Our Story


The Covenant Group’s Mission is to educate and coach entrepreneurs and executives. Our passion is to help our clients achieve and sustain peak performance, as they define it. That is why our tagline is Redefining Performance. We assist our clients in designing the right business model and implementing the necessary strategies and tactics to reach their objectives. 


We have designed a performance management system to guide entrepreneurs in the implementation of their strategy and ensure accountability to the goals they set out to achieve. Established in 1995, The Covenant Group is headquartered in Toronto, with offices in Québec and the US, and client networks in North America, Europe and the Caribbean. 


Today, we work with some of the world’s largest institutions to help them grow market share and increase productivity. We have trained thousands of entrepreneurs and their teams through our marketing, sales, leadership/management and strategic coaching programs.

Our Clients

Companies that trust us to help them achieve and sustain peak performance.

The Great West Life Assurance Company
Sun Life Financial
Rise Properties Trust
guardian group life caribbean
London LIfe
Milborne Gold
Nicola Wealth Management
Richardson GMP
The CoOperators

Our Leadership

Redefining performance by changing conversations.

Norm Trainor

President & Chief Executive Officer

Entrepreneurs who work with us typically see revenue increases of 50 percent to 200 percent within the first two years.

Given that my vocation is my avocation, away from work I find myself still focused on learning and leading. I love to read books on economic, social and technological changes––and write books on high-performing entrepreneurs. My latest book, The Business Builder, covers how to build an elite advisory firm. Download it here.

When I really need to recharge offline, I like nothing more than getting active outdoors. A good workout is re-energizing and clears the mind.

Keita Demming Ph.D

Director of Development & Innovation

The more we learn from others, the more likely we are to find our own journey a little bit easier. This is what drives me at The Covenant Group, where I design training programs and coach clients to meet their strategic goals and build business. 

We’ve coached tens of thousands of leaders, entrepreneurs and organizations in how to develop new lines of business or overcome complex problems that stand in the way of success.

Building any new training or workshop starts with people first. This is what I love about what I do—drawing on my academic research on innovation and organizational change, and translating it into tools, coaching and consulting to help clients take immediate action and generate results.

Get updates on new publications, tools, and other resources from The Covenant Group.

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Whether your goal is to make more money, gain more enjoyment in your work or build a sustainable business. We can help you develop powerful strategies and tactics to achieve your vision.

© 2022 The Covenant Group Ltd. All Rights Reserved.