In this exclusive CanadianSME Small Business Magazine interview, Claudia Sjoberg, Founder and CEO of Pedalheads, reflects on how a simple idea in 1980s Vancouver—to give kids better, more joyful swim lessons—grew into North America’s leading bike, swim, trail, and soccer camp platform nearly 40 years later. Through Pedalheads and Pedalheads+, she shares how values‑driven growth, accessibility for families facing barriers, and hands‑on community leadership can turn confidence‑building play into a lifelong engine for resilience, inclusion, and purpose‑led entrepreneurship.
Claudia is known for her hands-on leadership style- she can lead a strategy meeting in the morning and help take down event signage by the afternoon. At her core, Claudia believes that true leadership is not about power or prestige, but about elevating others, fostering trust, and creating a vision people believe in. Through Pedalheads and her community work, she continues to inspire both her team and the next generation to lead with heart, purpose, and courage.
Pedalheads is approaching its 40th anniversary. When you look back to those early days in Vancouver, what originally inspired you to start the program, and what continues to motivate you today?
I started Pedalheads because I believed kids deserved better experiences than what I was seeing in traditional programs. When I was a young swim instructor in Vancouver, I saw so much untapped potential in exploring small classes, in-depth coaching, and true connection could make learning joyful instead of stressful. That belief drove me to open my own swim school in 1986, where I started teaching daily lessons.
What keeps me motivated has not changed: watching kids surprise themselves. Whether it’s a first swim without a floatie or a first pedal without a parent’s hand on the seat, those defining moments never get old. I also stay energized by the people around me, like our instructors, families, and communities. Their trust pushes us to keep improving, expanding access through Pedalheads+, our charitable arm that provides free lessons and equipment to those in need, and finding new ways to help kids move, grow, and feel proud of themselves.
You’ve grown Pedalheads from a single swim program into a North American leader in bike, swim, trail and soccer camps. What have been the most important lessons in scaling a purpose-driven children’s brand over nearly four decades?
The biggest lesson is that scaling only works if your values scale with you. From day one, parents trusted us because we delivered high-quality instruction and created a safe, happy environment. As we expanded, the challenge was maintaining the same standard in every city. That meant investing heavily in training, developing a consistent curriculum and hiring people who share our philosophy of going the extra mile.
Another lesson is that word-of-mouth is your strongest growth engine when you’re working with kids. No marketing beats a parent telling another parent to sign up. To earn that trust repeatedly, you need discipline, feedback loops and a willingness to evolve.
Finally, you cannot scale alone. I learned to hire experts, build a strong leadership team, and be honest about my own strengths and weaknesses. Allowing others to lead in their respective domains has strengthened our organization and made it more adaptable. I have also learned that patience matters. Sustainable growth requires time, thoughtful planning, and a focus on long-term impact rather than quick wins. That approach has allowed Pedalheads to grow while staying true to our core purpose.
You are widely recognized for your leadership and community contributions, from national business awards to hands-on volunteering. How do you define good leadership, and how has your style evolved as both Pedalheads and Pedalheads+ have expanded their impact?
Good leadership starts with listening. My early volunteer work at Cedar Cottage Neighbourhood House taught me that effective leaders are not always the loudest but the ones who take the time to hear people’s realities and respond with empathy. That mindset shaped how I built Pedalheads: grounded in community, focused on people and clear about our purpose.
As we grew, my leadership evolved from being hands-on in every detail to empowering others. Today, my role is about creating clarity by upholding our core values and standards, and then trusting our teams to run with it. I’ve also become more intentional about mentorship, especially for women entrepreneurs who often doubt their own capabilities. Leadership for me now is less about building programs and more about building people. Transparency in decision making, expectations or communication is a core pillar of authentic leadership. When teams understand the why behind our choices, they feel ownership and pride in the work. Alignment keeps an organization healthy as it grows.
Pedalheads+ focuses on opening access to camps for families facing financial or geographic barriers. Why is accessibility so central to your vision, and can you share a story that illustrates the kind of impact you hope these programs create?
Accessibility has always mattered to me because active play shouldn’t be a privilege. Self-belief, independence and joy are universal needs, and every child deserves the chance to build those skills. Pedalheads+ helps us reach families who couldn’t otherwise participate, whether due to cost, equipment, or location.
Through Pedalheads+, we consistently see children arrive with limited exposure to organized sport or outdoor activity and leave with a stronger sense of capability and ownership over new skills. In many cases, this includes providing access to equipment, structured instruction, and supportive instructors who meet kids where they are. Parents regularly share that their children return home more willing to try new things, more comfortable taking initiative, and more eager to stay active. That kind of outcome captures what we are working toward: not just teaching physical skills, but broadening what children believe they can do and who they can become.
As you look ahead to the 40th anniversary and beyond, what is next for Pedalheads, and what advice would you share with women entrepreneurs building community-focused businesses in Canada today?
As we approach 40 years, we are focused on expanding impact while staying true to our roots. We are opening more purpose-built pools, growing Pedalheads Soccer into new cities like Calgary, and launching new bike camps in markets like Minneapolis. We also plan to scale Pedalheads+, so more families can access free camps, equipment and youth leadership opportunities.
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For women entrepreneurs, my advice is simple: know your strengths, hire for your weaknesses, and seek out mentorship early. You don’t need to have all the answers. You need the discipline to learn, the courage to try, and the resilience to keep going. Allow yourself to take up space, trust your instincts, and remember that progress often comes from consistent small steps rather than one big breakthrough. Stay connected to your community. When your business grows from a genuine purpose, people feel it, support it, and grow with you.
Disclaimer: The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.
