Inaugural class of the Ted Rogers Academy of Sales Excellence graduates

Dressed in red graduation robes and black caps, a group of Rogers Business sales professionals and leaders that were part of the Ted Rogers Academy of Sales Excellence (TRASE)’s inaugural class received their Executive program certificates at a formal ceremony this fall. 

TRASE is a Ted Rogers School of Management Executive Education program that aims to elevate the knowledge level of sales professionals at Rogers Communications. Launched last year, the program has two streams – one for sales professionals who call on a wide range of customers; and the second for sales leaders. The 60 Rogers participants from across the country who were accepted into the program (35 sales professionals and 25 sales leaders) came to the Ted Rogers School in September 2025 for two days of in-person learning. 

The sessions were led by Randi Radul (President, Lumina Learning Canada), Christine Felgueiras (President, Impact Presence), Dr. Omar Fares, and Ted Rogers School faculty (Dr. Karen Peesker, Dr. Ellen Choi, Dr. Daniel Tut, Dr. Mark Lee, Dr. Murtaza Haider, Dr. Phil Walsh and Dr. Chris MacDonald), instructors (Adam Prokop and Marie Rodgers), and staff (Frank Miller and Donna Muirhead). Following that, a new topic each month was offered to both streams in three-hour sessions on Zoom.  

This September, the participants returned to Toronto at the Rogers Head Office on Bloor Street for additional in-person classes and capstone presentations. Fifty-three participants later celebrated the completion of their program at a graduation ceremony on September 23, 2026 in the Velma Theatre. The event was attended by Ted Rogers School Dean Cynthia Holmes, faculty members involved in the program, senior leadership team members from Rogers Business and other Rogers employees.

“The Ted Rogers Academy of Sales Excellence program was the vision of Tom Turner, President of Rogers Business, who wanted his sales team to advance their knowledge and learn from outstanding business faculty,” says Frank Miller, Director, Executive & Corporate Education at the Ted Rogers School. “So, to see the inaugural graduates dressed in red gowns, proudly accepting their Executive Education Certificates from our school after a combined 75 hours of classes, multiple homework assignments, and graded individual and group capstone projects was gratifying.”

Laura Vimboule, Sr. Manager Advanced Services & Partnerships, Rogers Communications, was  one of the graduates of TRASE’s first cohort. “The faculty members for the program brought theoretical concepts to life, which enabled participants to apply the learning immediately,” she says.

“The diverse perspectives within the cohort challenged my thinking and pushed me to look at both leadership and the business through a different lens,” she adds. “All of this culminated in a capstone project that allowed us to apply what we learned to a real business opportunity, making the experience both practical and impactful.”

Another graduate, Cameron Leflar, Business Sales Consultant, Rogers Business, says that the TRASE program was a great opportunity to step back from the day-to-day and really focus on developing my skills as a sales professional. “The program challenged me to think differently about how I approach prospecting, customer conversations and overall sales strategy, while giving me practical tools I could apply directly in my role,” he explains. 

“The TMU faculty and facilitators were fantastic to work with and created an engaging environment that made the experience both valuable and enjoyable,” Leflar adds. “I’ve come away from the program with greater confidence, a fresh perspective and new skills that I’ll continue to build on throughout my career.”

The second cohort of the TRASE program will begin their learning journey in early 2027. The application process will begin shortly, with 60 participants expected – 30 sales leaders and 30 sales professionals.