Bruce was created by the 'SmileforBC Fundraising Team', which consists of a group of Bruce's friends and supporters in Kelowna, BC. After his accident, Bruce created the hashtag phrase #SmileforBC so people could send him smiles of support on social media, this group decided to take that support to the next level, and formed a non-profit to organize fundraising efforts for Bruce.

For more information, please feel free to email us at

Ways To Support

Our lives are not determined by what happens to us but how we react to what happens; not by what life brings to us but by the attitude we bring to life. A positive attitude causes a chain reaction of positive thoughts, events, and outcomes. It is a catalyst…a spark that creates extraordinary results.

- Laurie White (RCMP Officer and former GF Strong Rehabilitation Hospital Patient 1998/99)

The Story

For those of you who don't know Bruce Cook, he is a twenty-six year old Kelowna, BC resident who is a beloved son, brother, grandson, uncle, cousin, nephew and friend to many.  He is best known to the public as a Freestyle Motocross Athlete who suffered a traumatic spinal cord injury on January 3, 2014 during a record breaking trick at a Nitro Circus show in Hamilton, Ontario, which left him with no function or sensation from the waist down.  Bruce has an exceptional attitude and is a vibrant, giving member of our community whose motto has always been 'inspire, motivate, excel'; since his injury, he continues to live by this motto and has maintained his sunny disposition, positivity, drive, and wonderful sense of humour.

Bruce coined the hashtag phrase '#smileforBC' on social media immediately after his injury to inspire his many supporters to live positively and give them a way to support and encourage him in turn by sending smiles of support on social media. Inherent in Bruce’s outstanding attitude is the tendency to reveal and focus on only the positive in his situation. While this is an excellent attribute, the reality is that he is experiencing a situation that is unfathomable to many of us. Intense physical pain, rigorous physiotherapy, adverse reactions to medications, and adjusting to his new physical situation are all major parts of his current reality.  In order to help Bruce on his road to recovery and enable him to focus only on that which helps him most, we are launching fundraising efforts so that he need not worry about financial strains associated with medical expenses, living adaptations, mobility needs, treatments, programs, etc. Unfortunately, due to the nature of his sport, Bruce was not covered by disability insurance and is not likely to receive any financial or medical assistance outside of what is provided by BC Medical in the hospital setting.

To assist with the ongoing expenses related to Bruce's injuries, we are organizing a number of fundraising efforts. Please follow the link on this page to purchase apparel (all proceeds going to Bruce's trust fund). Stay tuned to our ‘News' updates for information on specific fundraising events, raffles, auctions, etc. If you or your business would like to contribute a product or service for auction or raffle, please contact us at


Community Rallies Around Injured Kelowna FMX Athlete, Bruce Cook: April 3, 2014

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InfoTel News Story: February 14, 2014

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Kawasaki Canadian Arena Cross - Cloverdale Agriplex

March 7 and 8, 2014 - SmileforBC Merchandise will be for sale and Bruce is hoping to attend!

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Now set up to take donations for Bruce. View His Page >

Global News Story: February 11, 2014

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SmileForBC Merch

Designs with input and approval from Bruce, featuring his favourite phrase, "Mind/Matter" and #SmileforBC.

All profits going to help Bruce's recovery.

*Currently Unavailable*



To make a financial contribution, please choose one of the following options:

  1. Make a donation to the Bruce Cook Trust Fund at any Interior Savings Credit Union (Institution #809 Transit 00400 Account #103185311).
  2. Send an Interac Email Transfer from your Online Banking to
  3. Donate via Credit Card or PayPal at
  4. International visitors: Can use Road to Recovery

To contribute a product or service for auction, please contact us via email at