WHY US
Mission-focused founders need less noise, not more to untangle
We get it, another check list of things to add to your already complex enough business is the last thing a founder wants to wake up to. That’s why we value minimalism in our approach to systems — something easy to understand and commit to.
We don’t believe in “here you go”
Founders need agency, not something to “figure out” once we’re done.
Implementing large scale systems for big teams taught us the value of coaching why, how and when, instead of just doing the work for someone and handing it off when we’re done.
Our approach is to work together, so you know how the systems work, and how to make changes, this way no one is lost in changes in the end.
Our policy on AI
AI into your workflow:
The question isn’t weather AI is right for your business or not: it is, and you should use it. But, in the new world of building and scaling brands, it won’t be the founders with the best prompts who win, it will be the ones who have the best judgement. We believe in coaching judgement first, which helps you identify when to use something before showing how to use it.
AI in our workflow:
AI is our tool to help, not replace. Our policy is that when we use AI, it is the start of our workflow, not the end. We don’t use AI to polish, we use it to find clues that can point us in the right direction. You will never receive something from us that was made by AI only: instead, it will be made by the right tools and minds for that specific job, which may or may not include AI as a partner in the process, but not the owner of it.
Proudly focused on Canadian 🇨🇦 business growth
Our team is made up of proud Canadian business owners, who have a passion for helping other business owners facing the problems they’ve already solved, or are actively solving themselves.
About our team
Benjamin Leger
Founder & Systems Coach
Benjamin is a former design & product director turned entrepreneur. As a leader and mentor, he oversaw large scale teams focused on billion dollar problems. This experience lead him to found East Atrium, where he brings his decade of experience scaling systems of large, hyper-growth company problems to small businesses owners.
Mikayla Pauli
Growth & Partnerships Manager
Mikayla is a product marketer with experience working across large-scale marketing teams. Currently studying holistic nutrition with plans to open her own practice, she brings an entrepreneurial mindset and a strong understanding of what it takes to support a growing business.
Cam Stewart
Designer
Cameron has over 10 years of experience as a freelance designer and leader of both agency and in-house creative teams. Having worked with clients ranging from small businesses to global brands, Cam helps us with design audits and direction.
Michelle lauer
Marketer
Michelle is a business owner and marketing strategist for our team. As an entrepreneur with a background in brand design, Michelle brings a unique set of skills to help small businesses.
Let’s work together
We’re here when you’re ready. Book your free call to and let’s work together.