If I may, imagery is the thing I would particularly like to highlight. My triathlon club started 12 years ago and if you pick any 400 people off the street, that is my triathlon club. They're not all iron men, lean, athletic people. Everybody is part of it. The number one factor that has aided in our growth is the imagery that we're putting out there in social media, and that is a picture of a normal person doing a triathlon. In fact, three normal people who've just done a triathlon smiling is the picture we want. I want everyone to see that, to see themselves as a triathlete. If the Government of Canada was able to facilitate the imagery of the 36-year-old woman playing recreational soccer or the 55-year-old woman running a half-marathon—well, there's lots of imagery of runners out there, so let's say to sport.... The imagery is really the key.
On October 18th, 2016. See this statement in context.