Mission Statement

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, Principal

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, Associate Rep

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, Tech 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, Associate Rep

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!


Laurin Duncan, Admin

Canmore, AB  |  403.678.7457  |  admin@onwardup.com

Originally from Ontario, my degree in Kinesiology led me to a career in the pharmaceutical marketing industry. After working for nearly 8 years in both Toronto and London (UK), I found my way out to the Bow Valley and haven’t looked back. No commute PLUS a mountainous playground in your backyard – it doesn’t get much better than this!

Staying within the field of marketing, I joined the OnwardUP team in March 2011, and am excited to be working with an amazing collection of brands. An outdoor enthusiast since childhood days spent at summer camp and the cottage, I am thrilled to be surrounded by mountains, and spend as much time as possible discovering every nook and cranny by way of foot, bike and ski.