Select Management Group has officially launched its Canadian office, marking a significant step in its strategy to expand its influence within the global creator economy beyond the United States. The company has appointed Micah Trainor as Talent Manager for Select Canada, further establishing its presence in key production hubs across the country, including Toronto.
Trainor, formerly a talent representative at Shine Talent Group, will oversee a diverse roster of approximately 20 Canadian digital creators. These creators boast a collective following of around 76 million across various social media platforms. Select Management Group has already made a name for itself with a strong client base in Los Angeles, New York, and Nashville, and now aims to build on this foundation in Canada.
Lisa Filipelli, Caroline Nardilla, and Amy Neben, partners at Select Management, expressed their enthusiasm for this expansion, stating, “Formally expanding into Canada is a natural next step for Select as we build on the strong relationships and client base we already have in the market. Canada has a vibrant creator and brand partnerships ecosystem, and we’re thrilled to have Micah onboard as we deepen our presence and further elevate Canadian talent across the global creator economy.”
The timing of this expansion coincides with a rapidly evolving media landscape, where content increasingly originates and concludes on creator platforms. This shift has prompted the digital industry to develop a talent infrastructure that rivals that of traditional Hollywood. Trainor’s role will involve representing notable Canadian creators such as Laurel Ysebaert and Rashna Kutwaroo, among others, including Laeticia, Ambi Yang, Hala C, Sean Anthony, Idriss Diabagate, and Darcy Michael.
Select Management Group’s existing roster features a diverse range of stars, including the cast of “The Secret Lives of Mormon Wives” and prominent influencers like Tyler Oakley, a vlogger and LGBT activist, and beauty guru Gigi Gorgeous. The company also expanded its services in December 2025 by launching Select Sports, aimed at athlete representation and brand development in the sports sector.
With a focus on expanding its global footprint, Select Management Group is positioning itself as a key player in the creator economy, enhancing opportunities for both established and emerging Canadian talents. This strategic move not only reflects the growing importance of digital creators but also highlights the potential for collaboration between Canadian and international brands.