Meet Gregory Heroux from Sail Superior

For Gregory Heroux, sailing isn’t just a business—it’s a lifelong passion, a family tradition and a gateway to adventure on one of the world’s most majestic lakes.

Heroux’s connection to Lake Superior began as a child at the Thunder Bay marina, sitting beside his father, a former navy-man and a true water enthusiast. Back then, the marina was still rugged and Heroux remembers watching industry hum around the docks and cargo ships throughout the bay. Heroux recalls a sign with arrows pointing to distant places including Montreal, Quebec and the Atlantic Ocean. This meager sign sparked his imagination. Could one really travel that far, all by water, from the heart of Canada?

That fascination became reality. In 1973, at age 10, Heroux and his father began sailing together around the region of Thunder Bay. Heroux was hooked. In 1992, Heroux took his own small sailboat the Grampian 23 called the Belinda Blue on an ambitious journey to Montreal. Today, his fleet of 4 ranges from 40 to 50 feet in length and his reach is global. He’s crossed the Atlantic Ocean with his eldest son and is planning a voyage to Finland with his youngest.

Heroux is the owner of Sail Superior, a company that offers unforgettable sailing experiences on Lake Superior. With thousands of guests over the years, Heroux has turned his childhood dream into a thriving business that introduces others to the magic of the Great Lake he loves.

“Sailing is part of the family—and we love to share that,” Heroux says with pride. That sense of sharing permeates every Sail Superior experience, whether it’s a wine-and-cheese excursion, a trip to Sleeping Giant Provincial Park, or a harbour tour offering panoramic views of Thunder Bay. For the adventurous, the hike to the Top of the Giant becomes even more epic when it begins on the Superior Rocket zodiac across the lake.

Heroux beams when he talks about former students who’ve gone on to captain their own boats, cross oceans and pursue sailing as a lifestyle. And yet, he says the best part of his work is still, “introducing guests to Lake Superior as I see it.” He never tires of the moment when first-time sailors light up at the offshore views of Thunder Bay. “People always say, ‘I had no idea Lake Superior was this beautiful!’”

Heroux shares that sailing is ideal for ages 9 and up and that even individuals requiring a bit of assistance from a friend or relative or those utilizing a cane or walker can experience sailing excursions. Even dogs are allowed aboard during private charters—because the best adventures should include every member of the family.

As the new season approaches, Heroux is excited to launch a slate of fresh offerings, Signature Experiences cater to singles, couples, families and groups celebrating milestone moments like engagements, birthdays, bachelorettes and even weddings. With hotel partners enhancing the visitor experience, a stay in Thunder Bay becomes more memorable than ever. Heroux is thrilled to share that the refurbished Journeyer has returned this season.

Worried about sailing if you’ve never tried it before? Heroux reassures: “Our staff are highly trained. There isn’t a situation on Lake Superior we can’t handle.” With over 20 years of experience and ocean-worthy boats, Sail Superior prioritizes safety, comfort and hospitality.

Heroux is also a proud ambassador for Thunder Bay. When asked what else visitors should see, he lights up at the mention of Fort William Historical Park—a favourite since childhood. He recommends Centennial Park’s off-leash dog park, the scenic Boulevard Lake trail and nature-rich spots like the Cascades, Mount McKay, Sandy Beach and Trowbridge Falls for mountain biking and family fun.

And to locals, Heroux offers a gentle reminder: “Sail Superior isn’t just for tourists. Lake Superior is for you too—come out and experience it!”

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