Volvo x Canada Snowboard: A Canadian Celebration

As spring stretches across Canada and the snow begins to melt, memories of a distinctly Canadian winter adventure still linger—from the frosty halfpipe to the glowing mountain skyline. Earlier this year, I travelled to Calgary for the Canada Snowboard Snow Rodeo World Cup, where Volvo Cars Canada was present, supporting the sport and spotlighting the brand’s commitment to safety, sustainability, and community.

The Snow Rodeo is part of the FIS Snowboard World Cup circuit and took place at WinSport Canada Olympic Park, a world-class facility just minutes from downtown Calgary. It’s a rare place where the workday can end and an evening of family skiing or riding begins. The city buzzes with urban energy, but look just beyond and you’ll see the Rocky Mountains towering in the distance, glowing orange in the late-day sun. When people say, “the mountains are calling,” this is exactly what they mean. From glassy high-rises to the bustling Beltline, nature’s playground is always just a short drive away.

Volvo’s involvement in the Snow Rodeo is part of a new partnership with Canada Snowboard that began this year. The collaboration is built on shared values: putting people first, nurturing young talent, and designing for a more sustainable future.

“As a brand deeply rooted in safety, sustainability and family, we are so excited to partner with a community like Canada Snowboard that aligns with our values,” said Aleiza Alerta, Director of Marketing & Communications at Volvo Car Canada Ltd. “This partnership allows us to celebrate both our Canadian and Scandinavian love for winter sports while embracing the joy of family and outdoor adventure.”

The partnership supports snowboarding at all levels, from grassroots programs to national events, with Volvo backing key Canada Snowboard activations and community-driven programs across the country.

“We are proud to partner with Volvo, whose commitment to safety and innovation aligns with the values of Canada Snowboard,” said Dustin Heise, CEO of Canada Snowboard. “With Volvo’s support, we can grow the sport in Canada, through grassroots programs that inspire the next generation to national events that showcase the best in snowboarding.”

One of those athletes is Elizabeth Hosking, a two-time Olympian from Longueuil, QC, and a strong contender for Milano Cortina 2026. Her performance on home snow was a highlight of the weekend—and the crowd watching was bursting with excitement, support, and Canadian pride.

“Getting back on the podium and finishing up the World Cup that way, in front of such a big Canadian crowd was unreal,” she said. “It’s super special to come out and watch the best in the sport.”

Behind each of these runs is a world of training, travel, recovery, and personal commitment. Whether competing internationally or inspiring the next generation locally, the athletes bring a level of dedication and resilience that mirrors the sport’s intense physical and mental demands. The snowboarding community is deeply connected—bound by shared experiences, love for the sport, and the energy that fuels each event.

While in Calgary, I had the chance to get behind the wheel of the new Volvo EX90, a fully electric SUV that balances smart luxury with cold-weather readiness. Pre-conditioning features made chilly mornings far more comfortable, while the vehicle maintained traction and stability; keeping you feeling safe on snow-lined streets. It was a reminder that winter driving in Canada can be both capable and considered.

The trip also included time to soak in some of Calgary’s culinary and cultural charm. One standout moment was a luncheon at The Lake House at Lake Bonavista, where mocktails were sipped overlooking a frozen lake. Outside, families from the surrounding neighbourhood skated and played hockey—quintessential Canadian winter moments, the kind that make you pause and smile.

Our home base at Hotel Le Germain Calgary was stylish and central, ideal for an action-packed schedule. A meal at CHARCUT Roast House delivered Alberta flavour at its finest, from their signature gem lettuce Caesar salad to indulgent desserts like the salted caramel crunch—yes, worth saving room for.

In between the city’s pulse and the world-class sporting action, the Snow Rodeo offered a look at how Canadians live, compete, and connect during the winter season. The energy, the landscapes, and the athletes themselves all left a lasting impression. Whether you’re new to snowboarding or a longtime fan, there’s something magnetic about the scene—and experiencing it firsthand in Calgary, a city that blends access to adventure with vibrant city life, made it all the more memorable.

Website: Volvo Canada