205-480 Huronia Road Barrie,
ON L4N 6M2

President's Blog




 ventureLAB, Trainers Choice and Invest Barrie partner to help health and wellness companies gain access to national markets

Call for submissions will create accelerated opportunities for small and medium-sized companies


BARRIE, ON, January 18, 2017 - Trainers Choice, ventureLAB and Invest Barrie have partnered on a new program which will create accelerated opportunities for companies with unique direct-to-consumer health and wellness products, to access established retail markets across Canada.


Combining ventureLAB’s access to the vast innovation network across Ontario and experience helping companies grow their businesses, the support of Invest Barrie and expertise of Trainers Choice and their established distribution channels with major retailers across Canada, this program represents an unprecedented opportunity for companies to fast track their market launch. Building on the successful Health Ecosphere model pioneered by ventureLAB and Southlake Regional Health Centre, this Call for Submissions represents the first time a private sector company has engaged with the program.




Trainers Choice continues to grow our brace and support brand in the mass market Pharmacy Category. Our new packaging is attractive and impactful, but most importantly the new innovative products featuring Kinetic Panelling is receiving extremely strong reviews.  The sales impact has been double digit growth and we want to thank our loyal customers, and the professionals recommending our products for our success with the new launch. I can’t wait to unveil our next project!! 





Dr Cool (Ice Wraps) were proud to sponsor Team Atlantic at the National Women's Under-18 Championship

Team Atlantic claimed fifth place after coming back to defeat Quebec 3-1. Heather Newman (Mount Pearl, N.L/Ridley College, CAHS) scored the winner with only 1:55 remaining in regulation.

 For the ninth time in the 10-year history of the National Women's Under-18 Championship, defending champion Ontario Red has claimed the gold medal, defeating Manitoba 2-1 in overtime at the Canada Summit Centre in Huntsville.





Trainers Choice signs 3 year extension with NHL Alumni

Oct 1, 2014 BY RICK SCHALY


Trainers Choice is pleased to announce that it has extended its partnership with the NHL Alumni. We originally started working with the NHL Alumni in 2007 and continue to support their charity hockey games, provide bracing and orthopaedic products to keep players healthy and active. The NHL Alumni Association is a registered charitable organization in Canada and the U.S. that serves as a passionate advocate for greater quality of life benefits for all former NHL players. The Association eagerly pursues greater benefits and the implementation of programmatic services devoted to enhancing the lives of retired NHL players and their families.

The NHLA serves its retired player members and their families through the NHL Alumni Association and supports youth and community charities through various charitable initiatives.  Since the inception in 1999 the NHL Alumni has made significant impact on both the retired player community as well as children's charities.

There are chapters in almost every NHL city and are home to the largest membership association for retired professional hockey players.  With a growing membership base we truly are Hockey’s Greatest Family, and Trainers Choice is proud to continue this relationship.








Dr Cool ready for launch

April 30, 2014 BY RICK SCHALY


The Dr Cool brand has really taken off. The retailers have embraced this line and we are really excited to see it land in stores this June. Sport Chek, Target, Brunet, Safeway, Royal Distributing, Sporting Life and Metro are the first wave of retailers to bring it in. The bright colours are really attracting positive attention. Most importantly, it really works well and the customer feedback has been very strong.  




Trainer's Choice partners with the TiCats!

April 11, 2014 BY RICK SCHALY


The Hamilton TiCats will play this season in their brand new, world class stadium called, Tim Horton’s Field. Trainers Choice has been selected to outfit their new medical room, along with supporting their athletic therapist staff with training supplies, medical and first aid, and of course their bracing products. The TiCats will have access to Mueller brand products, Trainer's Choice bracing and supports, and the new Dr Cool ice wraps. I personally can’t wait to see the new stadium and I share the excitement for the upcoming season.






Dr Cool arrives in Canada!

February 10, 2014 BY RICK SCHALY


Dr Cool™ www.drcoolrecovery.com has arrived in Canada!! Trainers Choice is pleased to introduce the patented Dr. Cool Recovery-On-The-Go Wraps™  . Dr. Cool are the only product to combine ice and compression in one flexible wrap.  The key technology behind the wrap’s ability to stay cool longer is the patented, chemical-free Coolcore cooling fabric, which has earned the prestigious Hohenstein Institute’s “Innovative Technology” award. 


          Dr. Cool wraps can be used as a dry compression wrap to support and protect various body parts during activities, or frozen to combine cold and compression to reduce swelling and speed recovery mid or post-activity. The chemical-free wrap is available in three sizes: 3” x 25”, 4” x50”, 6” x 50” accommodating any body part that needs cold therapy or simply a compression wrap to support ailments.


          “Down time effects the quality of life for our active consumers; nothing is more frustrating than being stuck on the couch nursing an injury,” said Nick Skally, marketing director for Coolcore. “Dr. Cool wraps provide a convenient, life-friendly recovery option for today’s active consumers.”


Coolcore announced that Trainer’s Choice will be its exclusive Canadian Distributor servicing the sporting good, drug, food and mass markets. These brands fit our philosophy of keeping people active in Life, work or sport. They certainly complement our existing lines and will be a real exciting line to represent.







Trainer's Choice customer support email


To Whom It May Concern: 

I purchased a Thumb Support about 5-6 months ago, I started to have problem with it, I took it back to the pharmacy that I purchased it, they were not helpful at all in order to resolve the situation, I was told to contact the manufacture if they could help me but there was no guaranty, I contacted the number that was written on the label at the same day and spoke to Denyse, she was very pleasant and handled my issue in professional matter, she asked me to send her few photo of the problem that I was experiencing, within few days; we exchanged emails regarding the issue; she arranged for me to pick up a new one from the same pharmacy, she was great and so helpful, even I was told by the pharmacy employee that I should not waist time and purchase another one, but Denyse proved that there are still hope for customer service in this industry, as a business owner; I would appreciate working with people such as Denyse, I'm so happy with the service that I received from her, I have purchased another 2 items form your company only because of her great service and I've been promoting your products to my clients since then


Thank you again for your amazing customer service,

N T. T.

ARC Wellness Centre




Trainer's Choice sponsors Canadian Lacrosse Association!



Dear Trainer’s Choice,


On behalf of the Canadian Lacrosse Association and the 2014 Men’s Field Team

Canada Program, thank you for your sponsorship of training supplies to the 2014

National Team Program. Your support makes it possible for our athletes to have

access to the top medical and training supplies in Canada. This sponsorship helps

ensure our players’ athletic therapy needs are met.


As we continue to grow as a National Lacrosse Program, we know that

partnerships with our sponsors are vital to our continued success. Your

sponsorship is truly appreciated and we hope for your repeated support in the



The 2014 Men’s Field Team Canada Program are proud to call Trainer’s Choice its

official sponsor of athletic therapy supplies.


Once again thank you for your contribution,




Danielle Smith


National Team Operations| Opérations de L'équipe Nationale

Canadian Lacrosse Association | Association canadienne de crosse







Trainer's Choice products at Hall of Fame Game!



Trainer's Choice products were on demand by the Hockey Hall of Fame players who recently participated in the Legends Classic game in the old Maple Leaf Gardens. Players participating included many current and future members of the Hall. Each year, Trainer's Choice provides players with bracing, supports, Mueller M-Tape, Trainer's Choice Prowrap and Mueller trainers supplies.



New online education available for Trainer's Choice customers



Trainer's Choice has added an incredible website feature to assist our customers with any injury and treatment concern. Our Trainer's Choice website will feature over 1200 best in class articles along with:

  • Animated videos
  • Patient Surveys
  • Email newsletters

Let us know what you think!




Trainer's Choice is pleased to be working with the Toronto Rock Lacrosse team again this year!! The Rock prefers the Trainer's Choice brand over all other brands and we are excited to supply them with Mueller Tape, bandages and trainers supplies! Watch for our in house video commercial during the game!  Go Rock Go!






I am really excited to see our new warehouse take shape. The Trainer's Choice staff have been busy this month preparing to move in order to double our space. The growth of our company is really exciting and we are pleased to be working with Mueller Sports Medicine, the Hold-it brand, the Axia 3 brand and Nordic Naturals! These are in addition to our own Trainer's Choice brand braces and supports which continues to be a leader in the Off the Shelf brace and support categories.




Evert Van Beek helped pioneer the development of Athletic Therapy. From the early inception of the athletic therapy profession, Evert applied his passion, innovative ideas and created the foundation of we enjoy today as ATs. Evert was taken away from us far too early. I recently was honored with the Canadian Athletic Therapist Association Evert Van Beek Award, and I can truly say it was a something that means so much to me, that it’s hard to express.



I have been blessed, fortunate and a little lucky along the way. What I do know is that many people have provided just as much passion and dedication as me toward our corporate success. My Trainer's Choice team has a steadfast commitment to our company success, unwavering dedication and a strong enthusiasm toward our profession. The Sports Medicine team prides itself in quality professional care with exceptional customer service, and it shows. Mind to Muscle continues to grow with an intense desire to be the best strength and conditioning coaches in the region. Most importantly, my wife and family walks with me every step of the way and I appreciate their support. Thank-you to the CATA for recognizing me and presenting me with this special award, I will cherish it with pride.






Thumbs UP?



Snowmobiles are a hardy bunch. From the time the trails open most are out there battling the elements.  Nothing is more enjoyable then a ride on open windswept trails that lay ahead.  However, along the way snowmobilers may experience a few aches and pains.


One common pain that some riders experience after a long day on the trails is in the right thumb.  “Throttle Thumb” as we commonly refer to it, is not fun or enjoyable. 

Keeping the thumb pressed on the throttle can be quite strenuous for the muscles of thumb.  Like any physical activity, after an extended period of time performing repetitious movements, muscles, tendons and joints may become stiff and sore.  Occasionally, if a rider experiences several rides with constant irritation to the thumb, tendonitis and joint inflammation may develop.  If ignored the rider may suffer debilitating thumb and wrist pain, swelling, and decreased strength making it difficult to continue to ride.


Signs and symptoms of Throttle Thumb may include:

  • Pain at the base of the thumb or along the tendons on the back of the thumb
  • Swelling, stiffness and tenderness at the base of your thumb
  • Decreased strength when pinching and grasping objects
  • Reduced movement


If you have noticed any of these symptoms, it’s recommended to use a cold compress to ice on your thumb for 20 minutes.  This will control the swelling within the tendons and muscles. Ideally, starting your season slowly will allow your whole body to adapt to the demands of the sport.  Wearing a thumb support can also help alleviate the strains placed on your thumb early in the season.


When experiencing thumb pain, a compression thumb support will keep the thumb warm, prevent stiffness, absorb shock and reduce thumb muscle fatigue.  Supports also can decrease pain while riding, and help reduce the inflammation process from starting.  Several types of splints are available.  Most are neoprene and available at a pharmacy or at your most dealerships. 


Prevention is the key.  Have a well-tuned machine; take care of your thumb pain when it occurs with ice and a support. Throttle Thumb should resolve itself over the winter season as the thumb gains strength with each ride. In severe cases that do not resolve with home care, consult your physician, physiotherapist or athletic therapist. 












Nordic Naturals® Expands Canadian Presence with New Distribution Partner

Trainer’s Choice to head up mass distribution for Canada


Watsonville, CA (January 1, 2013) Nordic Naturals, the leading manufacturer of omega-3 supplements, has named Ontario-based Trainer’s Choice, Inc. as its Canadian master importer. Trainer’s Choice is one of Canada’s top sports-medicine product suppliers. The two companies will partner to bring the Nordic Naturals Daily Line of fish oil products into mass distribution channels in Canada.


According to Jean-Philippe Sidaner, International Sales Manager at Nordic Naturals, “Our new liaison with Trainer’s Choice is in keeping with our mission to correct the global omega-3 deficiency. Their expertise in the sports medicine arena, along with their distribution excellence, allows us to reach an important audience. Canadians will now have greater access to our products through pharmacies, doctor offices, and natural health retailers, as well as grocery outlets.”

Rick Schaly, President of Trainer’s Choice, said, “We are all pleased that Trainer's Choice has become the Canadian master importer for Nordic Naturals. We are similarly aligned in the marketplace as quality, research-driven companies. With our administrative expertise, health-care experience and distribution capabilities, it is a natural fit for Trainer’s Choice to lead Nordic Naturals’ growth in Canada. The launch of their Daily Line will have a strong impact in our country.”

About Trainer's Choice

Trainer's Choice is the official sports medicine supplier to hundreds of Canada's athletes including the Toronto Rock Lacrosse club, Hamilton Tiger Cat Football team, the Canadian Athletic Therapist Association, Canadian Physiotherapy Association, and the NHL Alumni. Therapists, trainers and doctors rely on the company's complete line of products to help athletes "stay in the game." Trainer's Choice branded products are available at most pharmacies across Canada including Shoppers Drug Mart, Loblaw, PharmaSave, Metro, and Brunet. Trainers Choice also is the master Canadian distributor for Mueller Sports Medicine, WOW Oral Rinse, Axia3 Prodigestive Antacid, and Hold-it organizers. To learn more, visit www.trainerschoice.ca or follow them on Twitter, @trainerschoice.


About Nordic Naturals

Based in Watsonville, CA, Nordic Naturals is committed to delivering the world’s safest, most effective omega oils to help provide the essentials of an extraordinary life. Distributing to more than 35 countries, Nordic Naturals offers more than 150 products in a variety of flavors and formulations, all in line with leading standards for safety, efficacy and sustainability. By providing omega oil supplements for adults, kids, athletes, and pets, Nordic Naturals helps everyone do more of what they love. Further information is available at www.nordicnaturals.com. Nordic Naturals is on Facebook at www.facebook.com/nordicnaturals and people can follow them on Twitter, @NordicNaturals.



Trainer's Choice has recently provided a significant donation to the Christian Blind Mission. The CBM has been helping men, women and children in the world who are struggling to survive poverty and disability in the darkest corners of our world. People with disabilities are capable of living full and productive lives. To this end, Trainer's Choice and CBM have joined together to come alongside these individuals to help them be as able as they can be. Sometimes life-change means correcting or curing a person’s impairment through surgery, medical care, rehabilitation or products. Trainer's Choice is proud to help in this regard by providing medical supplies, braces and supports improving mobility and function in their lives. Hopefully, we are able to make difference and help these people to live a full and productive life within their family and their community. We appreciate the CBM supporting this cause and facilitating this project with us.






I am very pleased to announce that Trainer's Choice has become the Canadian brand manager of Nordic Naturals. NN is the number one producer of fish oil, and Omega 3 in the world. This brand aligns very strongly with the Trainer's Choice position in the market place as a quality research driven company. With a reputation for efficacy and potency, Nordic Naturals fish oils are regularly chosen by independent research institutions and universities such as Harvard, Columbia, Duke, UCLA, and Cedars-Sinai Medical Center—with 25 published studies, and more than 30 in progress. Distributing to over 30 countries on 6 continents, Nordic Naturals offers more than 150 products in a variety of flavors, concentrations, and delivery forms.  Joar Opheim, CEO notes “As the evidence behind fish oil continues to grow and drive awareness of the crucial importance of omega-3s to good health, it’s more important than ever to understand how purity, freshness, and structure determine the overall quality of fish oil. I founded Nordic Naturals with the fundamental goal of improving fish oil quality, and today our commitment to innovation remains absolute.”





 Trainer's Choice will be bringing the Nordic Natural Daily Living  Fish Oil line to mass, food and drug retailers across Canada.






Mueller Sports Medicine has had a strong presence in Canada for over 20 years.  Over that period we at Trainer's Choice have always worked hard to provide new and innovative sports medicine products to Canadian retailers, sports clubs and teams, universities, and medical professionals.  


In our effort to continually improve the service and product selection to our Canadian customers, I am pleased to announce Mueller Sports Medicine has named Trainers Choice as master distributor for all of Canada as of January 1, 2013.  Mueller is a complimentary line to the Trainer's Choice brand, and opens up a larger selection of products for the Team, first aid and Sporting Good Categories. We are really excited to work with Mueller and grow this business in Canada.













I have talked to a few riders who are suffering from elbow pain during, or after a challenging ride. A common sports injury is tennis elbow, but it is a catch phrase that applies to elbow pain when riding your ATV. Pain on the outside or inside of your elbow is caused by repetitive stress on the muscle tissue of the forearm. However, tennis elbow occurs where the tendons of the forearm attach to the outside of the elbow, while golf elbow occurs on the inside. You will know which condition you have by the location of the pain.

Manoeuvring your bike can put undue pressure on the muscle tissue, resulting in inflammation and tiny tears in the tendon. Riding an ATV, gripping your handle too tightly and regularly swinging the steering with great force are usually the reasons for injury. Other activities, sometimes at home or on the job, can result in adding to the stress and pain in your elbow. For example, using a screwdriver, raking, painting, weaving and hammering are all repetitive acts that can lead to tennis elbow if you do not listen to your body’s needs.

The best way to prevent most athletic injuries is to strengthen the body. Strong muscles are less susceptible to tears and can withstand a certain level of stress. Any exercise that works the forearms, perhaps using light hand weights, will strengthen this area. (Wrist curls, squeezing a ball)

Hand in hand with strengthening comes stretching. Flexible muscles and joints are capable of bending and twisting as you play with less risk of strain. Always warm up and stretch. Taking your wrist and flexing it down or up is a good way to stretch before riding. Hold stretches for 15 – 20 seconds.

If you currently suffer from tennis or golf elbow, the pain has probably been escalating for several weeks now. Your muscles tissues are inflamed and only rest will give them the chance to recover. If your arm is swollen, ice packs should be applied regularly. Once the swelling goes away, compression may help the injury heal more quickly. Forearm supports are another way to keep from straining the injured arm.

A “tennis/golfers elbow” strap is really effective in reducing the stress to the elbow while riding. Trainer's Choice manufactures a support that features a high density foam pad and strap that absorbs shock and significantly reduces pain. It is available at Shoppers Drug Mart, Loblaw and Pharmasave pharmacies.

Remember that often sport-related injuries need to have rest, ice and compression so that the inflammation will disappear quickly. Now that you know more about golf and tennis elbow condition and how to prevent it, you should be able to enjoy your favorite sport without fear. The best advice is to take it easy and stop if you feel any pain. Listening to your body will keep it in sports-ready shape for years to come.









Exciting times, we just received our first order from Home Depot for our new HOLD-IT product! The Shopping Network is adding it to their spring programming……….  And we are busy building the Rexall program for a November installation. The team at Trainer’s Choice is really awesome, and I’d like to thank them for continuing to provide stellar customer service to our new and loyal customers!




Trainer’s Choice continues to innovate!

The new WOW product is crazy exciting. It’s a product that freshens breathe, and cleans your teeth. How many times have you been at a dinner party, travelling all day,  or going out and wish you could brush your teeth?

WOW will be a product that helps solve this problem! It’s simple, effective and inexpensive.

Watch these clips!



Our sales team will have fun with this product!




Welcome to my first ever blog!

In my first installment, I can’t help but tell you about our new website and its mobile educational capabilities. The Trainers Choice team has spent two years developing our Interactive Injury Guide that will be of great benefit for our retailers, professionals and customers. It offers useful information on injuries, the anatomy, how to treat and care for most conditions. If a brace will help in the recovery, prevent further injury or reduce pain, our video fitting clips will guide customers with their selection and fitting tips for each of our products. I have to thank our Sports Medicine Physicians and orthopaedic surgeons who peer reviewed all our material, especially Dr. Shannon Bauman. Best of all, the information is available through your smart phone by scanning the QR code on any Trainers Choice package! Customers can be in the store, scan the QR code and have the fitting tips, education and advice all before making that important purchasing decision! Very cool!

In my future blogs, I will be looking at the industry, its trends and providing insights on the evolving medical product field!


Rick Schaly, CAT(C), President
Sports Medicine
Trainers Choice, Inc.
Mind to Muscle Strength and Conditioning