Standardbred Canada

What Standardbred Canada does

Standardbred Canada is the official governing body for Standardbred harness racing in Canada, operating as a private non-profit membership association headquartered in the Greater Toronto Area (Mississauga, Ontario). Founded in 1998 and employing 51–100 people, the organization serves horse owners, trainers, drivers, and breeding farms through a portfolio of registration, licensing, regulatory, and information services. Its mandate encompasses horse lifetime identification, microchipping, race results publication, and industry event coordination (O'Brien Awards, National Driving Championship, Ontario Sires Stakes co-promotion).

The company operates a multi-platform digital ecosystem anchored by TrackIT, a horse identification and performance tracking system integrated with race results and statistics; an online member services portal supporting EFT/direct deposit, self-serve, foal naming, horse import/export, and insurance protection; the My Stable member resource (launched 2025); a Horses For Sale marketplace and Stallion Spotlight directory; and TROT Magazine as a print/digital publication. Distribution occurs through direct membership, e-commerce (eShop), and free public access to racing data, with marketing amplified across Twitter, Facebook, YouTube, and TROT Magazine content channels.

Standardbred Canada monetizes primarily through annual membership subscriptions for industry participants and transactional fees through its eShop commerce platform. Its strategic positioning is reinforced by data integration partnerships (TrackMaster) and co-promotional relationships with Ontario Sires Stakes and the Canadian Horse Racing Hall of Fame. Industry-level wagering handle of $272.6M YTD 2026 (down 1.75% year-over-year) underscores the scale of the underlying market it governs, while the 2026 Industry Survey signals a deliberate strategic planning refresh.

Name

Standardbred Canada

Legal name

Standardbred Canada

Website

https://standardbredcanada.ca

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

Standardbred Canada is the official non-profit governing body for Canadian Standardbred harness racing, providing registration, licensing, TrackIT horse tracking, member services, and industry event coordination for owners, trainers, drivers, and breeding farms.

Ownership category

akta.pro rank

Product category

Harness Racing Industry Services

NAICS

Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Racing Associations, Governance & Integrity Services (MPAEADAL)

Keywords

• Harness racing governance
• Racehorse registration services
• Harness racing statistics
• Breeding farm directory
• Industry membership services

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Services: Annual membership fees for horse owners, trainers, drivers, and breeders in the harness racing industry
2. eShop Services: Online merchandise and service platform offering racing-related products and services

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Standardbred Canada is the official governing body for Standardbred harness racing in Canada. It provides official horse registration and identification through its TrackIT system, racing results and performance statistics, member services for owners, trainers, drivers, and breeding farms, and coordinates industry events such as the O'Brien Awards and National Driving Championship. The organization also publishes TROT Magazine and operates the eShop and My Stable member portal.

Product overview

Standardbred Canada is the governing body for Canadian harness racing, operating a multi-platform digital ecosystem. The core offerings include TrackIT (race tracking and horse performance data), SC Member Services (comprehensive membership portal with EFT, self-serve, microchipping, and horse management tools), eShop (fees and transactions), My Stable (member resource for horse records), Horses For Sale marketplace, Stallion Spotlight directory, TROT Magazine (industry publication), and SC Video Features (video content). These products serve the Standardbred breeding and racing community through integrated web platforms, mobile access, and member services.

Differentiator

Problem solved

Functional benefit

Brands

• TROT: Magazine publication covering harness racing news and features

Products and services

• TrackIT A horse race tracking and performance data platform providing QRAP quick race results, horse identification, and racing statistics for Standardbred horses.
• SC Member Services Comprehensive member portal offering EFT/direct deposit, MVP program, self-serve services, foal naming, horse import/export, microchipping, identification services, nurse mare program, and insurance protection for Standardbred owners and trainers.
• My Stable Member services portal providing Standardbred owners and trainers with tools to manage horse records, registrations, and stable information.
• eShop Online services platform offering fees payment, horse sales listings, and member services transactions.
• TROT Magazine Print and digital publication covering the harness racing industry, distributed monthly with news, horse profiles, race coverage, and industry analysis.
• Horses For Sale Online marketplace listing Standardbred horses available for purchase, organized by price value and horse details.
• Stallion Spotlight Directory service featuring breeding stallion listings and breeding farm information for the Standardbred industry.
• SC Video Features Video content channel featuring race replays and video features covering harness racing events, horse profiles, and industry news.

Quantifiable outcome

• Manages over $272 million in annual wagering on Canadian races
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Ontario Sires StakescoreStrategic or Co-development PartnerCo-promotional relationship for Ontario's premier sire stakes program featuring Gold divisions worth $66,666 for two-year-old trotters and other stakes races
• Canadian Horse Racing Hall of FameminorStrategic or Co-development PartnerIndustry organization recognizing excellence in Canadian horse racing
• TrackMastercoreTechnology or IntegrationData integration partner providing racing statistics and handicapping information through TrackIT platform

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Jockey Club: The US governing body for Thoroughbred racing, operating registries, licensing, data, and integrity services. Comparable business model (membership-based governance, data infrastructure, racing services) but focused on Thoroughbred rather than Standardbred.
• Equibase: North American horse racing data and statistics provider, delivering results, past performances, and analytics. Comparable to SC's TrackIT data and statistics function, but serves the broader Thoroughbred and harness market in the US.
• United States Trotting Association (USTA): The official governing body for Standardbred harness racing in the United States, performing the same registration, licensing, data, and regulatory functions that Standardbred Canada performs in Canada. This is the closest direct functional peer.
• Harness Racing Communications (HRC): US-based communications and data arm of the harness racing industry, providing news, statistics, and media distribution. Directly comparable to the SC Rewind and TROT Magazine functions within Standardbred Canada.

Regional players

• British Harness Racing Club: UK governing body for harness racing, providing registration, race organization, and member services. Operates a similar model to SC but in a much smaller geographic market.
• Harness Racing New South Wales: Australian state-level governing body for harness racing, with responsibilities analogous to SC's — registration, licensing, race programming, and integrity. Comparable in role but operating under Australian racing structures.
• Horse Racing Ireland: Ireland's national authority for horse racing, providing governance, regulation, and industry development. Functionally similar to Standardbred Canada as a national governing body, but operating in a different geographic market and a different racing culture.

Broad incumbents

• Woodbine Entertainment Group: Canadian horse racing operator that owns and operates Woodbine Mohawk Park and Woodbine Racetrack — the country's flagship Standardbred and Thoroughbred tracks. A broader incumbent that overlaps with SC's ecosystem at the racetrack level rather than governance level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/StandardbredCAN
• YouTubeyoutube.com/user/StandardbredCanada
• Facebookfacebook.com/standardbred.canada
• LinkedInlinkedin.com/company/standardbred-canada

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 Standardbred Canada