During my tenure as the Director of Marketing at Sporting Life, one of my most significant accomplishments was creating, building, and leading the Sporting Life 10K, transforming it into one of Canada’s most successful and impactful road races. What began as a vision quickly evolved into a powerful annual event, uniting the city, vendors, store teams, and tens of thousands of runners to raise funds for Camp Oochigeas, a camp dedicated to children affected by childhood cancer.

To ensure long-term sustainability and maximum charitable impact, I restructured the business model, creating a separate P&L that allowed 100% of net proceeds to go directly to the charity. This financial shift not only secured the race’s future but also positioned it as the largest net-proceeds fundraising 10K in the country. I also hired a dedicated Run Director and race management team, enabling us to scale operations, improve runner experience, and build the foundation for continued growth.

By 2020, when I resigned, the Sporting Life 10K had raised over $20 million for Camp Oochigeas—an incredible milestone that reinforced the power of community, sport, and purpose. Under my leadership, we also expanded the race to Ottawa and Calgary, broadening our impact and introducing the Sporting Life brand to new markets. While these expansions lasted 2–3 years, they demonstrated the demand for a meaningful, charity-driven event beyond Toronto.

The Sporting Life 10K became more than just a race—it became a movement, defining Sporting Life’s commitment to giving back, fostering community engagement, and inspiring people to push their limits. By aligning brand, business, and philanthropy, we created an event that not only delivered unforgettable experiences but also left a lasting legacy in Canadian road racing and charitable fundraising