Trainer's Choice
Trainer's Choice is a Canadian family-owned sports medicine company that designs and distributes proprietary orthopedic braces and supports, and serves as exclusive Canadian distributor for complementary brands like Mueller, Nordic Naturals, and Dr Cool.
- Company typePrivate
- Founded1990
- HeadquartersBarrie, Canada
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Trainer's Choice does
Trainer's Choice is a privately held, family-owned Canadian sports medicine company headquartered in Barrie, Ontario, founded by industry veteran Rick Schaly in 1990. The company designs, manufactures, and distributes a proprietary line of orthopedic braces and supports spanning seven body-part categories — knee, foot and ankle, wrist and thumb, elbow, back, and shoulder — plus hot and cold therapy products. Its core technology is proprietary Kinetic Paneling, a kinetic-panel construction developed in collaboration with sports medicine physicians, orthopaedic surgeons, physiotherapists, chiropractors, and certified athletic therapists; the company also distributes Dr Cool recovery wraps built on patented Coolcore chemical-free cooling fabric (Hohenstein Institute Innovative Technology award). The product portfolio is anchored by clinical credibility rather than consumer marketing claims, with endorsements from Hockey Canada, the Canadian Athletic Therapist Association, and the Canadian Physiotherapy Association's Product Recognition Program.
The business operates a hybrid revenue model combining branded hardware sales with exclusive Canadian distribution of complementary brands — notably Mueller Sports Medicine (exclusive Canadian distributor in food, mass, and drug retail), Nordic Naturals omega-3 supplements (Canadian master importer), Dr Cool recovery wraps, Axia3 ProDigestive antacid, WOW Oral Rinse, and Hold-it organizers. Primary go-to-market is B2B2C through major Canadian pharmacy and mass-market chains (Shoppers Drug Mart, Loblaw, Metro, PharmaSave, London Drugs, Jean Coutu, Guardian, IDA, Rexall, McKesson Canada, plus independents) and sporting goods retailers (Sport Chek, Sporting Life). Secondary channels include direct-to-consumer e-commerce on trainerschoice.ca and a dedicated compression-stockings storefront (trainerschoicestockings.ca, OTIP approved), sports team/organization supply contracts, and healthcare clinic distribution. Pricing is not publicly disclosed and is set by retail partners; the company operates on unit-pricing, pay-as-you-go economics with no disclosed subscription component. Trainer's Choice does not disclose revenue, has no external institutional investors, and operates exclusively in the Canadian market.
Trainer's Choice firmographics
Firmographics- Name
- Trainer's Choice
- Legal name
- Trainer's Choice Inc.
- Website
- https://trainerschoice.ca
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Trainer's Choice is a Canadian family-owned sports medicine company that designs and distributes proprietary orthopedic braces and supports, and serves as exclusive Canadian distributor for complementary brands like Mueller, Nordic Naturals, and Dr Cool.
- Ownership category
- akta.pro rank
Trainer's Choice industry classification
Industry- Product category
- Orthopedic Braces & Supports
- NAICS
- Sporting and Athletic Goods Manufacturing (33992), Medical Equipment and Supplies Manufacturing (3391), Surgical Appliance and Supplies Manufacturing (339113)
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Recovery, Mobility & Therapy Accessories Retail (Foam Rollers, Massage Guns, Braces, Taping) (CRAMADAF)
- akta.pro secondary industries
- Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ), Foot Care & Orthotics OTC (Corn/Callus Care, Insoles, Athlete’s Foot Treatments) (CRADAMAL)
Keywords
Where Trainer's Choice is headquartered
LocationHeadquarters
- HQ city
- Barrie
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Trainer's Choice business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Branded Braces and Supports Sales: Sale of proprietary Trainer's Choice branded orthopedic braces and supports through retail partners and direct channels. Products include knee braces, ankle supports, wrist/thumb stabilizers, elbow wraps, back supports, and shoulder supports.
- Distribution Services: Trainer's Choice serves as exclusive Canadian distributor for Mueller Sports Medicine, Nordic Naturals omega-3 supplements, Dr Cool recovery wraps, Axia3 ProDigestive antacid products, WOW Oral Rinse, and Hold-it organizers. Generates revenue through distribution margins and wholesale relationships.
- Compression Stockings: Sale of Trainer's Choice Compression Stockings through dedicated website (trainerschoicestockings.ca) with seamless checkout for both members and individual customers. Now an OTIP approved provider.
- Clinic and Clinical Supplies: Sale of clinical supplies, training room materials, medical supplies, first aid products, and exercise equipment to healthcare clinics, sports teams, and professional organizations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail pricing through pharmacy and retail partners |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels8 records
Trainer's Choice product offering
Product offeringCore offering
Trainer's Choice manufactures and distributes a proprietary line of orthopedic braces and supports for the knee, ankle, wrist/thumb, elbow, back, and shoulder, featuring its patented Kinetic Paneling technology. The company also serves as the master Canadian distributor for complementary brands including Mueller Sports Medicine, Dr Cool recovery wraps, Nordic Naturals omega-3 supplements, Axia3 ProDigestive Antacid, WOW Oral Rinse, and Hold-it organizers, supplying healthcare professionals, sports teams, and consumers through major Canadian retail pharmacy chains.
Product overview
Trainer's Choice is a Canadian family-owned sports medicine company that manufactures and distributes a comprehensive line of orthopedic braces, supports, and health products. The core offering consists of Trainer's Choice branded braces and supports across seven product categories (Knee, Foot & Ankle, Wrist & Thumb, Elbow, Back, Shoulder, and Hot & Cold Therapy), designed with 30 years of expertise and featuring proprietary Kinetic Paneling technology. The company also operates as a master Canadian distributor for complementary brands including Mueller Sports Medicine, Dr Cool Recovery Wraps, Nordic Naturals omega-3 supplements, Axia3 ProDigestive Antacid, WOW Oral Rinse, and Hold-it organizers. Additionally, the company offers clinical supplies for sports medicine professionals and compression stockings through a dedicated e-commerce platform. The product portfolio is grounded in sports medicine practice with input from healthcare professionals including physiotherapists, athletic therapists, and orthopaedic surgeons.
Differentiator
Problem solved
Functional benefit
Products and services
- Knee Braces & Supports Trainer's Choice knee braces and supports designed for conditions including Patellofemoral Syndrome, Patellar Tendonitis, minor knee sprains, Osgood-Schlatter's Disease, and subluxing patellas. The Patellar Tracking J Brace features a perforated compression knee wrap, kinetic panel, J-shaped buttress, and metal side stabilizers.
- Foot & Ankle Supports
Quantifiable outcome
- Double-digit sales growth reported after new Kinetic Paneling product launch
- +1 more outcomes
Companies that use Trainer's Choice
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles4 records
Trainer's Choice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Trainer's Choice partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core, flagship and minor.
- NHLOA (NHL Officials Association)corePartnership created a brace and support program for NHL Officials. Many officials already using Trainer's Choice Products after years of professional hockey involvement.
- Simcoe County Rovers FCcoreTrainer's Choice providing full access to premium product line and developing Sport Science program into best-in-class at League1 Ontario soccer level. Rick Schaly named Medical Director.
- ventureLAB and Invest BarriecorePartnership on Health Ecosphere Call for Submissions program to help health and wellness companies gain access to national retail markets. Combines ventureLAB's innovation network, Invest Barrie's support, and Trainer's Choice distribution channels.
- NHL AlumniflagshipPartnership with NHL Alumni Association since 2007, extended for 3 years in 2014. Supports NHL Alumni charity hockey games, provides bracing and orthopaedic products to retired players. Created a brace and support program for NHL Alumni players and families.
- Dr Cool Sponsorship - Team AtlanticminorProud sponsor of Team Atlantic at the National Women's Under-18 Championships. Supported youth hockey development through team sponsorship.
- Hamilton Tiger-CatscoreTrainer's Choice outfitted the medical room at Tim Horton's Field with Mueller brand products, Trainer's Choice bracing and supports, and Dr Cool ice wraps. Supports athletic therapist staff with training supplies, medical and first aid products.
- Coolcore / Dr CoolcoreCoolcore selected Trainer's Choice as exclusive Canadian distributor for Dr Cool Recovery-On-The-Go wraps. Dr Cool is the only product combining ice and compression in one flexible wrap using patented Coolcore cooling fabric technology.
- Canadian Lacrosse AssociationminorOfficial sponsor of training supplies for the 2014 Men's Field Team Canada Program and National Team Program, providing athletic therapy supplies.
- Nordic NaturalscoreTrainer's Choice named Canadian master importer for Nordic Naturals omega-3 supplements, partnering to bring Nordic Naturals Daily Omega Line into mass market distribution channels throughout Canada. Nordic Naturals is the leading manufacturer of omega-3 supplements distributing to over 35 countries.
- WOW Oral RinseminorTrainer's Choice distributes WOW Oral Rinse product, a breath freshening and teeth cleaning product that aligns with the company's health and wellness focus.
- Hold-it BrandminorTrainer's Choice serves as Canadian brand manager and distributor for Hold-it product, a sports accessory available at Home Depot and Shopping Network.
- Mueller Sports MedicinecoreMueller Sports Medicine appointed Trainer's Choice as their exclusive Canadian distributor for Food, Mass & Drug retail channels as of January 2013. Mueller is a complimentary line to the Trainer's Choice brand, expanding product selection for team, first aid, and sporting good categories.
- Axia3 (ProDigestive Antacid)coreTrainer's Choice selected as exclusive Canadian distributor for Axia3 ProDigestive Antacid products. The partnership aligns with company philosophy of helping people return to life, work, and sport.
- Canadian Athletic Therapist Association (CATA)flagshipOfficial sports medicine supplier and proud supporter of CATA. The association provides professional recognition and endorsement for Trainer's Choice products and practices.
- Canadian Physiotherapy AssociationcoreSelected Trainer's Choice Products recognized by CPA's Product Recognition Program, indicating professional endorsement of product quality and effectiveness.
- Dr. Shannon BaumancoreDr. Shannon Bauman, sports medicine physician and Paralympic team physician, affiliated with Trainer's Choice and Barrie Sports Medicine. Provided peer review for interactive injury guide content and endorses Trainer's Choice braces.
- Hockey CanadaflagshipTrainer's Choice holds Official Supplier status with Hockey Canada, the sole governing body for amateur hockey in Canada. Provides orthopaedic braces and supports to national teams.
- Toronto Rock Lacrosse ClubflagshipToronto Rock selected Trainer's Choice as official supplier of sports medicine products and preferred partner for therapy and rehabilitation program. Partnership renewed multiple times (2010, 2015, 2016).
- Canadian Olympic CommitteeflagshipTrainer's Choice supported the 2004 Athens Olympic Team with diversity and quality products. Provided healthcare supplies for the Canadian Olympic Healthcare Team.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Trainer's Choice competitors and assessment
Company assessmentDirect peers
- Mueller Sports Medicine: U.S.-based manufacturer of sports medicine braces, supports, tapes, and athletic training supplies — directly overlaps with Trainer's Choice's core brace and sports medicine product lines, with Trainer's Choice acting as Mueller's exclusive Canadian distributor.
- McDavid: Sports protective gear and braces brand covering knee, ankle, elbow, wrist — competes head-to-head with Trainer's Choice's core brace/support categories across sports and mass retail.
- Cramer Sports Medicine: Sports medicine supplies and athletic training room products including tapes, braces, and rehab equipment — directly comparable in athletic trainer/clinical supply category served by Trainer's Choice.
- Sigvaris Group: Global medical compression therapy brand — directly comparable to Trainer's Choice's compression stockings business (trainerschoicestockings.ca) on product category and clinical positioning.
- Shock Doctor: Sports protective gear and bracing brand, focused on mouthguards, compression, and joint supports — directly comparable SKU overlap with Trainer's Choice across athletic retail channels.
- Breg Inc. U.S. orthopedic bracing and cold therapy company specializing in knee, ankle, shoulder, and spine products — directly comparable to Trainer's Choice across rigid braces and hot/cold therapy.
Broad incumbents
- Bauerfeind: Germany-based global orthopedic brace and support manufacturer with medical-grade products across knee, ankle, back, and foot — broader incumbent with overlapping product technology and clinical positioning to Trainer's Choice.
- Futuro (3M): 3M-owned retail brace and compression brand sold primarily through mass-market pharmacy — directly competes with Trainer's Choice on shelf at the same retailers including Shoppers Drug Mart.
- DonJoy / DJO Global: Large orthopedic device platform offering braces and supports via the DonJoy and Aircast brands — competes in the same orthopedic brace category, including via pharmacy and clinical channels.
Emerging players
- KT Tape: Kinesiology tape and recovery brand sold through sports retail and pharmacy — overlaps with Trainer's Choice on injury recovery/taping adjacency and shares the mass-market retail channel.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Trainer's Choice social profiles
Digital presenceTrainer's Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Trainer's Choice leadership team
Management profileNumber of profiles
Profiles2 records
Trainer's Choice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Trainer's Choice 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 Trainer's Choice
What does Trainer's Choice do?
Trainer's Choice manufactures and distributes a proprietary line of orthopedic braces and supports for the knee, ankle, wrist/thumb, elbow, back, and shoulder, featuring its patented Kinetic Paneling technology. The company also serves as the master Canadian distributor for complementary brands including Mueller Sports Medicine, Dr Cool recovery wraps, Nordic Naturals omega-3 supplements, Axia3 ProDigestive Antacid, WOW Oral Rinse, and Hold-it organizers, supplying healthcare professionals, sports teams, and consumers through major Canadian retail pharmacy chains.
Is Trainer's Choice a public or private company?
Trainer's Choice is a private company. It is classified as family owned and is currently operating.
When was Trainer's Choice founded?
Trainer's Choice was founded in 1990. It employs 11 to 50 people.
Where is Trainer's Choice based?
Trainer's Choice is headquartered in Barrie, Canada, in the North America region.
How does Trainer's Choice make money?
Four revenue lines are on record. Branded Braces and Supports Sales are the primary driver. The others are distribution Services, compression Stockings and clinic and Clinical Supplies.
Who are Trainer's Choice's main competitors?
Direct peers on record are Mueller Sports Medicine, McDavid, Cramer Sports Medicine, Sigvaris Group, Shock Doctor and Breg Inc.. Broad incumbents are Bauerfeind, Futuro (3M) and DonJoy / DJO Global. KT Tape is listed as an emerging player.
Does Trainer's Choice have an API?
No public API is recorded for Trainer's Choice.
What industry is Trainer's Choice in?
Trainer's Choice's product category is Orthopedic Braces & Supports. Its primary akta.pro industry code is CRAMADAF, Recovery, Mobility & Therapy Accessories Retail (Foam Rollers, Massage Guns, Braces, Taping), with a secondary code of CRAMAEAJ, Team Sports Protective Gear & Sports Medicine Retail. Its NAICS code is 33992 and its SIC code is 3842.