Nordiq Canada Partners in the Pursuit of Excellence with Pembroke Private Wealth Management

CANMORE, Alta.—Pembroke Private Wealth Management will invest in the National Ski Team’s pursuit of excellence over the next four years, Nordiq Canada announced on Wednesday.

Joining the Canadian National Ski Team’s official pool of partners, the Canadian wealth management company will provide financial support to Nordiq Canada’s cross-country ski athletes and community as they embark on a new four-year journey to Milan-Cortina 2026.

“It is important for Nordiq Canada to develop partnerships with organizations who believe in investing in the power of sport while providing the critical financial support our national program requires to achieve its goals,” said Stéphane Barrette, Chief Executive Officer, Nordiq Canada. “We are happy to welcome a company who is committed to not only supporting our high-performance athletes, but who also shares Nordiq Canada’s values of integrity, accountability and excellence. We know Pembroke will have a significant positive impact on Canada’s cross-country ski community while ensuring our athletes are ready to train and perform each day.”

Founded in Montreal in 1968, Pembroke is an employee-owned business which offers investment and wealth management solutions to institutions, foundations, families and individuals, many of whom are cross-country skiing enthusiasts.

Pembroke has modelled itself around the pursuit of financial excellence, delivering investment and wealth management solutions with integrity and humility. The group is a signatory to the United Nations Principles for Responsible Investment.

“Talent, hard work and passion are celebrated at Pembroke, and they are also essential traits for success in elite sport,” said Ian Aitken, Chief Executive Officer, Pembroke. “As a cross-country skier, I am thrilled that we are able to support Canadian athletes who represent our country so admirably on the international stage, and we know that this partnership will make a difference.”

Nordiq Canada welcomed Pembroke Wealth Management into its partner pool while launching the new Olympic and Paralympic quadrennial, April 1. Athletes will be sporting the Pembroke mark on National Ski Team competition race suits and warm-up apparel through to March 31, 2026.