How GURU Channeled Good Energy into Environmental Action

In the spring of 2021, the GURU Good Crew started with a simple idea that just made sense. Why not take all that energy and enthusiasm from outdoor lovers and use it to clean up the places they love most? What began as a way to tackle the yearly problem of trash on trails and riverbanks turned into something bigger. Hundreds of volunteers came together and cleaned over 95 kilometres of natural spaces across the province.

This was a real commitment to what GURU believes in. The idea that nature and humans are connected, and that taking care of our environment means taking care of ourselves.

The Philosophy Behind the Movement

The GURU Good Crew understood something fundamental about energy and taking care of our spaces. Carl Goyette, President and CEO of GURU, put it perfectly.

"Nature plays a big role in our lives, allowing us to re-energize so that we can become a better version of ourselves, which has become even more important over the last year. We felt it was vital to channel the energy of the past few months by mobilizing outdoor enthusiasts to take care of our environment."

But this went beyond just talking about it. GURU recognized that the outdoor spaces where people go to recharge, whether on a mountain trail or beside a river, deserve the same care we give ourselves. We designed the initiative to create a real connection between what we believe and what the community actually does.

Phase One: Reclaiming Québec's Mountain Trails

The first chapter of the GURU Good Crew's story happened across Québec's favorite mountain biking spots. In May 2021, they organized clean-up events at three key locations, turning pre-season weekends into chances to help the environment.

The mountain clean-up campaign hit Mont Sutton on May 8, where the initiative kicked off with volunteers cleaning and draining the extensive trail system to get it ready for the season. Then came Empire 47 on May 22, where the crew kept going, restoring pathways and removing all the debris that had piled up. Finally, Mont Adstock on May 29 brought another wave of enthusiastic people ready to get the trails looking perfect.

The results were amazing. Across these three events, over 200 dedicated volunteers came together to clean and restore more than 95 kilometres of trails. This wasn't just about picking up trash. It was about reclaiming these spaces as shared treasures that deserve respect and care. Mountain bikers could now enjoy these pristine environments, knowing their community had invested in keeping them beautiful.

Phase Two: Protecting the St. Lawrence River

With the mountains taken care of, the GURU Good Crew turned to Québec's most iconic waterway. Understanding that rivers and oceans are vital to everyone's wellbeing, GURU partnered with The Blue Organization, a group dedicated to raising awareness about marine conservation.

The partnership led to a major clean-up event on June 5, 2021, to kick off Oceans Week. This wasn't some small local effort. The clean-up covered an impressive route from Old Montréal to Lachine, with five different sites being cleaned at the same time. This event became a key part of the second Québec edition of Oceans Week, a national initiative that uses science, art, and creativity to promote environmental conservation.

Anne-Marie Asselin, Co-founder and President of The Blue Organization, talked about what this collaboration meant.

"We're proud of this partnership with GURU, it allows us to discover our local marine and maritime environment and to raise awareness of rivers and oceans. Québec, with the St. Lawrence and numerous other rivers and lakes, has a significant impact on the health of the oceans, so it's essential that we take care of them. Let's protect what we love!"

The event brought together all kinds of people. Free divers, stand-up paddle boarders, cyclists, and pedestrians all pitched in. We organized additional clean-ups along the St. Lawrence throughout Québec, both in the water and on the banks, making the impact last way beyond just one day.

Phase Three: Urban Skateparks Get Their Turn

The GURU Good Crew didn't stop at wilderness areas. They also recognized how important urban spaces are, especially skateparks. These are vibrant community hubs where people hang out, express themselves, and make friends. Throughout summer 2021, clean-up activities happened in Montréal's skateparks, making sure these essential community spaces stayed safe, welcoming, and well-maintained.

A Legacy of Community Action

What made the GURU Good Crew special wasn't just how much they cleaned up or how many volunteers showed up. It was the message behind it all. We authentically connected with its community by turning shared values into real action. The initiative showed that environmental stewardship isn't something that happens alone. It's something we all share responsibility for, and it brings people together.

The GURU Good Crew proved that when a company truly aligns its mission with genuine environmental concern, and when it creates opportunities for people to participate in that mission, something powerful happens. Hundreds of people didn't just clean up trails and riverbanks. They invested in their own communities and strengthened their connection to nature.

Years after these activations, it stands as proof of what's possible when we come together. It reminds us that good energy, whether from a can of organic energy drink or from passionate volunteers working together, can make a real difference in the world around us.