Sport for Life

Name

Sport for Life

Legal name

Sport for Life Society

Website

https://sportforlife.ca

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Victoria

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Government Funding and Grants: Sport for Life receives federal funding from Sport Canada and project funding from various government bodies including Ontario Trillium Foundation, Public Health Agency of Canada, and provincial/territorial governments.
2. eLearning and Workshop Fees: Revenue generated from online courses and workshops delivered through their eLearning Campus and workshop programs.
3. Consulting and Project Services: Fee-for-service consulting work with international clients including national Olympic committees, governments, and sport organizations for strategic framework development, training, and program delivery.
4. PLAYBuilder Subscriptions: Individual and organizational subscriptions for the PLAYBuilder physical literacy planning platform.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Sport for Life is a not-for-profit knowledge-based social enterprise that delivers Long-Term Development frameworks, physical literacy programs, and quality sport advisory services to governments, sport organizations, and educational institutions. Its commercial offerings include the PLAYBuilder online lesson-planning platform, PLAY physical literacy assessment tools, an eLearning Campus with certification courses, and consulting/workshop delivery in more than 30 countries.

Product overview

Sport for Life is a knowledge-based social enterprise offering a portfolio of interconnected products and services focused on physical literacy and quality sport development. The core offerings include PLAYBuilder (an online lesson planning platform with 1,600+ physical literacy activities), Physical Literacy Assessment Tools (PLAY), eLearning Campus (online courses), and Workshops. The organization also runs the International Physical Literacy Conference (IPLC) and Sport for Life Summit as major annual events. Supporting these are the Long-Term Development Framework (an 8-stage developmental model), Quality Sport programs and checklists, the LTAD Progress Tracker, and Activation Plans. The portfolio also includes specialized resources for equity-deserving groups including Indigenous Communities, New-to-Canada participants, and Athletes with Disabilities. These products work together to support governments, sport organizations, educators, and communities in implementing developmentally appropriate, safe, and inclusive sport programming.

Differentiator

Problem solved

Functional benefit

Brands

• PLAYBuilder: An online platform for creating and sharing lesson plans that support physical literacy development, with searchable database of activities and lesson plans based on age-and-stage-appropriate tags.
• Physical Literacy Assessment Tools for Youth (PLAY)
• eLearning Campus

Products and services

• PLAYBuilder Online platform for creating and sharing lesson plans that support physical literacy development, featuring a searchable database of 1,600+ activities and lesson plans based on age-and-stage-appropriate tags, custom lesson plan creation, and live instruction mode for mobile access. Available via individual and organizational subscriptions for educators, coaches, and recreation professionals globally.
• Physical Literacy Assessment Tools (PLAY) Series of physical literacy assessment tools including PlayBasic, PlayFun, and PlayParent developed to determine an individual's level of physical literacy. Used by educators, coaches, and researchers to evaluate and track physical literacy development.
• eLearning Campus Online eLearning platform offering courses on a custom-branded campus for individuals and organizations. Courses cover Introduction to Long-Term Development in Sport and Physical Activity, Introduction to Physical Literacy, and Risk Management in Sport. Available globally with self-serve enrollment.
• Workshops Variety of standard and custom-built workshops available for organizational and community implementation of physical literacy and quality sport frameworks. Delivered to Canadian sport and recreation organizations, municipalities, and educational institutions.
• International Physical Literacy Conference (IPLC) Annual international conference bringing together researchers, practitioners, educators, coaches, and policymakers to advance physical literacy knowledge and practice globally. Attracts 300+ participants from 30+ countries.
• Sport for Life Summit Annual national summit bringing together the Canadian sport and physical literacy community for education, networking, and knowledge mobilization.
• Long-Term Development Framework Comprehensive 8-stage developmental framework covering Active Start, FUNdamentals, Learn to Train, Train to Train, Train to Compete, Train to Win, Active for Life, and Awareness and First Involvement. Guides athlete and participant development in sport and physical activity across all life stages. Used by National Sport Organizations and governments internationally.
• Quality Sport Programs Programs developed by National Sport Organizations for ages 2-12 that embed Sport for Life values and principles. Recommended by Sport for Life for physical literacy development in children across the Canadian sport system.
• Aqua Welcome Resource Resource helping new-to-Canada participants feel at home in and around water, addressing aquatic safety and swimming skills development. Supports inclusion in aquatic physical activity programs for newcomers to Canada.
• International Consulting Services Fee-for-service consulting work with international clients including national Olympic committees, governments, and sport organizations. Services include strategic framework development, training, mentoring, program review, design, and implementation of Long-Term Development and Physical Literacy programs. Delivered in 30+ countries.

Named customers7 records

Segments8 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

16 partnerships are on record, tiered core.

• Aboriginal Sport CirclecoreStrategic or Co-development PartnerProject funding partner supporting Indigenous sport development and physical literacy programming across Canada.
• Government of NunavutcoreStrategic or Co-development PartnerCollaborated on Aulajuq: Nunavut Physical Literacy initiative, developing culturally appropriate physical literacy resources for Nunavut.
• Olympic Solidarity CommissioncoreStrategic or Co-development PartnerInternational Olympic Committee body supporting athlete development programs; partnered on Caribbean Long-Term Athlete Development Education Program.
• Commonwealth SecretariatcoreStrategic or Co-development PartnerInternational organization providing funding and support for Commonwealth sport development initiatives.
• Inclusion in Canadian Sports Network (ICSN)coreStrategic or Co-development PartnerStrengthened partnership announced May 2026 to advance inclusive, accessible, and community-driven sport across Canada.
• viaSportcoreStrategic or Co-development PartnerBC provincial sport organization providing funding and support for sport development initiatives.
• Boys and Girls Club of CanadacoreStrategic or Co-development PartnerNational organization supporting community-based physical activity programs for children and youth.
• Child Health BCcoreStrategic or Co-development PartnerPartnership supporting child health and physical activity initiatives in British Columbia.
• University of VictoriacoreStrategic or Co-development PartnerKnowledge Partner; collaborated on Community-Engaged Learning projects and EDIA video production.
• Queen's UniversitycoreStrategic or Co-development PartnerKnowledge Partner supporting research and education in physical literacy and sport development.
• Caribbean Association of National Olympic Committees (CANOC)coreStrategic or Co-development PartnerDelivered Long-Term Athlete Development Leadership Education Program in 6 Caribbean nations over 18 months, producing 40+ sport-specific LTAD models.
• New York Road RunnerscoreStrategic or Co-development PartnerDeveloped education and evaluation tools for Rising New York Road Runners youth running program.
• Trinidad and Tobago National Olympic CommitteecoreStrategic or Co-development PartnerInternational partner for Long-Term Development implementation in Caribbean region.
• Iceland National Olympic CommitteecoreStrategic or Co-development PartnerInternational partner for Long-Term Development frameworks and sport system alignment.
• Pan American SportscoreStrategic or Co-development PartnerContinental sport organization partner for Pan American region sport development initiatives.
• PLAYBuilder Partners (Multiple)coreChannel Partner/ Reseller/ DistributorNetwork of 40+ organizations including national sport organizations, schools, municipalities, and recreation providers distributing PLAYBuilder platform.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Coaching Association of Canada: National coaching education and certification body in Canada. Comparable as the dominant Canadian coach-education platform, overlapping Sport for Life's coach-education, eLearning, and workshop offerings, and serving the same National and Provincial Sport Organization customers.
• ParticipACTION: A Canadian not-for-profit focused on promoting physical activity and sedentary-behavior reduction. Highly comparable as a fellow Canadian physical-activity knowledge mobilization organization with overlapping government funding sources, target audiences (educators, parents, communities), and a brand-led approach.
• Physical and Health Education Canada (PHE Canada): Canadian not-for-profit advancing physical and health education in schools. Comparable as a curriculum-and-coaching oriented education provider serving educators, schools, and communities with frameworks and professional development — directly overlapping Sport for Life's educational-institution segment.

Emerging players

• American Sport Education Program (ASEP): US-based coach and sport-official training provider offering certification courses. Comparable as a coach-education content and certification competitor with a similar subscription/eLearning business model and overlapping coach customer base.
• TrueSport (USADA): US Anti-Doping Agency's values-based education and sport culture initiative. Comparable as a US-based, content-rich sport-education platform targeting parents, coaches, and youth sport culture — adjacent to physical literacy but focused on ethics and clean sport rather than movement skills.
• Active Healthy Kids Global Alliance: International research network producing the Global Matrix on Physical Activity for Children and Youth. Comparable as a thought-leadership and global benchmarking organization operating in the same physical-literacy policy space and producing the kind of international conferences and report cards Sport for Life participates in.

Regional players

• UK Coaching: UK-based charity focused on coaching workforce development. Comparable as a coaching-education and standards-setting body, but primarily serving the UK market — overlapping with Sport for Life's coach-training mission but operating in a different geography.

Broad incumbents

• Sport England: UK arm's-length body distributing National Lottery and government funding for sport. Comparable as a national sport-development authority with its own Long-Term Development frameworks and significant government-grant distribution muscle.
• Sport New Zealand: Crown entity responsible for sport and recreation in New Zealand. Comparable as a publicly funded national sport body that develops and disseminates athlete-development frameworks and competes for thought leadership in the international Long-Term Development community.
• Sport Australia: Australian government agency responsible for sport policy and development funding. Comparable as a national-level Long-Term Development framework owner and one of Sport for Life's direct competitors (and partners) for international consulting mandates in the Asia-Pacific region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SportForLife_

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Funding overview

Funding rounds

Investors

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 Sport for Life