Inspiring colleagues to get active and make a difference in our military community is the spirit behind a friendly competition between Deloitte and PricewaterhouseCoopers Associates (PwC) in Ottawa.
Both firms have a history of supporting Canada Army Run and its charitable causes – Support Our Troops and Soldier On, which positively impact the lives of Canadian Armed Forces members, Veterans and their families.
For 2026, Deloitte and PwC have taken that support a step further and have initiated a friendly competition to see who can raise the most money.
“The friendly competition grew from a conversation about how we could bring even more energy to our Canada Army Run campaign,” explained Deloitte’s Dan Kerry. “When we realized that other firms were also participating, we saw an opportunity to connect beyond our own organization through joint training runs, social events and friendly fundraising challenges.”
Michel Rene de Cotret at PwC says the friendly competition came together through a shared commitment to supporting Canada Army Run and the important work of Support Our Troops and Soldier On.
“As colleagues from different firms, we thought it would be fun to challenge each other in a positive way while rallying our teams behind a common cause,” he said. “The goal is not only to raise funds, but also to encourage participation, promote wellness, and strengthen connections while supporting members of the Canadian Armed Forces, Veterans, and their families.”
Rene de Cotret says the response has been “overwhelmingly positive” at PwC.
“The friendly competition has created additional excitement around both training and fundraising, giving people another reason to get involved,” he said. “We’ve seen employees who are experienced runners participate alongside first-time walkers and fundraisers, which has helped broaden engagement. The friendly rivalry has also generated conversations and enthusiasm, and we’ve had additional participants join the team as a result.”
Kerry also used the words “overwhelmingly positive” to describe the response at Deloitte.
“The competition has created new conversations about training, fundraising and race-day goals, and it’s given people another reason to get involved,” he said. “We’ve seen increased engagement around our fun runs, more fundraising activity, and a lot of friendly banter between participants. It has also helped reinforce that Canada Army Run is about community as much as it is about the race itself.”
Supporting our military community
Coming together to support our military community is very important to both firms.
“Although our firms may compete in the marketplace, we share a commitment to supporting the communities where we live and work,” says Kerry. “Many of our people have personal connections to the defence community, whether through family members, friends or colleagues. Support Our Troops and Soldier On have a meaningful impact on the lives of Canadian Armed Forces members, Veterans and their families. Coming together through Canada Army Run allows us to focus on that shared purpose and demonstrate that community impact is bigger than any one organization.”
PwC also recognizes the incredible impact Support Our Troops and Soldier On have on our military community.
“Canada’s military community makes tremendous sacrifices in service to our country, and Support Our Troops and Soldier On provide meaningful assistance to serving members, Veterans, and their families,” said Rene de Cotret. “Participating in Canada Army Run gives us an opportunity to demonstrate our appreciation in a tangible way. It is inspiring to know that the funds raised help individuals overcome challenges, stay active, and build connections through sport and recreation.”
Rene de Cotret has noticed that physical activity has a unique ability to bring people together across teams and levels of seniority.
“Events like Canada Army Run create opportunities for employees to connect outside of their day-to-day work, support one another in achieving personal goals, and build healthier habits,” he said. “It reinforces the idea that wellness and community are important parts of a positive workplace culture.”
Bringing colleagues together for a great cause
At Deloitte, Kerry says Canada Army Run is unique because it’s accessible to everyone – team members can run, walk, roll, volunteer or cheer from the sidelines.
“For Deloitte, the event has become an important tradition over the past eight years,” he said. “It supports physical and mental well-being, strengthens relationships, and provides a way for people to connect outside of their day-to-day responsibilities.”
At PwC, Rene de Cotret has seen the friendly competition bring people together in ways that might not otherwise happen.
“Colleagues who would rarely interact have connected through training discussions, fundraising efforts, and shared goals,” he said. “There is a noticeable sense of camaraderie and positive energy around the event. Having a collective objective outside of work has helped strengthen relationships, boost morale, and create a stronger sense of community within the office.”
Kerry has noticed that creating a team to participate in and fundraise for Canada Army Run has had a “significant” positive impact on morale at Deloitte.
“Canada Army Run brings together people who might not otherwise cross paths in their day-to-day work,” he said. “Partners, managers, consultants, interns, friends and family members all become part of the same team. The fundraising activities, training runs and volunteer opportunities create a sense of shared purpose and help build relationships that extend well beyond race day. We’ve found that people genuinely enjoy contributing, regardless of whether they’re running, fundraising or cheering from the sidelines.”
Fundraising for Support Our Troops and Soldier On
So far this year, Deloitte has focused on creating opportunities for people to participate in ways that work them. They have organized weekly training runs, fundraising challenges, an internal silent auction, social events and friendly competitions, along with recognition for participants and fundraisers. They also provide fundraising resources, share participant stories and celebrate milestones throughout the campaign.
Over the past eight years, Deloitte’s Operation GreenDot team has raised more than $50,000 through Canada Army Run, and this year, they are working toward a fundraising goal of at least $6,000.
At PwC, the focus has been on regular communication, sharing fundraising updates, celebrating milestones, and highlighting individual and team achievements. They’ve been encouraging participants to share their training experiences and personal reasons for supporting the cause.
“One of the most rewarding aspects of this experience has been seeing how a charitable event can unite people around a shared purpose,” said Rene de Cotret. “While the friendly competition adds fun and motivation, the real success is the collective impact we’re making in support of Canada’s military community. We are proud to participate in Canada Army Run and grateful for the opportunity to contribute to such an important cause.”