Sport has always taught lessons that go well beyond the field of play — things like teamwork, leadership, and respect. But too often, we leave those lessons to chance.
Our goal is to help athletes recognize that the values they learn through sport can — and should — shape who they are far beyond the season. We want to equip them with the mindset and tools to contribute to their sport and their community not just today, but 10, 20, and 30 years from now.


We want to cultivate a generation of well rounded athletes who positively impact their sports, communities, and cities over the next 10, 20, 30 years.
The 10-20-30 Project is a youth leadership and life skills initiative designed to teach athletes essential values like competing, teamwork, respect, leadership, fun, communication, how to band community engagement.
Through a five-module program, we help young athletes not only excel in sports but also positively impact their communities for the next 10, 20, and 30 years.
The 10-20-30 Project is an in-person, team-based program for U13 to U18 athletes that uses sport to build leadership, character, and community engagement. Through our CTRL-F values — Compete, Teamwork, Respect, Leadership, and Fun — athletes explore communication, allyship, belonging, and the responsibility they have to give back.
How It Works
Module 1: CTRL-F Values
An introduction to the core values of the program and how they apply in sport and life.
Module 2: Communication and Allyship
Building stronger teammates through communication, inclusion, and support.
Module 3: Athlete Ambassadorship and Community Connection
Learning what it means to represent your team and community well, while hearing directly from a charity or non-profit about the work they do and the needs they serve.
Module 4: Community Project Planning
Creating a team give-back plan connected to a real community need.
Community Give-Back Event
Putting the plan into action through a fundraiser, volunteer initiative, or hands-on project.
Module 5: Reflection and Looking Forward
A 30-minute follow-up session focused on impact, accountability, and how athletes can continue giving back in the years ahead.
Program Delivery
In-Person Team Experience
Modules 1 through 4 are typically delivered in one in-person session of about two and a half hours.
Interactive Learning
The program uses a combination of exercises, videos, guided conversation, and reflection to keep athletes engaged and involved.
Between-Session Work
Between the first four modules and Module 5, teams complete two short homework assignments focused on communication and allyship while working on their community project.
Practical Takeaways
Athletes leave the program with tools and experiences they can draw on for resumes, applications, interviews, and future leadership opportunities.
For younger athletes, we have also developed a separate delivery model called Coach Santa’s Mission of Kindness. Created for players under 10, it introduces sport values, kindness, and community connection in an age-appropriate way through a platform designed specifically for younger children.
Learn more about Coach Santa's Mission of Kindess Here - https://coachsanta.com/

The program starts with a clinic-style session, where we deliver the first four modules in a one in-person block, about the same amount of time it takes to play a game.
These modules guide athletes through:

The team then takes what they’ve learned and puts it into practice organizing and executing a community initiative they design themselves.

Once the project is complete, we return for Module 5, a 45-minute wrap-up session focused on reflection and looking forward. Athletes discuss what they learned, the impact they made, and true to the name of the project, where they see themselves contributing to sport and community in 10, 20, and 30 years.
Our facilitators use a combination of activities, videos, testimony, and class participation to engage your team.
all of our programs are delivered in person in 3-4 hours, approximately the same time commitment as one game. We offer flexible scheduling to ensure it works for your team.
Since the program inception in 2023 our outcomes have exceeded expectations, showcasing the creativity and commitment of our athletes. Our pilot project showed positive impact on charities and community organizations which were profound:
To Date
Over 200 athletes in Calgary have participated in the program
The average impact per player is $275
The average impact per team is $2975
In 2024, 10-20-30 Project ran a pilot with two baseball teams and three Hockey Calgary teams. Together they put $15,000 back into local two charities.
Want a deeper look at how the 10-20-30 Project works? Want a deeper look at how the 10-20-30 Project works? These downloadable resources provide more detail on the thinking behind the program, how the modules are delivered, what teams take away from the experience, and how our Coach Santa’s Mission of Kindness model introduces these ideas to younger athletes.
These downloadable resources are intended to give athletes, families, coaches, schools, and community partners a clearer understanding of how our programs are structured and what they are designed to achieve.
10-20-30 Project Overview (pdf)
Download10-20-30 Project Program Structure (pdf)
Download10-20-30 Presentation (pdf)
DownloadCoach Santa’s Mission of Kindness Public Report (pdf)
DownloadHOKS Lacrosse U17 Team End Package April 2025 (pdf)
DownloadThe Edge Prep Hockey Team Impact Report, Feb 2025 (pdf)
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