Fun! That’s right we said it, Fun!

We at The 400 Cup understand that fun through sport is a cornerstone of our lives. Whether competition in a team environment is your passion or the recreational game of golf over the weekend, it all leads back to one factor, fun! The 400 Cup was created with this fun factor in mind using sport as our steppingstone to an amazing experience.


The original goal of The 400 Cup was to alleviate some of the frustration and emotional misery the 2020 Covid Pandemic has so graciously offered us.  Jon Varela, Neal Martin, and Sean Venedam started the business delivering hockey development programs in the hope to just “keep everyone moving”. Hockey tournaments evolved during this journey with the continued understanding that “the fun experience” is paramount and creating these memories will always be our focus.


In the future, our goal is to provide this same experience to as many sports as possible. We will look to partner with sporting groups, organizations, and businesses to continue this mission.

If the year 2020 has taught us anything it is how much we rely on sport to bring happiness into our lives. We have watched kids and adults suffer alike and we realize there is therapeutic benefits in exercise and competition.


In most sports there are winners and losers. Our goal at the 400 Cup is to never let winning and losing tarnish the experience. We will always aim to provide the fun and enjoyment we all need!


Fun! That’s right we said it, Fun!

Neal Martin

Chief Executive Officer


In 2010, after a 14-year pro hockey career in the US and Europe Neal chose to settle down back in Canada in the Barrie Area. Neal has a wife (Kristi) and two sons (Hudson and Hayden) both in the Barrie Colts AAA minor hockey system. Coaching at many levels Neal has enjoyed developing players in minor hockey for the last 10 years focusing mainly on Barrie’s AAA hockey program. Neal has partnered for many years with Sean Venedam and the 4Hundred Source for Sports offering hockey development and conditioning to residents of Simcoe County. While playing hockey in Europe he completed a BA in Sport Management and an MBA in International Business from Coventry University. Neal enjoys all sports including hockey, golf and skiing and is excited to be a part of the 400 Cup family as Business Development Manager and hockey development instructor.

Career Details:

  • 4 Years OHL Sudbury Wolves/Soo Greyhounds
  • 1993 Memorial Cup Champion
  • 14 year professional Hockey (10 European Elite Leagues)
  • Selected to Canadian Men’s National Team (1997) (1998)
  • Skoda Cup Champion (2002)
  • Lotto Cup Champion (2003)

Jonathan Varela

Chief Operating Officer

Jonathan is a Barrie resident and has the love for the game. With his strong background in sales and account management of over 15 years he helps the organization bring a more business-oriented point of view of maximize sales growth for our customers.

Career Details:

  • 10 years of Director of Sales & Business Development experience
  • 8 years of building Go To Market Strategies, developing & executing 
  • Graduate Seneca College of Marketing & Ecommerce sales 
  • Graduate of UofT Business Certificate Program 
  • Completed HTCP level 1 Certification