ABOUT
ATHLETIC PERFORMANCE EDUCATION COMPANY
Our Story
Vision
Become the leading provider of sports performance and fitness education courses.
Founded in 2016 by former professional rugby player Shane Cahill, the Athletic Performance Education Company (APEC) has grown into a leading global provider of sports performance and fitness education.
Our mission is simple but powerful: to empower the next generation of coaches, trainers, and fitness professionals worldwide. What sets APEC apart is our innovative blended learning model — combining digital-first delivery with hands-on practical workshops to make education more engaging, accessible, and effective.
APEC specializes in a range of industry-leading qualifications, including the Diploma in Personal Training, Diploma in Strength & Conditioning, and Diploma in Performance Nutrition. Designed for those starting their careers in fitness or advancing into performance coaching, our programs break down complex scientific concepts — such as biomechanics, exercise anatomy, physiology, training science, and nutrition science — into digital, animated modules that are easy to understand and apply in real-world settings.
A cornerstone of our approach is personalized learning. Every learner is treated as an individual, given the time, support, and mentorship needed to achieve their goals. Along the way, they develop not only the knowledge, but also the practical skills and professional behaviours required to excel in the health and fitness industry.
Although APEC now operates globally, our roots remain firmly grounded in elite sports performance. The company began by providing strength and conditioning services to teams and athletes — a service we proudly continue today. Our education team includes professionals who actively coach in professional sport, ensuring our learners benefit from the most up-to-date methods, training systems, and applied expertise.
With an unwavering commitment to excellence, APEC is continually redefining sports performance and fitness education. Our vision is to empower individuals everywhere to thrive in their careers and raise the standard of coaching and training worldwide.
Mission Statement
Developing the next generation of coaches and athletes!
Values & Objectives
Individualized Learning
We create an environment where every learner is treated as an individual, with their unique goals, strengths, and challenges respected throughout the process.Time and Dignity
Every learner is afforded the time, support, and dignity required to enhance their academic performance and achieve excellence at their own pace.Personalized Journey
We believe in empowering each learner to arrive at their desired outcome through their own chosen educational journey — guided, but never restricted, by our expertise and resources.
What We Do
We don’t just teach health & fitness education — we bring it to life. Through fully digitalized and animated content, we transform complex health and sports science into clear, engaging lessons that stick. Trusted by elite coaches and athletes around the world, APEC delivers education that’s practical, applied, and always ahead of the curve.
Who We Are
APEC is a sports performance and fitness education company dedicated to transforming learning and driving performance. For our students, our sole focus is to enhance learning through innovative blended education technology. For the teams and athletes we work with, we remain committed to delivering performance at the highest level.
Meet The Team
Welcome to APEC Courses! Our team is dedicated to providing top-notch education and support to help you achieve your goals. Meet the experts who make it all happen:
Shane leads APEC’s high-performance team, overseeing the development of athletes and teams while also managing the delivery of APEC’s education programs. He plays a key role in aligning performance and education to optimize results across both areas. With a background in professional sports, sports science, and coaching, Shane ensures that APEC’s programs provide the highest quality training and education, driving success for both athletes and students.
As our Education Director, Shane ORouke oversees curriculum development and instructional quality. His passion for education drives innovation and excellence in our courses.
Krista manages our educational programs and supports student success. Her commitment to student engagement and learning makes her an invaluable part of our team.
Noel serves as a High Performance Consultant at The Rugby Academy, overseeing the development and progression of players within the program. He brings a wealth of experience and expertise to the academy, drawing from an esteemed 15-year career as a professional rugby player. Throughout his playing career, Noel represented Ireland, Leinster, Leicester Tigers, and the Toronto Arrows, demonstrating his high-level understanding of the game and commitment to player development. His leadership ensures that athletes within the academy receive the highest standard of coaching, guidance, and performance based support.
Jac is a Lead Strength and Conditioning Consultant at APEC, advising on the preparation and development of the athletes. With extensive experience in team-based sports, he brings a deep understanding of athletic performance. In addition to coaching, Jac helps bridge the gap between practical performance systems and education, contributing to APEC’s modules by presenting on various components of sports performance, health and fitness.
Stephen serves as Head of Strength & Conditioning working as an integral member of the coaching team. He oversees the long-term physical development of players with a clear focus on injury prevention and performance transfer. His role centers on integrating strength, power, speed, and robustness into match-day demands through structured programming and in-person coaching, delivering individualized, professional training for each athlete. Collaborating closely with coaches and performance staff, Stephen aligns physical preparation with the demands of competition and the athlete development pathway, ensuring players are prepared for any game situation.
Michael brings a wealth of expertise to APEC as a high-performance consultant, leveraging his experience as a professional rugby player. He made 48 appearances for Ulster before signing with Edinburgh Rugby in 2015, where he earned 31 caps.
On the international stage, Michael represented Emerging Ireland in two successive Nations Cups, competing against top-tier opposition. His deep understanding of elite performance and athlete development makes him a valuable asset to athlete development at APEC.
Connor Williams is the Head of Communications at APEC, where he integrates digital strategy with real-world coaching experience to make education clear, practical, and performance-focused. In addition to his communications role, Connor serves as a Performance Coach at APEC and brings an extensive high-level sporting background. He has represented the Toronto Arrows, Ontario Rugby, Canada Selects, and has been involved across the Canadian high-performance rugby pathway. Connor combines his elite playing experience with formal academic training in Communications and Philosophy, contributing a well-rounded, high-performance perspective to APEC’s education and coaching systems.
Cory Hector is a High-Performance Coaching Consultant. He brings a wealth of knowledge with him from roles such as Attack & Skills Coach for the Toronto Arrows and Head Coaching roles at Guelph University and Canada’s U18 and U20
We are proud of our team and their dedication to excellence. Together, they ensure that APEC Courses remains a leader in education and performance training.