Our Mission

Partner with the most innovative outdoor companies with a mutual commitment to inspire outdoor experiences and respect for the natural environment.

Meet the Team

Rob Owens photo

Rob Owens, President

Covering AB, SK, MB & NWT  |  403.609.0960  |   rob.owens@onwardup.com

I was born and raised in Saskatoon, Saskatchewan where my love for being outside was nurtured through annual fly-fishing and hunting trips with my dad. In 1997, I moved to Canmore, Alberta to exercise a new found love for climbing and exploring the mountain environments. Since then, I have become an IFMGA Mountain Guide. Climbing and backcountry skiing have remained my passions and the avenue for my obsessive compulsiveness.

As a guide and outdoor industry sales representative I take pride in helping others to facilitate personal growth through the power of our natural surroundings, to develop a sense of place, and to enjoy the simpler aspects of life.


Ross Mailloux photo

Ross Mailloux, Territory Manager

Covering BC & YT  |  778.266.1544  |  ross.mailloux@onwardup.com

I’ve always loved the outdoors. Hailing from Alberta, I made weekly trips to the mountains for many years before deciding to move to Canmore, AB in 2004. So began a lifelong mission to become a well rounded climber, skier and mountain traveler. From big wall climbing to bouldering, I basically cannot say no to a climbing mission, its all so great. In 2005 I got a serious crush on backcountry skiing and haven’t looked back. I love long ski traverses, powder skiing and anything in between, skiing has filled my winters with joy and inspiration for adventures in the Rockies and the Coast Mountains of BC, having moved to the latter in 2012.

I have always held our represented vendors in high esteem as the great products they make and philosophies they hold lend excitement and inspiration to the sports we do and our chosen industry. It’s also a privilege to work for our many dealers across BC, many of which I am happy to call friends (and ski/climbing partners!).

“Climbing is my flying and coffee is my spinach” – Peter Croft



Pat Valade, Associate Rep

Covering BC & YT  |  778.874.0955  |  pat.valade@onwardup.com

Born in small town Quebec, I was lucky when my parents decided to move out west and pursue a life in BC. From a very young age I’ve climbed and skied, taking my passion from competitions and climbing world cups to longer routes, bigger mountains and bigger lines. I’ve been lucky to combine my passion for the outdoors with work in the industrial rescue industry as well as working as a photographer after obtaining my BFA from Emily Carr University. I love to explore, work and play outside as much as possible!

As a member of the OnwardUp team I feel lucky to be able to pursue my passions alongside like-minded companies and individuals whose goal is to make safe, reliable, and ethically produced products that help more and more people get into the outdoors.


Jason Billing, Territory Manager

Covering BC, AB, SK, MB, NWT & YT  |  403.609.7602  |  jason.billing@onwardup.com

Born and raised close to the mountains, in Calgary Alberta, I was lucky to have parents who taught me to ski early on. Summer camp came soon after, where I discovered climbing for the first time. It didn’t take long for me to start getting into all sorts of trouble on my own adventures in the mountains. Having survived those, I’ve been left with many good memories and friends.

My work as a technical representative and an ACMG Guide help me pass on my experience and knowledge to people so the mountains can give them as much, or even more than they have given me. I love what I do!


bioOnwardUpRebecca Ferri, Technical Rep

Covering AB & SK |  403.953.0060  | rebecca.ferri@onwardup.com

I was born in Calgary and grew up on an apple farm in Southern Ontario. As much as I love a good apple, I realized that being an apple farmer wasn’t in the cards for me. Loving the great outdoors and craving more adventurous sports, I felt the pull to return to Western Canada. After graduating with a degree in Geography from the University of Guelph and completing a diploma of Applied Photography at Sheridan College; I packed-up my ’92 Volvo station-wagon and hightailed Westward to the mountains. After six and a half years adventuring in Squamish, B.C., a job with The Alpine Club of Canada convinced me to move to Canmore, AB in 2012.  Being in the heart of the Rocky Mountains felt right, and so I stayed.

I feel privileged to be a coach for the Canmore Indoor Climbing Society (CICS) competitive climbing team and to teach young artists at artsPlace. My adventures within Mountains; rock/ice/alpine climbing, skiing, and mountain biking have solidified my roots here and this place is truly my home. I will always love being outside, no matter what adventurous-epic I’m having!



Bianca Lavoie-Mallette, Sales Administrator

Canmore, AB  |  403.707.5656 |  bianca@onwardup.com

Born and raised a Montreal city-slicker, six years ago I hopped on a Greyhound headed West and didn’t look back. Going from a sedentary lifestyle to an active one was a huge learning curve. Thankfully, summit views have a way of making you come back for more. That I did; first through climbing, then backcountry skiing, and most recently, trail running.

My professional roles have varied over the years, having managed a number of small businesses as well as gotten my hands dirty with jobs like tree planting and farming. I’ve found a creative outlet in marketing strategy and I’m excited to explore that in the future.

When I’m not playing in the mountains or working, I can be found in the kitchen. My passion for good, clean and fair food keeps me motivated to work with brands with strong environmental ethics. I’m proud to work with a team who prioritizes this too.