What ParticipACTION does

ParticipACTION is a Canadian non-profit charitable organization founded in 1971 and headquartered in Toronto. It is Canada's national physical activity organization, delivering programs, digital content, and research aimed at increasing physical activity levels across the Canadian population, including children, youth, adults, and groups facing barriers to activity. Its core offerings include the Community Challenge (a national competition where communities vie for a CAD $100,000 prize to become Canada's Most Active community), Make Room to Move, Sneak It In, National Health and Fitness Day, the ParticipACTION mobile app, free workout videos, activity quizzes, a blog, and the Let's Get Moving initiative. ParticipACTION also publishes the Adult Report Card and Children and Youth Report Card research series, along with the 24-Hour Movement Guidelines, which serve as quasi-authoritative national benchmarks for activity levels.

The organization's technology stack centers on a digital platform comprising its website, a mobile app delivered in partnership with Optimity (providing personalized step goals, challenges, and rewards), and integrations with wearable fitness devices and Apple HealthKit. Programs are supported by a multi-channel marketing footprint across Facebook, Instagram, YouTube, LinkedIn, TikTok, email, and earned media through government and partner announcements.

ParticipACTION is funded primarily through government grants — the Government of Canada committed CAD $5 million for 2025-26 to support the Let's Get Moving initiative — supplemented by corporate sponsorships (Novo Nordisk for the Community Challenge; Ascensia Diabetes Care), provincial government partnerships (Newfoundland and Labrador, New Brunswick, Yukon), and likely private donations. All programs and content are provided free to end users; there is no consumer pricing model. The organization is registered as a charity (#107820433RR0001) under Ontario law.

Name

ParticipACTION

Legal name

ParticipACTION

Website

https://participaction.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

ParticipACTION is a Canadian non-profit founded in 1971 that promotes physical activity nationwide through community challenges, digital content, a mobile app, and annual research report cards. It serves all Canadians, funded primarily by federal grants and corporate sponsors.

Ownership category

akta.pro rank

Product category

Public Health & Physical Activity Promotion

NAICS

Civic and Social Organizations (813410), Social Advocacy Organizations (8133)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

akta.pro secondary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

Keywords

• Physical activity promotion
• Community fitness programs
• Movement guidelines research
• Activity tracking app
• Public health awareness

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Government Funding: ParticipACTION receives significant government funding to support its initiatives. The Government of Canada announced $5 million in funding for the Let's Get Moving initiative in 2025-26.
2. Corporate Partnerships: Corporate sponsors contribute to programs and challenges. Novo Nordisk sponsors the Community Challenge.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

ParticipACTION is a Canadian non-profit that promotes physical activity through free national programs (Community Challenge, Make Room to Move, Sneak It In, National Health and Fitness Day), digital tools (Activity Quizzes, Workout Videos), a mobile application with wearable device integration, and evidence-based research publications (Adult and Children/Youth Report Cards, 24-Hour Movement Guidelines). All offerings are free to Canadians and funded via government grants and corporate sponsorships.

Product overview

ParticipACTION is a Canadian national organization dedicated to making physical activity a vital part of everyday life. The organization offers a portfolio of programs including the Community Challenge (a competitive initiative where communities can win $100,000 by becoming Canada's Most Active community), Make Room to Move, Sneak It In, and National Health and Fitness Day. It provides digital tools including Activity Quizzes for personalized recommendations and Workout Videos spanning yoga, dance, cardio, and strength training. ParticipACTION publishes research through its Adult Report Card and Children and Youth Report Card publications, along with the 24-Hour Movement Guidelines. The organization also runs the Let's Get Moving initiative (supported by $5 million in Government of Canada funding for 2025-26) and maintains a Blog with science-based content. The ParticipACTION App connects to wearable fitness devices and the Optimity platform for activity tracking and challenges.

Differentiator

Problem solved

Functional benefit

Brands

• Let's Get Moving: Initiative to promote physical activity across Canada through awareness campaigns and community challenges.
• Community Challenge
• Make Room to Move
• Sneak It In
• National Health and Fitness Day

Products and services

• Community Challenge A national challenge program where communities compete to become Canada's Most Active community and win a $100,000 prize. Designed for communities and individuals across Canada seeking to increase collective physical activity through friendly competition.
• Make Room to Move A program designed to help Canadians incorporate more physical activity into their daily routines by making small lifestyle changes that create space for movement. Targets adults seeking sustainable activity habits.
• Sneak It In A program focused on helping people fit physical activity into busy schedules through small, incremental movement throughout the day. Targets Canadians with time constraints who want to stay active.
• National Health and Fitness Day An annual event that promotes physical activity across Canada, encouraging communities and individuals to prioritize health and fitness. Aimed at all Canadians and local community organizers.
• Let's Get Moving Initiative A national initiative supported by Government of Canada funding that promotes physical activity across Canada through awareness campaigns and community challenges, with particular focus on groups facing barriers to activity.
• ParticipACTION App Mobile application that tracks physical activities, enables participation in digital challenges, and connects to wearable fitness devices and Apple HealthKit for step and movement minute tracking. Available free to Canadians.
• Activity Quizzes Interactive quizzes that provide personalized physical activity suggestions based on lifestyle, habits, interests, and fitness level, including insights into barriers to being active with expert advice.
• Workout Videos Guided workout videos including yoga, dance, cardio, and strength training that users can follow along with, available free to do anywhere, anytime with or without equipment.
• Adult Report Card Annual research publication that evaluates and grades physical activity levels and related metrics for Canadian adults, providing key statistics and analysis.
• Children and Youth Report Card Annual research publication evaluating physical activity levels among Canadian children and youth, providing grades and analysis on various activity metrics. Includes the 2026 Progress Report.
• 24-Hour Movement Guidelines Comprehensive guidelines covering physical activity, sedentary behavior, and sleep recommendations for a healthy 24-hour period.

Quantifiable outcome

• Reduce chronic disease risks through increased physical activity participation

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Novo NordiskcoreGTM or Marketing PartnerNovo Nordisk sponsors the Community Challenge program, appearing alongside ParticipACTION branding. The challenge offers communities the chance to win $100,000.
• OptimitycoreTechnology or IntegrationOptimity is ParticipACTION's digital app partner, providing the mobile platform for personalized step goals, regular activity challenges, and rewards for healthy actions.
• Government of Newfoundland and LabradorminorGTM or Marketing PartnerProvincial government partner acknowledged as part of ParticipACTION's partner network supporting physical activity initiatives.
• Government of New BrunswickminorGTM or Marketing PartnerProvincial government partner acknowledged as part of ParticipACTION's partner network supporting physical activity initiatives.
• Government of YukonminorGTM or Marketing PartnerYukon government partnered with ParticipACTION on mini-documentary video series showcasing Yukon culture and landscape through physical activities like paddling, dancing, and hiking.
• Ascensia Diabetes CareminorGTM or Marketing PartnerCorporate partner acknowledged in ParticipACTION's partner network supporting the organization's mission for physical activity.
• Travel YukonminorStrategic or Co-development PartnerTravel Yukon partnered with ParticipACTION to create mini-documentary video series filmed in Yukon, showcasing local culture and landscapes through physical activities.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sport England: UK national body tasked with growing grassroots sport and physical activity, funded by government and lottery with campaigns and community programs targeting the general population — the closest international analogue to ParticipACTION's mandate and operating model.
• Sport Australia: Australian government agency that drives national sport and physical activity participation through programs and research, with national-reach campaigns analogous to Let's Get Moving and the Community Challenge.
• Canadian Tire Jumpstart Charities: Canadian national charity removing financial barriers to youth sport participation through grants to community programs, very similar in mission (youth physical activity), structure (charity), and government/corporate funding mix to ParticipACTION.
• True Sport Foundation: Canadian non-profit promoting grassroots community sport and physical literacy, sharing ParticipACTION's national scope, charity status, and reliance on sport-system partnerships and sponsors.
• Special Olympics Canada: Canadian charity delivering sport and physical activity programming to youth and adults with intellectual disabilities, with comparable structure (registered charity, national reach, corporate sponsors, community events) and overlapping segments around inclusion.
• Right To Play: Toronto-headquartered international charity using sport and play to drive child development, with the same non-profit, donor- and government-funded model and emphasis on under-served youth that defines ParticipACTION's work.
• GoodLife Kids Foundation: Canadian non-profit funding physical activity programs for children with special needs and financial barriers, closely comparable in structure (small charity, corporate-aligned sponsor, youth physical activity focus) and complementary in scope.

Broad incumbents

• YMCA Canada: Federated national organization operating community recreation, fitness, and youth programs at a broader, facility-based scale; relevant because it shares the physical activity/youth development mission and charity/government funding stack, but with much wider programmatic scope.
• Sport Canada: Federal government branch that funds national sport and physical activity — the same Canadian federal source that anchors ParticipACTION's funding and policy positioning.
• President's Council on Sports, Fitness & Nutrition: U.S. federal advisory body promoting physical activity and nutrition, conceptually a cross-border analogue of ParticipACTION's awareness-campaign role, though operating as a government council rather than a charity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/participaction
• YouTubeyoutube.com/user/participaction
• Facebookfacebook.com/ParticipACTION
• LinkedInlinkedin.com/company/participaction
• Instagraminstagram.com/participaction
• TikToktiktok.com/@participaction

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ParticipACTION