November 30, 2018 – In the 20 months I have had the pleasure of working for Cross Country Ski de fond Canada (CCC), I have evaluated all facets of the organization. The resounding message from stakeholders across the country is that CCC needs to change, revitalize, and move in a new direction.

Today, we need your participation as we embark on the most important part of our revitalization – brand identity. Our brand is more than our logo. It identifies who we are as a community and communicates a common vision for the future. Our brand must align with our strategy and core values. It will force us to make decisions on where to focus.

Like any successful brand, Cross Country Ski de fond Canada’s brand will be built from the inside out. As a result, we are seeking input from our entire community. This process will provide us all with an opportunity to come together and discuss, decide and create the future we want.

Please help us revitalize and define this wonderful Canadian sport by being part of this next step. Please join the discussion and take part in this exciting journey by taking our brand survey.

I wish you a wonderful 2018-19 season.

Shane Pearsall
CEO, Cross Country Ski de fond Canada