Values

Advocacy
We engage, support, and connect a diverse and inclusive outdoor community with a common goal of increasing environmental awareness and inspiring activism

Relationships
We are inspired and driven by relationships founded on trust, candour and empathy.

Education & Experiences
A culture of learning is both an internal and external philosophy. We believe there is no better place to evolve the mind and body than outdoors.

Innovation & Excellence
We are committed to high-performance, innovation and constant evolution within our team. We provide the tools to achieve this goal.

Balance

Balance
A fulfilling life outside of work is critical to achieving the professional success we envision.

Extended Services

Elevated Service
We have the organizational structure, size, and quality within our team to provide service that exceeds the needs and expectations of all our partners.

Team

With combined experience of over 90 years in the outdoor industry our team continues to grow strategically with focus on character, entrepreneurialism, and a high level of experience in a variety of outdoor and business environments.

We are friends that work hard, play hard and embrace a culture of constant improvement. Our team has the bandwidth and resources to focus on the fine details of servicing our dealers and creating growth for our vendors. Our experience not only transcends time, but dealer relationships, as well as strong and demanding vendor partners.

Rob Owens
President
Ross Mailloux
Head of Sales
Pat Valade
Account Manager
Bianca Lavoie-Mallette
Head of Operations
Jason Billing
Account Manager
Rebecca Ferri
Lead Campus Outreach Coordinator
John Ouellette
Account Manager
Kim Austin
Sales & Operations Coordinator
Emilie Gibeau
Marketing Coordinator
Marion Owens
Head of Marketing
Ashley Wright
Financial Administrator
Andrius Kirdeikis
Dealer Service Representative

Corporate Responsibility

With collaboration of our vendor partners and our ability to inspire and educate on outdoor activities we are helping nurture and inspire environmental awareness and responsibility in the outdoors.

1 % for the Planet

Through 1% For The Planet, we donate 1% of our revenue every year to environmental NGOs that are targeting issues that are most important to our community. Below is a list of organizations that we have partnered with.

Bullfrog Power

Bullfrog Power offers renewable energy solutions for individuals and businesses across Canada. Since day 1 OnwardUP offices have been run on wind and solar provided by Bullfrog Power.

Brand Partners

We partner with brands that go further in environmental and social responsibility.
Learn more about the brands.

Mission: The Ancient Forest Alliance works to protect BC’s endangered old-growth forests and to ensure a sustainable, second-growth forest industry.

Mission: To mobilize a broad social movement around the retreat of the Columbia Icefield, breaking the logjam of apathy and complacency towards the climate crisis. We can accomplish this by becoming committed climate activists in a community of individual action, community collaboration and policy change.

Mission: Open Mountains Project exists to support the resilience and leadership of youth and other vulnerable populations; providing sustainable access to the mountain environment and to the empowering experiences available in those environments.

Mission: To cooperate with the Alberta Government and community to engage in the sound stewardship of Kananaskis Country through participation and education.

The Raven Trust (Respecting Aboriginal Values & Environmental Needs)

RAVEN’s mission is to raise legal defence funds to assist First Nations who enforce their rights and title and protect their traditional territories. Through our educational programs, RAVEN transforms public awareness to eliminate environmental racism and create a collaborative new economy.

Our mission: 1) to maintain and enhance riparian habitat of our local streams so that fish, especially Salmon (adults, smolts, and fry), can navigate streams and successfully spawn; 2) to enhance then maintain Herring spawning habitat in the upper Howe Sound.

Our Mission: Connecting and protecting habitat from Yellowstone to Yukon so that people and nature can thrive.

Our mission is to research, produce and distribute reliable and relevant information that advances the public’s understanding and ability to implement sustainable energy solutions.

Our mission is to conserve, protect and restore Canada’s freshwater ecosystems and their cold water resources for current and future generations. All of the work Trout Unlimited Canada does is directed toward achieving this mission. Our work is guided by science and research and fuelled by the unending passion of our volunteers and professional staff.

From coast to coast to coast, our legal experts go to court to tackle Canada’s toughest environmental problems. Our groundbreaking lawsuits protect wilderness and wildlife, take aim at dirty energy projects and keep harmful chemicals out of the air, water and soil we all depend on.

We believe in a just and sustainable society where citizens are empowered to protect the environment and the environment is protected by law.

Spirit North connects Indigenous youth to sport, play, the outdoors and the land. Through these connections, we empower children to learn, grow, thrive and eventually contribute to the health, strength and vibrancy of their communities.

Wicked challenges, like climate change, require multi-pronged and transdisciplinary approaches for successful adaptation and mitigation. Our work focuses on co-developing initiatives that weave local and cultural knowledge with scientific and technical expertise and foster multi-generational engagement.

Raincoast is a team of scientists and conservationists empowered by our research to safeguard the land, waters, and wildlife of coastal British Columbia. We investigate to understand coastal species and processes. We inform by bringing science to decision-makers and communities. We inspire action to protect wildlife and wildlife habitats.

CAMBA’s mission is to build and maintain trails, and advocate for the trail community. Our vision is a community that values and benefits from a diverse and sustainable trail system.