Mitch started his career in C.P.R. as the aquatics director of the Snowdon Y.M. – Y.W.H.A (the Ben Weider Jewish Community Center) in Montreal. In 1997 he joined forces with Norman Goldberg and Urgences Reanimation.

Mitch primarily focuses on sales, marketing, and the promotion of C.P.R. education, especially among older elementary school children. C.P.R. empowers students with the knowledge that every person can make a difference, and his goal of every grade 6 student to become certified reflects this belief.

Aside from his business endeavours he is also the father of four fabulous children.