Aaron Labarre didn’t set out to become one of the key figures in Canada’s sports nutrition industry. But looking back, it’s hard to imagine Popeye’s Supplements growing into what it is today without his influence.
He spent over a decade at Future Shop, climbing the ranks from sales to store manager. It was an environment built on rapid growth and retail precision. When he joined the company, there were just 25 locations. By the time he left, there were more than 200—and Best Buy had come calling. For someone paying close attention, it was a masterclass in scaling a business.
“That experience gave me a deep foundation in retail operations, leadership, and customer service,” says Labarre. “It was an entrepreneurial environment where innovation and autonomy were encouraged.”
Labarre wasn’t just paying attention—he was storing away every lesson. And when the time came to build something of his own, he found himself returning to a familiar brand. Long before becoming a franchisee, he was a loyal Popeye’s customer. Back then, you couldn’t order online. He and his friends would phone in their supplement orders and pool together to save on shipping.
A former colleague had opened a Popeye’s store in Winnipeg, and Labarre helped him get it off the ground. That experience—paired with his own interest in fitness—ultimately led him to take the leap. With most of Western Canada already covered, he and his wife turned east.
“When we decided to open our first Popeye’s Supplements store, we settled on Ottawa—not only for its business potential, but also as a wonderful place to raise our family.”
Aaron Labarre, national executive and owner/operator of 22 Popeye’s Supplements locations, at the new Kemptville headquarters; where he oversees national strategy, franchise support, and the brand’s continued coast‑to‑coast expansion.
They opened their first location on Merivale Road in 2004. At the time, the supplement market in Ottawa was fragmented—27 independent shops, a few small chains, and just one national brand. There wasn’t much consistency. Labarre brought a different mindset—merchandising strategy, customer service standards, staff training systems—all adapted from big-box retail.
From the start, the goal was clear: make the experience better for the customer. “I brought a modern retail approach—everything from merchandising and customer service to operational systems—drawing on lessons from my time at Future Shop and Best Buy.”
Two decades later, that mindset hasn’t changed. What has changed is the scale. Labarre now operates 22 Popeye’s locations across Ontario, with a 23rd opening soon in Woodstock. He’s also one of three members of the brand’s national executive team, based out of a new, purpose-built headquarters in Kemptville.
“Our office leads national marketing initiatives, flyer development, promotional strategy with suppliers, and technology solutions including point-of-sale systems,” he explains. “We also manage brand partnerships and charitable programs. It’s a broad scope that allows us to support franchisees from coast to coast while ensuring brand consistency and innovation.”
The new Kemptville HQ is more than just a corporate office. Designed with long-term vision in mind, it includes a gym, lounge, and meeting space—a reflection of the culture he’s built. “We’re incredibly proud of the new space. It supports productivity, but also reflects the energy we strive for.”
That energy carries over to the team. Many of Labarre’s staff have been with him for 15 to 20 years, a rare feat in retail. He credits the culture—and the brand’s commitment to education.
Popeyes Supplements national executive team; top right, Aaron Labarre, National Executive & Owner/Operator; Brian Lafleur, National Marketing Coordinator; Lindsay Snowdon, Director of Operations. Bottom right: Shannon MacDonald, Marketing & Social Media Assistant Coordinator; Geoff Beswick, Director of Purchasing & Vendor Relations; Brittany Messenger, Accounting Manager.
“Integrity is foundational to everything we do—both in how we treat our customers and how we support our internal teams. Education is also central,” says Labarre. “We’ve developed a digital training platform, Popeye’s University, which we believe is among the most comprehensive in the industry.”
As the industry has evolved, so too has the Popeye’s customer. What was once a niche market for athletes and bodybuilders now spans age groups, lifestyles, and health goals. Today’s customers are looking for more than just performance—they’re looking for support with sleep, stress, immune health, or healthier snacks.
“One of the fastest-growing areas is healthy snacks—protein bars, chips, drinks—all designed to deliver nutrition without added sugar,” says Labarre. “It’s a category that barely existed ten years ago and now makes up a significant part of our offering.”
Creatine, too, is having a resurgence. “Though it’s long been a staple in fitness circles, emerging research has broadened its appeal—highlighting benefits for cognitive health and even potential applications in preventing conditions like Alzheimer’s.”
Labarre believes Popeye’s has stayed relevant by focusing on what matters: expertise, selection, and genuine customer care. “We’ve never pursued house brands or cut corners for profit. Our goal is to offer the best products in every category, supported by informed staff and a sampling-first philosophy so customers can try before they buy.”
That same commitment extends into the community. Popeye’s Ontario stores regularly participate in local events, including the National Capital Marathon, and partner with gyms and fitness studios to stay connected to the people they serve.
“I’m proud of how we’ve evolved—especially in how we’ve kept pace with marketing,” says Labarre. “It used to be a once-a-year exercise with radio and newspaper reps. Today, it’s a daily discipline involving influencers, digital platforms, and more localized community outreach.”
What keeps him motivated after 20 years in the business? “I love this industry, I love the people I work with, and I love what I do. That passion has never faded.”
Looking ahead, Labarre says the focus remains on growth—but not for growth’s sake. It’s about continuing to evolve, staying aligned with customer needs, and doing things the right way.
“Success is about a relentless work ethic,” he says. “It’s about doing what others won’t—putting in the time, effort, and energy that separates you from the crowd.”
And after two decades, he’s still putting it in.
Photography by Nicolai Gregory
