Brodie

What Brodie does

Brodie Sports Group™ is a privately held recreational basketball league operator founded in 2019 and headquartered in Toronto, Canada. The company organizes structured 12-week basketball seasons across 20+ cities in Canada (Ontario, Quebec, Alberta, British Columbia, Manitoba) and the United States (New York, Illinois, Massachusetts, Texas, New Jersey, with California coming in 2027), serving 50,000+ registered adult athletes through five skill-based divisions ranging from D5 Rookie to D1 Elite, plus 35+ and co-ed divisions. The operating model combines a digital platform (brodierec.com, athletes.brodierec.com, the Brodie App on iOS and Android) with physical venue operations managed by dedicated League Managers in each market and a 480+ person referee workforce trained through the internal Brodie University program.

The company's product stack centers on a proprietary Wingman™ uniform system featuring tailored-fit jerseys, extended sizing, performance mesh, and signature design elements; the BrodieID™ team personalization module; the Brodie App integrating stats, leaderboards, badges, and team chats; and a FIBA-certified stats system validated through BallerTV footage with supervisor review. Supporting infrastructure includes BRL Studio™, an in-house creative division led by Executive Creative Director Shane Stirling (former Nike and Adidas), which produces the company's professional media, uniform designs, and branded seasonal collections including Slasher Season, Coldest Winter, Bracket Season, Brodie Summer Big 6, and Culture Cup: Rice Nations. Live and archived game streaming is delivered through a partnership with BallerTV.

Revenue is generated primarily through seasonal athlete registration fees (Canada: $279-$319 CAD; USA: $249.99-$319.97 USD), with additional contribution from branded merchandise including the WAGS of Brodie™ supporter jersey ($75 CAD) and a 4-payment installment plan. Go-to-market is direct-to-consumer and digitally self-serve, supported by an organic-social-led marketing strategy (Instagram, YouTube, LinkedIn), an editorial newsroom, and a referral program paying $25 per new athlete and $5 per subsequent season. The company has announced no funding rounds and is understood to be bootstrapped and founder-controlled under CEO Connor Renton, with COO Sohaib Sabrani overseeing a 200+ person operations organization across all markets.

Name

Brodie

Legal name

Brodie Sports Group™

Website

https://brodierec.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Brodie Sports Group operates a recreational basketball league platform serving 50,000+ adult athletes across 20+ cities in Canada and the United States through 12-week seasons, custom Wingman uniforms, a Brodie App, and FIBA-certified stats tracking.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Season Registration Fees: Primary revenue from athlete registration fees. Players pay per season (12-week basketball season) with tiered pricing based on registration timing. Includes uniform, refs, film, app access, and playoffs.
2. Custom Uniform Sales: Sale of premium Wingman uniforms and branded merchandise including the WAGS of Brodie supporter jerseys ($75 CAD).
3. Referee Services: Provides officiating services to games with paid referees earning $22/hr starting rate. This is an operational cost but also a hiring pipeline.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Brodie operates a recreational basketball league across 20+ cities in Canada and the United States, delivering 12-week seasons in five skill divisions (D5 Rookie through D1 Elite) plus 35+ and Co-Ed formats. Athletes register directly for seasons that include custom Wingman performance uniforms, FIBA-certified stats tracking, pro-style media coverage, the Brodie mobile app, and championship celebrations. Revenue comes from tiered per-season registration fees (e.g., $249.99–$319.97 USD, $279–$319 CAD) and supplementary merchandise such as the WAGS of Brodie supporter jerseys ($75 CAD).

Product overview

Brodie is a recreational basketball league operating as a platform-plus-modules architecture across 20+ cities in North America. The core product is the Brodie Rec League offering 12-week basketball seasons with five skill divisions (D5 Rookie through D1 Elite). Key product modules include the Authentic Wingman uniform system (jersey and shorts), the Brodie App for stats and scheduling, BrodieID for team personalization, BRL Studio for creative services, and Brodie University for referee training. Seasonal sub-brands include the Summer Big 6 jersey collection, Coldest Winter, Slasher Season, Bracket Season, Culture Cup: Rice Nations, and WAGS of Brodie merchandise. The league differentiates through NBA-level experience elements including pro-style media, custom uniforms, championship celebrations, and a digital ecosystem connecting the community.

Differentiator

Problem solved

Functional benefit

Brands

• BRL Studio™: Creative, design, and storytelling division responsible for uniform design, media production, photography, videography, and brand content across all Brodie locations.
• Brodie App
• Wingman™
• BrodieCo-Ed

Products and services

• Brodie Rec League Season Registration

Quantifiable outcome

• 50,000+ registered athletes across North America
• +3 more outcomes

Named customers7 records

Segments8 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• BallerTVcoreTechnology or IntegrationBallerTV provides live and archived game streaming for all Brodie locations. Stats are recorded by FIBA-certified professionals watching BallerTV footage, with supervisor review for accuracy. Games can be watched live or rewatched at any point during the season.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• GameChanger: Live game scoring and team management platform for amateur sports. Comparable in offering stats tracking, team communication, and scheduling for recreational sports teams — a key functional layer overlapping with Brodie App.
• OpenSports: Canadian-founded app for finding and joining recreational sports leagues, with similar drop-in registration model. Comparable as a North American recreational sports platform targeting adult amateur athletes with league discovery and management functionality.
• TeamSnap: Team management app serving millions of recreational and youth sports teams with scheduling, communication, and payment tools. Directly comparable as a digital-first recreational sports platform serving the same adult amateur athlete base with similar self-serve onboarding.
• LeagueApps: Software platform powering recreational and youth sports leagues with registration, scheduling, and team management. Closest comparable as a tech-enabled league operator serving similar SMB/community league organizers with a comparable business model and target customer base.

Broad incumbents

• Adidas Basketball: Global sportswear brand with significant basketball presence and former employer of Brodie's Executive Creative Director Shane Stirling. Comparable as a basketball performance apparel brand and cultural design authority that informs Brodie's design DNA.
• SportsEngine: Youth and amateur sports management platform owned by NBC Sports. Comparable as a larger, established sports league operations platform serving similar recreational sports organizers, but with a broader youth-sports focus rather than adult basketball specialization.
• Nike Basketball: Global basketball apparel and footwear giant and aspirational benchmark (per Brodie's VP Finance calling the company the "next Nike"). Comparable as a basketball performance apparel brand whose visual identity and product culture directly compete with Brodie's Wingman uniform line.
• YMCA: Long-established membership-based sports and recreation organization operating adult basketball leagues across North America. Comparable as a traditional incumbent offering similar recreational basketball programming at scale, but as part of a broader multi-sport portfolio rather than basketball-focused.

Emerging players

• BIG3: Professional 3-on-3 basketball league founded by Ice Cube featuring former NBA players. Comparable as a basketball league with strong cultural positioning and entertainment-first branding, but operating at the professional/elite tier rather than recreational adult athletes.
• The Basketball Tournament (TBT): Annual competitive basketball tournament with $1M prize and ESPN broadcast. Comparable as a high-profile basketball competition event with strong cultural/marketing positioning, but operating as a single-elite tournament versus Brodie's full-season recreational league format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/brodierecleague
• YouTubeyoutube.com/@brodieleague
• LinkedInlinkedin.com/company/brodiesports
• Instagraminstagram.com/brodierecleague

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Brodie