Safe Sport

Canada Snowboard Appoints Lucinda Jagger as Vice President, Sport - Strengthening Commitment to Excellence

July 5, 2023

[Vancouver, July 5 2023] – Canada Snowboard is delighted to announce the appointment of Lucinda Jagger as our new Vice President, Sport. With her exceptional experience and unwavering dedication to the world of sport, Jagger brings a wealth of knowledge and leadership to our organization, reinforcing our commitment to fostering excellence in snowboarding.

Having previously worked tirelessly at Whistler Sport Legacies, Own the Podium and Canadian Sport Institute Pacific Jagger's impressive track record speaks volumes about her passion for sport and her ability and commitment to develop athletes at every level. From grassroots initiatives to Olympic/Paralympic podiums, Jagger firmly believes in the transformative power of sport, aligning perfectly with our organization's mission to nurture outstanding individuals and athletes through a high-quality sport journey.

Jagger's educational background reflects her desire to continuously learn and includes a Master of Education from the University of Victoria and a Bachelor of Physical Education from the University of Calgary. With over 30 years of experience in the Canadian sport system, her expertise is unparalleled, encompassing a variety of sport leadership and coaching roles.  

Jagger Commented: "I am humbled to bring my passion and experience in sport to the most forward-looking sport organization in Canada.  To have the opportunity to work alongside a youthful and dynamic leadership team who are fully committed to being the best for sport, and the athletes is inspirational for me.  I am thrilled to be part of this world class group of people.”

One of Jagger's most notable achievements is her instrumental role in supporting and driving the 2006 Chinese Olympic Aerial team, leading them to China's first snow sport gold medal and the first gold medal ever won by a Chinese man at the Olympic Winter Games. This remarkable accomplishment underscores her ability to motivate athletes and propel them to unprecedented success. 

Throughout her career, Jagger has also been deeply involved in the development of multi-sport programming, collaborating with multiple stakeholders to create lasting impact. As well as Vice President, Sport at Whistler Sport Legacies, she has served as a board member for esteemed organizations such as the Canadian Luge Association, BC Luge Association, and Whistler Adaptive Sport.

On behalf of the Provincial / Territorial Snowboard Associations, Cathy Astofooroff commented: "Having worked with Lucinda on previous projects, we’re happy to welcome her to snowboarding and are confident that Lucinda will be of a great asset to Canada Snowboard and the PTSA’s in our common goal of being aligned throughout our sport programs."

Furthermore, Jagger has worked closely with major funding and sport partners, including OTP (Own The Podium), Sport Canada, and the COC (Canadian Olympic Committee) and CPC (Canadian Paralympic Committee). Her collaborative approach and strong relationships with these key stakeholders have been instrumental in driving sport development and securing support for athletes.

Representing the Athlete’s Council, Zoe Bergermann commented: "On behalf of Canada Snowboard’s Athlete Council, we were delighted to be part of the VP Sport interview panel and ultimately having Lucinda Jagger demonstrate she is the right person for VP Sport. We are excited to welcome her to the CS family and see the great work she will lead in collaborating with the High Performance Snowboard Athletes on each team as they become the best snowboarders on the planet."

While being a longtime friend and colleague of many in the Canada Snowboard ecosystem, Jagger draws experience on her coaching expertise as an 11-year Level 3 Alpine coach and her role as a strength and conditioning coach for national and international high-performance athletes. Furthermore, she has played a pivotal role in the creation of the CFSA Long Term Athlete Development System ‘Can Freestyle,’ including the CFSA-Super Coach Academy. Her contributions as a sport builder were integral to the establishment of two training centres in Whistler.

As the VP, Sport at Canada Snowboard, Jagger will serve as a High Performance advisor to six Olympic/Paralympic Snowboard programs and an athlete development advisor, alongside ten Provincial and two Territorial snowboard programs. She will leverage her extensive experience as a Freestyle Master Coach Learning Facilitator for CFSA and a Competition Development Multi-Sport Course Facilitator for the CAC to elevate our sport programs and initiatives.

From CEO Dustin Heise - “What an amazing opportunity for Canada Snowboard to have such a strong leader, mentor, and sport visionary join our team as the VP Sport. Lucinda Jagger will undoubtedly bring a great deal of sophistication and leadership to Canada Snowboard’s High Performance Systems while ensuring a connection to each stage of the snowboard pathway.  On behalf of Canada Snowboard’s Board of Directors, and our Snowboard ecosystem we want to welcome Lucinda to the Canada Snowboard Team."

Canada Snowboard is thrilled to welcome Lucinda Jagger to our team. Her appointment as VP, Sport reinforces our commitment to nurturing world-class snowboarders and fostering excellence within the snowboarding community. We are confident that her expertise and leadership, along with her strong connections to major funding and sport partners, will be invaluable as we continue to shape the future of snowboarding in Canada.

For media inquiries or further information, please contact:
Richard Hegarty 
Director of Communications 

About Canada Snowboard: Canada Snowboard is the national governing body for snowboarding in Canada. As a non-profit organization, our mission is to provide leadership and support to Canadian athletes and coaches in all snowboarding disciplines, from grassroots to elite levels. We are dedicated to promoting the growth and development of snowboarding in Canada and ensuring our athletes have the resources they need to succeed on the international stage.


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