Sport for Life and Physical Literacy for Life Announce Drew Mitchell as New Chief Executive Officer
Victoria, B.C. — Sport for Life and its charitable partner, Physical Literacy for Life, are pleased to announce Drew Mitchell’s appointment as Chief Executive Officer, effective August 1, 2025. Mitchell, currently Senior Director of Physical Literacy for Sport for Life, is a former Canadian National Canoeing Team member with 30 years of sport and physical activity system experience and a proven track record in program development across over 50 different sports at local, provincial, and national levels.
A graduate of Simon Fraser University with a Bachelor of Science in Kinesiology, Mitchell brings over 40 years of involvement in sport and fitness as an athlete, coach, administrator, volunteer, developer and manager. During his 13 years at Sport for Life, he has expanded the organization’s reach significantly. Prior to joining the organization, he managed Sport Technical and Performance Services for viaSport BC and served as Manager of Science & Medicine programs for SportMedBC.
This strategic internal promotion positions Sport for Life to accelerate implementation of its ambitious 2025-2028 strategic plan, focusing on two transformative priorities: improving the quality of sport and developing physical literacy through the organization’s “Create. Share. Mobilize.” approach. Mitchell’s deep operational knowledge and extensive network position him uniquely to drive these game-changing initiatives.
“I’m excited to lead Sport for Life into its next chapter as we work toward becoming the global leader in physical literacy and sport for life,” said Mitchell. “We’re not just setting targets—we’re creating a movement that will touch 10 million lives by 2029. Our focus on building inclusive pathways and dismantling barriers means every Canadian, regardless of background or ability, will have access to quality sport experiences that can transform their lives.”
Mitchell’s leadership credentials include developing the Physical Literacy for Communities initiative, a cross-sectoral approach that has expanded from a BC pilot to a national initiative working with dozens of communities from Kuujjuarapik to Trinity/Port Rexton to Prince Rupert, impacting hundreds of thousands of Canadians over the years, including more than 150,000 children and youth aged 2-18.
“What excites me most is our community-level impact,” Mitchell added. “When you see a child discover confidence through movement, or a community come together around shared physical literacy goals, you understand the power of what we’re helping to build. That’s the legacy I want to expand—making sport and physical activity a cornerstone of healthy, thriving communities across Canada and beyond.”
“Drew has been instrumental in developing our physical literacy initiatives from the ground up,” said Richard Way, the outgoing CEO. “His promotion represents natural succession planning—he knows our systems, our partners, and our mission intimately. More importantly, he has the vision and drive to take us to the next level.”
Ram Nayyar, Chair of the Sport for Life Board of Directors, emphasized the strategic significance of this appointment: “Drew’s leadership comes at a pivotal moment as we embark on our most ambitious strategic plan yet. His unique combination of academic training, operational excellence, and proven innovation gives us confidence we’ll achieve our 2029 goals—delivering 4,000 education certifications, creating 20 new resources, and managing 50 major projects, including five million-dollar initiatives.”
As Founder, Richard Way will continue mentoring and ambassador work, leveraging his global network to advance both organizations’ missions. His legacy includes co-authoring Canada’s Long-Term Development in Sport and Physical Activity framework, establishing Sport for Life as an internationally recognized leader, and championing the development of physical literacy as a foundational concept that has impacted hundreds of communities across Canada and around the world.
About Sport for Life
Sport for Life is a Canadian non-profit that works to create systemic change in sport and physical activity through Long-Term Development frameworks, coach and leadership education, competition review, and movement integration across sectors.
About Physical Literacy for Life
Physical Literacy for Life is a registered charity that works to ensure all Canadians, regardless of age, ability, or background, develop the foundational movement skills and confidence to be active for life.
Media Contact
Kim Samson
Senior Manager of Communications
Sport for Life / Physical Literacy for Life
kim@sportforlife.ca