Winnipeg has lost a true pioneer and business legend.

Philip Kives has died at the age of 87. He was the man behind K-Tel, the Winnipeg based company that sold all sorts of gadgets, gizmos and music compilation albums through the first use of infomercials. It was an idea pioneered by Kives.

"The way he approached marketing, kind of revolutionized a lot of thinking around talking to consumers, especially via the airwaves,” said Cam Bennett director of As Seen on TV: The K-Tel Story.

In a posting on the company’s website, Kives remembers his first commercial venture starting when he was eight-years-old.

“I set up my first trap line. Not only did I sell my own furs, but I bought furs from all the other kids in school and re-sold them at fur auctions. I made just enough money to buy my few clothes for the year.”

That may have been the first, but it was far from the last.

Kives moved to Winnipeg in 1957. What followed was a job selling various items door-to-door. In 1961, Kives made his way to the Boardwalk in Atlantic City. That’s when he learned the art of demonstrating a variety of products.

In the late 60s, Kives started K-Tel. He hired announcers and models like Shari Ceasar-Laurin to demonstrate the products. In the mid-90s, she was one of the models who helped K-Tel sell ab toners, air walkers and foot massagers. Although an ankle tattoo made for a difficult shoot on that last item.

"He (Kives) sat beside me and he said, ‘do you regret getting that tattoo?’ He kind of said it quietly,” Ceasar-Laurin remembers. “And I said, 'well right now I do!'"

Kives sold millions of items, creating a company known around the world. When he wasn't racing to make a sale, he was racing to the track to see his award-winning horses.

"He won literally every award we have multiple times,” said Assiniboia Downs CEO Darren Dunn. “Top owner, top breeder, top race horses. One of a kind guy, Impossible to replace him!"

His family feels the same way.

In a statement to CTV News, they write:

"Philip Kives was a marketing genius, and business innovator - who redefined the advertising and music industries, and created a pop culture legacy. But to those who knew and loved, him we lost the best husband, father, and friend anyone could ever dream of. We are heartbroken and devastated.”