Blake Jacques

HAX Founder & Head Coach · Kelowna, BC

Originally from Winnipeg and now based in Kelowna, BC, Blake is a former elite-level hockey player turned full-time founder of HAX and full-time coach. After retiring from hockey, Blake experienced firsthand the loneliness that often follows the end of a competitive athletic career — and recognized that feeling in dozens of others around him. That insight became the founding vision of HAX in 2022: a community built around fitness, belonging, and helping athletes reach new heights.

Since founding HAX, Blake has transformed hundreds of athletes, travelled globally to in-person HAX events, and continued to compete himself, completing 14+ Ironman-branded races and dozens of running events. He has also qualified for the Ironman 70.3 World Championships two years running, a testament to the same standards he brings to every athlete he coaches.

"Every athlete I work with is unique, their personality, their goals, their life. That uniqueness isn't something to work around, it's something to build on. I hold high expectations for the people I coach, but I care just as deeply about the humans behind the training. I treat my athletes as a person first, athlete second. HAX was built on that belief, and everything I do as a coach comes back to it."