Unlike most businesses brought into the sports industry, Scott Allen did not have a revolutionary moment where the start of 101% Always began. What began as a personal motivator to how he approached his hockey career, turned into what is now present in all facets of his everyday life. So what exactly does 101% Always mean? Growing up playing hockey, Allen was constantly told by coaches to always give 100% effort. This came second nature to Scott, as the max effort was what he put in daily. However, 35 years ago the thought came to Allen “If 100% is the best athletes can give, how can records be broken?” Without digging to find that extra 1%, your ability to be the best version of yourself remains stagnant, thus 101% Always was born. Allen prides himself in how hard he works and his motivation to give his maximum effort. Putting 101% into everything he does allows him to go beyond what he believed he was capable of. The saying 101% Always goes further than just hockey. In the Allen family, it is the motto applied to our everyday lives.
The primary goal in creating a business out of 101% Always for founder Scott Allen and co-founder Garrett Allen, is to work with players to find their 101% drive not just in hockey, but in all aspects of life. We want the players we work with to fall in love with the process, and enjoy the journey. To instill strong work ethics, and build a foundation of consistently giving maximum effort. This process is not something that occurs overnight, and we want to develop and grow players to reach their highest level.
