Increasingly, major sport events have been recognized as both economic drivers, and powerful place-brand builders for cities and destinations.

And, our understanding of how to quantify and establish the hosting value of events is at the forefront of sport tourism in Canada.

Over the past 13 years, we've raised over $25-million for our clients, led major event bids for both cities and event rights holders, created innovative ideas in sport tourism and built event marketing and hosting strategies that deliver significantly increased hosting ROI.

Our major event bids and client relationships include:

  • Bid Lead, X Games Calgary (2020-2022)
  • Senior Advisor, Calgary 2026 Olympic and Paralympic Games Bid Corporation (2016-2018)
  • Bid Lead, SailGP Canada (Canada SailGP Team, 2021-2022)
  • Senior Advisor, Natural Selection Tour Canada (2022)
  • Bid Lead, Red Bull Crashed Ice Edmonton (2015 and 2018)
  • Senior Advisor, JUNO Awards Calgary (2016)
  • Senior Advisor, Canadian Open Volleyball Championships (2015)
  • Executive Volunteer, ISU Speed Skating World Championships (2005-2018)
  • Senior Advisor, PGA TOUR Champions Shaw Charity Classic (2011-2012)
  • Bid Lead, Red Bull X-Fighters Calgary (2009)
  • WinSport Canada's World Cup Roundtable (2006-2010)
  • Burton Global Open Series (2004-2006)
  • Over 15 World Cup and World Championship events

For more information on our sport tourism projects and consulting services, please contact Russell Reimer, President.

Professional Testimonials
Russell has been, and continues to be, an integral part of the successful bid to bring Red Bull Crashed Ice to Edmonton for the first time in March of 2015 and again in March 2018. Combining his professionalism, extensive network and inherent understanding of sport tourism, the “Crown Jewel” of Red Bull’s global event portfolio will now reach a whole new audience in one of the biggest hockey towns in Canada.

Pete Andersen
Country Sport Manager, Red Bull Canada

Russell has an intimate understanding of the action sports world and helped us to successfully navigate the sport tourism market in Canada to form meaningful partnerships that enhanced our event and exposed our brand to a new audience.

Ian Warda
Event Director, Burton Global Open Series

Russell was instrumental in developing the initial business case for exploration of the Olympic and Paralympic Winter Games in Calgary. And later, for Calgary 2026, he supported the development of the Vision, Mission and Values of the bid and led the overall narrative development for the International Relations Team's bid presentation to the members of the Association of National Olympic Committees (ANOC).

Terry Wright
Senior Planning Advisor, Calgary 2026

Russell's knowledge of and perspective on Canada's sport community is passionately committed and his work for Freestyle Canada has been invaluable in developing our sport tourism strategy and the funding for our FIS Freestyle Ski World Cups.

Peter Judge
CEO, Freestyle Canada

Russell has been an integral part of our team for some time. He has provided strategic insight, creative thought and a meaningful value-add to many of our recent major event bid wins including the 2016 JUNO Awards and the 2015 Canadian Open Volleyball Championships all of which is predicated on a genuine passion to build a great city through sport whether it’s for economic benefit or quality of life. He’s made a significant and important contribution to our team’s effort.

Marco De Iaco
Executive Director, Calgary Sport Tourism Authority

As volunteer Vice Chair of Marketing and Communications for the Organizing Committee Calgary for over 10 years, Russell Reimer has been a tremendous addition to our team. His creativity and vision have not only contributed to the overall success of the World Cups and World Championships but have played a role in increasing the profile of speed skating in Canada. 

Alice Humeny
Volunteer Chair, Organizing Committee Calgary

With passion and experience in sport, Russell is the ideal person to work with WinSport Canada’s Sport Department. His knowledge has resulted in the ability to develop the World Cup Roundtable Initiative bringing together nine different National Sport Organizations to maximize the tourism funding for the many World Cups each year in Calgary and the Bow Corridor.

Bill France
Vice President, Sport, WinSport Canada