Our Brands
We are proud to represent leading golf, court, licensed sports, and lifestyle brands.
Mint Green Group, Since 1974
Founded in 1974 by Ted Fletcher, The Mint Green Group was created out of a love for sport and penchant for sales. This love lead to a lifelong career as an entrepreneur, sports licensing pioneer and one of Canada’s foremost business leaders in the sporting goods industry.
Today, we are proud to represent leading brands across sport whose cultures and customers align with who we are. As we continue to build on our 45+ years in business, we look forward to adding new brands to our family and offering them the best-in-class sales, operations, brand building and Canadian marketplace expertise we’re known for.
The Mint Green Advantage
We Are Brand Stewards.
Brand DNA is at our core. Our expertise is in taking a brand’s global strategy and activating it cohesively and creatively in Canada, across every touchpoint.
We Make Deep Consumer Connections.
Everything we do starts and ends with the consumer – how and where they see the brand and how they engage with it. Our job is to understand the consumers’ needs deeply so we can earn their loyalty through meaningful content and an emotional connection.
Long-Term Relationships Across All Channels.
With over 45 years of proven success in wholesale, mono-brand retail and DTC, we have what it takes to get it right. We understand the retail landscape in Canada and how to differentiate across channels, drive sell-thru and leave the consumer with a lasting impression.
When We’re In, We’re All In.
We work with brands we believe in and go all-in on driving every aspect of their business in Canada. This includes regional product assortments, pricing and merchandising strategies, sales planning and execution, order fulfilment for B2B and DTC, brand activations and storytelling, and all aspects of customer experience.
Serving English & French Canada.
Our office space in Montreal and Toronto gives us proximity to all key buyers, industry partners, agency teams and media. Being headquartered in Quebec allows us to authentically establish credibility with the French Canadian customer base, who represent 23% of Canada’s purchasing power. Our fully bilingual team fluently operates in French and English, as required.
Our Values
The values we live by and inspire in others.
RESPECT
We want everyone to feel valued and have a voice. We’re open, honest and we each take accountability for our words and actions.
COMMITMENT
We are all committed to a common outcome, regardless of our individual titles. We do whatever it takes to WOW our customers, we’re loyal to our partners and we always aim to do what’s right for the business.
CREATIVITY
Creativity drives us. We make the mundane memorable and encourage new ideas and ways of thinking that make everyone’s business better.
TEAMWORK
We know the sum of our collective thinking and actions is greater than any of us acting alone. We ask for help when we need it and willingly step up when we’re needed by others.
FUN
Life is too short to not love what you do. Bringing a sense of lightheartedness, laughter and comradery to our work, is not only more fun, but leads to more productive and creative solutions.
Our Team
We’re a crew of service-obsessors, solution-finders, number-crunchers, designers, sports fans, athletes, sneaker freaks, dog-lovers and optimistic, life enthusiasts. Meet the team behind Mint Green.
TED FLETCHER
FOUNDER
Ted is one of Canada’s most recognized business leaders in the Golf, Sports and Lifestyle industries. With decades of experience leading the Canadian growth of many iconic brands, Ted has built a reputation as a trusted partner, a savvy entrepreneur, a dedicated philanthropist and a highly accomplished business leader.
JOANNE FLETCHER
CEO
With 20 years experience as a marketing & business leader, Joanne’s work spans North America’s biggest brands including Kraft Foods, Merrill Lynch, PUMA, Nike and Barnes & Noble. Joanne brings a strategic, collaborative and passionate approach to her work. As CEO, she oversees sales, product, operations & finance, with a focus on our lifestyle brands as well as our marketing and e-Comm efforts.
BOB COTE
PRESIDENT
Bob is a 25-year veteran in the golf and sports licensing business, having worked with leading brands such as Cobra, Acushnet, Greg Norman, ‘47 Brand and others. His long-standing relationships throughout the industry and his experienced sales leadership continue to be a key driver of Mint Green’s growth and success.
ADAM COX
EXECUTIVE VP & GM
Adam Cox has 25 years of corporate business experience , having worked for the Acushnet Company and Puma, leading Cobra Puma Golf’s business in Canada. An entrepreneur at heart, Adam combines his background in sales with his financial acumen to drive brands forward and fuel their growth. His core strength is in building a solid organizational structure and team to deliver long-term, sustainable success.
MICHEL LEVASSEUR
CFO
Michel has over 25 years of senior management experience across multiple industries including manufacturing, construction, retail, distribution, and technology for small, medium-sized and multi-national companies. He is a fluently bilingual CPA, CA, with a Bachelor of Commerce honours degree and a Certificate in Accountancy from Concordia University. Michel possesses a boundless curiosity and an unwavering commitment to meeting corporate objectives on time and within budget.