Mitch Sanderson is a communications consultant focused on helping organizations turn complexity into clarity. His work sits at the intersection of strategy, communication, and leadership—supporting sport organizations, teams, and mission-driven groups with Communications Strategy Resets, Governance and Stakeholder Alignment, Event and Program Communication Strategy, & Leadership and Executive Messaging Framework.

Mitch brings a rare combination of strategic insight and operational experience, having served in roles ranging from coach and program leader to technical director and social media manager. Clients value his ability to break down complex ideas into clear, actionable communication, build structured systems that improve consistency and efficiency, lead with both professionalism and genuine care for people, & execute with discipline—ensuring plans don’t just exist, but deliver.

His approach is grounded in clarity, trust, and follow-through—helping organizations communicate with purpose and operate with confidence. He brings a uniquely authentic perspective that challenges any competitor’s ability to match with experience, having served as a:

Coach - Athlete - Journalist - Board Member - Administrator
Coach Developer - Technical Director - Photographer - Team-Building Facilitator
Fundraiser - Social Media Manager - Public Speaker - Mission Staffer

Mitch believes the power of sport can change the world if led with values-based leadership and strong communication of those values. He possesses a genuine empathy for the challenges in the world of non-profit sport as organizations strive to enrich and strengthen the communities and members who they aim to serve. This balanced, well-rounded perspective has evolved his storytelling ability, pattern recognition, and communication skills to an elite level that is certain to strengthen and separate your organization’s messaging and visibility.

In 2023, I was fortunate enough to land a unique role with Sport PEI as their first True Sport Project Lead, charged with creating a project to promote values-based sport. After designing and delivering the Rooted in Values program for just over a year, a new opportunity presented itself within Sport PEI, leading communications and recognition programs.

Over the next two years, I elevated the organizations communications strategy to be an example for all sport organizations in PEI to look to for professionalism and best practices. During this time, I also routinely surveyed the communications habits and strategies of many sport and non-profit organizations. It was evident to see that most had outdated practices or were trying to look like they weren’t falling behind, but had no clear direction or identity.

‍ ‍ Through all of these professional moves and feats, I was also going through a personal journey to learn about my late-diagnosed ADHD - how it impacted my day to day life, explained many of my common frustrations, and how I could use it to my advantage. It became clear that the normal 9-5 Monday-Friday office career is not what suits me best and that the freedom to work for myself was going to be needed. It was not long before I stumbled on the life of an independent contractor, where my far-reaching variety of experiences in sport could be used as an advantage to standing out rather than a challenge to fit in.

‍ ‍ Communications and storytelling has always felt very natural to me and after decades of dismissing compliments about these skills, the light bulb finally turned on to allow me to see that I could just do it on my own. My biggest hesitation was the ethics of “selling out” and being put in a situation where I would have to choose between money and morals. I want to believe I wouldn’t compromise what I believe for a pay day, but if I were to ever have others depending on me for money, a moral gray area can spring up quickly. So to prevent the likelihood of this situation and take advantage of my own background, I chose to make non-profit and sports organizations my target market as a way to virtually ensure the work I do will benefit the communities my clients serve.

• Sport System Expertise

• Governance & Leadership Communications

• Strategic Communications Planning

• Unique multi-perspective sport experience

  • Athlete, Coach, Media Member, Coach Developer, Board Member, Administrator, Staff, Spectator, and more

• Combination of Sport Knowledge & Creative Skills

• Critical Thinking paired with Emotional Intelligence & Genuine Empathy for Challenges