Thirty Years Crossing the Country
- Kevin Shields
- Aug 8
- 3 min read
Updated: 7 days ago
I had no idea that saying yes to coaching a group of four- and five-year-old skiers would lead me here. Thirty years later, I’m still coaching cross-country skiing — and still learning from the sport and the people in it.
Silver Star Resort, BC Photo Credit: Hannah Shields
The Canadian ski community is dedicated, supportive, and hard-working. When I started — new to both coaching and cross-country skiing — the warmth and encouragement I found made me feel like I belonged. Over the years, I’ve travelled to ski events in communities across the country, coaching in vibrant clubs alongside people committed to making the sport accessible and enjoyable for all.
I’ve seen a lot of change in sport over the past three decades. Thirty Years Crossing the Country will be a blog series sharing what I’ve learned, the changes I’ve witnessed, and the stories that shaped my coaching journey. I’ll reflect on my time with clubs including Waterloo Region Nordic (Kitchener-Waterloo, ON), Kastor Kanik (Val Cartier, QC), Lappe Nordic (Thunder Bay, ON), Nakkertok Nordic, Carleton University, and XC Ottawa (all in the Gatineau-Ottawa region).
This first post takes me back to where it began: how our ski community in Waterloo Region grew and sustained a thriving Jackrabbit program.
Building Community through Coaching Capacity and Access to Equipment: Waterloo Region Nordic
My coaching journey began modestly enough. I’d done a little backcountry skiing as a kid, so I figured I could handle volunteering as an assistant coach for my son’s Bunny Rabbit program in Waterloo. These kids were four and five years old — we didn’t know much about skiing, and we were full of energy and curiosity.
On the very first day, circumstances took a turn: the Bunny Rabbit group coach, pregnant at the time, developed complications and was advised by her doctor not to ski. And so, in 1995, I unexpectedly found myself as the Bunny Rabbit coach — The show must go on, right?. By the following year, I was the Jackrabbit coordinator.
From there, one thing led to another — coaching courses, club races in southern Ontario, National Championships in Whitehorse, and even coaching a Canadian team at a FIS sprint race series in Beijing, China. Not a path I could have imagined when I first said yes.
The Early Days at Camp Heidelberg
Back in 1995, our Jackrabbit program had just 28 participants, ages four to thirteen. We trained at Camp Heidelberg, a rural property eight kilometres north of the Waterloo Farmers’ Market, operated by the Optimist Club of Waterloo.
We had no groomed trails. Most skiers used touring skis — often waxless — but that didn’t stop the fun. We explored forest trails, played games on the frozen pond, made jumps, and fed chickadees from our bare hands (or even the tops of our toques). After an active 90 minutes, we gathered for hot cider and cookies or had a winter cookout. The atmosphere was warm, inclusive, and welcoming.
Growing the Program
After that first year, I stepped into the role of Jackrabbit coordinator. Working with our board of directors, we identified three main barriers to growing membership:
Coach recruitment
Coach training
Access to appropriate ski equipment
Our strategy was to focus on building coaching capacity and removing equipment barriers. We partnered with the City of Kitchener, Canadian Winter Sports Inc., a CANSI instructor, and founding club member Peter Rasbery. Our strategy included:
Removing the registration cap on the Jackrabbit program, welcoming every new family into the club.
Team coaching — pairing new coaches with experienced mentors.
Free skill sessions for coaches, led by a certified CANSI instructor.
Coach recognition program — free waxable skis to replace outdated touring gear.*
Seasonal ski rental program — affordable, correctly sized equipment for Jackrabbit families.*
*Both programs were supported by Canadian Winter Sports Inc., our equipment partner.
The Results
Over three seasons, our program grew from 28 Jackrabbits and 4 coaches to 78 Jackrabbits and 12 coaches. These initiatives not only brought in more families but also strengthened our coaching team and kept the program thriving. It is still thriving more than 25 years later.
Thank you to the many volunteers — both adults and youth — who have dedicated countless hours to running the rental program and making cross-country skiing a welcoming winter adventure for so many.
Kevin Shields
Need help starting or expanding a club Coach Appreciation or Ski Rental Program?
Access to equipment is a cornerstone of participation. Many sports make this investment for their clubs and communities — all it takes is a committed volunteer team and the right partners. If you have questions or want assistance in setting up these programs, I’d be happy to help.
Here is a link to the Skiwax.ca club rental fleet page. Benefits, successes and logistics.
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