HAX COACH & FOUNDER
BLAKE JACQUES
Originally from Winnipeg, now residing in Kelowna, BC. Blake is a former elite-level hockey player who has since transitioned to becoming an Entrepreneur, Hybrid Athlete, Ironman U Certified Coach and Founder of HAX. He founded HAX in 2022 with efforts to help others reach new heights around Fitness + Community. This vision came to himself when he retired from playing Hockey and felt lonely in sport. He noticed dozens of others felt this way after ending their childhood sport which helped grow the vision of HAX. Since founding HAX, he has been travelling to in person HAX events, coaching over 400+ athletes and still manages to race in endurance events. He has completed 9 Ironman events and will compete at the Ironman 70.3 World Championships in Spain in November 2025.
He has an athlete centred coaching approach meaning every athlete is unique and this uniqueness of personality is respected by Blake. Each athlete is coached in a way which is appropriate for them and their goals.
He has goals of growing HAX through dedication mixed with consistent hard work but also harvesting being there for his athletes and team.
HAX COACH
Trey Kueper
Trey Kueper hails from Waterloo, Illinois, bringing a robust educational background with a Bachelor’s in Dietetics and a Master’s in Health Advancement and Promotion. A former baseball player turned endurance athlete, Trey boasts a personal best of 4 hours and 45 minutes in Ironman 70.3 races.
At HAX, Trey combines his passion for sports with his extensive nutritional knowledge to ensure athletes are not only trained but also expertly fueled. His coaching emphasizes the power of consistency. Believing that sustainable progress comes from the steady accumulation of regular, structured training rather than sporadic efforts.
Trey’s coaching philosophy is built on creating personalized, progressive training plans that balance intensity with recovery, fostering long-term performance gains and resilience. He champions a coaching style that is supportive yet challenging, encouraging athletes to set and surpass realistic goals while maintaining a sustainable approach to training and life.
Through his dedication, Trey aims to enhance the HAX athletes and community by helping athletes achieve peak performance and reach new heights in their fitness journeys, embodying his mantra: “Consistency builds greatness.”
HAX COACH
Brock Hoel
Brock Hoel is a distinguished triathlete from Kelowna, BC, who was part of Team Canada’s 2024 Olympic roster. Brock's illustrious career includes a bronze medal win at the Pan Am Games and his recent qualification for the Ironman Pro card. As he prepares to compete in the prestigious T100 series and Ironman Pro Series in 2025, Brock brings a wealth of experience and expertise to HAX.
An expert in the triathlon disciplines of swimming, biking, strength, and running, Brock possesses in-depth knowledge of performance strategies that ensure optimal outcomes for athletes at all levels. Over the years, Brock has trained alongside some of the top triathletes and coaches from around the world. His strength lies in his deep understanding of human physiology and his ability to translate complex science into personalized programs that nurture each athlete. By considering their strengths, weaknesses, and daily life, he continuously adapts and assesses their progress. His coaching approach is meticulously aligned with HAX’s standards of personalized and top-tier coaching, focusing on crafting tailored strategies that enhance each athlete's strengths and address their individual goals.
Now residing in Kelowna, BC, Brock is not only a professional athlete but also a mentor who is passionate about developing the triathlon community. His experience on the world stage and his analytical approach to training make him a profound asset to our team, helping athletes to not only meet but exceed their triathlon aspirations under his guidance.
HAX Coach
Katie Griffiths
Katie Griffiths is a Canadian endurance athlete and coach with over six years of experience coaching across fitness, strength, and triathlon. She has worked with athletes of all levels, from first-time endurance athletes to competitive racers, helping them build sustainable fitness while balancing real life demands.
As an athlete, Katie is a Ironman 70.3 World Championship finisher and a strong believer in hybrid training, blending strength and endurance to create resilient, well rounded athletes. She has consistently practiced what she coaches, successfully managing strength training alongside high level endurance preparation, and is currently on the path toward pursuing her professional triathlon card.
Katie has been part of HAX Athletic Club as both an athlete and coach, working closely with Blake on athlete development, planning, and execution. Through this, she has shown exceptional discipline, consistency, and care for her athletes, with a coaching style that is supportive, detail oriented, and performance driven.
At HAX, Katie coaches athletes one on one, handling day to day communication, training plans, and guidance, while collaborating closely with the broader coaching team to ensure every athlete is progressing with confidence and clarity. She is deeply passionate about helping athletes train smarter, stay strong, and reach goals they once thought were out of reach.
HAX Family Says: