Together towards success
Together
towards success
An experience of more than
37
years
years
A passionate team that puts people at the center
At ASM Group, we connect brands, retailers, and outdoor enthusiasts through a strong, human, and effective network.
Since our beginnings, our mission has been simple: to provide professional, transparent, and accessible service while supporting the growth of businesses that energize our industry.
Make your brand shine
Where we make the difference
ASM Group is a dynamic network specialized in supporting brands and retailers in the sports and outdoor sector across Canada. We work hand in hand with our partners to provide representation, field support, and logistical assistance.
Representing brands to retailers
Support in-store teams: training, demos, advice
Ensure a constant presence on the ground
Participate in events, trade shows, and exhibitions across the country.
Facilitating communication between brands and retailers
We are convinced that the strength of our industry relies on proximity, collaboration, and service.
Stéphane Morin
Founder of ASM
Stéphane Morin is much more than the founder of ASM Sports: he is its heart and driving force. Together with his partner, Lina Caouette, he has shown boldness and vision in building a sales and representation agency recognized in the outdoor, sports, and cycling sectors. Together, they have turned ambition into a solid company that now brings together more than a dozen passionate professionals. Their journey reflects a constant drive to innovate, build lasting connections, and showcase the brands they represent with integrity and conviction.
At the heart of this success is Stéphane’s deeply human approach. Convinced that a company’s growth begins with the growth of the people who make it up, he has always focused on the personal and professional development of his team. His warm personality, sense of humour, and natural kindness have helped build a unique company culture where everyone finds their place and can truly thrive. Today, Stéphane’s impact is reflected in every member of the ASM Sports team — an impact that is strong, authentic, and lasting.
Our story
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
2026
Merger between ASM and OTB
1993
Foundation of Les Agences Stéphane Morin Inc. Alizée and Tubbs Snowshoes.
...
Trip to Reno, Nevada for the Outdoor Retailer show to acquire leading international equipment companies. Gregory Mountain Equipment and Katadyn Group Switzerland.
...
Adding a nautical category with Aquabound and Salus
...
First employee
2004
Showroom layout in Montreal at the Dompark Complex
2010
Addition of the clothing and footwear divisions (Outdoor Research and Scarpa)
2011
Addition of a bike division
2014
Establishment at the Laval Showroom. A strategic location near the Forzani Complex.
2015
First employee outside of Quebec
2019
Creation of ASM Sports as a new agency brand.
Start of the transition process with account director positions.
2020
Addition of a Tactical division with 5.11 and Outdoor Research Tactical.
2023
Co-entrepreneurship by Tommy and Loïc to give a second wind.
2025
The first company whose territory covers all of Canada and the first employee based in Western Canada.
2026
Merger between ASM and OTB
The people behind your success
Tommy Juteau
Chief Executive Officer
Andréanne Bolduc
Account Manager
Sue Markus
Ontario Sales Representative
Alexander Williams
Account Director
Philippe Robin
Sales Representative
Loïc Després
Director of Business Development
Mathieu Fortin
Sales Representative
Jonathan Chevalier Piché
Technical Representative
Nancy Anctil
Administrative Assistant
Lyne Bonin
Account Manager
Carolyne Meunier
Sales Representative - Clothing
Stephen Unger
Ontario Sales Representative
Marie-Hélène Morin
Administrative agent
Tommy Juteau
Chief Executive Officer
Lyne Bonin
Account Manager
Mathieu Fortin
Sales Representative
Sue Markus
Ontario Sales Representative
Stephen Unger
Ontario Sales Representative
Nancy Anctil
Administrative Assistant
Philippe Robin
Sales Representative
Loïc Després
Director of Business Development
Andréanne Bolduc
Account Manager
Carolyne Meunier
Sales Representative - Clothing
Jonathan Chevalier Piché
Technical Representative
Alexander Williams
Account Director
Marie-Hélène Morin
Administrative agent
Tommy Juteau
Chief Executive Officer
Loïc Després
Director of Business Development
Lyne Bonin
Account Manager
Andréanne Bolduc
Account Manager
Mathieu Fortin
Sales Representative
Carolyne Meunier
Sales Representative - Clothing
Sue Markus
Ontario Sales Representative
Jonathan Chevalier Piché
Technical Representative
Stephen Unger
Ontario Sales Representative
Alexander Williams
Account Director
Nancy Anctil
Administrative Assistant
Marie-Hélène Morin
Administrative agent
Philippe Robin
Sales Representative
Do you want to join the team?
Send us your resume and explain to us why you would be the ideal candidate.
Frequently Asked Questions
Do you have any questions?
Let's get straight to the point. Here you will find short and useful answers for advisors, buyers, and owners: brands, marketing, logistics, sales tools. This section is updated regularly. Don't see the answer you're looking for? Write to us.
In which regions do you operate?
Who is Groupe ASM?
How to get in touch with your team?
How can Groupe ASM help stores?
How to place an order or get inventory?
Frequently Asked Questions
Do you have any questions?
Let's get straight to the point. Here you will find short and useful answers for advisors, buyers, and owners: brands, marketing, logistics, sales tools. This section is updated regularly. Don't see the answer you're looking for? Write to us.
In which regions do you operate?
Who is Groupe ASM?
How to get in touch with your team?
How can Groupe ASM help stores?
How to place an order or get inventory?
Frequently Asked Questions
Do you have any questions?
Let's get straight to the point. Here you will find short and useful answers for advisors, buyers, and owners: brands, marketing, logistics, sales tools. This section is updated regularly. Don't see the answer you're looking for? Write to us.