For SLC grad Caleb Huard, creating a unique placement opportunity worked out better than he imagined for four Business Administration - Marketing students, as they built a brand that brings together his passion for long-distance running, creativity, and entrepreneurship.
Caleb, Director of Business Development at Tangent MTW, and who graduated from the same program in 2017, oversaw students Tristan Coote, Krystal O’Neill, Sebastian Pettinicchio, and Zack Lemaire who built the Northern Endurance brand for long-distance runners working in SLC’s Innovation Hub.
“I knew I had a good idea for a placement and worked with faculty Kathleen Mikhailsen to create this opportunity,” Caleb explained. “The students utilized their placement to conduct thorough market research, identifying potential niches where the Northern Endurance brand could thrive.”
Northern Endurance will focus on telling captivating stories of ultra runners and their extraordinary goals, according to Caleb. They established a strong presence across social media platforms, including Instagram and TikTok, and through these channels, they began sharing engaging content about athletes and the sport, gradually building a dedicated audience.
The students also achieved early milestones by onboarding their first two athletes, expanding their network beyond Caleb’s personal project to run the entire Bruce Trail, Canada’s oldest marked trail. By connecting with various brands and trail authorities, they set the stage for future collaborations, content creation, and even potential races.
With a placement designed to run for years, Caleb aims to also collaborate with SLC’s Fitness and Health Promotion program. “Who knows where this will go?“ said Caleb. “I'm proud of this placement and the students. For me it has been one of the best experiences with SLC. My focus now will be to continue to bring students in to grow this so they can find real career opportunities.”