THE BLOG

Étienne Boulay: a Quebec entrepreneur committed to the economic development of Nice Côte d’Azur

(c) – All rights reserved – Groupe Multiple Media Inc

A former professional Canadian football player, Étienne Boulay now leads several impact-driven brands in the fields of sports, health, and sustainable consumption.

After investing, with his partners, in Nice’s professional hockey team, the Aigles de Nice, he aims to develop a multisector strategy in the Nice Côte d’Azur region — combining investment in professional sports, commercial expansion, and local collaboration.

Drawn by the city’s dynamism, its commitment to well-being, and the perspective of the 2030 Winter Olympics, he relies on a growing network of partners, including Team Nice Côte d’Azur, to build a sustainable ecosystem between France and Canada.

You were a professional athlete, and today you are an entrepreneur, investor, and mentor. What is the common thread?

Étienne Boulay: That thread is probably resilience — and, above all, the desire to turn challenges into opportunities. I had a great sports career, with three Grey Cups and time in the NFL, but I also faced a tough transition afterward. The sudden stop, the lack of structure, the excesses — it was a brutal shift. I had to rebuild myself.

What I learned on the field — discipline, solidarity, endurance — I now apply to my projects. Entrepreneurship became a way to channel that energy. Today, I design and develop products I’d want to use myself, I partner with people I respect, and I always look for purpose in what I do.

Sport remains central in your journey. Why did you choose Nice and hockey?

I was really taken with this city. “There’s something special about Nice,” as I said from my very first days here. It’s not just a tourist destination — it’s a place of life, culture, and movement.

I came once, then again… and now I’m here for the eighth time in a year. Each visit, I discover a new side of the city. “I find Nice an amazing place to live. There’s a wellness mindset, a sporting spirit, and a real sense of positive energy.”

Together with my associate, Filipe Bastos, we saw an opportunity in the Aigles de Nice — a team with soul and potential but in need of renewal. We invested, restructured, redesigned the brand identity, and repositioned the club around local values. We’re already looking toward the 2030 Winter Olympics as a strategic horizon, with plans for major new ice sports infrastructure.

You’ve mentioned going beyond sports investment in the region?

What I want to build in Nice is a human and entrepreneurial ecosystem — concrete, useful, and sustainable projects. I’m developing several purpose-driven brands, three of which could expand into the Nice Côte d’Azur region in the near future:

BeHy, a natural sports drink sweetened with maple syrup, caffeine-free and additive-free;
Édition 22, a line of vegan, functional, and stylish bags launched at Paris Fashion Week with rapper Rick Ross;
Juju’s, a healthy protein snack designed for both athletes and families.

And I want to grow them here, in Nice — with local partners and teams rooted in the regional economy.

Juju’s Protein Snack – (c) All rights reserved – Juju’s Protein Snacks

Why Nice, specifically, for these brand developments?

Because Nice embodies the values I want to promote: sport, health, sustainability, and innovation. I see it firsthand: “People run, cycle — there’s a real culture of well-being.” It’s a territory that attracts, inspires, and evolves.

Nice is also a very active sports hub — from the Ironman to the Tour de France to the 2030 Olympics — and has strong international reach. That makes it the ideal playground for entrepreneurs like me.

How are you supported locally in these development projects?

I met Team Nice Côte d’Azur — Sana Bouyahia and Stefano Cimmarusti — and I was genuinely impressed. They opened doors, connected me to the right networks, and, most importantly, they took the time.

“What I appreciated here is that people take time to get to know each other — not just to sign deals, but to build relationships.” And for me, that’s essential. It’s the foundation of any lasting project.

You still live in Quebec but travel frequently to France. How do you balance that?

I live in Quebec — it’s where my family and roots are — but Nice is becoming a professional base, and I’m coming more and more often. I’m here to build.

What I want is to connect both sides of the Atlantic — to create bridges between Nice and Canada, between Europe and North America. To help French companies expand in Canada, and Canadian brands establish a European base in Nice Côte d’Azur, which I see as a top destination.

What’s your philosophy of entrepreneurship?

I believe in an authentic, collective, and humble form of entrepreneurship. I’m not an operator — I’m a connector. I bring the right people to the table, set things in motion, and step back when needed.

Sport taught me that the collective is stronger than the individual. Success never comes alone — it comes from being well surrounded, from having the right to fail, and from staying grounded. Humility is the key word.

And what’s your ambition for Nice?

To create something meaningful and lasting — through my brands, the Aigles de Nice, or the bridges I can help build between ecosystems. Above all, I don’t want to be a transient actor. I want to integrate, contribute, learn, and share.