Nordiq Canada

Our shared brand narrative

We all have a vested interest in ensuring that our sport will grow and thrive into the future. Our new brand positions cross-country skiing as both Canada’s ‘sport for life’ and Olympic/Paralympic super-power. We hope it will provide a warm welcome to people of all backgrounds, abilities, needs and goals, including younger generations and new Canadians.  And, since it was built on a solid base of community input — it’s only right that we now share it with all of you.

The following Nordiq Canada brand narrative is meant for sharing. Please feel free to incorporate into your own club strategies as you see fit. The more we work together, the farther we can go!

Our Purpose – Our Reason for being
All Canadians on skis and more Canadian athletes on podiums.
Our Vision – What we see in the future
Cross-country skiing is both Canada’s “sport for life” and Olympic and Paralympic super-power.
Our Mission – How we will make it happen

As the national sport organization for cross-country and para-nordic skiing, Nordiq Canada partners with Divisions, clubs and others to provide the leadership, support and resources needed for all Canadians to find their own greatness in our sport, whether they aspire to ski for their country or for fun and fitness.

Our Values – Instilling pride in our work
  • PASSION: We are committed to make a difference at all levels of our sport
  • RESPECT: We believe in providing a safe, fair, fun environment for all participants
  • IMPROVEMENT: We innovate to continuously improve
  • DRIVE: We pursue our goals with absolute determination
  • EXCELLENCE: We set the bar high to achieve sporting success — fairly and ethically
Our Big Goals – The strategic priorities that guide us
  • We are aspiring to greatness: Canadian athletes, coaches and technicians achieve excellence and exemplify the highest standard of ethical behaviour.
  • We are all in: The Nordiq Canada community works together to inspire and develop athletes of all ages and abilities; as well as the coaches, officials and wax techs who support them.
  • We are the Nation’s love affair: Canadians, those who were born in Canada and those who are newly arrived, embrace cross-country skiing as the outdoor sport that provides fun, health and fitness for all to enjoy.
  • We are internationally recognized: Canadians are on the podium around the world, and the world comes to Canada to ski.
  • We are here for the long-term: Sustainable funding to grow the sport.
Our Value Proposition – what sets our sport apart
  • Freedom – No pricey lift tickets or waiting in lines, just put on your skis and go
  • Accessibility – Everyone can do it, from toddlers to masters skiers and beyond
  • Tranquility – Beat the crowds and escape into the peace and quiet of nature
  • Fun – The ultimate social media, you can ski with friends, family and your dog
  • Lifelong Fitness – A full body, cardio workout that keeps you forever young
  • Achievement – The challenge to discover your own greatness, your own way
Our Brand Experience – how our sport improves lives
  • For high performance athletes, we are giving you the tools and opportunities to achieve your best
  • For the competitive-for-life skiers, we are connecting you to the race opportunities and network needed for your performance track
  • For the many everyday enthusiasts of our sport, we are welcoming you into a passionate community and providing the gateway to more places to ski
  • For the aspiring Jack Rabbits and youth, we are giving the gift of lifelong sport
  • For dedicated coaches, officials, wax techs, groomers and volunteers, we are growing your capacity for excellence by providing a clear pathway and educational resources
  • For valued funders and sponsors, we are trusted stewards of your investment in getting all Canadians on skis and more Canadians on podiums
Our Heritage – the proud history behind our brand

Cross-country skiing is the oldest form of skiing in the world. More than 5,000 years ago the Vikings created it as a form of winter transportation.  The sport came to Canada in the late 1800s, and took off in popularity thanks to one of the world’s greatest ski pioneers, Jack Rabbit Johannsen, who moved to Canada in 1929 and promoted the sport until his death at age 111.  Over the years, cross-country skiing has become a favourite winter activity for more than two million Canadians ranging from kids and families to celebrated Olympic and Paralympic athletes.

Our Mantra – the essence of our brand

Canada: home of polite people, maple syrup, the loon, the loonie and a trillion tons of snow. It’s bad for sidewalks, but perfect for making snow angels and snowballs and the sport of cross-country skiing. It’s one part meditation, two parts stimulation and ten parts exhilaration. It’s a sport without borders, pretense or lift tickets. It will get you in shape and if you’re very good, it may even get you onto the podium. It will fill you with anticipation, joy and enough fresh oxygen to make you blush like a tomato and sleep like a baby. Come on Canada — get your skinny skis on.