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Knud Petersen chosen for 2026 event

Excite Lethbridge names Whoop-Up Parade Marshall

Apr 29, 2026 | 4:07 PM

Excite Lethbridge has announced its choice of grand marshall for this year’s Whoop-Up Days Parade in August.

In accepting the role, longtime community volunteer and philanthropist Knud Peterson said he would do it, but only under one condition.

“I said (to Paul Kingsmith) I wanna walk it because physical activity to me is very important. There’s way too many couch riders (potatoes) in today’s society and way too many people playing on their phones,” he joked.

Peterson, you may remember, rode a bike in last year’s parade as part of the Link Pathway entry.

During this time in the city, the community booster has received honourary degrees from Lethbridge Polytechnic and the University of Lethbridge and been inducted into the Lethbridge Sports Hall of Fame.

This year’s Whoop-Up Days parade is slated for Tuesday, August 18th.