Who we are

Sean Addis he/him

Sean Addis is currently the Executive Director of Alphabet Sports Collective (ASC). He is active in promoting inclusion, diversity, and equity in sports — especially focusing on building safe, welcoming spaces in hockey for 2SLGBTQIA+ individuals. Prior to ASC, Sean has held roles in marketing and sponsorship — notably with the Pride & Remembrance Run. He also worked in communications for the Canadian Women’s Hockey League (CWHL). Academically, he completed a Master of Business Administration (MBA) along with studies in Sports Media at Toronto Metropolitan University. As the first Executive Director of ASC (since June 1, 2024), Sean leads the organization’s strategic direction, program development, and stakeholder relations. His mission: to foster a more equitable and accessible sporting environment for individuals of all sexual identities and gender expressions. He has been co-chair of Pride-organization boards (e.g., Capital Pride) and has worked with international Pride groups such as InterPride. Through his work in sports and community organizations, he blends a passion for sport with activism and equity work.

Bayne Pettinger he/him

Bayne Pettinger is the Owner and Lead Agent at Apollo Athletics. Growing up on the West Coast of Canada, Bayne has had hockey flowing through his veins from a very young age. He understands the game from the players perspective through his experience playing and managing teams.
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Bayne got his start in the hockey world with Hockey Canada from 2010-2019. During his tenure managing national teams, Bayne was a part of nine (9) Gold Medal winning teams across every level of international competition, including: Under 18, World Juniors, World Championships, Para Hockey, World Cup of Hockey and multiple Winter Olympic Games with the men’s national teams. Traveling the globe while representing the nation and working with some of the game’s greats has guided Baynes hockey experience and growth as a hockey executive. Bayne worked at Creative Artist Agency (CAA) for 4.5 years before launching Apollo Athletics.
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Bayne is an advocate in the LGBTQ+ space and strives to ensure everyone feels welcome and safe in the game of Hockey. He is a Co- Founder of Alphabet Sports Collective. His advocacy work has been highlighted on platforms such as: The Athletic, Hockey Night in Canada, TSN- Insider Trading, and Spittin Chiclets.

Allie Cotter she/they

Allie leverages a decade of learnings from working with federal and provincial governments, international bodies, academic institutions and charities to inform their current role as a Deputy Director in the Government of Ontario and Vice Chair of ASC’s Board of Directors.

ASC’s mission resonates deeply with Allie. As a member of the Queer community, they navigated stepping out of the figurative closet. As a mediocre left winger, they also stepped out of literal closets, having changed in boiler rooms when playing boys hockey throughout rural Ontario. These experiences centre their appreciation of the need for inclusive, safe spaces for the queer community on and off the ice. Allie firmly believes the best version of hockey is passion-filled and competitive, for all.

Whether it’s strategic planning, legislative or regulatory change making, or tripping over the blue line, Allie is always looking to make a greater impact and looks forward to working with you to advance sport.

Brendan McFatridge he/him

Brendan McFatridge is a mental health advocate and pre-medical neuroscience student at the University of Alberta with over a decade of experience in the non-profit sector. Through founding and running his own non-profit organization and working with the national charity Children First Canada, Brendan has developed a deep understanding of fundraising, donor development, and community engagement.

As a former AAA athlete and draftee of the Kelowna Rockets of the Western Hockey League, Brendan brings years of lived experience as an openly gay athlete. His journey through competitive sport has shaped his mission to make the path easier and more inclusive for the next generation of LGBTQ+ athletes. Driven by his passion for mental health, Brendan is committed to fostering resilience, leadership, and genuine inclusion both on and off the ice.

Bryan Mills he/him

Bryan is a passionate sports professional and fan, from Wawa, Ontario. He currently lives in Toronto, working for Canlan Sports as their BC Youth Hockey Tournament Manager, and earned a Sport Management Degree from Brock University. Bryan grew up playing hockey as a closeted gay man in a small town, and while he has never lost the passion for the game he loves, he always felt like he was on the outside looking in with many parts of the hockey community. As a founding board member, Bryan’s goal is to help create the thriving LGBTQ+ hockey community that he never had growing up.

Dee McWatters she/her

Darrien “Dee” McWatters
Born in Vancouver in 1974, Dee McWatters has lived in Summerland, BC—on the unceded, traditional territory of the Syilx people—since 1979. She spent three decades in leadership and operations within the BC wine industry, following in the footsteps of her father, Harry McWatters, a pioneer of the industry.

In 2024, Dee shifted focus to her passion for equity and inclusion, earning a certificate in Equity, Diversity, and Inclusion from UBC and launching her own consulting practice. Her work centres on supporting small businesses and sports organizations in building inclusive, welcoming environments. She is also a sought-after keynote speaker on EDI and 2SLGTBQIA+ advocacy.

Dee came out as a transgender woman in 2018 and has become a visible and vocal advocate for the 2SLGTBQIA+ community. A lifelong hockey player, coach, and official, she continues to play and officiate in the Okanagan. She currently serves as the EDI Liaison for BC Hockey, sits on their EDI Work Group, advises Hockey Canada on gender diversity, and is Vice President of Advocacy Canada, a Kelowna-based 2SLGTBQIA+ organization.

Deeply committed to giving back, Dee has volunteered in youth sports for many years and served as a Summerland firefighter for over two decades. She actively supports 2SLGTBQIA+ youth through fundraising, community events, and advocacy for more equitable spaces across all sectors.

Dee’s passion for creating inclusive spaces for all humans and her passion for hockey led her to apply to be a Director on Alphabet Sports Collective’s board, in order to help amplify queer voices and visibility in the game of hockey.

Joshua Dame he/him

Josh is a former Ontario Hockey League player turned sales and strategy professional, bringing lived experience, advocacy, and business acumen to his work both on and off the ice. As a gay athlete who spent two seasons with the Niagara IceDogs, he has firsthand insight into the barriers 2SLGBTQIA+ individuals face in hockey and is committed to creating safer, more inclusive spaces at every level of the game.

Professionally, Josh works in sales, relationship management, and partnerships—leading SMB-to-enterprise relationships across healthcare and finance. With a background in kinesiology from the University of Toronto and a passion for DE&I advocacy, he brings both heart and strategy to Alphabet Sports Collective’s mission of building a more inclusive future in sport.

Lesley Butler she/her

Lesley Butler is a public sector professional with 9+ years’ experience in federal and provincial government, specializing in policy development, program delivery, and stakeholder engagement. She has a proven track record of working with diverse teams, managing multi-million-dollar portfolios, and advancing equity-focused initiatives across Canada. She also has volunteered and worked with a variety of non profit organizations, including local sports organization in her hometown of St. John’s, NL.

Matthew Tsang he/him

Matthew Tsang (he/him) is the Co-Founder of AndHumanity, an integrated inclusive marketing and communications agency with the core purpose of serving people-first brands that want to leave a legacy of belonging. Although the idea of the agency was first formulated back in 2018 and received tepid feedback, it has now grown into a leading voice for underrepresented communities in the industry, with notable clients like Arc’teryx, Henkel, TELUS, TelefilmCanada, ASML, and more. Over his 15+ year career in marketing and communications, his work has been recognized internationally including features in Marketing Magazine, Strategy Online, Global American Marketing Association, PR News, and more. Additionally, AndHumanity has authored a groundbreaking first-of-its-kind book on Inclusive Marketing featuring various certified JEDI experts across the globe.

Outside of his agency work, Matthew does speaking engagements on Inclusive Marketing, the Asian Canadian experience, and Entrepreneurship. He also has been and is currently a
Strategic Advisor and/or Board/Committee Member for several organizations across Canada.

I joined ASC because I love hockey. I grew up playing it, watching it, and participating in as many fantasy hockey pools as I can take on.

However (and I’ve written a lot about this in the past), hockey culture and as an industry upholds and reinforces a lot of systemic barriers. As much as I love the sport, many aspects of it needs to change. I’m hoping I can help with this change by contributing to ASC, where I get to combine my passions for both hockey and inclusion.

Shay Martin they/them

Having grown up playing minor hockey, Shay’s experiences in the sport revealed a culture that often felt alienating and exclusionary. Rediscovering hockey as an adult, after embracing their queer identity, has been a journey of joy, healing, and reconnection with their roots.

Shay returned to the game as both a player and volunteer with This Tournament Has Everything (TTHE), an inclusive women’s, trans, two-spirit, non-binary, and gender-expansive hockey tournament. What began as a way to reconnect with the sport soon evolved into a deeper role as TTHE’s Media Manager, helping to expand the tournament’s reach and visibility.

Professionally, Shay serves as the Professional Development Coordinator for the International Cinematographers Guild (IATSE Local 669), supporting training and development for Western Canada’s camera teams within the film industry. This role reflects their passion for building inclusive, collaborative environments that foster growth and learning.

Shay is honoured to join the ASC in supporting its mission to make hockey a safe and inclusive space for people of all sexual identities and gender expressions. Recognizing the systemic barriers long present in the sport, they aim to contribute through advocacy, education, and community initiatives that create welcoming, empowering spaces where everyone can access and thrive in the game.