Fitspirit
FitSpirit is a Quebec not-for-profit (founded 2007) that delivers a girls-only non-competitive multi-sport program for 12-17-year-olds through 318 partner high schools, supported by 17 regional coordinators and 125+ trained ambassadors, and funded by school fees, corporate sponsorships, and flagship fundraising events.
- Company typePrivate
- Founded2007
- HeadquartersSainte-thérèse, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Fitspirit does
FitSpirit (legally Community Organization FitSpirit, also known as Fillactive) is a Quebec-based not-for-profit founded in 2007 by former elite cyclist Claudine Labelle to address the epidemic of physical inactivity among teenage girls aged 12-17. The organization delivers an extracurricular, non-competitive, girls-only multi-sport program through partner high schools across Quebec, with 318 schools and 10,810 participants in the 2024-2025 school year and 84,000+ total participants since inception. The program is supported by 17 regional coordinators, 125+ trained women ambassadors, and partnerships with regional sports bodies (RSEQ, Loisir et Sport, URLS), Indigenous organizations (FNEC, FNQLHSSC), and the Université de Montréal for ongoing research validation.
The product portfolio centers on the $450 CAD annual School Partner Membership, which grants unlimited participants access to ambassador visits, training, events, and digital resources. Digital touchpoints include the Schools Portal (portail.fillactive.ca), a wellness hub (Anti-Stress Bubble powered by Beneva), 50+ workout videos, training programs, recipes, and a podcast. The organization is led by Executive Director Kim Marois and a Board of Directors chaired by Brigitte Hébert (EVP, Banque Nationale), and counts Sophie Grégoire Trudeau as official spokesperson.
Financially, FitSpirit is a registered Canadian charity (BN 834376212 RR0001) funded through a hybrid model: school membership fees (low-margin, intentionally accessible), recurring corporate sponsorships (Manulife, Beneva, BMO, CN, Dove, Gildan, Saputo), flagship event fundraising (2026 Father/Daughter Ball raised $1,256,778 with Air Canada, TD, and National Bank as presenting partners), community campaigns (Fun Level, Everest Challenge), and individual donations. The organization is Quebec-only, with no disclosed expansion plans beyond the province.
Fitspirit firmographics
Firmographics- Name
- Fitspirit
- Legal name
- Community Organization FitSpirit
- Website
- https://fitspirit.ca
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FitSpirit is a Quebec not-for-profit (founded 2007) that delivers a girls-only non-competitive multi-sport program for 12-17-year-olds through 318 partner high schools, supported by 17 regional coordinators and 125+ trained ambassadors, and funded by school fees, corporate sponsorships, and flagship fundraising events.
- Ownership category
- akta.pro rank
Where Fitspirit is headquartered
LocationHeadquarters
- HQ city
- Sainte-thérèse
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Fitspirit business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others, Infrastructure
Revenue model
- School Membership Fees: Partner schools pay an annual fee of $450 CAD for unlimited participant registrations. This fee grants access to all program services, resources, ambassador visits, training, and event participation.
- Donations and Fundraising: Individual donations, corporate sponsorships, and fundraising campaigns including the annual 'Fun Level' campaign, Everest summit challenge, and various sporting event fundraisers.
- Special Event Revenue: The annual FitSpirit Father/Daughter Ball generates significant charitable contributions. The 2026 edition raised $1,256,778.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Partner School Annual Membership |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Fitspirit product offering
Product offeringCore offering
FitSpirit operates a non-competitive, girls-only extracurricular multi-sport program for teenage girls aged 12-17, delivered through paid annual memberships at Quebec high schools ($450 CAD per school, unlimited participants). The program bundles school-based ambassador visits, regional coordinator support, digital resources (workout videos, training programs, well-being content, recipes, podcast), and large-scale annual celebration events. End-user engagement is delivered through a web-based schools portal, on-site sessions, and community events across 17 Quebec regions.
Product overview
FitSpirit is a Quebec-based non-profit organization offering an extracurricular multi-sport program for girls aged 12-17 through partner high schools. The core product is the School Partner Program ($450/year), which includes access to the Schools Portal, regional coordinator support, and ambassador-led activities. The portfolio spans physical fitness offerings (workout videos, training programs), wellness resources (Anti-Stress Bubble, recipes), content platforms (podcast, blog), event experiences (Celebrations, Father/Daughter Ball), and community building (Parents Zone, Young Philanthropists Committee). The digital and service offerings are designed to complement the in-school program, supporting teenage girls' physical activity and mental well-being.
Differentiator
Problem solved
Functional benefit
Products and services
- FitSpirit School Partner Program Annual extracurricular multi-sport program for girls aged 12-17, sold to Quebec high schools at $450 CAD/year with unlimited participants. Includes a regional coordinator, trained women ambassadors, training, digital resources, and access to celebration events.
- Workout Videos Library
Quantifiable outcome
- Most significant improvements in physical activity practice were observed in participants who were least active at the start of the program
- +5 more outcomes
Companies that use Fitspirit
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles2 records
Fitspirit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Fitspirit partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Université de MontréalcoreResearch collaboration since 2017 to evaluate FitSpirit's impact on teenage girls' physical activity. Produced multiple peer-reviewed publications validating program effectiveness.
- First Nations Education Council (FNEC)coreEssential partner for implementing FitSpirit approach in First Nations communities. Collaborates on programs for Indigenous teenage girls including Ancestors Challenge tour.
- First Nations of Quebec and Labrador Health and Social Services Commission (FNQLHSSC)coreKey partner for promoting healthy lifestyles in Indigenous communities. Organized regional meeting 'Sport and Physical Activity among First Nations and Inuit in Quebec'.
- FÉÉPEQ (Fédération des équipes professionnelles enseignantes de kinésiologie)minorPartnered with FitSpirit to develop 5 sheets for Physical Education teachers to support FitSpirit teams in schools.
- RSEQ (Réseau du sport étudiant du Québec)coreRegional sports study federations partnered with FitSpirit in multiple regions including Capitale-Nationale, Chaudière-Appalaches, Laurentides-Lanaudière, Outaouais, and Saguenay–Lac-Saint-Jean.
- Loisir et Sport QuébeccoreProvincial organization partnered with regional Loisir et Sport organizations in Abitibi-Témiscamingue, Centre-du-Québec, Gaspésie–Îles-de-la-Madeleine, Lanaudière, and Montérégie.
- Simple ThéminorCreates FitSpirit branded herbal tea; 10% of each sale donated to FitSpirit to support girls' physical activity programs.
- BlumiralminorQuebec company donating 2% of Canadian sales to FitSpirit through 'Mets ton grain de sel' Movement.
- Loue 1 RobeminorPartner for Father/Daughter Ball; donates 15% of outfit rental fees to FitSpirit when mentioning the event.
- Grand Duke TrailminorTrail running event partner for October 2026; Young Philanthropists Committee members form a team to raise funds for FitSpirit.
- Marathon Beneva de MontréalminorFitSpirit is registered charitable organization for 'Run with Heart' initiative. Participants can fundraise for FitSpirit with $150 donation covering one girl's participation.
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
Fitspirit competitors and assessment
Company assessmentOthers
- True Sport Foundation: Canadian sport charity focused on values-based sport and athlete well-being; adjacent ecosystem player funding and advocating for youth sport in Canada.
- YMCA Canada: National federation of YMCAs delivering youth health, recreation, and physical-activity programming across Canada; broader scope but overlapping youth physical-activity programming and school/community delivery.
- Big Brothers Big Sisters of Canada: Canadian youth-development non-profit using mentoring relationships; adjacent rather than competitive — comparable as a long-standing national youth charity operating through schools and volunteers.
Broad incumbents
- ParticipACTION: National Canadian non-profit promoting physical activity across all ages; broader mandate than FitSpirit but operates in the same Canadian physical-activity-promotion category and shares corporate partner ecosystem.
- MLSE Foundation: Charitable arm of Maple Leaf Sports & Entertainment funding youth sport access in Canada; comparable Canadian youth-sport philanthropy model, anchored by a major sports franchise.
Direct peers
- KidSport Canada: Canadian non-profit removing financial barriers to youth sport participation; directly comparable as a Canada-based youth sports charity with provincial chapters and school/community partnerships.
- Right To Play: International non-profit that uses sport and play to empower children and youth; comparable youth-development-through-sport mission, broader geographic scope and donor base.
- Girls on the Run International: Non-profit offering girl-focused physical activity and life-skills programs for pre-teen and teenage girls through schools; closest mission and delivery-model analog to FitSpirit, though US-headquartered.
- Canadian Tire Jumpstart Charities: Canadian charity funding youth sport participation for kids aged 4-18; comparable scale, donor-funded model, and focus on increasing youth sport access across Canada.
- Ever Active Schools: Alberta-based non-profit that supports school communities in delivering quality physical activity and wellness programming; near-analogous school-embedded delivery model for youth physical activity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Fitspirit social profiles
Digital presenceFitspirit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fitspirit leadership team
Management profileNumber of profiles
Profiles14 records
Fitspirit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fitspirit 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 Fitspirit
What does Fitspirit do?
FitSpirit operates a non-competitive, girls-only extracurricular multi-sport program for teenage girls aged 12-17, delivered through paid annual memberships at Quebec high schools ($450 CAD per school, unlimited participants). The program bundles school-based ambassador visits, regional coordinator support, digital resources (workout videos, training programs, well-being content, recipes, podcast), and large-scale annual celebration events. End-user engagement is delivered through a web-based schools portal, on-site sessions, and community events across 17 Quebec regions.
Is Fitspirit a public or private company?
Fitspirit is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Fitspirit founded?
Fitspirit was founded in 2007. It employs 11 to 50 people.
Where is Fitspirit based?
Fitspirit is headquartered in Sainte-thérèse, Canada, in the North America region.
How does Fitspirit make money?
Three revenue lines are on record. School Membership Fees are the primary driver. The others are donations and Fundraising and special Event Revenue.
Who are Fitspirit's main competitors?
Others on record are True Sport Foundation, YMCA Canada and Big Brothers Big Sisters of Canada. Broad incumbents are ParticipACTION and MLSE Foundation. Direct peers are KidSport Canada, Right To Play, Girls on the Run International, Canadian Tire Jumpstart Charities and Ever Active Schools.
Does Fitspirit have an API?
No public API is recorded for Fitspirit.