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Our Story


Helping our clients thrive is at the core of everything we do at The Covenant Group. We work with our clients to design the business that is right for them, so they can leverage systems, processes and approaches to drive revenue and measurable results. 

Wether you are a business of one or many, we focus on what matters, so you can attain what matters – a successful business, a powerful legacy, fulfilment for yourself and for the people you care about.


We educate and coach entrepreneurs, executives, and business leaders, providing them with the necessary business tools to enhance their performance and achieve new levels of profit and productivity. 

Established in 1995, our  headquarters are in Toronto, with offices in Québec and the US, and client networks in North America, Europe and the Caribbean. 


We have educated & coached over 35,000 financial advisors and executives in the last 20 years.

We have trained thousands of entrepreneurs and their teams through our marketing, sales, leadership/management and strategic coaching programs.

Today, we work with some of the world’s largest institutions to help them grow market share and increase productivity. 

Our Clients

Companies that trust us to help them achieve and sustain peak performance.

The Great West Life Assurance CompanySun Life FinancialRise Properties TrustCCLFGdesjardinsguardian group life caribbeanLondon LIfeMetLifeMilborne GoldNicola Wealth ManagementOneAmericaRichardson GMPThe CoOperators

Our Leadership

Norm Trainor

President & Chief Executive Officer

Norm founded The Covenant Group in 1995. He is a recognized leader in the field of Training and Development, having worked in the industry for over 45 years, exercising his passion for helping professionals and organizations achieve their well-defined success. 

His areas of expertise include strategic leadership, executive coaching, business strategy, marketing, sales & client service.

Norm is an international speaker; the author of the best-selling books, The 8 Best Practices of High-Performing Salespeople, The Entrepreneurial Journey and The Business Builder; and has written articles for various leading publications in North America and internationally. Norm was named one of “The 20 Most Innovative People in Insurance” by LifeHealthPro in 2015.

Keita Demming Ph.D

Director of Development & Innovation

Keita is an award-winning educator and coach who is working to transform companies into places and spaces that are idea-driven and people-centred. 

He and his team at The Covenant Group have built the online coaching platform “Coach on the Go” that acts as a virtual coach for entrepreneurs and business builders. At the core of their developmental work is the belief that building any new training programs or workshop starts with people.

As a Trusted Advisor and Thought Leader in design, strategy, and innovation, Keita strongly believes that the more we learn from others, the more likely we are to find our own journey a little bit easier. 

One of his proudest personal achievements is the community he helped grow around TEDxPortofSpain, part of the popular TED Ideas festival and one of the most successful TEDx events in the world. 

You can visit Keita’s podcast, Disruptive Conversations with Keita Demming, where he unpacks how people who are working to disrupt a sector or system think. 

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Whether your goal is to make more money, gain more enjoyment in your work or build a sustainable business. We can help you develop powerful strategies and tactics to achieve your vision.


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