About Us
Maximilian Gaudet
Co-Founder / CEO
At Valeo Sports Group, Max leads the agency's vision of creating authentic, mutually beneficial partnerships between athletes and brands. His focus is on helping athletes unlock opportunities beyond competition while enabling companies to connect with audiences through credible, purpose-driven ambassadors.
A sports business professional with NHL experience spanning hockey operations, corporate partnerships, brand activations, athlete marketing, and business development, Max has built his career at the intersection of sports and commerce. His work has focused on helping organizations develop strategic partnerships that create measurable value for athletes, brands, and the communities they serve.
With a BS in Sports Business Management, an MBA in Finance, and a Master of Legal Studies, he brings a multidisciplinary approach that combines business strategy, financial insight, legal structures and contracts and a strong understanding of the evolving sports and sponsorship landscape.
As a former competitive hockey goaltender, Max developed the discipline, resilience, and team-first mindset that continue to shape his professional approach. His firsthand understanding of the athlete experience, combined with his business background, drives his commitment to helping athletes build their brands, expand opportunities, and achieve long-term success.
At Valeo Sports Group, his focus is simple: helping athletes and brands build authentic partnerships that create lasting value. By understanding both the business side of sport and the realities athletes face, he works to develop opportunities that support long-term success. He believes the strongest partnerships are built on trust, shared values, and genuine connection and that philosophy remains at the heart of everything Valeo Sports Group does.
Veronika Gaudet
Co-Founder / COO
Veronika is a communications and marketing professional with a career focused on building brands, developing strategic partnerships, and creating compelling stories that connect organizations with their audiences.
Her work as a professional photographer and content creator, with imagery licensed through leading international stock agencies, has further strengthened her expertise in visual storytelling, personal branding, and audience engagement.
Holding a degree in Communications from Simon Fraser University, she has worked across content marketing, brand development, photography, media production, and business communications, helping organizations strengthen their market presence and engage audiences through authentic and impactful messaging.
A former competitive swimmer and coach, Veronika's lifelong connection to sport has shaped her understanding of athlete development and performance. Over the past decade, she has also gained extensive firsthand experience navigating the high-performance hockey environment as a parent, providing unique insight into the realities athletes face both on and off the ice.
As a former co-owner and marketing director of a hockey training center, she helped build community partnerships, support athlete development initiatives, and grow a sports-focused business. This blend of entrepreneurial experience, marketing expertise, and sports industry knowledge forms the foundation of her work at Valeo Sports Group.
At Valeo Sports Group, Veronika oversees operations, brand development, and strategic partnerships, helping create meaningful connections between athletes, organizations, and brands while supporting the company's long-term growth and vision.
We are lifelong sports fans and former athletes. We love the excitement of competition, the stories that unfold through a season, and the way sport can bring people and communities together. Like millions of others, we've spent countless hours watching games, following athletes, and celebrating unforgettable moments.
But our appreciation for sport goes beyond the scoreboard.
Having spent years around competitive athletics, we understand that every performance represents thousands of hours of training, sacrifice, discipline, and perseverance. Behind every athlete is a person who has committed an extraordinary amount of time and effort in pursuit of their goals.
Training, travel, practices, and competition consume most of the year, leaving little time to earn an income or gain the work experience many of their peers take for granted. While a small number of professional athletes enjoy substantial financial success, the vast majority do not. Many postpone their careers, education, or other opportunities while dedicating themselves to their sport.
Valeo was created with the hope of easing some of that burden by helping athletes build meaningful partnerships that provide financial support today while strengthening the personal brand and professional relationships that can benefit them long after their playing careers have ended.
That perspective shapes how we approach our work at Valeo Sports Group. We believe athletes should be valued not only for what they accomplish in competition, but for the character, dedication, and influence they bring beyond it. Our goal is to help create authentic partnerships that recognize that value while supporting athletes, brands, and communities alike.
