January 2026
As the Winter Games in Italy draw closer, attention across the sporting world is sharpening. For athletes, coaches and national programs, this is the phase where preparation becomes more deliberate and choices more consequential. While the competitions themselves will capture global attention only briefly, the work that defines outcomes has often been underway for years, and the final preparations now matter most.
While Pembroke is not an Olympic sponsor, we are proud to support Canadian athletes and the organizations that develop them, both on and off the world stage.
THE LONG VIEW
For Canada’s cross-country skiers, this build-up is particularly exacting. Over the coming months, they will test themselves on demanding international courses in pursuit of performances that peak at precisely the right moment.
They will do so while competing against athletes from countries whose national programs operate with resources an order of magnitude larger, with more staff, deeper support systems and far greater financial backing. It is a season defined not by spectacle, but by discipline, long hours of training, careful recovery and the quiet confidence that comes from knowing the work has been done.
Cross-country skiing is one of the most demanding endurance sports in the world. It rewards patience over bravado, consistency over shortcuts, and resilience over comfort. Progress is measured in small increments, often invisible to anyone but the athlete. Success, when it comes, is earned through years of work across long winters and countless kilometres of training.
BECKIE SCOTT AND NORDIQ CANADA
Under the leadership of Beckie Scott, an Olympic gold medallist and now CEO of Nordiq Canada, the national program continues to foster exactly the qualities needed for success. Beckie’s career, both as an athlete and as an advocate for integrity and excellence in sport, embodies the values that sustain high-performance systems over time.
Today, those same principles are being applied to a new generation of athletes preparing to compete on the world’s biggest stage.
STRENGTHENING THE ECOSYSTEM
At Pembroke, we have had the privilege of supporting Nordiq Canada for the past three years. Our logo appears on race suits not as a marketing statement, but as a quiet signal of confidence in the athletes, coaches and broader ecosystem that makes elite performance possible across both the Olympic and Paralympic programs.
Our support extends beyond the national team. For nearly a decade, Pembroke has also supported the Canadian Ski Marathon, an iconic winter institution that challenges participants while welcoming skiers of all abilities. Each February, over 1,000 committed skiers pull on a tuque bearing our logo and head out into the cold, reminded that endurance, preparation and camaraderie are not abstract ideals, but lived experiences.
We are equally proud of our long-standing support for the Club de ski de fond Orford, where the foundations of future excellence are laid and young athletes learn habits of discipline, teamwork and self-belief that endure long after any single race.
SUPPORTING QUÉBEC’S LILIANE GAGNON
More recently, Pembroke began sponsoring Liliane Gagnon, a young athlete from Québec who developed through the province’s regional system racing with Skibec Nordique, before earning her place on Canada’s National Cross-Country Ski Team. Having once competed in local and regional events, she is now representing Canada on the international stage. Her progression, from Québec club trails to World Cup start lines, highlights the crucial importance of development pathways that nurture talent over time.
STEWARDSHIP IN PRACTICE
Taken together, these commitments reflect Pembroke’s broader belief in stewardship of capital, communities, and values. An important part of wealth management is helping individuals and families think carefully about charitable giving, supporting causes that matter personally, where contributions can make a meaningful difference, and where long-term commitment matters more than visibility.
Our support for Nordiq Canada, the Canadian Ski Marathon, the Club de ski de fond Orford and individual athletes reflects a deliberate effort to strengthen cross-country skiing in Canada, from early development programs through to the highest levels of international competition.
COMMONALITIES WITH WEALTH MANAGEMENT
There are clear parallels between elite cross-country skiing and wealth management. Both require preparation well before results are visible. Setbacks are inevitable, but quiet, disciplined, and sustained perseverance is what ultimately makes progress possible.
As the snow accumulates, here at home and, we hope, more generously in the Dolomites, there is also an invitation. Watch the races. Follow the athletes. Encourage and support Canadian athletes of all kinds, across all stages of development and competition. And perhaps most importantly, put on a pair of skis and head out yourself.
Other Articles Of Interest
Disclaimer
This report is for the purpose of providing some insight into Pembroke and the Pembroke funds. Past performance is not indicative of future returns. Any securities listed herein, are for informational purposes only and are not intended and should not be construed as investment advice nor is it a recommendation to buy or sell any particular security. Factual information has been taken from sources we believe to be reliable, but its accuracy, completeness or interpretation cannot be guaranteed. Pembroke seeks to ensure that the content of this document is correct and up to date but does not guarantee that the content is accurate and complete and does not assume any responsibility for this. Pembroke is not responsible for decisions or actions taken or made on the basis of information contained in this document.
