Deborah Apps brings more than 30 years of leadership in the charitable and public sectors to her role as an Executive Associate with Bespoke Social Profit Solutions. A seasoned advisor, she draws on deep experience in organizational development, planning, governance, government relations, and fund development. She supports clients in strengthening their impact, building capacity, and creating lasting legacies for their communities.
Deborah’ career spans government, health care, education, the arts, and the environment, with leadership roles that have shaped some of Canada’ most recognized institutions. After holding senior roles with the Calgary Health Region, the Alberta Children’s Hospital Foundation, the University of British Columbia Alumni Association, Pearson International World College, and the Girl Guides of Canada, Deborah accepted the role of President & CEO of the Trans Canada Trail (TCT) in 2008. During her 12-year tenure, she led the organization through extraordinary growth—raising $130 million, advancing nationwide community engagement, and achieving the historic full connection of the Trail for Canada’ 150th anniversary. Under her leadership, TCT strengthened its national presence and earned multiple honours, including the 2018 Royal Canadian Geographical Society (RCGS) Gold Medal.
Since retiring from TCT in 2020, Deborah has continued to advise organizations across Canada, serving as Senior Counsel to the CEO of the Royal Canadian Geographical Society and consulting with clients including World Wildlife Fund Canada, WaterAid Canada, and the Canada West Foundation. Her work is grounded in a belief that strong relationships, clear purpose, and shared values are the foundation of meaningful change—a philosophy, shaped by her fundraising experience in the early 80’s, conducted quite literally out of a shoebox for the new Girl Guides Centre in Calgary.
Deborah’ contributions have been recognized with the Queen Elizabeth II Diamond Jubilee Medal, the Queen Elizabeth II Platinum Jubilee Medal, the King Charles Coronation Medal, the RCGS 90th Anniversary Medal, and her election as a Fellow of the Royal Canadian Geographical Society. She has served extensively as a volunteer leader, including on the boards of the Rick Hansen Foundation, the National Health & Fitness Institute Advisory Board, Trans Canada Trail, and Hull Services, and through Order-in-Council appointments to the Health Quality Council of Alberta, the Alberta Review Board, and the Alberta Health Services Board.
A passionate advocate for creating a better future for the next generation, Deborah believes in “doing good by doing well” and finds energy in projects that strengthen community and country. Outside of her professional work, she recharges through hiking, cooking, and reading—and proudly cheering on her granddaughter, who plays for the UBC Thunderbirds Women’ Soccer team. Deborah and her husband, George, make their home in Calgary.
