“I’ll never forget my first Vistage Canada meeting. It was like walking into a room full of people who truly got it. They understood the isolation of leadership, the weight of decisions, and the challenges of growing a business. For the first time, I realized I wasn’t alone—and I didn’t have to carry it all by myself.”
“I’ll never forget my first Vistage Canada meeting. It was like walking into a room full of people who truly got it. They understood the isolation of leadership, the weight of decisions, and the challenges of growing a business. For the first time, I realized I wasn’t alone—and I didn’t have to carry it all by myself.”
Cassidy deVeer,
President of 3rd Generation Homes and a Vistage Canada member in Kelowna, BC
Growing up in Kelowna, BC, Cassidy deVeer was no stranger to the world of construction and entrepreneurship. Surrounded by her parents’ hardware store and the constant hum of construction sites, she absorbed the art of business early on. “I used to hide behind the couch, listening to my parents talk about business,” Cassidy recalls. While she never set out with the specific goal of running a home building company, her natural tendency to lead—sharpened on the sports fields as a team captain—meant that owning a business was never far from her mind. When the opportunity arose with her husband Gerald, it was simply a matter of following the path that felt both inevitable and right.
Stepping Up in a Time of Crisis
Stepping Up in a Time of Crisis
Cassidy didn’t take over her parents’ business—instead, she and her husband, Gerald, built their own. “When we started dating, Gerald was working as a framer, and eventually we decided to start our own framing business,” Cassidy says. “My parents gave us a great opportunity—they were building a new house and told us, ‘We’ll buy the tools if you frame it at a reduced price, and after that, you can keep the tools.’ It worked out for both of us.”
That framing business eventually evolved into 3rd Generation Homes, a nod to both Cassidy’s and Gerald’s family histories in construction. But just a few years into the business, Cassidy faced a life-altering challenge: Gerald was battling a severe case of Crohn’s disease.
“There were moments where I thought, ‘He’s not going to make it,’” Cassidy recalls. “I realized I might be left as a 24-year-old single mom with no education, and no one’s ever going to want to buy a house from me unless I do something about it.”
Determined to keep the business afloat, Cassidy stepped into the role of President and began looking for ways to equip herself to lead. “That’s when I pursued my project management certificate through UBC Sauder,” she says. “It was a game changer—it gave me the tools to manage not just projects but the business as a whole.”
A Team Built on Loyalty and Care
A Team Built on Loyalty and Care
Cassidy is proud of the culture she’s built at 3rd Generation Homes—one rooted in flexibility, trust, and genuine care. “We’ve had team members with us for over a decade, which is almost unheard of in construction,” Cassidy says. “That’s because we prioritize our people. If someone needs to leave early for a kid’s Christmas concert or take a day off for family, we make it work. When you take care of your team, they take care of the business.”
This people-first approach hasn’t just fostered loyalty—it’s allowed Cassidy to focus on scaling strategically. “Our team’s commitment let’s us take on bigger, better projects without needing to grow beyond what feels manageable.”
Finding Accountability and Community with Vistage Canada
Finding Accountability and Community with Vistage Canada
Amid the pressures of running a business, Cassidy felt the loneliness that many leaders experience. That changed when she was introduced to Vistage Canada by her Chair, Shaune Eldred.
“I’ll never forget my first Vistage Canada meeting,” Cassidy says. “It was like walking into a room full of people who truly got it. They understood the isolation of leadership, the weight of decisions, and the challenges of growing a business. For the first time, I realized I wasn’t alone—and I didn’t have to carry it all by myself.”
At that meeting, Cassidy was introduced to the Entrepreneurial Operating System (EOS), a framework for scaling businesses sustainably. “The speaker talked about going from working endless hours to just two days a week, and at first, I thought, ‘That’s impossible.’ With Vistage Canada’s support, I got there too. Now, I’m a part-time CEO because I’ve built a team I can trust.”
Breaking Barriers as a Woman in Construction
Breaking Barriers as a Woman in Construction
As a woman in a male-dominated industry, Cassidy has faced her fair share of challenges. “I’ve had people ask, ‘Is your husband coming? Is your dad coming? Can I talk to the builder?’ And I have to tell them, ‘No, I’m the builder,’” she says with a laugh. “Sometimes they push back, like, ‘No, the actual builder,’ and I have to remind them—I am the actual builder.”
Being a woman in construction has also opened doors. “Many homeowners, especially women, appreciate having someone they can connect with,” Cassidy explains. “I’ve had clients say, ‘I don’t want the guy driving around in a truck with a cell phone, calling himself a business owner.’ Having another woman to talk to, especially when the wife is making most of the decisions, can make all the difference.”
Championing Community and Advocacy
Championing Community and Advocacy
Outside the boardroom, Cassidy’s leadership shines in her community. For over 11 years, she has dedicated herself to coaching basketball at her local high school—transforming a program that hadn’t reached provincials since the 1980s. With a vision that extended beyond immediate results, Cassidy began developing the program with one goal in mind: to create an environment where her daughter could one day play and thrive. Her long-term commitment has not only elevated the performance of both junior and senior teams but also instilled a culture of teamwork and character development. Now, as her daughter plays on the senior team, that early vision is coming to life.
In addition to her coaching, Cassidy has made significant strides in industry advocacy. She broke ground as the first female president of the Central Okanagan Home Builders Association, and when the opportunity arose, she transitioned into the role of executive officer, advocating for the residential construction industry. In these capacities, she champions issues ranging from building codes and zoning to expanding opportunities for trades and influencing government policies—ensuring that the voices of home builders are heard in a heavily regulated industry.
The Value of Vistage Canada Membership for Cassidy deVeer
The Value of Vistage Canada Membership for Cassidy deVeer
For Cassidy, Vistage Canada has been more than a leadership development program—it’s been a lifeline. “The one-to-one coaching sessions with Shaune are one of my favourite parts of Vistage Canada,” she says. “She holds me accountable, helps me see the bigger picture, and ensures I’m focusing on what matters most. It feels more like a partnership than executive alone.”
Her Vistage group has also been a source of invaluable support. “Sometimes it’s not even about advice—it’s about being in a room full of people who know what you’re going through and can say, ‘You’re not alone.’ That empathy and understanding are priceless.”