True North Youth Foundation

What True North Youth Foundation does

True North Youth Foundation (TNYF) is a registered Canadian charity (charitable registration 888769478 RR0001) and the philanthropic arm of True North Sports + Entertainment, which owns the Winnipeg Jets (NHL) and Manitoba Moose (AHL). Headquartered at 600-223 Carlton Street in Winnipeg, Manitoba, the foundation delivers health, wellness, and activity programming to underserved Manitoba youth across four core pillars: the Winnipeg Jets Hockey Academy (WJHA), which serves approximately 700 student athletes through a 25-week school-based hockey, tutoring, and mentorship program; Project 11, a K-12 mental wellness curriculum deployed in over 400 Manitoba classrooms; Camp Manitou, a 39-acre year-round overnight and day-camp facility along the Assiniboine River hosting 8,700-11,000 campers annually; and the True North Community Zone, which allocates 120 tickets per game across all 44 Winnipeg Jets pre-season and regular-season contests to underserved community members. Programs are delivered through direct school partnerships, the Camp Manitou facility, and Canada Life Centre, supplemented by corporate Living Philanthropy partnerships where organizations adopt WJHA classrooms and run weekly on-ice sessions with student athletes. TNYF's business model is donation- and event-driven rather than commercial: revenue is generated through individual and corporate charitable contributions, signature fundraising events (Winnipeg Jets Gala, Flatlander's Beer Festival presented by Manitoba Liquor Marts, Mike Keane Celebrity Hockey Classic, Winnipeg Jets Skills Competition), lottery products (the Winnipeg Jets 50/50 program across games, One Great Lottery, Fishing With The Jets), and corporate sponsorship packages. The foundation was previously known as Winnipeg Jets True North Foundation (WJTNF), with Project 11 founded in 2012 in honour of former Manitoba Moose and Winnipeg Jets player Rick Rypien, a mental health advocate. The organization operates with 11-50 employees and remains actively operating as of mid-2026, with the 14th Annual Winnipeg Jets Gala scheduled for October 23, 2026.

Name

True North Youth Foundation

Legal name

True North Youth Foundation

Website

https://truenorthyouthfoundation.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

True North Youth Foundation is the charitable arm of True North Sports + Entertainment, delivering hockey-based youth development (WJHA), K-12 mental wellness curriculum (Project 11), and outdoor camp programming (Camp Manitou) to underserved Manitoba youth.

Ownership category

akta.pro rank

Product category

Youth Development Nonprofit Services

NAICS

Child and Youth Services (624110), Sports and Recreation Instruction (611620), Educational Support Services (611710)

SIC

Services-Membership Organizations (8600), Services-Membership Sports & Recreation Clubs (7997), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

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

akta.pro secondary industries

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK), Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA)

Keywords

• Youth development programs
• Mental wellness curriculum
• Hockey academy programs
• Summer camp services
• Community youth services

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: Individual and corporate donations are the primary revenue source, supported by the foundation's charitable registration number (888769478 RR0001). Donations are collected through the organization's website and at events.
2. Lottery and Raffle Programs: 50/50 raffle program during Winnipeg Jets and Manitoba Moose games, One Great Lottery, and Fishing With The Jets raffle generate significant fundraising revenue.
3. Signature Events: Annual fundraising events including Winnipeg Jets Gala (14th annual in 2026), Flatlander's Beer Festival presented by Manitoba Liquor Marts, Mike Keane Celebrity Hockey Classic, and Winnipeg Jets Skills Competition.
4. Corporate Partnerships: Living Philanthropy Program where organizations pay to participate in weekly on-ice sessions with WJHA classrooms, and sponsorship packages for signature events.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

True North Youth Foundation is a registered Canadian charity that delivers youth development programs to underserved Manitoba children. It operates three core programs — the Winnipeg Jets Hockey Academy (WJHA) for hockey-based after-school programming, Project 11 for K-12 mental wellness curriculum, and Camp Manitou for overnight summer camping — supported by signature fundraising events, raffles, and corporate partnership programs.

Product overview

The True North Youth Foundation (TNYF) is a charitable organization operating three core programs: the Winnipeg Jets Hockey Academy (WJHA), a hockey-based youth development initiative; Project 11, a mental health curriculum program for K-12 classrooms; and Camp Manitou, an overnight summer camp facility. These programs are supported by signature fundraising events including the Winnipeg Jets Gala, Flatlander's Beer Festival, and the Mike Keane Celebrity Hockey Classic. Additional offerings include the True North Community Zone ticket program, Living Philanthropy corporate partnerships, WJHA scholarships, and the Adult Wellness Development Day. The portfolio is designed to provide underserved Manitoba youth with opportunities in athletics, mental wellness, outdoor adventure, and community engagement.

Differentiator

Problem solved

Functional benefit

Brands

• Winnipeg Jets Hockey Academy: Youth hockey development program using hockey to engage underserved youth, increase school attendance and graduation rates in socially and economically challenged schools across Winnipeg.
• Project 11
• Camp Manitou
• True North Community Zone

Products and services

• Winnipeg Jets Hockey Academy (WJHA) A hockey-based youth development program providing underserved students from socially and economically challenged Winnipeg schools with weekly on-ice sessions, after-school programming, tutoring, and mentorship designed to increase school attendance and graduation rates.
• Project 11 A mental health and wellness curriculum program for K-12 classrooms that delivers weekly lessons, videos, and daily activities aligned with Manitoba's English Language Arts and Physical Education/Health Education learning outcomes, and includes youth summits and the Adult Wellness Development Day.
• Camp Manitou A 39-acre overnight summer camp facility along the Assiniboine River offering day camps, overnight camps, and specialized camps for youth including programming for child burn survivors.
• True North Community Zone (TNCZ) A ticket access program that provides 120 tickets per Winnipeg Jets game for underserved youth or disadvantaged community members at Canada Life Centre, with applications accepted from registered charities and youth-serving organizations in Manitoba.
• Living Philanthropy Program A corporate partnership initiative where organizations adopt WJHA classrooms and run weekly on-ice sessions for the 25-week season, providing employee mentorship and potential internship and job pathways for participating students.
• Winnipeg Jets Gala Annual fundraising gala dinner bringing together community members, Winnipeg Jets players, and alumni for remarks, player interviews, alumni conversations, raffles, and a silent auction to support TNYF youth programming.
• Flatlander's Beer Festival Beer tasting festival presented by Manitoba Liquor Marts and held at Canada Life Centre, showcasing local and international breweries as an annual fundraising event for the True North Youth Foundation.
• Mike Keane Celebrity Hockey Classic A celebrity hockey event allowing recreational players to team up with former NHL greats, with proceeds split between TNYF and Continuity Care.
• Winnipeg Jets Skills Competition Annual skills competition showcasing Winnipeg Jets players competing in five featured challenges, with proceeds benefiting the True North Youth Foundation and NHLPA Goals and Dreams Fund.
• Winnipeg Jets 50/50 Program Game-night raffle program conducted at Winnipeg Jets and Manitoba Moose games, offering prizes including cash and Winnipeg Jets experiences, with proceeds supporting TNYF programs.
• Winnipeg Jets Alumni & Friends Scholarship Scholarship program for WJHA graduates that provides funds for post-secondary education along with mentorship and career guidance opportunities.
• Adult Wellness Development Day Annual event providing educators, caregivers, and professionals working with youth a day focused on mental wellness, featuring breakout workshops, keynote speakers, and professional development.

Quantifiable outcome

• 54% reduction in bullying odds in Project 11 classrooms (statistic from 2016 data)
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Price IndustriescoreGTM or Marketing PartnerLiving Philanthropy partner that adopts WJHA classrooms and runs weekly on-ice sessions, directly supporting WJHA student athletes through employee volunteering.
• Maple Leaf ConstructioncoreGTM or Marketing PartnerLiving Philanthropy partner supporting WJHA through classroom adoption and weekly volunteer involvement with students.
• Birchwood Automotive GroupcoreGTM or Marketing PartnerLiving Philanthropy partner providing corporate volunteering for WJHA classroom support.
• New FlyercoreGTM or Marketing PartnerLiving Philanthropy partner organization supporting WJHA through employee volunteer programs.
• Winnipeg Police CadetscoreGTM or Marketing PartnerLiving Philanthropy partner supporting WJHA through volunteer involvement with underserved youth.
• True North Sports + EntertainmentcoreStrategic or Co-development PartnerParent organization that owns Winnipeg Jets, Manitoba Moose, and Canada Life Centre. Provides venues, brand association, and operational support for TNYF programs.
• N'Dinawemak (Our Relatives Place)coreStrategic or Co-development PartnerTNYF Training established long-term partnership to provide critical training courses for N'Dinawemak community members, creating a cycle of giving back.
• Ashley Furniture (Hope to Dream)minorGTM or Marketing PartnerHope to Dream initiative where WJHA student athletes received new beds to ensure benefit of good sleep.
• Bell (Let's Talk)minorGTM or Marketing PartnerBell Let's Talk Community Fund provided $10,000 grant to Project 11 in 2018 for mental health programming.
• Healthy Child ManitobaminorStrategic or Co-development PartnerPartnership helped Project 11 teachers provide feedback and see program benefits through data collection.
• Manitoba Liquor MartsminorGTM or Marketing PartnerPresenting sponsor of Flatlander's Beer Festival, a major annual fundraising event for TNYF.
• Pembina Trails School DivisionminorStrategic or Co-development PartnerCollaboration with Project 11 expanded Adult Wellness Development Day to include professional development for over 100 educators.
• Winnipeg Jets Alumni & FriendsminorGTM or Marketing PartnerProvides scholarships for WJHA graduates and participates in community events including Celebrity Hockey Classic.
• Triple P.L.A.Y.minorStrategic or Co-development PartnerPartnered with Winnipeg Jets Alumni & Friends and Project 11 to provide mental health support for Kenora youth.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• KidSport Canada: National nonprofit providing financial assistance to remove barriers to sport participation for Canadian youth. Directly comparable mission to WJHA's sport-access-for-underserved-youth mandate, though operating through grants rather than direct program delivery.
• Calgary Flames Foundation: Charitable foundation of the Calgary Flames (NHL). Funds amateur sport, education, and health/wellness programs for youth in Southern Alberta — directly comparable NHL-franchise-affiliated youth development foundation.
• Toronto Maple Leafs Foundation: Charitable foundation of the Toronto Maple Leafs (NHL). Most direct peer — operates a similar NHL-franchise-affiliated youth-focused charitable foundation model serving underserved communities through sport, education, and wellness programs.
• Edmonton Oilers Community Foundation: Charitable arm of the Edmonton Oilers (NHL). Operates youth-focused grantmaking, hockey programming, and community development initiatives in Alberta — directly comparable NHL-franchise-affiliated foundation structure.
• Canucks for Kids Fund: Charitable arm of the Vancouver Canucks (NHL). Distributes grants to BC children's charities and runs youth hockey and education initiatives — closely comparable NHL-affiliated foundation serving a regional Canadian market.

Broad incumbents

• Right To Play: Global nonprofit using sport and play to educate and empower children facing adversity. Broader-scale incumbent in the sport-for-youth-development category, with a longer operating history and international footprint than TNYF.
• YMCA Canada: National federation operating overnight camps, day camps, youth recreation, and community health programs across Canada. Comparable in offering residential camp experiences (similar to Camp Manitou) and youth development programming nationally.
• Big Brothers Big Sisters of Canada: National youth mentoring organization providing one-to-one and group mentoring for at-risk youth. Comparable in targeting underserved youth through structured mentorship programming aligned with school engagement goals.
• Boys & Girls Clubs of Canada: National federation of community-based youth-serving clubs providing after-school programming, mentorship, recreation, and life-skills support. Broader incumbent offering comparable youth development services across Canada with established infrastructure.

Emerging players

• Mental Health Foundation of Canada: National charity funding mental health programs and research with a youth mental wellness focus. Emerging player in the same youth mental health curriculum/awareness space that Project 11 addresses, though operating through grantmaking rather than direct curriculum delivery.

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/tnyouthfdn
• Facebookfacebook.com/TNYFDN
• Instagraminstagram.com/tnyouthfdn/?hl=en
• LinkedInlinkedin.com/company/true-north-youth-foundation-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

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M&A

Investments

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

Frequently asked questions about True North Youth Foundation