Fergie Cancade, Director, Global Athletes & Ambassadors, lululemon

Fergie Cancade is a British Columbia based sports marketing professional focusing on athlete and influencer marketing at the highest level.

Fergie cut his teeth in the ski industry, working his way up from working on a shop floor to managing and consulting to some of the top athletes and brands in the world.

Shortly after earning his bachelor’s degree in business strategy and management, Fergie founded Goodlife Action Sports which focused on athlete representation and sports marketing. After years of working with Goodlife Action Sports and growing it to one of the top agencies within the professional action sports landscape with focus on winter sports, Fergie decided to move in-house with Red Bull to manage their athlete marketing strategy for Canada and work with some of the top talent for Red Bull globally. After 7 amazing years with Red Bull, Fergie made the move back to BC to work with the iconic Canadian apparel brand, lululemon as global director of sports marketing to inspire new and existing guests to achieve their highest potential.

Fergie has approached his career through passion for the work he’s in and a constant drive to learn and grow.