A pioneer entrepreneur in ranching and industry in Alberta, Cross was born in Montreal and studied agriculture and veterinary medicine before coming west in 1884. He took up ranching in this area, and in 1892 expanded his activities by establishing the Calgary Brewing and Malting Company. He was also an early investor in the oil and gas resources of Turner Valley. From 1898 to 1902 he sat in the Legislative Assembly of the North-West Territories. Cross was active in many organizations associated with livestock, business, game protection, welfare, and sport, including polo, and was also one of the founders of the Calgary Stampede.