More Than Trade: How Curiosity, Relationships and Leadership Shaped André Brin's Journey

Today, André Brin serves as CEO of WTC Winnipeg with a clear vision: to position Manitoba on the global stage and help Manitoba businesses seize international opportunities.

But long before becoming active in Manitoba’s business ecosystem and a trusted voice within the World Trade Centers Association (WTCA), André was simply someone driven by curiosity, ambition, and a desire to make a meaningful impact.

From being born in Nigeria to building a career in media, hockey, and now international trade, his path has been anything but conventional. Yet one thread connects every chapter of his story: a passion for learning and bringing people together.

In this conversation, André reflects on the experiences that shaped his leadership style, why he believes international trade is ultimately about people, and what excites him most about Manitoba’s future.

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Before becoming CEO of WTC Winnipeg, who was André Brin?

That’s a great place to start because many people don’t know that my story actually begins in Africa.

I was born in Nigeria. My father was a language teacher from a very small town in Saskatchewan who believed that education could open the world. Because of his career, our family lived in Nigeria, the Northwest Territories, Algeria, Nova Scotia and eventually Winnipeg.

Growing up that way gave me something I only truly appreciated later: it made the world feel accessible. Different cultures and perspectives weren’t abstract concepts; they were part of everyday life.

Professionally, I didn’t imagine I would end up in international trade. I was fascinated by communications and even considered becoming a lawyer because I dreamed of representing hockey players as a player agent. Instead, I found myself working in media with Radio-Canada before moving into a leadership role with Conseil Jeunesse Provincial (Manitoba’s Francophone Youth Council).

Then one opportunity changed everything.

After volunteering at the 1999 World Junior Hockey Championship, I joined Hockey Canada. That experience became a defining chapter of my career and ultimately led me to where I am today.

Your career spans media, youth leadership, professional sports, and now international trade. Looking back, what connects all those experiences?

Every career move I’ve made started with curiosity. I never accepted a role simply because it was the logical next step. I accepted opportunities because they challenged me and allowed me to learn something new.

My father gave me advice that has stayed with me throughout my career.

He used to say, “Imagine you had all the money in the world. Would you still want to do that job?”

That became my compass. I wanted work that excited me every morning—not just financially, but intellectually and personally.

Looking back, every role taught me something I still use today. None of those experiences were wasted.

Many people associate you with collaborative leadership. How would you describe your leadership philosophy?

I’ve never believed there is only one way to lead.

One of the biggest lessons I’ve learned is that leaders have to lead authentically. You can’t simply copy someone else’s style.

For me, leadership starts with listening.

It also means creating space for others to lead. One of the hardest lessons for any leader is learning to let go. As you grow into new responsibilities, you have to trust others to own the work you once did yourself.

People also need permission to make mistakes.

My father always used to say, “Show me someone who never makes mistakes, and I’ll show you someone who isn’t trying.”

That idea has stayed with me. If we’re learning, we’re growing. And growth always involves a few mistakes along the way.

Hockey was a major chapter of your career. What lessons from sports still influence the way you lead today?

Sport teaches you that success is never about one individual.

I’ve always viewed organizations as teams—not families. Teams evolve. People come and go. What matters is ensuring every person understands the value they bring.

The best sports organizations aren’t successful because people simply work hard.

They’re successful because they have repeatable systems, sustainable processes, and a culture where everyone understands their role.

That’s exactly what we’re trying to build at WTC Winnipeg.

What attracted you to WTC Winnipeg and international trade?

Initially, it wasn’t trade itself that attracted me—it was business.

I’ve always been fascinated by how businesses grow, adapt, and solve problems.

When I joined WTC Winnipeg as Director of Communications, I became incredibly curious about international trade. I asked questions constantly because I believe good communications begin with understanding the business behind the organization.

The more I learned, the more I realized the incredible potential Manitoba businesses have internationally.

Today, that’s what motivates me: helping Manitoba earn its own gold medals by creating international opportunities for our businesses.

What do you enjoy most about leading WTC Winnipeg?

I love meeting people.

Every entrepreneur has a story, an idea, and a challenge they’re trying to solve.

I enjoy bringing people together around a table and asking one simple question:

“How can we make this better?”

Whether it’s working with businesses, governments, or ecosystem partners, I’m energized by finding solutions that help Manitoba grow.

Helping businesses succeed internationally—even indirectly—is one of the most rewarding parts of my role.

Is there a Manitoba business story that particularly inspires you?

There are so many.

SkipTheDishes is an incredible example because it reminds us that world-class ideas can start right here on the Prairies.

More recently, companies like Sapphire Springs, New Flyer Industries, Peerless Garments, Cypher Environmental and many of the entrepreneurs we’ve featured through WTC Talks continue to inspire me.

What they all have in common is ambition.

They think globally while staying proudly rooted in Manitoba.

That’s something worth celebrating.

Many businesses see international trade as intimidating. What would you tell them?

I’d remind them that starting a business was intimidating too.

International trade isn’t about flipping a switch overnight.

It’s about learning new skills, building trusted relationships, and taking one step at a time.

Fortunately, businesses don’t have to do it alone. Organizations like WTC Winnipeg and the Trade Commissioner Service exist to guide companies through that journey.

Ultimately, if you’re solving a problem for Manitobans, there’s a good chance you’re solving a problem for someone else in the world too.

Looking ahead, what excites you most about Manitoba’s future?

I think we’re entering a pivotal moment.

Market diversification and stronger interprovincial trade have become national priorities, and I believe that’s creating tremendous opportunities for Manitoba businesses.

At WTC Winnipeg, our role is to connect Manitoba companies with opportunities around the world through our global network of more than 300 World Trade Centers.

Trade is built on relationships.

The stronger those relationships become, the stronger Manitoba’s economy becomes.

Finally, if you could leave Manitoba entrepreneurs with one message, what would it be?

Just do it!

Don’t wait until everything feels perfect.

Learn. Ask questions. Meet people. Explore new markets.

The best time to diversify may have been twenty years ago.

The second-best time is today.

Every step you take toward international growth is a step toward building a stronger, more resilient business.

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Looking ahead

If there is one lesson that emerges from this conversation, it is that careers and leadership are rarely built alone.

Throughout André Brin’s journey, curiosity has opened doors, but people have shaped the path. A father who encouraged him to pursue work that would inspire him. Mentors who supported his growth. Teammates who taught him the value of collaboration. Colleagues who earned his trust. Entrepreneurs whose ambition continues to fuel his optimism for Manitoba’s future. Every chapter of his career has been influenced by the people he met and the relationships he chose to build.

Perhaps that is what defines André’s leadership most. It isn’t rooted in authority or titles, but in people. He listens. He creates space for others to lead. He believes that organizations succeed when talented people are trusted, empowered, and encouraged to learn from one another.

Behind his approach lies decades of experience in communications, leadership, sport, and international trade. Yet, throughout our conversation, it became clear that what matters most to him is not simply achieving results, it is helping people and organizations reach their full potential.

In many ways, this is also what international trade is about. Beyond markets, strategies, and opportunities, trade is ultimately a human enabler built on relationships, trust, and collaboration.

If this conversation has sparked your curiosity about international trade, inspired you to explore new opportunities, or simply made you want to learn more about WTC Winnipeg and the WTCA network, we invite you to listen to our first podcast episode Beyond Manitoba Borders, that will be hosted by our CEO, André Brin!