Live to Play Sports
Live to Play Sports (LTP Sports Group Inc) is Canada's largest wholesale distributor of premium bicycles, parts, and accessories, distributing 20+ brands — including Norco, Yakima, SRAM, RockShox, and Wahoo — exclusively to independent specialty bicycle dealers across Canada, with factory-authorized service centers and exclusive Bosch eBike Systems service provider status.
- Company typePrivate
- Founded1964
- HeadquartersPort Coquitlam, Canada
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Live to Play Sports does
Live to Play Sports (legal entity: LTP Sports Group Inc) is Canada's largest wholesale distributor of premium bicycles, parts, and accessories, headquartered in Port Coquitlam, British Columbia. The company was founded in 1964 and is privately held, with 101-250 employees. It distributes an aggregated portfolio of more than 20 premium cycling brands — including Norco, Yakima, SRAM, RockShox, Wahoo Fitness, Bosch eBike Systems, Haro, Masi, Endura, Topeak, Park Tool, Serfas, Maxxis, Schwalbe, Crankbrothers, Cane Creek, Magicshine, and 49N — exclusively to independent specialty bicycle dealers across Canada. Operations include two distribution centres (Eastern and Western) that also operate factory-authorized service centres for RockShox, SRAM, Cane Creek, Kind Shock, Crankbrothers, and Bosch eBike Systems, and LTP holds exclusive service provider status for Bosch eBike Systems in Canada.
The business model is B2B wholesale hardware distribution. Revenue is generated by purchasing premium branded product from manufacturers and reselling to independent specialty retailers, with margins derived from wholesale spreads and incremental service revenue from certified warranty and repair work. Go-to-market is channel-partner-led: a dedicated dealer portal (ltpdealer.com), a public dealer-locator tool that lists 50+ searchable brands, bilingual (English/French) customer support, and brand-building investments such as sponsored athletes (e.g., Greg Minnaar, Ryan Nyquist), factory racing team sponsorships (Norco Factory Racing), and presence at cycling industry events (Crankworx Whistler). Marketing assets include a substantial video library spanning product demos, how-to guides, and lifestyle content.
From a strategic and operational perspective, the company is a distribution-and-service intermediary in a mature Canadian market, with no disclosed proprietary technology, no recurring software or data revenue stream, and no AI/ML capability. Differentiation rests on (1) 50+ years of category incumbency, (2) consolidated multi-brand portfolio access for dealers, (3) coast-to-coast logistics, and (4) exclusive service-authorized relationships such as Bosch eBike Systems Canada. The previously-used trade name 'LTP Sports' persists in the legal entity name and Bill S-211 compliance filings.
Live to Play Sports firmographics
Firmographics- Name
- Live to Play Sports
- Legal name
- LTP Sports Group Inc
- Website
- https://livetoplaysports.com
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Live to Play Sports (LTP Sports Group Inc) is Canada's largest wholesale distributor of premium bicycles, parts, and accessories, distributing 20+ brands — including Norco, Yakima, SRAM, RockShox, and Wahoo — exclusively to independent specialty bicycle dealers across Canada, with factory-authorized service centers and exclusive Bosch eBike Systems service provider status.
- Ownership category
- akta.pro rank
Live to Play Sports industry classification
Industry- Product category
- Bicycle and Cycling Products Wholesale Distribution
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Tire and Tube Merchant Wholesalers (423130)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Cycling & Micromobility Products Distribution (CRAOAJAF)
- akta.pro secondary industry
- Bike Parts & Components Retail (CRAMAHAB)
Keywords
Where Live to Play Sports is headquartered
LocationHeadquarters
- HQ city
- Port Coquitlam
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Live to Play Sports business model
Business model- GTM type
- B2B
- Offering type
- Services
Revenue model
- Wholesale Distribution of Bicycles, Parts, and Accessories: Live to Play Sports generates revenue by distributing premium bicycles, parts, and accessories from branded manufacturers to independent specialty dealers across Canada. They act as the wholesale intermediary, providing logistics, warranty support, and service center capabilities for the brands they represent.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Live to Play Sports product offering
Product offeringCore offering
Live to Play Sports is Canada's largest wholesale distributor of premium bicycles, parts, and accessories. The company distributes branded cycling products (Norco, Yakima, SRAM, RockShox, Wahoo Fitness, Haro, Masi, Endura, Topeak, Serfas, Park Tool, and others) exclusively to independent specialty dealers coast to coast across Canada, and operates factory-authorized service centers including the exclusive Canadian service provider role for Bosch eBike Systems.
Product overview
Live to Play Sports is a wholesale distribution company offering a comprehensive portfolio of premium bicycles, parts, and accessories from multiple brands. The portfolio includes complete bicycle brands (Norco, Haro, Masi), car racks and adventure gear (Yakima), cycling accessories and bags (Axiom Gear), components (SRAM, RockShox, Cane Creek, Crankbrothers), smart trainers and GPS devices (Wahoo Fitness), tools (Topeak, Park Tool), lighting (Serfas, Magicshine), and apparel (Endura). The company operates through a network of independent specialty dealers across Canada and provides factory-authorized service centers for RockShox, SRAM, Cane Creek, Kind Shock, Crankbrothers, and is the exclusive Canadian service provider for Bosch eBike Systems. Additional services include warranty support and a dealer locator tool.
Differentiator
Problem solved
Functional benefit
Products and services
- Norco Bicycles Distribution
- Wahoo Fitness Distribution
- SRAM Components Distribution
- RockShox Suspension Distribution
- Yakima Products Distribution
- Axiom Gear Distribution
- Haro Bicycles Distribution
- Masi Bicycles Distribution
- Endura Apparel Distribution
- Topeak Tools Distribution
- Park Tool Distribution
- Serfas Distribution
- 49N Distribution
- Magicshine Distribution
- Cane Creek Distribution
- Crankbrothers Distribution
- Schwalbe Distribution
- Bosch eBike Systems Service
- LTP Service Centers
- Dealer Finder Tool
- Handup Cold Weather Gloves Distribution
- Maxxis Tires Distribution
Companies that use Live to Play Sports
Customer profileSegments1 record
Live to Play Sports technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Live to Play Sports partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered major, core and minor.
- Maxxis TiresmajorMaxxis Tires announced a new distribution agreement with Live to Play Sports for distribution across Canada.
- NorcocoreNorco Bicycles is one of the flagship brands distributed by Live to Play Sports across Canada. The partnership includes sponsorship of Norco Factory Racing team featuring athletes like Greg Minnaar, Sam Blenkinsop, Harry Heath, Jack Iles, and Magnus Manson.
- YakimacoreYakima Products, a leading brand for car racks and outdoor adventure gear, is distributed by Live to Play Sports across Canada. Products include bike racks, rooftop tents, and cargo solutions.
- SRAMcoreSRAM components including Eagle Transmission, drivetrains, and brakes are distributed through Live to Play Sports network of dealers in Canada.
- RockShoxcoreRockShox suspension products are distributed by Live to Play Sports in Canada. The company operates RockShox service centers at their Eastern and Western Distribution Centres.
- Bosch eBike SystemscoreLive to Play Sports is the exclusive official service provider for Bosch eBike Systems in Canada, providing customer service, warranty service, and training certification for Bosch dealers. Canadian Bosch Service Hotline available.
- Wahoo FitnessmajorWahoo Fitness products including KICKR trainers, ELEMNT GPS bike computers, and related indoor cycling technology are distributed across Canada.
- HaromajorHaro Bicycles, a BMX and mountain bike brand, is distributed by Live to Play Sports with sponsored athletes including Ryan Nyquist, Matthias Dandois, and Dennis Enarson.
- MasimajorMasi Bicycles, an Italian-inspired road and gravel bike brand, is distributed across Canada through Live to Play Sports dealer network.
- EnduramajorEndura cycling apparel is distributed by Live to Play Sports in Canada. Scottish brand known for waterproof mountain biking gear and performance cycling clothing.
- TopeakmajorTopeak tools, pumps, and accessories are distributed across Canada through Live to Play Sports dealer network.
- SerfasmajorSerfas lights, saddles, and accessories are distributed across Canada through Live to Play Sports dealer network.
- Park ToolmajorPark Tool professional bicycle repair tools are distributed across Canada through Live to Play Sports dealer network.
- 49Nminor49N cycling products including the FaceShield Fender are distributed through Live to Play Sports dealer network.
- Axiom GearmajorAxiom cycling gear including bags, racks, pumps, and accessories are distributed across Canada through Live to Play Sports dealer network.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Live to Play Sports competitors and assessment
Company assessmentDirect peers
- Quality Bicycle Products: The largest US specialty bicycle distributor with a directly comparable business model of distributing premium cycling brands and components to independent bike dealers. Closest analog in product mix, channel, and dealer-relationship dynamics, scaled to the larger US market.
- J&B Importers: US-based cycling products distributor serving independent bike dealers with an overlapping portfolio of premium cycling brands and components. Closely comparable B2B wholesale distribution model, focused on the US territory.
- Hans Johnsen Company: Long-established cycling industry wholesaler in North America distributing premium cycling brands to specialty retailers. Closely comparable business model, customer base, and supplier-aggregation thesis to LTP.
Broad incumbents
- Pacific Cycle (Dorel Industries): Multi-brand North American bicycle distributor at significantly greater scale, distributing mass-market and premium brands including Cannondale, Schwinn, and GT through mass and specialty channels. Same broad category but larger, broader portfolio than LTP's specialty focus.
- Trek Bicycle Corporation: Major premium bike brand with vertically integrated distribution and retail. Competes with LTP for dealer mindshare and shelf space in Canada, and increasingly pushes direct-dealer and DTC sales that could displace independent distributors like LTP.
- Specialized Bicycle Components: Premium bike brand with a manufacturer-direct dealer model and growing DTC retail. Represents the vertical integration model that, if extended more broadly to other brands, poses a structural risk for independent distributors like LTP.
- Accell Group: European bicycle conglomerate owning multiple premium brands (Raleigh, Lapierre, Ghost, Haibike). The broader incumbent model of brand-anchored cycling distribution that competes with LTP's premium brand-aggregation thesis at the global level.
- Pon Holdings (Bike Division): Dutch conglomerate holding premium bike brands Santa Cruz, Cervélo, Focus, and others. A scaled brand-owner that increasingly integrates distribution - relevant vertical integration precedent for LTP's brand partners.
- Giant Bicycles: World's largest bicycle manufacturer with extensive own distribution and retail networks. Competes with LTP at the dealer level for premium bike shelf space and increasingly establishes direct dealer relationships.
Others
- Norco Bicycles: LTP's flagship distributed brand and a Canadian premium bike manufacturer. Currently a core supplier-partner, but could become a structural competitor if Norco chose to bring Canadian distribution in-house and displace LTP as its channel partner.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Live to Play Sports social profiles
Digital presenceLive to Play Sports compliance and trust
Trust signalCompliance1 record
Live to Play Sports financial estimates
Financial estimateRevenue estimate
Valuation estimate
Live to Play Sports leadership team
Management profileNumber of profiles
Live to Play Sports funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Live to Play Sports M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Live to Play Sports
What does Live to Play Sports do?
Live to Play Sports is Canada's largest wholesale distributor of premium bicycles, parts, and accessories. The company distributes branded cycling products (Norco, Yakima, SRAM, RockShox, Wahoo Fitness, Haro, Masi, Endura, Topeak, Serfas, Park Tool, and others) exclusively to independent specialty dealers coast to coast across Canada, and operates factory-authorized service centers including the exclusive Canadian service provider role for Bosch eBike Systems.
Is Live to Play Sports a public or private company?
Live to Play Sports is a private company. It is classified as unknown and is currently operating.
When was Live to Play Sports founded?
Live to Play Sports was founded in 1964. It employs 101 to 250 people.
Where is Live to Play Sports based?
Live to Play Sports is headquartered in Port Coquitlam, Canada, in the North America region.
How does Live to Play Sports make money?
One revenue line is on record: wholesale Distribution of Bicycles, Parts, and Accessories.
Who are Live to Play Sports's main competitors?
Direct peers on record are Quality Bicycle Products, J&B Importers and Hans Johnsen Company. Broad incumbents are Pacific Cycle (Dorel Industries), Trek Bicycle Corporation, Specialized Bicycle Components, Accell Group, Pon Holdings (Bike Division) and Giant Bicycles. Norco Bicycles is listed as an others.
Does Live to Play Sports have an API?
No public API is recorded for Live to Play Sports.
What industry is Live to Play Sports in?
Live to Play Sports's product category is Bicycle and Cycling Products Wholesale Distribution. Its primary akta.pro industry code is CRAOAJAF, Cycling & Micromobility Products Distribution, with a secondary code of CRAMAHAB, Bike Parts & Components Retail. Its NAICS code is 423910 and its SIC code is 3949.