Formax | Conférence. Formation. Animation.

What Formax | Conférence. Formation. Animation. does

Formax | Conférence. Formation. Animation. (legal name: Formax Formation Motivation Inc.) is a Quebec-based speaker bureau and corporate training firm founded in 1992 by Guy Bourgeois and Myriam Lapointe in St-Charles-sur-Richelieu. The company operates two principal service lines: (1) FORMAX Équipe de conférenciers, a curated speaker bureau launched in 2011 with a roster of 50+ professional speakers and 18+ hosts covering topics such as leadership, sales, motivation, health, and creativity — including Olympic athletes, NHL coaches, bestselling authors, and media personalities; and (2) Formations en entreprise, customized corporate training programs delivered in-person or virtually covering sales, leadership, time management, and customer service.

The business operates with no proprietary technology platform beyond a website, an e-commerce storefront (guybourgeois.com/magasin), and Zoom for virtual delivery. Revenue is generated through multiple streams: speaker booking fees (quote-based for corporate clients), unit-priced complementary services (promotional video clips at $300, personalized messages at $500–$850, recording rights at $1,000), recurring public workshops ($225–$275 per 3-hour session), pre-recorded webinars ($74.95), ticketed annual events (Symposium Direction Ventes at $445 + taxes per participant), team-building combo packages, and book royalties through Éditions de l'Homme.

Formax serves Quebec-based businesses and organizations as its primary market, with virtual delivery extending reach across Canada. The customer base spans 40+ industries including construction, financial services, healthcare, agriculture, retail, public sector, and social economy. The company remains wholly family-owned with a 9-person team consisting primarily of the founders and their two daughters, with no external institutional investors, funding rounds, or parent company disclosed. Customer acquisition relies on direct consultative sales, a monthly Pep Talk webzine, flagship annual events, and organic social media presence.

Name

Formax | Conférence. Formation. Animation.

Legal name

Formax Formation Motivation Inc.

Website

https://formax.qc.ca

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Formax is a Quebec-based speaker bureau and corporate training firm founded in 1992, offering a curated roster of 50+ professional speakers, customized corporate training, online webinars, and team-building events for businesses and organizations across Quebec and Canada.

Ownership category

akta.pro rank

Product category

Professional Speaking and Corporate Training

NAICS

Professional and Management Development Training (611430), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Independent Artists, Writers, and Performers (711510)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Training Delivery Providers (In-Person, Virtual, Train-the-Trainer) (BPACANAM)

akta.pro secondary industries

Corporate Learning & Training Content Development (EDAGAKAC), Workshops, Webinars & Live Masterclasses (MPACALAD)

Keywords

• Speaker bureau services
• Corporate training programs
• Professional keynote speakers
• Event facilitation services
• Team building activities

Headquarters

HQ city

Quebec (province-level presence)

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Others

Revenue model

1. Conference and Keynote Fees: Formax earns revenue by booking its roster of professional speakers for corporate conferences, congresses, and motivational keynote events. Fees vary by speaker and event type, with complementary services such as media interviews and promotional video clips available at additional charges.
2. Corporate Training Programs: Customized in-person and online training sessions for businesses covering topics such as sales, leadership, time management, coaching, and team mobilization. Sessions range from 3-hour public workshops to multi-day corporate programs.
3. Webinars and Online Courses: Formax offers live and pre-recorded online training and webinars through its e-commerce platform, with topics including prospecting, sales closing, coaching, time management, and anxiety management. Webinars are priced individually (e.g., $74.95 for pre-recorded content).
4. Team Building and Turnkey Packages: Combo packages combining conferences with wine tastings, outdoor activities (e.g., 'La terre tremble' escape-style activity), and team building events, offered both virtually and in person.
5. Annual Events and Symposiums: The Symposium Direction Ventes is a paid annual event (12th edition in 2026) priced at $445 + taxes per participant, featuring panels, conferences, and networking for sales managers and executives.
6. Books and Publications: Guy Bourgeois is the author and co-author of several motivational bestsellers published by Éditions de l'Homme, including 'Ça pourrait être mieux', 'Ça pourrait être pire', 'Comment vendre sa salade', 'L'étincelle de génie', and the Kilo Cardio series with Isabelle Huot. These are sold through the Formax/guybourgeois.com store.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

Formax is a Quebec-based speaker bureau and corporate training firm that curates and books a roster of 50+ professional keynote speakers and 18+ event hosts for corporate events, conferences, and congresses. The company delivers customized in-person and virtual corporate training programs on sales, leadership, motivation, and team mobilization, complemented by online webinars, team building packages, and flagship annual events including the Symposium Direction Ventes.

Product overview

Formax | Conférence. Formation. Animation. is a Quebec-based speaker bureau and training firm founded in 1992 by Guy Bourgeois. The company operates as a platform offering professional conference speakers, corporate training programs, online courses/webinars, team building activities, and event hosting services. The core offerings include: (1) Conférenciers - a roster of 50+ professional speakers delivering keynotes; (2) Formations en entreprise - customized corporate training; (3) Formations en ligne et webinaires - online training and pre-recorded webinars; (4) Team Building packages including wine tastings and crisis management activities; (5) Événements spéciaux including the annual Symposium Direction Ventes and Vitrine de Conférenciers; and (6) Animateurs - professional event hosts. The company also offers complementary services for virtual event recording, broadcasting, and rebroadcasting via Zoom integration.

Differentiator

Problem solved

Functional benefit

Brands

• FORMAX Équipe de conférenciers: The speakers division of Formax, launched in 2011, offering professional conference speakers for events.

Products and services

• Conférenciers (Professional Keynote Speakers)

Quantifiable outcome

• Over 4,000 conferences and training sessions delivered over 30+ years
• +4 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• Les Terroirs de JulesminorChannel Partner/ Reseller/ DistributorLes Terroirs de Jules serves as Formax's wine supply partner for its conference + wine tasting combo packages. Participants can order wines through this partner for tasting events coordinated by Formax. The partnership enables the turnkey 'Wine & Health' and 'Wine Tasting + Conference' packages offered by Formax.
• Centre Marcel-DuludeminorOthersCentre Marcel-Dulude in Saint-Bruno-de-Montarville serves as the venue for Formax's annual Symposium Direction Ventes event. This is a venue rental/partnership for the company's flagship annual sales leadership symposium.
• Éditions de l'HommeminorOthersGuy Bourgeois's books are published by Éditions de l'Homme, a major Quebec publisher. Books including 'Ça pourrait être mieux', 'Ça pourrait être pire', 'Comment vendre sa salade', 'L'étincelle de génie', and the Kilo Cardio series are distributed through this publisher.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• CSP Formation: Quebec-based corporate training and professional development firm offering customized in-person and virtual training programs. Directly comparable to Formax's corporate training arm in geography, language, and target market, with overlapping customer segments in Quebec businesses.
• Premiere Speakers Bureau: North American speakers bureau offering curated keynote speakers, virtual events, and corporate training services. Closely comparable to Formax in business model, with overlapping service categories including keynote booking, virtual delivery, and corporate program design.
• The Lavin Agency: U.S.-based speakers bureau curating a roster of elite keynote speakers for corporate events. Directly comparable to Formax's business model of curated speaker matching, with analogous revenue streams around speaker fees, custom programming, and event services.
• Greater Talent Network: U.S. speakers bureau specializing in curated keynote speakers for corporate, association, and college events. Comparable to Formax in service offering, customer type, and curated-roster model, though serving primarily English-language North American markets.
• Conférenciers.ca: Quebec and Canadian speakers bureau offering a curated directory of French-language keynote speakers and event hosts. Directly competitive with Formax in the same Quebec market segment, with comparable speaker-matching services and customer profiles.

Broad incumbents

• All American Speakers Bureau: Large North American speakers bureau with a broad roster across business, motivation, sports, and entertainment categories. Comparable to Formax in offering speaker matching and corporate booking services, but with significantly larger scale and English-market focus.
• Harry Walker Agency: One of the most established U.S. speakers bureaus representing top-tier talent across politics, sports, business, and entertainment. Comparable to Formax as a premium speaker-matching intermediary, though with a much larger roster, broader geographic reach, and longer operating history.
• École des dirigeants HEC Montréal: Quebec executive education and management development unit of HEC Montréal, offering leadership training and professional development programs. Comparable to Formax in delivering Quebec-based corporate leadership and management training to similar enterprise customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCqoUK0_7Gx-_UJQPAp2F-Ww
• Facebookfacebook.com/FORMAX.conferenciers
• LinkedInlinkedin.com/company/formax-agence-de-conf%C3%A9renciers
• Instagraminstagram.com/conferenciers.formax/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Formax | Conférence. Formation. Animation.