Norm Flynn has been actively working in Lower Mainland communities for over 20 years, dedicating his time and energy to creating meaningful change and supporting those in need. With a deep understanding of the challenges faced by underserved populations, he recognized the power of sports as a tool for engagement, personal growth, and community building. Driven by this insight, Norm founded HEROS Hockey in Canada—an initiative designed to reach youth who often face barriers to participation in organized sports. HEROS, which stands for Hockey Education Reaching Out Society, is a volunteer-driven, non-profit organization that uses the game of hockey to teach essential life skills, promote self-esteem, and build a sense of belonging. Through mentorship, teamwork, and consistent support, HEROS empowers marginalized and at-risk youth, helping them realize their potential both on and off the ice.