Defining Moments with Dustin
Defining Moments with Dustin Heise is where leadership meets high-performance sport. Dustin, CEO of Canada Snowboard, sits down with the athletes, coaches, and leaders who know what it takes to build strong teams and values-driven cultures. Expect real conversations, practical insights, and a closer look at the world of snowboarding, from Olympic drama to grassroots beginnings.
Defining Moments with Dustin
Russell Reimer - President, Small Victories
What happens when you stop chasing titles - and start building something bigger than yourself?
In this episode of Defining Moments, host Dustin Heise, CEO of Canada Snowboard, sits down with Russell Reimer, President of Small Victories and one of Canada’s most influential advisors in major sport events, athlete branding, and sport tourism.
Russ shares how a clear career vision - not a job ladder - shaped his path from Olympic broadcasts to leading bids for the X Games, SailGP, and the Calgary 2026 Olympic and Paralympic Games. Together, they explore entrepreneurial thinking in sport, why Canada underestimates the economic and cultural power of events, and how private risk, storytelling, and coalition-building can unlock government support.
The conversation culminates in a powerful reflection on athlete resilience through the remarkable comeback story of Mark McMorris, and why impact, mentorship, and legacy - not wins alone - are what truly define success.
This episode is a masterclass in leadership, vision, and how sport can galvanize communities, inspire nations, and shape lives.
00:00 – 01:37 | Introduction
Dustin introduces Russell Reimer, his career in major sport events, athlete branding, and global sport leadership.
01:37 – 02:23 | What inspired you to use sport as a vehicle for impact?
Russ explains his early decision to not be defined by titles, but by a career vision bigger than himself.
02:23 – 03:36 | Why vision matters more than job titles
Russ discusses opportunistic thinking, entrepreneurial instincts, and letting vision guide decisions.
03:37 – 04:30 | Where do you see opportunity in Canadian sport right now?
Dustin asks about the entrepreneurial opportunity within Canada’s current sport and economic landscape.
04:30 – 06:46 | Entrepreneurship vs. opportunistic thinking
Russ shares why everyone must think entrepreneurially — without glorifying the gig economy — and why collaboration beats competition.
06:46 – 07:32 | How can sport leaders better demonstrate economic impact?
Dustin explores how leaders can better articulate the value of sport to investors and governments.
07:32 – 09:28 | Why Canada under-leverages major events
Russ explains the problem with “carousel events” and the missed opportunity in long-term brand storytelling.
09:29 – 10:32 | How do we build a sport-first culture like the U.S.?
Dustin compares Canadian and U.S. sport systems and asks how Canada can embed sport into its national fabric.
10:32 – 12:47 | What governments need to see before they invest
Russ highlights the importance of private capital, commercial viability, and coalition-building to unlock public support.
12:47 – 13:28 | Athlete comeback stories that unite a nation
Dustin asks Russ to share a defining athlete story that exemplifies resilience and impact.
13:29 – 16:47 | The Mark McMorris comeback and “Unbroken”
Russ recounts Mark McMorris’ life-threatening accident, recovery, the creation of Unbroken, and its national impact.
16:48 – 19:12 | The human impact behind the story
Russ reflects on the emotional response, public support, and why the story resonated so deeply with Canadians.
19:13 – 20:47 | What keeps you motivated today?
Russ shares how past failures, including Calgary 2026, continue to shape and motivate his leadership.
20:47 – 22:43 | A moment that erased the doubt
Russ describes a powerful experience working with Indigenous youth and how sport helped them envision their future.
22:44 – 24:14 | What’s next — and what defines a whole life?
Russ discusses legacy, working with his son on a new non-profit, and living a purpose-driven life through sport.
24:16 – 24:37 | Closing
Dustin reflects on Russ’s leadership, impact, and their shared commitment to shaping sport for good.
