Few would argue that we live in a critical period in human history – the challenges we face globally are unprecedented with several cultural shifts challenging the role and the identity of men in society and culture. As men seek to understand what it means to be a modern man, and to find meaning and place, issues like sexual harassment, school shootings and extremism are on the rise.


It is in this context that The Men’s Initiative was created – to mobilize men to be a generative force for good in a rapidly changing world. And while the Men’s Initiative will help individual men to find meaning and purpose in their lives, the larger goal of the Initiative is to catalyze a worldwide conversation that redefines what it means to be a “Good Man” in a modern world.


The Initiative — based at the University of British Columbia in Vancouver, Canada —  is currently conducting leading edge transitional work with men and male-dominated cultures, including veterans, the protective services and major corporations; and researching the experience of professional athletes in transition. We plan to accelerate this effort by working with men who have influence, both as role models and in direct leadership roles.

As the next stage of its work, The Men’s Initiative is now convening the sports industry in Northern America around its “Good Men in Sport” campaign to inspire male athletes across the region to become better men. This campaign is built on three pillars:


Facilitate a conversation around relevant issues.


Establish new benchmarks to redefine what it means to be a good man.


Directly engage targeted groups of male athletes – and their families–to help them become better men while serving as positive role models.


A Design Sprint was held in San Francisco in June 2018 to which 30 stakeholders from across the sports ecosystem were convened by The Men’s Initiative to collaborate on the co-design of the campaign that will be launched to build a new model for good men in sport. Participants included Championship winning athletes and coaches alongside representatives from non-profit organizations, professional players associations, leagues, brands and agencies. The input from this process is being used to develop the detailed campaign that The Men’s Initiative plans to publicly launch in Q1 of 2019.

Please Join the Conversation

Good Men In Sport is a collaborative effort between a diverse group of individuals and organizations drawn from across the sports ecosystem but all committed to mobilize men, through sport, to be a generative force for good in a rapidly changing world.

If you would like to add your voice, or that of your organization, to the conversation please let us know below and we will be in touch with you to explore your interest further. Thank You.