Of all the sponsor logos you might see our Olympic athletes wearing in 2010, B.C. yoga clothing company lululemon, won't be obvious among them.

But their support is there in other ways.

No matter how much we might hear about the need to financially support Canada's athletes, it's the company's policy not to give amateur athletes money, but as surprising as it might seem, that's got the athletes smiling.

Rather than provide money to athletes like luge competitor Regan Lauscher, whose team is still without a title sponsor, the Vancouver-based yoga gear company took a more unusual approach -- offering them discounts on workout gear and practical help.

The support is put together by retired Canadian alpine skier Allison Forsyth, who oversees the company's athlete outreach.

"We're out there in full force at their competitions -- we're very grassroots that way," said Forsyth.

And surrounded by teammates and competitors at a party but on by this sponsor, Lauscher is grateful.

"It's my birthday so for them to honour that and to have my friends and people I race with all season long over it really does mean the world to me," she said.

Every sponsorship deal is going to be slightly different and the support that one needs and one gets -- I wouldn't turn down anything for the world," said Canadian bobsleigh athlete Heather Moyse.

The athletes lululemon cheers for are not necessarily those with medal potential, but those who subscribe to the environmentally friendly, health-conscious company line.

And keeping in line with this, an athlete retreat in Whistler was rented by lululemon for the next pre-Olympic year, in a resort town renowned for its pricey accommodation.

"What we wanted was what the athletes asked of us, which was a chill zone, somewhere where they could go and get away from everything Olympic and just relax and do yoga and have some good food," said Forsyth.

"A lot of companies are just big and they're just endorsements about money and getting they're name out there, but they don't really do anything else, that's all they want," said American bobsleigh pilot Steve Holcomb.

By giving athletes what they want, lululemon is getting the sort of loyalty other companies pay a lot of money for.

With a report by CTV British Columbia's Sarah Galashan.