Trent Fraser



Trent is a seasoned business consultant with 30+ years of expertise in marketing, sales, brand management, special events, and business development. Widely respected for his consensus-building skills, he has worked with diverse governance models, government departments, and community leaders. Notably, Trent revitalized the Saskatchewan Roughriders brand through innovative fan-based marketing, earning recognition for campaigns like “The Melon-Head” and “Be a Football Hero.” His contributions extend to chairing marketing initiatives for various sports organizations and community events.

As a strong advocate for Saskatchewan, Trent served as the managing director of the successful Saskatchewan Pavilion at the 2010 Vancouver Winter Olympics. He has held leadership roles in multiple boards and committees, including Past-President of the Saskatchewan Sports Hall of Fame. Currently, he chairs the Tourism Saskatchewan Board and serves on the boards of SGI CANADA Crown Corporation and the Adam Herold Legacy Foundation.

Recipient of the 2017 Tourism Builder Award and the Senate of Canada Sesquicentennial Medal, Trent is recognized for his impactful contributions to the tourism industry and community improvement. Despite his busy schedule, he enjoys playing “old man” hockey, slo-pitch, reading, fishing, and traveling. Married for over 38 years, Trent is a proud father of four and grandfather of eleven. Since 1995, he has lived a sober life, embodying enthusiasm, leadership, and a positive attitude, finding joy in
laughter every day.