Canadian Kinesiology Alliance

What Canadian Kinesiology Alliance does

The Canadian Kinesiology Alliance (CKA / L'Alliance canadienne de kinésiologie) is a Canadian non-profit corporation founded in 2001 (with a steering committee formed in 1995) that serves as the national unifying body for the kinesiology profession. It represents 10 provincial kinesiology associations (PKAs) and over 5,000 affiliated kinesiologists across Canada, establishing professional competency profiles, a Code of Ethics, and continuing education standards (60 credits over 3 years). Its primary offerings include the annual Kin Can Conference (a bilingual virtual continuing-education event now in its 7th year), National Kinesiology Week (June 1-8 annually), and a partner affinity program delivering preferential rates on professional liability insurance (PROLINK), practice management software (Hexfit), home/auto insurance (TD Insurance), sports medicine products (RockTape), and continuing education providers (CSEP, eXpand, Coach Bott).

CKA's core technology stack is built on third-party SaaS platforms rather than proprietary infrastructure: Yapla powers its website and event management, memboGo handles membership management, and Health Locator/Patiently provides practitioner booking capabilities. The organization operates with a lean part-time administrative staff led by Executive Director Linda Payeur and a volunteer Board of Directors representing the 10 PKAs.

Its business model combines multiple revenue streams: membership affiliation fees flowing through PKAs (subscription recurring), Kin Can Conference registration and corporate sponsorship ($500-$3,500 tiers, transaction/sponsorship fees), $400 job postings (advertising), and affiliate referral rebates from commercial partners. Distribution operates exclusively through the PKA federation model and Find-a-Kin directory; only Ontario has mandatory kinesiology regulation via the College of Kinesiologists, leaving CKA as the framework-setter for the remaining nine provinces. The organization is pursuing EIMC Level 2 professional recognition (achieved February 2021) and expanded third-party payer coverage (Desjardins, ICBC telehealth) as pathways to grow the profession's economic footprint.

Name

Canadian Kinesiology Alliance

Legal name

Canadian Kinesiology Alliance / L'Alliance canadienne de kinésiologie

Website

https://cka.ca

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

The Canadian Kinesiology Alliance is a Canadian non-profit that serves as the national federation for 10 provincial kinesiology associations and 5,000+ affiliated kinesiologists, delivering professional standards, continuing education, the Kin Can Conference, National Kinesiology Week, and partner affinity programs including mandatory liability insurance.

Ownership category

akta.pro rank

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Affiliation Fees: Kinesiologists pay membership fees to their provincial kinesiology associations, which includes affiliation with CKA. Professional liability insurance through PROLINK is mandatory for membership.
2. Conference Registration: Revenue from Kin Can Conference registrations with early bird and regular pricing. Sponsorships at Platinum ($3,500), Gold ($2,500), Silver ($1,000), Bronze ($500) levels.
3. Affinity Program / Partner Discounts: CKA partners with companies (Hexfit, PROLINK Insurance, TD Insurance, RockTape, etc.) to offer preferential rates to members. Financial rebates from partner sales support the organization.
4. Job Postings: Job postings are advertised at $400 plus taxes for 30 days visibility.
5. Corporate Sponsorship Program: Annual corporate sponsorship program allows companies to customize packages throughout the year with recognition opportunities reaching over 4,000 affiliated kinesiologists.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

The Canadian Kinesiology Alliance (CKA) is a non-profit national federation that advocates for and advances the kinesiology profession in Canada. Its core offerings are a national membership/affiliation program linking 5,000+ kinesiologists through 10 provincial associations, the annual Kin Can Conference for continuing education, National Kinesiology Week public awareness campaign, professional liability insurance access through PROLINK, and an affinity partner discount program (CKA Boutique) with Hexfit, TD Insurance, RockTape, and continuing education providers.

Product overview

The Canadian Kinesiology Alliance (CKA) operates as a national non-profit professional association rather than a technology product company. Its core offerings center on advocacy and advancement of the kinesiology profession across Canada. The primary service is the Kin Can Conference—an annual national virtual conference delivering continuing education credits, along with a membership/affiliation program representing 10 provincial associations and over 5,000 kinesiologists. CKA provides professional liability insurance through PROLINK and maintains a partner discount program (Boutique) offering Hexfit practice management software, TD Insurance, RockTape, CSEP certification credits, eXpand continuing education, and Coach Bott ACL courses. Additional services include Exercise is Medicine Canada (EIMC) Level 2 recognition for members and online/telehealth service guidelines for interprovincial practice.

Differentiator

Problem solved

Functional benefit

Products and services

• Kin Can Conference Annual national virtual conference for kinesiologists offering 10 continuing education credits. Features expert speakers, English-French simultaneous interpretation, networking, and certificates of attendance for kinesiologists across Canada.
• Professional Liability Insurance (via PROLINK) Mandatory professional liability insurance program for affiliated kinesiologists through partnership with PROLINK. Offers $1M, $2M, $3M, and $5M coverage options, commercial general liability, and cyber security coverage. Required for membership in good standing and covers practice across Canada via Internet or phone.
• Affiliation / Membership Program National membership program representing 10 provincial kinesiology associations and over 5,000 affiliated kinesiologists. Provides practice insurance access, networking, professional standards framework, Code of Ethics compliance, and provincial association affiliation.
• CKA Boutique (Partner Discount Program) Affinity program offering preferential rates on products and services including insurance (PROLINK, TD Insurance), sports medicine supplies (RockTape), continuing education (eXpand, Coach Bott ACL Course, CSEP), and practice management tools (Hexfit). Members receive partner-specific discounts and the CKA receives rebates.
• Exercise is Medicine Canada (EIMC) Level 2 Recognition Professional recognition program enabling kinesiologists to be identified as highly qualified Level 2 exercise professionals for chronic disease prevention and management. Includes access to EIMC professional network, logos, advanced training modules, and reduced workshop fees.
• Job Posting Service (KinJobs) Online job posting portal where employers can advertise kinesiology positions for $400 plus taxes with 30 days visibility to the CKA professional audience.

Quantifiable outcome

• National Kinesiology Week 2021 reached 18,653,072 people with $169,939 advertising value equivalent
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

15 partnerships are on record, tiered core, minor and major.

• HexfitcoreTechnology or Integration · 1 January 2025Official sponsor and technology partner for National Kinesiology Week and Kin Can Conference. Hexfit provides practice management software for kinesiologists. CKA members receive preferential rates. Partnership enables virtual conference delivery and member benefits.
• PROLINK InsurancecoreStrategic or Co-development Partner · 1 January 2025Professional liability insurance provider for CKA members. Mandatory for membership in good standing. Offers $1M, $2M, $3M, and $5M coverage options. Provides online insurance portal with additional products including Cyber Security insurance. Covers kinesiologists practicing across Canada via Internet or phone.
• TD Insurance / Meloche MonnexminorGTM or Marketing PartnerHome and auto insurance partner offering preferential rates to CKA members. Members can save $415 or more by combining home and auto insurance. Discount programs available through affinity partnership.
• Exercise is Medicine Canada (EIMC)coreStrategic or Co-development PartnerKinesiologists recognized as Level 2 professionals - highest recognition level. EIMC promotes physical activity as chronic disease prevention strategy. CKA members can join EIMC professional network, use logos, access advanced training modules, and receive reduced workshop fees.
• Canadian Society for Exercise Physiology (CSEP/SCPE)coreStrategic or Co-development PartnerMutual continuing education credit recognition. CSEP recognizes Kin Can Conference credits for CSEP professional development. CKA recognizes CSEP Annual Conference credits. CSEP is the Gold Standard in exercise science and personal training certification in Canada.
• ParticipACTIONmajorGTM or Marketing PartnerContent partnership providing 10 guest articles per year for ParticipACTION's app. CKA and kinesiologists gain visibility to ParticipACTION's national audience. Partnership promotes physical activity as vital part of everyday life.
• RockTape / Implus Footcare LLCminorGTM or Marketing PartnerSports medicine products and education. RockTape provides kinesiology tape, pain-relieving topicals, mobility tools, and joint support accessories. Official kinesiology tape for National Kinesiology Week. Partnership renewed October 2019.
• Arthritis SocietyminorGTM or Marketing PartnerPartner supporting awareness of arthritis management through physical activity. Kinesiologists positioned as resources for arthritis patients.
• National Health and Fitness Day (NHFD)majorGTM or Marketing PartnerAnnual June event encouraging Canadians to be active. CKA and PKAs organize events nationwide. Partners include government and health organizations promoting physical activity.
• First Line Education Inc.minorStrategic or Co-development PartnerContinuing education provider for movement therapists including kinesiologists. Offers 90 Day Clinical Practice Mentorship program (9 modules, online). CKA members receive 15% discount with code CKA15.
• Coach Bott (Carmen Bott)minorStrategic or Co-development PartnerACL Rehab Prescription From A-Z online course (9 weeks). Lecturer at Simon Fraser University. CKA members receive 15% discount with code CKAMEMBER.
• eXpandminorStrategic or Co-development PartnerContinuing education provider specializing in chronic respiratory conditions. CKA members receive preferential rates.
• Desjardins InsuranceminorGTM or Marketing PartnerAdded kinesiology as standard option for clients with 50+ plan members (2019). Previously covered kinesiology only upon request. Major insurer recognizing kinesiology as regular health benefit.
• CCUPEKA (Canadian Council of University Physical Education and Kinesiology Administrators)coreStrategic or Co-development PartnerAccredits university and college kinesiology programs in Canada. CKA refers students to CCUPEKA-accredited programs. Over 50 universities across Canada offer kinesiology education.
• ICBC (Insurance Corporation of British Columbia)minorGTM or Marketing PartnerBCAK telehealth guidelines referenced by ICBC for coverage of virtual kinesiology sessions during COVID-19. ICBC funded telehealth sessions for kinesiology as alternative to in-person treatment.

Scale indicators6 records

Recent moves6 records

Expansion highlights7 records

Others

• ParticipACTION: National non-profit promoting physical activity among Canadians. Partnered with CKA for content/visibility (10 guest articles/year) but not a direct competitor; comparable only in mission alignment around physical activity and population health.

Direct peers

• College of Kinesiologists of Ontario: Provincial regulatory body governing kinesiologists in Ontario (the only province with mandatory regulation). It is the regulatory counterpart to CKA, setting competency standards, registration requirements, and professional discipline — a direct functional peer in the same kinesiology profession, just with regulatory rather than association authority.
• Canadian Athletic Therapists Association: National professional association for athletic therapists in Canada. Highly comparable peer organization: similar size, similar mandate (certified movement/rehab professionals), similar member services (insurance, CE, advocacy), and partially overlapping scope of practice in sports and musculoskeletal care.
• Canadian Society for Exercise Physiology (CSEP): National professional organization for exercise physiologists and personal trainers in Canada. CKA has a mutual continuing-education credit recognition agreement with CSEP, making it the closest organizational peer — both serve a similar allied-health/exercise professional base with overlapping scope of practice and certification frameworks.

Regional players

• Alberta Kinesiology Association (AKA): Provincial kinesiology association in Alberta and a member of CKA's federation. Same provincial-federation model, comparable member services and advocacy mandate, narrower geographic scope.
• British Columbia Association of Kinesiologists (BCAK): Provincial kinesiology association in BC and a member of CKA's federation. Comparable membership/advocacy/insurance model at the provincial level — same organizational archetype, smaller geographic scope.
• Ontario Kinesiology Association (OKA): Provincial kinesiology association in Ontario and a member of CKA's federation. Operates the same affiliation/membership/advocacy model at the provincial level, and overlaps with CKA on conference, insurance, and standards activity within Ontario — comparable structure, narrower geographic scope.

Broad incumbents

• Canadian Physiotherapy Association: National professional association for physiotherapists in Canada. A much larger, more established peer organization serving a related movement-and-rehabilitation professional base, with overlapping scope (musculoskeletal, rehab) and similar advocacy/insurance/continuing education member services.

Emerging players

• American Kinesiology Association: US national academic organization for kinesiology programs and departments. A geographic counterpart that focuses on the academic/research side rather than clinical practice; comparable in scope (national voice for kinesiology) but operating in a different jurisdiction and serving a different member base (academics vs. practicing clinicians).
• Exercise is Medicine Canada (EIMC): Canadian affiliate of the global Exercise is Medicine initiative that recognizes exercise professionals (including kinesiologists at Level 2) for chronic disease management. A strategic partner but also a peer in the professional-recognition space, building a parallel credentialing ecosystem that intersects with CKA's competency frameworks.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCVnZ_N2QJ05XWyUwYf2h5CA
• Facebookfacebook.com/CdnKinesiology/?ref=ts&fref=ts
• LinkedInca.linkedin.com/company/canadian-kinesiology-alliance
• Instagraminstagram.com/canadiankinesiology
• Xx.com/CdnKinesiology

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Canadian Kinesiology Alliance