Trico Centre for Family Wellness

What Trico Centre for Family Wellness does

Trico Centre for Family Wellness is a not-for-profit charity operating a single multi-purpose community recreation facility at 11150 Bonaventure Dr SE in southeast Calgary, Alberta. The physical plant comprises a 20,000 square foot fitness centre, an indoor aquatics centre with a warm beach-entry wave pool, hot tub, and steam rooms, two NHL-sized ice arenas, gymnasiums, group fitness studios, and licensed childcare spaces. The integrated infrastructure supports a portfolio spanning drop-in and registered group fitness (over 80 classes weekly), swim lessons, learn-to-skate and arena programs, personal training, licensed Out of School Care for children in Grades 1-6, preschool and child/youth programming, summer day camps (Camp Trico Centre), facility rentals, birthday parties, and a fee-assistance fund (Trico Cares).

The revenue model is multi-stream and consumer-direct: recurring membership fees (subscription), monthly Out of School Care fees ($490-$605 per child), program and camp registration fees, usage-based arena/gym/studio rentals booked via CatchCorner, charitable donations (matched up to 50% via Rogers Birdies for Kids), and event fundraising anchored by the annual Charity Golf Classic. Go-to-market is community-based, relying on local sponsorships, earned media (CTV Morning Live appearances), email newsletters, organic social, a member referral rewards program, and school transportation partnerships for childcare pickup. Technology is conventional third-party SaaS (Active Communities for registration, CatchCorner for rental booking, CanadaHelps and Flipgive for donations), with no proprietary platform or AI capabilities.

The organization is independently governed, with no parent company and no venture or institutional ownership identified; financial stability is anchored by a renewed 20-year naming sponsorship from Trico Homes (CAD $2 million commitment), a broad base of corporate sponsors, and the charitable donation infrastructure. Customer segments span Calgary-area families and individuals (primary), working families with school-age children, children and youth ages 4-14, and older adults seeking age-appropriate programming. Recognition includes a 2025-26 Calgary Herald/Sun Readers' Choice Silver award in the Fitness Centre/Gym category and two instructors named to Impact Magazine's Top 205 Fitness Instructors of 2025.

Name

Trico Centre for Family Wellness

Legal name

Trico Centre for Family Wellness

Website

https://tricocentre.ca

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

251–500 employees

Short description

Trico Centre for Family Wellness is a Calgary-based not-for-profit charity operating a multi-purpose community recreation facility offering fitness, aquatics, arenas, licensed childcare, and summer camps to southeast Calgary families and individuals through memberships, program fees, and rentals.

Ownership category

akta.pro rank

Product category

Community Recreation Services

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940), RV (Recreational Vehicle) Parks and Recreational Camps (7212)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Child Day Care Services (8351), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Recovery Lounges & Multi-Modal Recovery Centers (HSADAKAI)

akta.pro secondary industries

Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK), Family Entertainment Centers (Indoor развлечения: Arcade, Soft Play, Party Centers) (THAJAEAC)

Keywords

• Community recreation
• Family wellness
• Aquatics programs
• Fitness memberships
• Childcare services

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Fees: Recurring membership fees granting unlimited access to fitness centre, pool, and drop-in fitness classes, plus early registration privileges and program discounts
2. Program Registration: Fees for registered programs including swim lessons, fitness classes, skating lessons, child/youth programs, and day camps
3. Out of School Care Fees: Monthly fees for licensed childcare program for children grades 1-6, with components for AM/PM care
4. Facility Rentals: Revenue from renting arenas, gymnasiums, studios, meeting rooms, and pool to individuals, teams, and organizations
5. Donations (Trico Cares Fund): Charitable donations providing financial assistance for memberships and programs to ensure accessibility for lower-income families

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Trico Centre for Family Wellness is a multi-purpose community recreation facility in southeast Calgary offering fitness centre memberships, group fitness classes, aquatics (including swim lessons), arena programs, out-of-school care, summer day camps (Camp Trico Centre), personal training, facility rentals, birthday parties, and an online fitness platform (Trico at Home). The facility serves individuals, families, and community groups across all age ranges under one membership umbrella.

Product overview

Trico Centre for Family Wellness is a not-for-profit community recreation facility offering a comprehensive portfolio of health, fitness, and wellness programs. The core offerings include a 20,000 sq ft Fitness Centre, Aquatics Centre with wave pool and hot tub, two NHL-sized Arena rinks, and over 80 weekly Group Fitness Classes. Supporting these are childcare services (Out of School Care for Grades 1-6 and Camp Trico Centre summer day camps), youth development programs (Child & Youth and Preschool programs), and membership tiers with fee assistance. Add-on services include Personal Training, Playing Equipment Rentals, Facility Rentals for events, Birthday Parties, and Trico at Home virtual membership. The facility partners with Calgary Transit and community sponsors to expand programming accessibility.

Differentiator

Problem solved

Functional benefit

Brands

• Camp Trico Centre: Summer day camp programs for children ages 4-14, including preschool camps, child and youth weekly camps, and daily drop-in camps.
• Trico Cares
• Trico at Home

Products and services

• Fitness Centre Membership Tiered membership (youth, adult, family) granting access to the on-site fitness centre, group fitness classes, and aquatics. Targeted at individuals, couples, and households in southeast Calgary.
• Group Fitness Classes Scheduled on-site group exercise classes led by credentialed instructors, available to members and drop-in participants.
• Trico at Home Online Membership Online streaming fitness platform that lets members access workouts and fitness content remotely from home.
• Aquatics and Swim Lessons Swimming lessons and aquatic programming for children and adults, conducted at the on-site pool.
• Arena Programs Ice programming including public skating, hockey, ringette, and figure skating activities held at the on-site arenas.
• Out of School Care Licensed before- and after-school childcare program for school-aged children, with subsidized access provided through the Trico Charitable Foundation.
• Camp Trico Centre (Summer Day Camps) Seasonal summer day camp offering recreational activities for children during school break.
• Leader in Training Program Leadership development program for teens providing training and volunteer pathways within Trico Centre operations.
• Personal Training One-on-one coaching service delivered by certified personal trainers at the facility.
• Facility Rentals Multipurpose room and studio rental for meetings, group activities, and private events.
• Arena Rentals Ice rentals for hockey, ringette, figure skating, lacrosse, soccer, and other ice or dry-floor sports activities.
• Equipment Rentals Rental of sports and recreation equipment to support participants using facility rentals.
• Birthday Parties Hosted birthday party event packages held on-site at the facility.

Quantifiable outcome

• Silver award in 2025-26 Calgary Herald and Calgary Sun Readers' Choice Awards Fitness Centre/Gym category
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

22 partnerships are on record, tiered major and minor.

• Cavalry FCmajorGTM or Marketing Partner · 1 January 2025Proud Community Partner of Cavalry FC, Calgary's professional soccer club in the Canadian Premier League. Second year of partnership in 2025-26 season. Provides members exclusive 10% discount on Cavalry FC tickets.
• Bow Valley Hockey SocietymajorStrategic or Co-development Partner · 1 January 2023Long-term partnership with BVHS sponsoring the Olympia ice resurfacer for three years. Previously donated $10,000 in 2023 toward Olympia purchase. BVHS has been an important tenant and community supporter for many years.
• TOPS Pizza SouthminorGTM or Marketing PartnerDressing room sponsor for arena facilities, with branding displayed in dressing room suite and three arena dressing rooms. TOPS Pizza has been serving the community for over 50 years.
• Beaners Fun Cuts for Kids (Southland)minorGTM or Marketing PartnerOfficial sponsor of the Innovators Room, supporting creativity, learning, and youth development. Beaners has been a community business since 1987, known for quality kid-friendly haircuts.
• CanadaHelpsminorOthersOnline donation portal partner for the Trico Cares Fund, providing charitable tax receipts for donors and facilitating contributions to support financial assistance programs.
• The City of CalgarymajorStrategic or Co-development PartnerPartnership with The City of Calgary to deliver Discover YYC summer day camp program. Calgary Transit provides free bus and CTrain access for campers, supporting youth independence and life skills development.
• Calgary TransitmajorStrategic or Co-development PartnerFree transit access provided to Discover YYC campers through partnership, enabling youth to explore Calgary while developing independent navigation skills.
• TipTop Plumbing and HeatingmajorGTM or Marketing PartnerPresenting Sponsor of the 2025 Trico Centre Charity Golf Classic. Previously Platinum Sponsor in 2024. Tournament raises funds for Out of School Care program and facility improvements.
• Southcentre MallmajorGTM or Marketing PartnerSponsor for December at Trico Centre and supporter of annual 40-Day Fitness Challenge. One of Calgary's largest shopping malls with over 160 stores, celebrating 50th anniversary in 2024.
• Brewsters (Lake Bonavista)minorGTM or Marketing PartnerDressing room door sponsor for arena facilities (doors #1 and #10). Longtime supporter of local minor hockey. Second-generation family restaurant business for over 30 years.
• Fuji Ramen & SushimajorGTM or Marketing PartnerPresenting Sponsor of the Going for Gold 40-Day Fitness Challenge for 2026 and 2025. Local restaurant providing prize donations including gift cards.
• Panther Sports Medicine (Trico Centre)minorGTM or Marketing PartnerSupporting Sponsor of 40-Day Fitness Challenge, providing massage prizes. Located within Trico Centre facility offering sports medicine services.
• Shoppers Drug Mart SouthcentreminorGTM or Marketing PartnerSupporting Sponsor of 40-Day Fitness Challenge, providing gift basket prizes. Located at Southcentre Mall location.
• Code Ninjas Willow ParkminorGTM or Marketing PartnerSponsor of Movie in the Park 2025 with engaging booth presence and giveaways. Coding education franchise for kids.
• Vivid Eye CareminorGTM or Marketing PartnerSponsor of Movie in the Park 2025 with booth presence and giveaways. Local eye care practice.
• Dental Care for ChildrenminorGTM or Marketing PartnerPresenting Sponsor of Movie Night in the Park 2024. Specialized pediatric dental practice.
• Green Door PreschoolminorGTM or Marketing PartnerGold Sponsor of Movie Night in the Park 2024. Local preschool program.
• EFS CleanminorGTM or Marketing PartnerEFS Clean Cares program donated a FREE ONE YEAR FAMILY MEMBERSHIP valued at $963-$1,512 as prize, nominated by community members.
• Blue Devil Golf ClubminorOthersGolf course host for the annual Trico Centre Charity Golf Classic for multiple years. Located in the Chaparral community.
• Calgary Co-op Deer ValleyminorGTM or Marketing PartnerDonated products for Movie in the Park 2025 event. Local co-operative grocery retailer.
• Jugo Juice (Trico Centre)minorGTM or Marketing PartnerTenant within Trico Centre providing products for events. Also provided products for Movie in the Park.
• SpolumbosminorGTM or Marketing PartnerSampling sponsor at Charity Golf Classic and donated products for events. Local sausage company.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• YMCA Calgary: Operates multiple community recreation facilities in Calgary offering fitness, aquatics, childcare, and day camps on a membership basis to families and individuals. Directly comparable non-profit community wellness model serving the same geographic market.
• Servus Credit Union Place (St. Albert): Multi-purpose recreation complex with two arenas, aquatics, fitness, and programming under a major naming sponsorship. Comparable mid-sized Canadian community recreation operating model.
• Shane Homes YMCA at Rocky Ridge: Large-format YMCA facility in NW Calgary with aquatics, arenas, fitness, and childcare programming under a naming-sponsor model similar to Trico Homes. Compares on sponsorship structure, programming breadth, and family wellness positioning.
• Calgary Jewish Community Centre (JCC): Community-operated facility in Calgary offering fitness, aquatics, childcare, day camps, and cultural programming. Comparable non-profit community wellness model with multi-generational programming.
• Southland Leisure Centre (City of Calgary): Municipally-operated multi-purpose facility in south Calgary with similar fitness, aquatics, arenas, and registered programming. Closest geographic and offering competitor to Trico Centre in the SE Calgary catchment area.
• Village Square Leisure Centre (City of Calgary): City of Calgary-operated multi-purpose facility with wave pool, arenas, fitness, and registered programming. Directly comparable municipal community recreation offering in the Calgary market.

Broad incumbents

• GoodLife Fitness: Canada's largest private fitness chain offering membership-based gym access across Calgary. Overlaps with Trico on adult fitness, aquatics (at select clubs), and group classes, but lacks OSC childcare, arenas, and the not-for-profit community programming model.
• Movati Athletic: Premium multi-purpose fitness club chain in Canada offering fitness, aquatics, group classes, and family programming on a membership basis. Overlaps with Trico on family wellness positioning and aquatics but at higher price points and as a for-profit operator.

Regional players

• Boston Pizza Recreation Foundation facilities (e.g., Great Plains Recreation Facility): Canadian multi-purpose recreation facilities operating under corporate naming sponsorship with arenas, fitness, and aquatics. Comparable naming-sponsor model but operates in different geographies (Alberta and western Canada) rather than competing locally with Trico.

Others

• Active Network (Active Communities): Program registration and membership management platform that Trico uses for online registration. Technology/infrastructure peer enabling the digital booking, payment, and member management capabilities Trico depends on.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TricoCentre
• Facebookfacebook.com/tricocentre

Revenue estimate

Valuation estimate

Number of profiles

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 Trico Centre for Family Wellness