Driven by Disruption

Changemaker Spotlight: Rachael Pinnock

Rachael Pinnock’s title at the Canadian Paralympic Committee is Director of Commercial Strategy and Impact, which may seem at first glance like a moniker at odds with itself. However, that very dichotomy is why we asked Rachel to speak at the SponsorshipX Changemaker Summit this November in Toronto.

In her daily role, she leads impact strategy, revenue generation, and partnerships that drive sustainable investment in sport and community. Her career includes business development, partnership leadership with ParalympicsGB and the Canadian Olympic Committee, and brand-side experience at BMW Group. With expertise in strategy, she combines a keen eye for commercial opportunity and innovation with a clear bias for action to deliver lasting impact.

SponsorshipX wanted to learn more about Rachel so that we could share with you before you meet her at the Changemakers Summit.

SPX: What Makes You a Changemaker? What motivates you to create positive change?

RP: I am motivated by the urgent need to disrupt the systems that perpetuate inequity. The challenges facing our world, from social inequities to environmental strain, require a pace and scale of change that current approaches cannot deliver. The sport industry commands attention and leverages influence in a way few others do. Powered by the commercial organizations that fund it, there is a unique responsibility to act beyond the field of play.

I see changemaking as equal parts vision and strategy. Vision sets the ambition for a more equitable and sustainable future, and strategy builds the systems to make that ambition real. Innovation is essential because the current order leaves too many gaps unaddressed. Nonprofits and their partners can move faster and further by being open to new approaches, testing models, and finding better ways to unlock resources and expand access.

I am proud to be a member and fan of the Paralympic Movement. Within my career I have seen awareness and interest grow rapidly. Research shows that the Games make a difference: breaking down stereotypes, building fandom for Para sport, and positively shifting attitudes toward disability - a vital change given the systemic barriers people with a disability face. There is still much more to be done, which is why the Canadian Paralympic Committee is launching the Power of Para Sport strategy. I am energized by this next stage in our journey and confident that through optimism, action, and broad collaboration, we will contribute to a more equitable society.

SPX: Do you have a quote, philosophy, or guiding principle that reflects your approach to creating change.

RP: Partnerships and collaboration are at the core of how change and real impact are enacted. This guiding principle is a pillar in the UN SDG's (#17 if you're counting!) which calls for “Partnerships for the Goals,” recognizing that progress on the world’s most pressing issues depends on collaboration across sectors, geographies, and communities. The problems we face will only be met by collaborative effort.

SPX: Who has had the greatest impact on how you approach creating change? How have they shaped the way you drive change in your industry or community.

RP: I’ve been guided, challenged, and supported by some fantastic leaders in this industry, in both Europe and Canada. Radha Balani at Think Beyond is right at the top. As sharp and strategic as she is open and kind - I’ve learned a lot from the way she works and the advice she's given me. I’ve also been shaped by leaders at the Canadian Paralympic Committee and ParalympicsGB, whose commitment to the movement and willingness to put in the hard work have left a real mark on me.