CRAIG “PATTY” PATTERSON
CEO / FOUNDER
After earning his Mechanical Engineering degree, working for two fortune 100 companies in business development, starting a Green Building Design Firm from scratch, Patty decided to try his hand in the fitness industry.
Patty opened the world’s fifth CrossFit affiliate and Canada’s first in Vancouver in 2004. He was mentored directly by CrossFit Founder Greg Glassman from 2004 – 2009 and because of this relationship with Greg, Patty’s gym “always looked different”.
As CrossFit grew, more and more new affiliate owners started contacting Patty for advice, and before he knew it he was consulting to more than 100 business owners. Along with other affiliate owners—Dave Picardy, Dan McDougald and Devin Glage—the group started to figure out best practices to professionalize the fitness trainer.
Discussions and mentorship eventually led the group to quickly realize that in order to teach themselves and their staff how to implement Madlab’s Best practices (Which has morphed into Madlab’s Business model) they needed infrastructure. Infrastructure needs money. Hence the creation of the MadLab Group.
Today we are on our third generation of “Infrastructure” and Patty’s Engineering and leadership background has been instrumental in developing the team to bring the Madlab Business model to your gym.
DEVIN “BIG RED ASSHOLE” GLAGE
Big Red learned directly from Patty in Vancouver when he completed one of CrossFit Vancouver’s first Coach Development Programs in 2009. From there, he moved home to Ontario and opened RAW School of Fitness in Penetanguishene, Ontario.
With a phone call every few months, and some random word docs, Patty managed to guide Big Red down the path of the 8 Laws of Gymmin’ and turned a flailing gym in a small town, in the a profitable, sustainable business.
As an Alpha Team member of the MadLab Group, Big Red also owns RIPT Skin Systems as well as oversees all Madlab Group Operations.
DAVE “SHERMAN” PICARDY
VICE PRESIDENT – SALES
Dave Picardy is the owner of North Shore CrossFit, just outside of Boston, Massachusetts. Like Patty, Picardy’s gym was also one of the early CrossFit affiliates. Dave was one of the founding participants in the early “mastermind” groups in 2006-2007, where affiliate owners worked together to develop best practices and even shared financials. Picardy got involved with the MadLab Group early on as an Alpha Team member. Dave has tried every system out there, and is a firm believer in the Mad lab Business model because it works and he has seen hands on what it has done for his coaches and community.
Today, Picardy is the MadLab Group’s Vice-President of Sales. He speaks from the heart, believes in what he is doing and cares about every gym in our membership.
GENEVIEVE “GG” GEE
GG has over 15 years experience in small business infrastructure and strategic staff training development. She gained this experience across a diverse field, including hospitality, scientific research, sport facilities, and private health care- all while keeping her love of sports and fitness alive.
When the opportunity came up to open her own fitness facility, she jumped on it.
In 2013, GG reached out to Patty and quickly realized that MadLab Group was 7-10 years ahead of any other consulting service, and immediately started the process to switch her facility into a MadLab facility. The results were immediate- double revenue, retention through the roof, happier coaches and she was able to completely step off the floor.
After a time, GG found herself helping out the other business owners in the MadLab Group, and was brought into the Implementation Manager position. Her genuine passion to be the change you want to see in the world is contagious, and she feels grateful everyday for her role in getting the MadLab Prescription for Life to as many people as possible.
GG uses her contact and feedback as the Implementation Manager to drive the Online School development, one of the many ways that MadLab Group is able to stay innovative.
JEREMY “JJ” JONES
PROFESSIONAL COACH DEVELOPMENT PROGRAM (PCDP) MANAGER
KELLY “DASH” HANSEN
GM – MADLAB SCHOOL OF FITNESS – VANCOUVER
Dash came on board with the MadLab Group in 2011, eventually working her way up to the Executive Officer position in 2013 and is now the GM for our flagship School in Vancouver.
Dash has worked side by side with Patty since day 1 of MLG and is currently is developing Madlab’s GM Role as well as rebranding and marketing for our partner gyms.
Also nicknamed “The Rat Catcher,” she keeps everyone in line and helps things run smoothly.
TONY “THE PROFESSOR” LEYLAND
DIRECTOR – EXERCISE SCIENCE
Tony Leyland is a kinesiology professor at Simon Fraser University who has been involved with CrossFit and mad lab School of fitness since 2005. Leyland has always been the educational advisor at MadLab School of Fitness.
In 2012 he took on a large role with MadLab Group; developing all of the anatomy, exercise science and nutrition courses and exams on our online school. Long winded and sporting patches of beard he missed shaving, he is exactly as a great prof should be…….wiry and spry!!
AUDREY “SQUAD” PATTERSON
Audrey is Patty’s wife and is also the Content Developer for MadLab Group.
A diverse individual, Audrey is a a professional trumpet player, who works part-time with the symphony, as well as a senior apprentice coach at MadLab School of Fitness.
As Content Developer for the MadLab Group, Audrey helps with the development of the courses in the online school as well as the organization of presentations for Madlab Executive summits
TARA “Mom” PICARDY
Tara, Dave Picardy’s wife, spent time around the MadLab Group looking in for many years before getting directly involved in 2014 when she took on the administrative role. She is also in charge of helping new members with their administrative transitions to MadLab systems and software within their own businesses.
ANDY “URBAN MONK” SWARTZ
PROFESSIONAL COACH DEVELOPMENT PROGRAM ADVISOR
Andy is a long-time strength and conditioning coach. He has his Level 1 and 2 CrossFit certificates, as well as his Olympic weightlifting and endurance certificates. He also has his Z-Healthy R, I and S-Phase Certification, his NCCP Level 1 Weightlifting certification, and Stretch Therapy credentials. In short, Andy is a technician, who understands human movement as well as anyone.
Currently, he works closely with Sheppy and Prof in the areas in the area of Coach Development. From teaching apprentices how to assess and correct movements to implementing on-floor and written exams, Andy’s role in professionalizing the fitness coach is invaluable to the MadLab Group.
CHRIS “SHEPPY” SAINI
PROFESSIONAL COACH DEVELOPMENT PROGRAM ADVISOR
Sheppy has been a CrossFit coach at MadLab School of Fitness since 2006.
He is now one of its top instructor coaches. His main focus is in raising an apprentice coaches, as well as coach evaluations, both on the floor and written exams. From sales training to education about anatomy, exercise physiology and movement assessments, Sheppy’s job is to turn apprentice coaches into self-sufficient entrepreneurs, who are technically-sound strength and conditioning specialists that make professional wages.
On top of developing coaches in Vancouver, Sheppy also consults to MadLab Group members about how to run their own coach development programs in a way that benefits clients, coaches, and, of course, the business.
DAN “Dood” MACDOUGALD
IN HOUSE COUNCIL
GRAND WIZARD (12 STEP MOOSE COCK PROGRAM)
Dan McDougald is a retired attorney and also the owner of CrossFit Atlanta.He is an Alpha Team member who has been working with Patty for a number of years. His role today has evolved into the Grand Wizard; in other words, he advises affiliate owners how to get off the Moose Cock. This means he helps affiliates first to develop solid foundations programs via personal training, as well as how to develop coaches into true professionals. The ultimate goal for Dood is to watch MadLab Group members become a 1-Seal, a 2-Seal and eventually 3-Seal facility, the ultimate standard for a world-class school of fitness.