By Tyler Waugh, Local Journalism Initiative Reporter
John Atkins jokes that his monicker around the office at JAC, a multifaceted digital marketing agency he founded in 2008, is ‘fearless leader.’
But Atkins, who was named Business Leader of the Year during the 2026 Best in Business Awards hosted March 26 by the Mount Pearl-Paradise Chamber of Commerce, said fearlessness has nothing to do with real leadership.
“Fearless leader doesn’t mean an absence of fear, it just means the ability to lean into the tough situations and find solutions,” said Atkins, founder and CEO of JAC. “Running a business means every single day there’s something that can take you sideways. You never know what’s going to come … every day there’s something different to challenge you. It’s how you meet the challenge that is defining.”
Atkins added that his leadership has evolved from a more rigid style over the years to a philosophy that better differentiates a boss from a leader. It was an evolution, he said, that took time as a product of Gen X, but that business success stems from an atmosphere that allows his talented staff to focus and thrive.
“A leader is about the people you surround yourself with and creating a culture that allows them to thrive as individuals, but also building an environment where everyone needs to work efficiently as a team, including me,” Atkins said, adding that little considerations like stocking the office with snacks people like and closing early on Fridays makes a difference.
“We value open dialogue and communication where we are there for them with any challenges, and also for the joy,” said Atkins. “Leaders need to understand there’s times you need to be flexible, it usually pays off with the best possible product and experience for clients.”
Atkins has been an entrepreneur since his teen years, selling custom made computers at the age of 18. He was attending Memorial University with the goal of becoming a neurosurgeon when a fascination with new technology caused him to pivot.
Years later he had established himself in international marketing circles at the Humber Valley Resort. When the bottom fell out of the operation and got sold, Atkins was left with a six-month severance and a need to find the next thing.
“I had two young kids and my wife looked at me and asked what I was going to do. I said I am going to start a business ... she couldn’t believe it,” recalled Atkins, who received his leadership award at the Reid Community Centre with wife Pat at his side.
He credits Pat, who is co-owner and vice president of operations at JAC, with playing a critical role in the evolution of the firm from an idea to a flourishing enterprise.
“She’s a clear head and in a lot of different situations she has proven to be the necessary ying to my yang,” Atkins said.
JAC has won a number of awards from the Mount Pearl-Paradise Chamber and the St. John’s Board of Trade over the years, and also 65 international awards for branding, websites and marketing.
“We’ve been very blessed, and lucky. You can have a great plan and execute well, but at the same time acknowledge that there’s always some luck involved," Atkins said. "I'm very grateful to be in the position I am in, and I don't take it for granted."
Atkins was one of many local business leaders honoured at the gala event, which drew around 200 attendees.
Compusult Ltd. won the Innovation Award, while Republic Pest Solutions won New Business of the Year, and Repuplic Pets earned Entrepreneur of the Year. Bellie Beth Inc. won the People’s Choice Award, CoNee Matters Paradise earned the Local Impact Award for Paradise, while Coleman’s won the Local Impact Award for Mount Pearl. GolfShotz won the Business Excellence Award for companies with 15 or fewer employees, and Serenity Nursing & Home Support Services Ltd. walked away with the Business Excellence Award for companies with 16 or more workers.
Wanda Palmer, executive director of the Chamber, said all the winners set an inspiring standard and showcase the talent, dedication and hard work within the business community.
“This event is a true reflection of the vibrant and dynamic business ecosystem that continues to thrive in our region,” said Palmer.
