McPhie is president and CEO of The Mining Association of B.C., which makes him a leading spokesman and industry advocate on behalf of 40 member companies. He is also a father of two young children, which means he doesn't get much sleep.

"I love fatherhood and drink a lot of Red Bull," he said. "I am lucky because my wife's father was also in the mining business. Of course, it can be tricky but you manage it and keep your priorities in check. My social life is perhaps not as robust as it might once have been, but life is about making choices and family is the first choice above everything."

Born and bred in Vancouver, McPhie began his role at the association in November. Previously, he was senior policy adviser and project director for western Canada for Natural Resources Canada. And before that he was a consultant with Knight Piesold Ltd., having also spent time in the mining sector in Ontario.

"The pivotal moment in my career was when I was in the field in the Arctic and made a decision that if I was going to work in mining I had to understand it from when discoveries come out of the ground, right through the process," he said.

"My main goals are to tell the really good mining story that there is to tell; that the environmental problems are part of the past, and while they are something we are very conscious of, there is a good story to tell about the future. The industry has learned a lot."

Profession you would like to try: Professional sports, triathlon

Where do you feel most comfortable? With people

Favourite movie: The Incredibles

Currently reading: Captain Corelli's Mandolin by Louis de Bernieres

Toughest decision: Committing my older brother to involuntary care for mental illness

Car: Toyota Prius

Would most like to meet: Michael Smith, University of British Columbia Nobel prize winner

Birthplace: Vancouver

Last CD bought: B.B. King's Greatest Hits

Education: B.Sc. (honours) from SFU, M.Sc in Management and Environment from Royal Roads University. Currently one year into a PhD program at UBC

What's left to do: Hike Mount Kilimanjaro and safari in southern Africa