more recently, as the designer behind US congresswoman Alexandria Ocasio-Cortez’s 'Tax the Rich’ gown worn to the 2021 Met Gala. But beyond the fold of fashion, she’s also been hard at work to create real and meaningful change within the larger community.In 2020, the Toronto-native and New York City transplant started her non-profit, the Fifteen Percent Pledge, in direct response to the wave of corporate statements issued during the Black Lives Matter movement. Focused on keeping these businesses accountable to racial equity, Aurora challenged the corporate community to commit at least 15 percent (which is roughly the proportion of the Black population in America) of their shelf space to Black-owned businesses. Today, that has manifested in a movement that has seen some of the world’s largest retailers sign on to help decrease the racial wealth gap.On today’s episode, Aurora and Lance talk about progress, community, and what it means to take the pledge. 

Aurora James is a force to be reckoned with. Those of you who are tuned in to the world of fashion will likely recognize her name as the designer behind sustainable accessories brand Brother Vellies, a favourite amongst fashion heavyweights like Beyonce, Zendaya, and Solange (to name a few). You may also recognize her for gracing the cover of American Vogue’s coveted September issue in 2020 and, more recently, as the designer behind US congresswoman Alexandria Ocasio-Cortez’s 'Tax the Rich’ gown worn to the 2021 Met Gala. But beyond the fold of fashion, she’s also been hard at work to create real and meaningful change within the larger community.In 2020, the Toronto-native and New York City transplant started her non-profit, the Fifteen Percent Pledge, in direct response to the wave of corporate statements issued during the Black Lives Matter movement. Focused on keeping these businesses accountable to racial equity, Aurora challenged the corporate community to commit at least 15 percent (which is roughly the proportion of the Black population in America) of their shelf space to Black-owned businesses. Today, that has manifested in a movement that has seen some of the world’s largest retailers sign on to help decrease the racial wealth gap.On today’s episode, Aurora and Lance talk about progress, community, and what it means to take the pledge. 

Death is inevitable. The one true guarantee in life is, ironically, the end of it. So why don’t we plan better for something that is so obviously going to happen? Willful is a Toronto-based startup that is looking to normalize our conversations around death. That is, how we prepare for, talk about, and deal with death. Their first product (as their name may suggest) is an online platform that makes the process of creating a legal will more affordable and convenient for individuals to access.

In today’s episode, Willful CEO and co-founder Erin Bury joins Lance to talk about how she’s grown her company, destigmatizing death, and everything you need to know about creating a will.

Harley Finkelstein lives and breathes entrepreneurship. As the president of global e-commerce platform Shopify, he's not only witnessed countless entrepreneurs launch their own companies, he’s had a direct hand in helping them lift off. It’s part of Shopify’s bigger picture to cultivate a thriving and vibrant economic ecosystem by empowering entrepreneurs and the small business community. On today’s episode, Harley joins Lance to talk about the power of entrepreneurship, how to overcome imposter syndrome, and future-proofing your business.

XERO: www.xero.com

Worth Knowing is your shortcut to the Canadian small businesses shaping culture and changing how we live.

In this episode, we spotlight Alter, the Toronto-based sauna and ice bath studio at the center of the growing contrast therapy movement. Built on the belief that intentional discomfort builds resilience, Alter is redefining modern wellness through heat, cold, and community.

As recovery culture continues to rise, Alter signals a broader shift toward ritualized self-care and connection — and why this centuries-old practice feels more relevant than ever.

If you’re tracking wellness trends, emerging entrepreneurs, or standout Canadian brands, this is one business worth knowing.

Architectural design is like a language. There’s a lot that we can learn about ourselves and the society we’re a part of simply by observing the structures around us. It tells us about what we value as a society, how we gather and migrate throughout the day, how we work, how sustainable we are, and more. It’s a snapshot of culture, our history, and our future.

Joining us on the podcast today is world-renowned architect Jeanne Gang, the founding principal and partner of the award-winning Studio Gang. Named one of 2019’s most influential people in the world by TIME magazine, Jeanne's work is recognized for its forward approach to design. She’s a changemaker that has championed social impact strategies to improve ecological biodiversity in cities and close the gender wage gap within her industry.

Today, Jeanne joins Lance to talk about great design, using architecture as a force for social change, and her first project in Canada, One Delisle.

Register to attend the Veuve Clicquot BOLD Woman Award virtual ceremony: https://www.veuveclicquot.com/en-ca/bold-woman-award-canada-ceremony-2021

Kayla Grey is an award-winning journalist who became the first Black woman to host a flagship sports highlight program in Canada when she made her Sportscentre debut in 2018. She’s since done everything from covering the Toronto Raptors NBA Championship parade in 2019 to making history (again) in early 2021 when she joined an all-female broadcasting team for the first time in the NBA when the Toronto Raptors faced off against the Denver Nuggets. It’s very clear that Kayla is a force to be reckoned with and has a vision for the future of sports media—and the part that she wants to play in it.

In today’s episode, Kayla and Lance chat about her professional journey, the intersection of sports and politics, and how we can learn to say 'yes' to ourselves.

Psychedelics are making a big comeback from their controversial history thanks to major breakthroughs in their ability to treat a range of mental health disorders—opening the doors to a future of incredible possibilities. In today’s episode, Lance speaks with Ronan Levy, co-founder and executive chairman of Field Trip Health, a therapy and research centre that uses ketamine (yes, ketamine)-enhanced psychotherapy to help those suffering from treatment-resistant mental health conditions. Ronan and Lance chat about his journey into the psychedelics industry, the science behind ketamine-enhanced therapy, and the impact that psychedelics can have on mental health.

Finding and harnessing happiness was an effort that many tasked people themselves with throughout 2020. At the forefront of this campaign? Influencer and social media’s unofficial Chief Joy Officer, Donté Colley. Known for his infectious TiKTok videos full of encouragement and signature dance moves, Donté established his platform (which now boasts over one million followers) to bring more positivity to people’s lives.

While he may count celebrities like Ariana Grande and Beyonce as fans, his true power is his ability to put his audience at ease while tackling topics like mental health and self-love. It is this journey of affirmation that he invites his followers on daily that has made Colley a beacon of joy for those in need of a positive boost.

On today’s episode, Lance chats with Donte, who is featured in the 2021 Bay Street Bull 30X30 guide, about cultivating and protecting your joy.

Bay Street Bull 30X30: https://baystbull.com/2021-bay-street-bull-30x30/

Xero: https://xero.com/ca/

It can be objectively stated that drag queens are masters of marketing and are some of the most impressive entrepreneurs out there. In addition to RuPaul's core tenets of a winning queen—that is, charisma, uniqueness, nerve, and talent—they also possess all of the traits that we often associate with entrepreneurship, like resilience, agility, and resourcefulness. Today’s top drag queens are not only the ultimate entertainers but also powerful brands that companies are more than eager to work with. There’s a lot that we can learn from drag queens as business owners and stewards of our own brands.

In today’s episode, Lance sits down with Priyanka on the set of her Bay Street Bull cover shoot to discuss her journey, the mainstreaming of drag culture, and the most important lessons in business we can learn from today’s top drag queens.

Bay Street Bull 30X30: https://baystbull.com/2021-bay-street-bull-30x30/

Priyanka's Cover Story: https://baystbull.com/drag-queen-priyanka-entrepreneurship/

Xero: www.xero.com

Since 2005, Reddit has been a pioneer in building passionate online communities. The company’s mission is to instill a sense of belonging amongst its users—to empower them to share information, have authentic conversations, and drive change. There’s no better recent example of how digital communities can influence transformational change than the GameStop stock-buying frenzy that occurred in early 2021.

In this episode, Lance chats with Reddit Chief Operating Officer Jen Wong about driving real-world change, what brands can do to build an engaged online community, and the most interesting things she’s found on the platform.

Denzel Spencer (you may know him by his stage name Roy Woods) is a rapper, singer, and songwriter signed to OVO Sound. Known for his signature R&B and hip-hop sound, the Canadian artist has already accomplished what many would only dream of in his early twenties. But despite his success and having the support of the biggest names in the industry today, Roy understands what it’s like to struggle as an artist, which is why he’s giving back as co-founder of LOOP/POOL. The Canadian cannabis brand offers a unique proposition in that it is owned by artists like Roy, Our Lady Peace, and dvsn (alongside CEO Ian Kwechansky), and gives five percent of its proceeds into a music fund earmarked for emerging artists in desperate need of support, especially due to the pandemic.

In this episode, Lance speaks with Roy about his path to entrepreneurship and how to support emerging artists. Ian joins as well to talk more about LOOP/POOL and how artists are embracing an innovative mindset.

Reformation is a popular women’s clothing brand with a mission to bring sustainable fashion to the masses. What started out in 2009 as a vintage clothing store quickly evolved into a fashion brand with a core focus on making people look great without hurting the environment in doing so. Since 2015, Reformation (or “Ref” as they’re colloquially known) has been carbon neutral and aim to be climate positive by 2025.

But for a company built so firmly on a foundation of transparency and progressive values, they’ve also had to face their own demons along the way. In 2020, then CEO and founder Yael Aflalo stepped down from her position after allegations of racism from previous employees made their way online.

Since then, Reformation has been committed to right their wrongs. They've launched a Diversity and Inclusion board, created an anonymous employee communication platform, joined the Black in Fashion Council to help advance Black and other underrepresented individuals in the industry, and more to keep themselves accountable.

In this episode, Lance speaks with CEO Hali Borenstein and Chief Sustainability Officer Kathleen Talbot about how Reformation has grown as a company, the importance of sustainability, and how environmental and racial justice are connected.

Reformation's 2020 Year in Review Sustainability Report: https://www.thereformation.com/pages/sustainability-report-2020-review

We've learned many lessons from the pandemic but perhaps one of the biggest takeaways is the impact of burnout on our wellbeing and mental health. Arianna Huffington is no stranger to burnout culture. Back in 2007, the media mogul reached a breaking point when she collapsed from sleep deprivation and exhaustion after working 18-hour days building her news website, The Huffington Post. It was this experience that would set her on the path to eventually leaving her namesake site and starting Thrive Global, a behaviour-change technology company whose sole mission is to help others tackle the culture of overwork and burnout.

In today's episode, Lance chats with Arianna and is joined by Nabeela Ixtabalan, Executive Vice President of People and Corporate Affairs at Walmart Canada. The trio sits down to discuss how Thrive Global works with today's leading companies, the new era of leadership, and how burnout culture uniquely affects women.

From the coffee shop on the corner to the real estate agent that your friend keeps referring you to, family businesses are everywhere and have a significant impact on our economy. But running one can be a complicated matter, especially when the line between personal and professional boundaries is so easily blurred.

Entrepreneur Manjit Minhas can certainly speak to the nuances of running a family business. At 19, the Dragons’ Den investor started her first company in the booze business with her brother, Ravinder. Today, that company they started—Minhas Brewery, Distillery, and Winery—has grown into a global empire with annual revenues in excess of $220 million dollars. In this episode, Lance chats with Manjit about how she built her global empire, the importance of giving back to your community, and what advice she has to offer when it comes to working with your family.

In this episode of Mission Critical, Lance sits down with April Hicke, CEO and co-founder of Toast, the platform transforming how companies hire, retain, and empower women in tech and beyond. April shares her journey from a corporate career to launching a social enterprise that has helped women secure over $25 million in cumulative salary increases, proving that purpose-driven business and profitability can coexist.

Together, Lance and April dive deep into the challenges women face in corporate environments, why traditional hiring practices often exclude talented candidates, and how Toast uses a combination of technology, human connection, and community to break barriers. From leveraging AI for bias reduction to building talent pipelines that reflect the communities companies serve, April shares actionable strategies for leaders committed to meaningful change.

Key Highlights:

• The origin story of Toast and the problem it was created to solve
• How companies can attract and retain women in male-dominated industries
• Why measuring impact through dollars and career growth matters
• Lessons on human-centered leadership and empathy in business
• The role of technology in reducing bias — and when it can backfire
• The importance of diversity of thought, background, and experience in driving innovation
• Practical tips for CEOs and founders looking to create inclusive workplaces

About the Guest: April Hicke is the CEO and co-founder of Toast, a tech platform that helps companies across North America hire, retain, and advance women in their organizations. A recovering corporate ladder climber with a passion for equity and impact, April has guided Toast to become a trailblazer in inclusive hiring, leveraging both technology and human connection to help women secure meaningful career opportunities. She is also an advocate for human-centered leadership, building communities, and creating workplaces that empower diverse talent to thrive.

Talking about money can often feel taboo when it should feel empowering. Let's face it, personal finance remains an uncomfortable topic to broach for many. When Michael Katchen arrived on the scene back in 2014 with his new fintech startup Wealthsimple, he had lofty dreams of simplifying our relationship with money. Fast forward six short years and Wealthsimple has become a certified unicorn company. And while they've certainly come a long way, their mission has stayed the same: to bring a sense of humanity to finance. On today's episode, Lance chats with Michael about the biggest challenges when it comes to financial literacy, what it means to be a human-centered brand, and how we can all get more comfortable talking about money.

Over the years, the collecting and trading of sneakers has grown from past-time hobby into multi-billion-dollar global industry. Thanks to a passionate community of enthusiasts (or sneakerheads) the art of collecting kicks has fueled a category that is now considered a rising asset class. In this episode, Lance chats with Scott Cutler, CEO of online marketplace StockX, about "hype," redefining the rules of commerce, and the business of sneakers.

Dating at the best of times can be an awkward experience. So how does one find romance during a pandemic? In this encore episode, Justin McLeod, founder and CEO of online dating platform Hinge, joins us to talk about love and data. Described as a dating app designed to be deleted, Lance chats with Justin about Hinge, digital courtship in the age of a pandemic, and how he's using data to crack the code on dating.

Dating at the best of times can be an awkward experience. So how does one find romance during a pandemic? On today's episode, Justin McLeod, founder and CEO of online dating platform Hinge, joins us to talk about love and data. Described as a dating app designed to be deleted, Lance chats with Justin about Hinge, digital courtship in the age of a pandemic, and how he's using data to crack the code on dating.Read more about Justin and 14 other inspiring leaders (including Arianna Huffington, Seth Rogen, and more) in our 2020 'How I Did It' guide: https://baystbull.com/how-i-did-it-2020-lessons-on-leadership-from-arianna-huffington-seth-rogen-nick-nurse-and-more/

What does it mean to embrace your culture? To reclaim your cultural identity? On today’s episode, Lance chats with James Jones (otherwise known as Notorious Cree) about connecting with and celebrating your culture. With a social media audience of over 2.5 million followers, James is applying a modern use of technology and social media to depict Indigenous culture and traditions. And what he is teaching his millions of followers is to be proud of your culture, to unapologetically embrace the path to discovering your heritage, and perhaps most importantly, that you are not alone in that journey.

What does it mean to win? For Nick Nurse, head coach of the Toronto Raptors and the Canadian men’s national basketball team, victory is measured in more ways than one.

On this episode of Mission Critical, Lance chats with Nick about what it takes to create a championship-winning team. Under Nick's guidance, the Toronto Raptors famously won the NBA Championship in 2019, marking the first time a Canadian team has won the elusive title in the sport’s history. The reigning NBA Coach of the Year talks about leadership on (and off) the court, using your platform for good, and why he keeps a literal elephant in his office.

In a time characterized by "fake news" and conspiracy theories, it feels like we've reached a boiling point with our current culture of doubt. But misinformation (and the spread of it) is not a new phenomenon. One could even argue that it has existed for as long as the study of science, itself. In this episode, Lance chats with Greg Brown, one-half of the social media sensation that is AsapSCIENCE. Greg and his partner, Mitchell, are queer educators that have amassed a social media audience of over nine million followers who tune in daily to learn about a wide range of science topics. As cases continue to climb and various parts of Canada enter lockdown, Lance and Greg talk about how to talk to trolls, what we can do to curb conspiracy theories, and how to think more like a scientist.

Since the dawn of humanity, humans have been enchanted and spellbound by the art of storytelling. Today, in a time characterized by the democratization of media, our ability to share stories has never been more powerful thanks to technology.

Leading the charge of the next generation of storytellers is Wattpad, led by co-founder Allen Lau. They’ve helped launch writing careers and have adapted user-generated stories into hit movies and TV shows. Needless to say, they know what it takes to tell a great story.

In today’s episode, Lance speaks with Allen about how (and why) he created Wattpad, the importance of telling diverse stories, and how they're using technology to unearth the next big thing.

Travel. At some point this year, we’ve all probably daydreamed about our next big trip—the next adventure to go on after the pandemic is over, the people we would go with, the sights to see, and, of course, the food to eat. It’s no surprise that, in the wake of the COVID-19 pandemic, the tourism industry has been one of the hardest hit. It begs the question: how—and when—will we as a society feel safe to travel freely again? In this episode, Lance chats with Bruce Poon Tip, founder of G Adventures, an award-winning small group adventure travel company pioneering community tourism, about how we can embrace our spirit of exploration and make an impact at the same time.

How important is optimism in a time where everything seems to be in a general state of chaos? One could argue that entrepreneurs are inherently optimistic given the nature of the business, what with the number of hurdles, uphill battles, and rate of failure that entrepreneurs often experience. District Ventures CEO and Dragons' Den investor Arlene Dickinson understands this well. In today's episode, Lance and Arlene chat about reinvention, mental health, and the importance of optimism.

Apply to the Veuve Clicquot BOLD Women Awards: https://bit.ly/3mP1mwp

KEY HIGHLIGHTS:

[6:20] Entrepreneurs are inherently optimistic people given their tenacity, resilience, and persistence to grow a business.

[12:30] Figuring out your 'Why' is more important than saying "following your passion" in order to discover your core purpose.

[16:00] What does reinvention mean to Arlene, and how does she define it?

[26:22] The COVID-19 pandemic has disrupted entire industries. What does reinvention look like in the pandemic era?

[28:03]: There are two words that come to mind when it comes to mental health and the new culture of work: empathy and flexibility.

[32:31] What makes a great business? A long-term vision.

What if the most powerful way to disrupt an industry isn’t by adding more, but by removing what doesn’t belong?

In this episode of Mission Critical, Lance sits down with Jay Klein, founder and CEO of The PUR Company, to unpack how a single, “unsexy” decision (that is, eliminating aspartame from chewing gum) helped build one of the world’s leading better-for-you brands.

Founded in Toronto in 2010, PUR set out to challenge a $20-billion global gum industry by focusing on simplicity, transparency, and trust. What began as a grassroots, door-to-door effort grew into a global brand available in over 50 countries, now the #1 best-selling gum brand on Amazon in both Canada and the US. Along the way, Klein navigated early skepticism, scaled without compromising taste or accessibility, and learned why listening to consumers can be more powerful than any marketing strategy.

Jay also reflects on his full-circle journey with Dragon’s Den—from pitching PUR as a founder to now taking a seat as a Dragon—and shares what he looks for in entrepreneurs who are built for the long game.

This conversation is a masterclass in building trust before scale, resisting trend-driven shortcuts, and proving that small, intentional changes can create outsized impact.

Key Takeaways

• Why simplicity and subtraction can be more disruptive than constant innovation
• How founder-led sales and early trust shaped PUR’s long-term growth
• What it really means to build a consumer-first brand—beyond the buzzwords
• The hidden trade-offs of scaling in mass retail and global markets
• Lessons Jay Klein learned from both pitching on Dragon’s Den and now judging founders
• Why trust, taste, and accessibility are non-negotiable in better-for-you products
• How entrepreneurs can protect their mission as their business grows

About the Guest

Jay Klein is the Founder & CEO of The PUR Company, the globally recognized better-for-you gum and mints brand. Since launching PUR in 2010, Jay has led the company’s expansion into more than 50 countries, earning recognition from Deloitte’s Best Managed Companies, Profit 500, and Canada’s Most Admired Corporate Cultures. A former Dragon’s Den entrepreneur turned Dragon, Jay is passionate about mentoring founders and building brands that last.

Fashion has always been about commentary. No one knows this better than Byron and Dexter Peart, juggernauts of the fashion industry who cut their teeth building their minimalist lifestyle brand, WANT Les Essentiels, into a global empire before departing to start something new. That something was Goodee, an online marketplace that focuses on “good people, good design, and good impact.” In this episode, Lance chats with Byron and Dexter about conscious consumption and the future of luxury.

KEY HIGHLIGHTS

[6:07] What lessons did Byron and Dexter learn from their experience building WANT Les Essentiels that they applied to their latest venture, Goodee? It's about looking forward.

[9:00] What makes an exceptional brand? Story and consistency.

[15:06] Why start a company like Goodee in the first place?

[19:27] The future of luxury lies at the intersection of purpose and design.

[25:15] Today's consumers look to retailers for a curated point of view to save time.

[27:35] How does Goodee keep its supply chain, and itself, accountable to its values and mission?

[34:25] Where is the balance drawn between shareholders and stakeholders within an organization?

Joey Zwillinger is the CEO and co-founder of Allbirds, a San Francisco-based material innovation company that specializes in making the world’s most comfortable shoes (and now, apparel!) More importantly, they’re a company on a mission to tackle what Joey calls the biggest problem of our lifetime: climate change. In this episode, Joey and Lance talk about sustainability, activism, and whether companies should pay for their pollution.

Key Highlights

[3:29] Allbirds was created to make better things in a better way.

[6:53] What does it mean to create "apparel with purpose"? For Joey and his team at Allbirds, it's about creating something that can help consumers tackle climate change.

[9:35] How do you maintain and protect your values as you grow into a billion-dollar company? It actually gets easier, in Joey's experience.

[12:03] T-shirts made out of crustaceans and shoes made from sugarcane? Where do you even begin to look if you want to be innovative with your materials?

[13:30] Why make the technology behind your innovation open-source? It's about collaborating and collective action if you truly want progress.

[16:09] How important is perfection to progress?

[18:46] Why is it so hard to define sustainability? If we can't define it, how are we to tackle it?

[23:02] As a company, the key to tackling social issues is to maintain authenticity.

[25:50] Enacting change means more than putting the onus on consumers. It means engaging with legislators to keep businesses accountable.

As the world has collectively witnessed, tackling a pandemic like COVID-19 requires lightning-fast agility in order to disseminate critical information to key decision-makers. No one understands this better than Dr. Kamran Khan, epidemiologist and founder of BlueDot, a Toronto-based social enterprise that harnesses artificial intelligence as an early warning detection system for infectious diseases. In today’s episode, Dr. Khan and Lance chat about why he started BlueDot, profit-purpose harmony, and using big data to disrupt disease.