Sports Experts

What Sports Experts does

Sports Experts is a Quebec-based sporting goods retailer operating under FGL Sports Ltd., a wholly-owned subsidiary of Canadian Tire Corporation since 2011. The company runs two primary retail banners: Sports Experts, a general sporting goods format, and Atmosphere, a specialty outdoor equipment and apparel banner launched in 2001. With over 125 physical stores concentrated in Quebec and a bilingual e-commerce platform at sportsexperts.ca, Sports Experts serves Quebec consumers across all major sports categories including footwear, outerwear, team sports equipment, cycling, golf, racquet sports, fitness, and outdoor adventure gear. The company stocks a portfolio spanning exclusive in-house brands (Prince, Capix, McKinley), Canadian heritage brands (Arc'teryx, Garneau, Lolë), major international athletic brands (Nike, adidas, The North Face, Hoka, Jordan), and trend-led labels (Crocs, Birkenstock, Vuori).

The business model is straightforward omnichannel retail: one-time product sales at unit retail prices with promotional discounting (up to 40-50% off on seasonal items), supported by free shipping above C$49.99, in-store pickup, and a value-added services layer including bike maintenance, ski binding installation, custom boot-fitting, racquet stringing, and skate sharpening. Revenue is generated almost entirely through B2C transactions with no disclosed enterprise or B2B contracts. Customer retention is anchored in the Triangle Rewards loyalty program, shared across the Canadian Tire ecosystem, and in deep community partnerships with over 18 Quebec sports federations, professional teams (Montreal Canadiens, Montreal Alouettes, PWHL), and youth development organizations. Sports Experts has been a member of the global Groupe Intersport buying network since 1973, providing international procurement scale. The company celebrated its 50th anniversary in 2017 and continues to invest in product exclusives, sneaker culture releases, and event-driven merchandising (e.g., 2026 FIFA World Cup soccer destination).

Name

Sports Experts

Legal name

FGL Sports ltée

Website

https://sportsexperts.ca

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

51–100 employees

Short description

Sports Experts is a Quebec-based sporting goods retailer operating over 125 stores and an e-commerce platform under two banners (Sports Experts and Atmosphere), serving Quebec consumers with athletic apparel, footwear, equipment, and outdoor gear as a subsidiary of Canadian Tire Corporation.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Sporting goods retail
• Athletic apparel retail
• Outdoor equipment retail
• Team sports equipment
• Fitness and cycling gear

Headquarters

HQ city

Laval

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Sports Experts generates revenue through the sale of sporting goods, athletic apparel, footwear, and outdoor equipment across its retail store network and e-commerce platform. The company operates under two banners: Sports Experts (general sports retail) and Atmosphere (specialized outdoor retail), offering products from both local and international brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Sports Experts is a Quebec-based sporting goods retailer that sells athletic apparel, footwear, sporting equipment, and outdoor gear through more than 125 retail stores and an e-commerce platform operating under the Sports Experts and Atmosphere banners. The retailer also provides in-store technical services such as bike maintenance, ski binding installation, racquet stringing, skate sharpening, and custom boot-fitting, and runs the Triangle Rewards loyalty program in partnership with Canadian Tire.

Product overview

Sports Experts operates as a unified retail platform consisting of two primary banners: Sports Experts (the main Quebec-based banner with over 100 stores) and Atmosphere (its outdoor-focused subsidiary). The company offers an extensive portfolio of athletic and outdoor products organized into distinct categories including footwear, outerwear, sportswear, casual wear, swimwear, team sports equipment, golf, racquet sports, cycling, outdoor activities, training & fitness, and accessories. The product ecosystem spans multiple brand tiers including local Canadian brands (Arc'teryx, Garneau, Lolë), popular international athletic brands (Nike, adidas, The North Face), exclusive in-house brands (Prince, Capix, McKinley), and trendy lifestyle brands (Crocs, Hoka, Jordan). Beyond product sales, the company provides integrated services including bike tune-up and maintenance, ski/snowboard binding installation and sharpening, racquet stringing, custom boot-fitting, and a Triangle Rewards loyalty program. The e-commerce platform integrates with Trio Hockey for shared authentication and Purolator for shipment tracking.

Differentiator

Problem solved

Functional benefit

Brands

• Atmosphere: Subsidiary banner specializing in outdoor equipment, clothing, and footwear for adventure and nature enthusiasts.

Products and services

• Footwear (Athletic & Outdoor) Athletic shoes, outdoor boots, sandals, slippers, casual shoes, and footwear accessories for men, women, and children, available in-store and online.
• Outerwear Winter jackets, snow pants, mid-season jackets, base layers, thermals, and technical outdoor pants for all weather conditions.
• Sportswear Athletic clothing including sports bras, tank tops, t-shirts, shorts, leggings, hoodies, and performance wear for various sports activities.
• Casual Wear Casual everyday clothing including dresses, jeans, blouses, and athleisure wear blending style and comfort.
• Swimwear Swimming attire including training swimsuits, bikinis, one-piece suits, rashguards, wetsuits, and beachwear.
• Team Sports Equipment Equipment for team sports including hockey, dek hockey, soccer, baseball, basketball, football, volleyball, and fan merchandise.
• Golf Equipment Golf gear including clubs, balls, gloves, clothing, shoes, and accessories.
• Racquet Sports Equipment Equipment for tennis, badminton, pickleball, table tennis, and padel including rackets and accessories.
• Cycling Products Bikes (electric, road, mountain, hybrid, BMX, fatbikes, kids), cycling clothing, helmets, accessories, and maintenance equipment.
• Outdoor Activities Equipment Camping gear (tents, sleeping bags, mattresses, hammocks), hiking equipment (boots, backpacks, trekking poles), kayaks, paddleboards, climbing gear, and water sports equipment.
• Training & Fitness Equipment Fitness technology (smart glasses, smartwatches, GPS), strength training equipment, yoga and pilates gear, swimming accessories, boxing equipment, and sports nutrition.
• Bags & Equipment Backpacks, travel bags, cooler bags, water bottles, lunch bags, umbrellas, sun protection, and mosquito repellents.
• Triangle Rewards Program Loyalty rewards program partnered with Canadian Tire allowing customers to earn and redeem points on purchases at Sports Experts, Atmosphere, and other Canadian Tire family banners.
• Bike Tune-Up & Maintenance Services Spring-summer in-store services including wheel alignment, brake and gear adjustment, cable and tire pressure checks, bearing lubrication, and accessory installation.
• Ski & Snowboard Services Fall-winter services including binding installation and adjustment, sharpening and waxing, and base repair.
• Skate Sharpening Services Professional skate sharpening performed by trained technicians, available free of charge with purchase.
• Racquet Stringing Services String tension service and overgrip replacement for tennis and other racquet sports.
• Custom Boot-Fitting Services Personalized ski boot fitting using thermoforming technology for custom shell and inner boot molding at select Sports Experts locations.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

20 partnerships are on record, tiered flagship, core and minor.

• Canadian Olympic and Paralympic TeamsflagshipStrategic or Co-development PartnerSports Experts is a major national partner of Canada's Olympic and Paralympic teams, supporting and encouraging athletes in their pursuit of excellence. The partnership aims to inspire youth to discover the joys of movement and athletic achievement.
• Montreal AlouettescoreStrategic or Co-development PartnerSports Experts partners with the Montreal Alouettes CFL football team, supporting professional sports in Quebec and encouraging fan engagement with football.
• Montreal CanadienscoreStrategic or Co-development PartnerPartnership with the NHL's Montreal Canadiens hockey team, supporting Canada's national winter sport and engaging with hockey enthusiasts in Quebec.
• Hockey QuebeccoreStrategic or Co-development PartnerPartnership supporting youth hockey development programs and initiatives in Quebec, encouraging young people to participate in hockey.
• LPHF (Professional Women's Hockey League)coreStrategic or Co-development PartnerPartnership with the Professional Women's Hockey League supporting women's professional hockey and inspiring female athletes.
• Jeux du QuébeccoreStrategic or Co-development PartnerSupporting provincial multi-sport games for Quebec youth, encouraging participation in various athletic disciplines.
• Velo QuebeccoreStrategic or Co-development PartnerPartnership supporting cycling development and events in Quebec, encouraging cycling as both sport and recreation.
• Je Cours QuebeccoreStrategic or Co-development PartnerPartnership supporting running events and programs in Quebec, encouraging participation in running and jogging activities.
• Fédération Quebecoise des Sports CyclistescoreStrategic or Co-development PartnerPartnership supporting provincial cycling federation and cycling sports development in Quebec.
• Marathon Beneva MontrealminorStrategic or Co-development PartnerPartnership supporting the Montreal Marathon, one of Quebec's major running events.
• Tennis QuebeccoreStrategic or Co-development PartnerPartnership supporting tennis development programs and initiatives in Quebec.
• Internationaux de Tennis JuniorcoreStrategic or Co-development PartnerPartnership supporting the junior tennis international tournament, nurturing young tennis talent.
• Baseball QuebeccoreStrategic or Co-development PartnerPartnership supporting baseball development and programs in Quebec.
• Soccer QuebeccoreStrategic or Co-development PartnerPartnership supporting soccer development programs and initiatives in Quebec.
• Ski Quebec AlpincoreStrategic or Co-development PartnerPartnership supporting alpine skiing development in Quebec, including youth programs and competitions.
• Institut National du Sport du QuébeccoreStrategic or Co-development PartnerPartnership with Quebec's national sports institute supporting high-performance athlete development.
• Pickleball QuebeccoreStrategic or Co-development PartnerPartnership supporting pickleball development and programs in Quebec, a rapidly growing sport.
• Sports QuebeccoreStrategic or Co-development PartnerPartnership supporting multi-sport provincial organization and sports development in Quebec.
• RSEQ (Réseau du sport étudiant du Québec)coreStrategic or Co-development PartnerPartnership supporting student sports network in Quebec, encouraging youth participation in athletics.
• Trio HockeyminorChannel Partner/ Reseller/ DistributorTrio Hockey is a sister banner operated by FGL Sports, specializing in hockey equipment and apparel with shared account systems.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Foot Locker: Athletic footwear and apparel retailer focusing on basketball, running, and lifestyle brands — directly comparable in footwear and apparel categories that are core Sports Experts categories.
• Sport Chek: Sister Canadian Tire banner operating as Canada's largest national sporting goods retailer with identical product breadth and customer segments; the most directly comparable competitor covering provinces outside Quebec.
• Champs Sports: Athletic footwear and apparel banner under Foot Locker focused on basketball, training, and running brands — directly comparable as a sporting goods specialty retailer serving similar youth and athletic lifestyle demographics.
• Running Room: Canadian specialty running retailer with stores across multiple provinces including Quebec — directly comparable in the running category where Sports Experts offers a broader assortment but less depth.
• Decathlon: Global sporting goods generalist with growing Canadian footprint, offering broad assortment across sports and outdoor categories at value-oriented price points — directly comparable core proposition in Quebec and other Canadian markets.
• Mountain Equipment Company (MEC): Canada's largest consumer-owned outdoor retailer offering apparel, equipment, and services across running, hiking, climbing, paddling, and snow sports — directly comparable to the Atmosphere banner's outdoor specialty proposition.
• Pro Hockey Life: Specialty hockey retailer carrying equipment, apparel, and skates — operates as another Canadian Tire-family banner with overlapping customer segments in Quebec's hockey-intensive market.

Broad incumbents

• REI: Established North American outdoor co-op with broad multi-sport assortment, services, and experiential retail — comparable outdoor proposition at larger U.S. scale, an instructive peer for the Atmosphere banner strategy.
• Bass Pro Shops / Cabela's: Mass-market outdoor retailer with strong hunting, fishing, camping, and apparel mix — comparable as an outdoor specialty generalist with experiential retail format relevant to Atmosphere's positioning.

Others

• Nike (Direct-to-Consumer): Major athletic brand increasingly selling direct to consumer through Nike.com and SNKRS — not a like-for-like retailer, but a structural competitor capturing share that previously flowed through wholesale sporting goods retailers like Sports Experts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/sportsexperts
• Facebookfacebook.com/SportsExperts.ca
• Instagraminstagram.com/sportsexperts
• Xx.com/sportsexperts

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Sports Experts