Our Team
Our senior partners bring decades of experience from executive management, corporate communications, and sports medicine to Apex Collective Group.
Founder & Principal
Co-Founding Partner & Principal
Alex Li
Dr. James Chiew
Alex Li is the Founder and Principal of Apex Collective Group, where he partners with sport organizations to strengthen leadership, modernize operations, and build sustainable systems that drive long-term success.
With more than two decades of executive leadership, operational management, and organizational development experience, Alex has built a reputation for transforming complex challenges into practical, scalable solutions. His expertise spans governance, strategic planning, operational excellence, stakeholder engagement, executive communications, and organizational performance.
Alex has held multiple high-performance management positions within Ontario's leading soccer organizations. Alex has led competitive programming, organizational growth, staff leadership, coach development, player pathway initiatives, and operational planning while implementing systems that strengthen consistency, accountability, and long-term organizational success.
Alex also brings extensive experience in corporate communications, media relations, and crisis communications, having crafted and overseen executive messaging during high-profile incidents, complex organizational challenges, and major public events. His background in strategic communications enables organizations to strengthen stakeholder engagement, protect their reputation, and communicate with confidence during both routine operations and critical situations.
At Apex Collective Group, Alex advises clubs, academies, municipalities, and sport organizations on organizational transformation, governance, leadership development, strategic planning, operational excellence, executive communications, risk management, and sustainable growth.
Dr. James Chiew is the Co-Founder and Principal of Apex Collective Group, where he partners with sport organizations to build high-performance environments that prioritize athlete health, leadership development, and long-term organizational success.
A Doctor of Chiropractic, Certified Clinical Acupuncture Provider, Certified Concussion Management Clinician, and Titleist Performance Institute (TPI) Certified practitioner, Dr. Chiew brings extensive clinical expertise in athlete performance, injury prevention, rehabilitation, and human movement. His evidence-based approach integrates the latest research with practical experience to help organizations create healthier, more resilient athletes and sustainable performance systems.
Throughout his career, Dr. Chiew has treated athletes of all ages and competitive levels, managing acute injuries, chronic conditions, overuse syndromes, and return-to-play strategies. His philosophy extends beyond treatment by helping organizations develop comprehensive frameworks that support athlete development, coach education, wellness initiatives, and long-term player care.
At Apex Collective Group, Dr. Chiew specializes in athlete performance systems, sports medicine integration, concussion management strategies, coach education, player wellness, and high-performance program development, ensuring organizations can support athletes both on and off the field.
Our counsel is built on uncompromising independence, rigorous analysis, and a steadfast commitment to our clients' long-term institutional integrity.
Apex Collective Group Advisory Council
Partner with Executive Expertise
Schedule a confidential dialogue with our practice leaders to discuss your organization's strategic needs.