Wisconsin Master Games

What Wisconsin Master Games does

Wisconsin Masters Games (WMG), formerly Wisconsin Senior Olympics, is a 501(c)(3) nonprofit organization founded in 1979 that hosts annual multi-sport athletic competitions for Wisconsin adults age 40 and older across 18+ sports including archery, badminton, basketball, bowling, cornhole, cycling, disc golf, golf, pickleball, powerlifting, racquetball, softball, swimming, table tennis, tennis, track and field, and volleyball. The organization is the only National Senior Games Association (NSGA)-qualifying site in Wisconsin, providing athletes a pathway to represent the state at the biennial National Senior Games; 327 WMG and Wisconsin athletes competed at the 2025 NSG in Des Moines. Peak participation reached nearly 850 athletes in 2017. Beyond competition, WMG operates a Hall of Fame program with annual inductions (first team induction in 2021), The Olympian 5K/10K road race at the Racine lakefront, and athlete-development initiatives including Try-It Experience events.

The organization is managed by an entirely volunteer Board of Directors (with Harvey Pollack as President and Treasurer, Michael Kuhnen as Vice President, David Simon as Secretary, and MaryKay Trejo as Executive Director) supported by six standing committees: Executive, Budget & Finance, Games, HOF/Awards, Marketing, and Nominations. Its technology stack is built on commodity SaaS: Fusesport for online athlete registration, scheduling, and results tracking; Zeffy for tax-deductible donations; Forever.com for a photo archive exceeding 5,000 images dating to the 1990s; SignUpGenius for volunteer coordination; Google Sheets for free-agent team matching; and Square for event payments. Headquarters sit at 7700 W. Bluemound Road, Wauwatosa, WI, in office space donated by Land Title Services, with events held at multiple Wisconsin venues including Tripoli Shrine and Pettit National Ice Center.

WMG generates revenue through four streams: athlete registration fees (one-time per season, with sport-specific first-time specials), tiered corporate sponsorships (Gold/Silver/Bronze) anchored by Humana, UnitedHealthcare, and Real Racine, tax-deductible donations processed via Zeffy, and ancillary events including The Olympian 5K/10K ($15-$45) and the annual Hall of Fame Dinner ($30/ticket or 2/$50). The organization receives no federal, state, or county funding and depends entirely on game-season revenue, sponsor contributions, and donor generosity to sustain operations.

Name

Wisconsin Master Games

Legal name

Wisconsin Masters Games

Website

https://wimastersgames.org

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1–10 employees

Short description

Wisconsin Masters Games is a 501(c)(3) nonprofit that hosts annual multi-sport competitions for Wisconsin adults age 40 and older, serving as the state's only NSGA-qualifying site for the National Senior Games.

Ownership category

akta.pro rank

Product category

Senior Multi-Sport Athletic Competitions

NAICS

Spectator Sports (7112), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Organizations (8600)

akta.pro primary industry

Amateur & Grassroots Tournament Organizers (MPAKADAH)

akta.pro secondary industry

Amateur Event & Tournament Organizers (Meets, Invitationals, Opens) (MPAKACAL)

Keywords

• Senior athletic competitions
• Multi-sport games
• Amateur sports events
• Senior fitness programs
• Non-profit sports organization

Headquarters

HQ city

Wauwatosa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Athlete Registration Fees: Fees charged to athletes to participate in games events. Registration fees fund operations and allow participation in qualifying events for National Games.
2. Sponsorships: Corporate sponsors provide financial support at various levels (Gold, Silver, Bronze) and in exchange receive recognition and brand visibility at games.
3. Donations: Tax-deductible donations from athletes, supporters, and community members. Organization is a 501c3 non-profit relying on revenue generated during game season and generosity of sponsors, partners, and donors.
4. The Olympian 5K/10K Event: Family-friendly road race event at Racine lakefront generating revenue through participant registration ($15-45 per participant) with sponsorship from Real Racine.
5. Hall of Fame Dinner Tickets: Annual fundraising event with ticket sales ($30 each or two for $50) honoring inductees and recognizing athlete achievements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Wisconsin Masters Games organizes and operates an annual multi-sport games season for adults age 40 and over, hosting 20+ competitive events across Wisconsin venues including archery, badminton, basketball, bowling, cycling, disc golf, golf, pickleball, swimming, table tennis, track & field, and volleyball. As the only NSGA-qualifying site in Wisconsin, it serves as the local gateway for athletes seeking to advance to the National Senior Games. The organization also runs the Hall of Fame program, The Olympian 5K/10K road race, and supporting athlete development initiatives such as Try-It Experience events.

Product overview

Wisconsin Masters Games operates as a comprehensive multi-sport competition organization offering 20+ athletic events annually for adults age 40 and over. The portfolio centers on the annual Wisconsin Masters Games season featuring sports like archery, badminton, basketball 3v3, bowling, cornhole, cycling, disc golf, golf, pickleball, powerlifting, racquetball, softball, swimming, table tennis, tennis, track & field, volleyball, and Tai Chi. The organization provides an online registration platform via Fusesport for athlete sign-ups, manages National Games qualifying competitions (the only NSGA-qualifying site in Wisconsin), operates the Hall of Fame program honoring exceptional athletes, and runs The Olympian 5K/10K road race event. The organization also supports athlete development through Try-It Experience events and fitness resources to encourage new participant engagement.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 300 participants at inaugural 1980 games growing to 850+ athletes in peak years
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

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

• National Senior Games Association (NSGA)coreStrategic or Co-development PartnerWMG is a member of NSGA and adopts its format and guidelines. WMG is the only qualifying site in Wisconsin for athletes to proceed to the National Games to represent the State of Wisconsin. Athletes must compete locally and meet qualifying standards to participate in national events held bi-annually.
• Land Title ServicescoreStrategic or Co-development PartnerPresident Harvey A. Pollack is President and Owner of Land Title Services, Inc. and Land Closing Services, Inc. Land Title Services donated office space to WMG, providing headquarters at 7700 W. Bluemound Road, Wauwatosa.
• Town BankminorGTM or Marketing PartnerListed among 2024 sponsors supporting WMG games with promotional consideration and community partnership.
• Husch BlackwellminorGTM or Marketing PartnerListed among 2024 sponsors supporting WMG games.
• Festival FoodsminorGTM or Marketing PartnerListed among 2024 sponsors supporting WMG games.
• HumanamajorGTM or Marketing PartnerMajor sponsor since 2015, presenting sponsor of National Senior Games. Sponsors Humana Heroes athlete of the month stories and provides financial assistance programs like A Hand Up from Humana for athletes needing support to attend national games.
• UnitedHealthcaremajorGTM or Marketing PartnerGold Level Sponsor assisting WSO with media campaign including TV interviews and promotional support. Connected WSO with Aurora Health Care and Walgreens partnerships.
• Real RacinemajorGTM or Marketing PartnerPresenting sponsor of The Olympian 5K/10K event on Racine lakefront. Major supporter of Racine/Kenosha Senior Fitness Coalition.
• ESPN Milwaukee Radio (540 AM)majorGTM or Marketing PartnerSilver Level Media Sponsor helping spread the word about the games through radio coverage and promotional segments.
• FusesportcoreTechnology or IntegrationTechnology platform provider for online athlete registration, event management, and results tracking across all WMG sports.
• PixologieminorGTM or Marketing PartnerBronze level sponsor that compiles event photos and videos, including wrap-up videos from game footage.
• Wisconsin Masters SwimmingminorStrategic or Co-development PartnerListed among 2024 sponsors. Related organization supporting swimming competitions.
• Stefaniak GroupminorGTM or Marketing PartnerListed among 2024 sponsors supporting WMG games.
• Waterstone BankminorGTM or Marketing PartnerListed among 2024 sponsors supporting WMG games.
• H&S Protection SystemsminorGTM or Marketing PartnerListed among 2024 sponsors supporting WMG games.
• Great Midwest BankminorGTM or Marketing PartnerListed among 2024 sponsors supporting WMG games.
• WFA StaffingminorGTM or Marketing PartnerListed among 2024 sponsors supporting WMG games.
• Gruber Law OfficesminorGTM or Marketing PartnerListed among 2024 sponsors supporting WMG games.
• New Berlin Lions ClubminorGTM or Marketing PartnerCommunity partner co-hosting volunteer events including WI State Fair Corn Roast Stand.
• Milwaukee County Senior Fitness CoalitionmajorStrategic or Co-development PartnerCoalition of senior fitness organizations including Interfaith Older Adult Programs, Milwaukee County Department on Aging, Wisconsin Senior Olympics, and YMCA working to provide seniors paths to better health and physical activity.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• SilverSneakers by Tivity Health: SilverSneakers is a national senior fitness program available through Medicare Advantage plans, offering gym access and group exercise classes to older adults. It competes with WMG for senior engagement, fitness sponsorship dollars from Medicare-focused insurers like Humana, and overall mindshare among Wisconsin's 65+ population.
• National Senior Games Association (NSGA): NSGA is the national umbrella organization for senior games in the United States and the body WMG is affiliated with. WMG adopts NSGA's format, rules, and qualifying standards, and serves as Wisconsin's gateway to the biennial National Senior Games. NSGA operates at a national scale while WMG operates at the state level.

Regional players

• Florida Senior Games: Florida Senior Games is a state-level multi-sport games organization for Florida seniors, organized under the Florida Sports Foundation. It serves as a direct functional analog to WMG in a different geography, hosting similar multi-sport competitions and serving as the NSGA qualifying pathway for Florida athletes.
• Texas Senior Games: Texas Senior Games is a state-level senior games organization operating in Texas with a similar multi-sport format and NSGA qualifying role for Texas athletes. It is functionally analogous to WMG but serves a much larger state population and a different geographic market.

Direct peers

• Wisconsin Masters Swimming: Wisconsin Masters Swimming is a state-level amateur swimming organization for adults in Wisconsin and is itself a WMG sponsor. It directly overlaps with WMG's swimming competitions and shares the adult amateur athletic focus, though it specializes in swimming only rather than multi-sport.
• USA Masters Swimming: USA Masters Swimming is the national governing body for adult amateur swimming in the U.S., serving athletes 18+ with competitions, training resources, and a regional club structure. It overlaps directly with WMG's swimming programming and shares the adult amateur competition focus, though it operates nationally rather than at a state level.
• USA Pickleball: USA Pickleball is the national governing body for pickleball in the United States, sanctioning tournaments and serving adult amateur players. WMG runs pickleball as one of its 20+ sports, making USA Pickleball a direct comparably structured amateur sport organization, though national in scope.

Others

• USA Track & Field (USATF) Masters: USATF's Masters program organizes national-level amateur track and field competitions for adult athletes, including senior age divisions. WMG's track and field events overlap directly with USATF Masters' competitive structure, and WMG President Harvey Pollack is himself a USATF member, evidencing ecosystem interconnection.
• Milwaukee County Department on Aging: Milwaukee County Department on Aging is a county government agency providing programs and services for older adults, and is a WMG coalition partner in the Milwaukee County Senior Fitness Coalition. While not a competitor, it serves overlapping demographics and influences how senior wellness funding and programming is allocated in the region.
• YMCA of Metropolitan Milwaukee: YMCA of Metropolitan Milwaukee is a regional community recreation organization and WMG coalition partner. While not a direct competitor in organized senior games, it serves overlapping demographics (active adults 40+) and competes for the same local pool of senior fitness engagement, sponsorship dollars, and volunteer time.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wimastergames
• Instagraminstagram.com/wisconsinmastersgames
• Xx.com/WSO_Games
• LinkedInlinkedin.com/company/wisconsin-senior-olympics

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Wisconsin Master Games