Name

Bold Athlete

Legal name

Bold Athlete

Website

https://boldathlete.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Athletic Performance Training

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

akta.pro secondary industry

Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE)

Keywords

• Hockey performance training
• Strength and conditioning
• Athletic performance facility
• Remote programming
• Sports team training

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hockey Off-Season Programs: Monthly payment plans over 4 months (May to August) or a one-time fee prior to April 15th. Deposits of $300 required to secure spot. Includes gym sessions, ice times, mentorship, and nutritional education.
2. Hockey In-Season Programs: Flat monthly rates varying by selection of ice-only, gym-only, or hybrid options. Billed monthly at start of each month. Hybrid program includes once-weekly ice time with gym session.
3. Spring Bridge Program: March to April program with 3 training sessions and 1 ice time per week. Flat monthly rate structure.
4. Remote Programming: Remote custom programming delivered via app. Standard tier at $250/phase (4 weeks); Premium tier at $400/phase including virtual personal training. Volume discounts: 5+ phases reduces Standard to $150/phase and Premium to $300/phase.
5. All Sports Athlete Programs: Monthly subscription model: Initial Assessment at $125/month; 2 sessions/week at $300/month; 3 sessions/week at $395/month; 4 sessions/week at $435/month. Individualized and templated programs running September to April.
6. Adult Fitness / ID Programs: Monthly billing with prices ranging $145-$380 depending on session frequency and program individualization. ID (Individualized) programs include 1-on-1 assessment before start and 6-week assessment check-in. Templated programs also available.
7. Seminars and Webinars: Free coach-focused webinar (The Off-Season Blue Print) and paid seminars on training methods for performance. Serves as both revenue stream and lead generation for other programs.
8. Buzz Cup Tournament: Annual 3-on-3 ball hockey tournament with $25/player registration fee, 100% donated to HEROS charity. Revenue-generating through registration while serving community engagement and brand-building purposes.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

Bold Athlete is an athletic performance facility that specializes in training hockey players of all ages and levels through strength training, on-ice development, performance nutrition, and mentorship. Programs cover off-season (May-Aug), in-season (Sept-Feb), and spring bridge (Mar-Apr) for hockey players, plus all-sports, adult fitness, team programming, and remote custom programming delivered via a mobile app. The team consists of experienced strength and conditioning coaches, sport chiropractors, physiotherapists, and nutritionists, supported by world-class on-ice skills coach Dean Seymour.

Differentiator

Problem solved

Functional benefit

Products and services

• Hockey Off-Season Program Annual summer training program (May-August) for hockey players combining off-ice strength and conditioning, on-ice skill development, nutritional education, and mentorship. Group sizes capped at 12 athletes with a 4:1 athlete-to-coach ratio. Originally launched in 2012 with the company's first two athletes and now serves 150+ athletes per season.
• Hockey In-Season Program September through February in-season hockey training program billed monthly, allowing athletes to select ice-only, gym-only, or hybrid combinations. Delivered via the Bold Athlete mobile app for session selection Monday through Saturday to accommodate school and hockey schedules.
• Spring Bridge Program March through April hockey training program with 3 training sessions and 1 ice time per week, designed to bridge the gap between in-season play and the off-season training cycle.
• All Sports Athlete Programs Year-round athletic performance training (September to April) for athletes across all sports, covering speed, agility, power, strength, band training, injury prevention, plyometrics, core, and functional training tailored to each sport. Monthly subscriptions at $125/month (Initial Assessment), $300/month (2 sessions/week), $395/month (3 sessions/week), or $435/month (4 sessions/week).
• Adult Fitness / Individualized Programs Adult fitness and individualized training programs for general population clients, with monthly pricing from $145 to $380 based on session frequency. Individualized (ID) programs include a 1-on-1 assessment before start and a 6-week progress check-in; templated programs are also available.
• Remote Programming App-based remote custom programming for athletes outside the Calgary service area, delivered in 4-week phases via the Bold Athlete mobile app. Standard tier ($250/phase) includes video explanations, custom programming based on available equipment, and monthly check-ins; Premium tier ($400/phase) adds video assessment explanations, virtual personal training, weekly check-ins, 24-hour response time, and program adjustments. Volume discounts available for 2, 3, 4, and 5+ phase commitments.
• Team Programming Integrated team programming for hockey and ringette teams and organizations, with individual player assessments, custom season-long programming, and a training schedule integrated with each team's practice and game calendar. Currently working with 4 teams using dedicated staff for programming, scheduling, and communication.
• Paid Training Seminars Paid seminars covering advanced training methods, programming, and periodization for performance, with hands-on workshops and content on pain/injury management and bridging rehabilitation with strength and conditioning. Multiple presenters from the Bold Athlete team deliver; seminars sell out and generate high-value leads.

Quantifiable outcome

• 6 professional athletes developed (NHL, AHL, ECHL)
• +5 more outcomes

Named customers7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Hockey Education Reaching Out Society (HEROS)minorOthers · 1 January 2026100% of Buzz Cup 2026 tournament proceeds donated to HEROS charity, which teaches life skills and empowers marginalized youth through hockey. Bold Athlete organizes and hosts the Buzz Cup 3-on-3 ball hockey tournament as a community event benefiting HEROS's free programs for youth from grade four through post-secondary.
• Dean SeymourcoreOthersWorld-class on-ice skills coach leading the Jr-College-Pro program's on-ice component. Conducts position-specific drills, individual skill development, and gameplay enhancement. Video sessions and on-ice feedback integrated into advanced athlete programming.
• Coalition Performance CareminorOthersSport therapy partner referred to for detailed athlete assessments when internal movement screening is insufficient. Provides detailed reports on athletes to inform Bold's programming decisions. Part of the referral network for addressing movement pattern issues.
• City of Calgary (Father David Bauer Arena, Norma Bush Arena)coreOthersFacility partnerships providing ice rink access for on-ice programming. Bold Athlete operates from within Father David Bauer Arena and uses both Father David Bauer and Norma Bush arenas for ice times. The co-location of gym and rink is a core differentiator enabling one-stop-shop training.
• University of Calgary Men's HockeycoreStrategic or Co-development PartnerAlex Allan serves as Head Strength Coach for University of Calgary Men's Hockey team. This partnership provides coaching credibility, access to university-level athletes, and deepens expertise in high-performance hockey training.
• NWCAA Flames U18minorStrategic or Co-development PartnerAlex Allan serves as Head Strength Coach, providing strength and conditioning programming for the NWCAA Flames U18 hockey team.
• GHC Fire U18minorStrategic or Co-development PartnerAlex Allan serves as Head Strength Coach for GHC Fire U18 hockey team.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• IMG Academy: Large multi-sport academy delivering integrated athletic training, academics, and performance services to elite and developing athletes. Represents the scaled incumbent version of Bold Athlete's integrated youth-to-pro athlete development offering.
• Parisi Speed School: Established franchise-based sports performance training brand offering speed, strength, and conditioning to youth athletes. Comparable service model but broader sport focus and larger scale than Bold Athlete's hockey specialization.
• Exos (formerly Athletes' Performance): National athletic performance and integrated training brand working with pro teams, youth athletes, and corporate wellness. Comparable service portfolio around performance training, but at much larger scale and broader scope than Bold Athlete.

Direct peers

• Hockey Performance Center: Specialized hockey performance training company delivering individualized strength, conditioning, and skills programming to hockey players. Comparable niche, customer base, and integrated on/off-ice methodology to Bold Athlete.
• Acceleration Sports Performance: Athletic performance and personal training center offering sport-specific strength and conditioning. Comparable business model around subscription-based, individualized athlete training across multiple sports.
• Compete Sports Performance: Multi-sport athletic performance training facility offering individualized speed, strength, and conditioning programs to youth and adult athletes. Comparable service mix, subscription model, and target customer segments.
• Endeavor Hockey Performance: Hockey-specific athletic performance and training provider offering off-ice strength, conditioning, and on-ice skill development for youth through pro players. Directly comparable to Bold Athlete's hockey-focused, integrated training model.
• Edge Hockey Performance: Hockey-specific strength, conditioning, and skills training program for youth and competitive players. Directly comparable methodology and target audience to Bold Athlete's hockey development offering.

Regional players

• Rink Hockey Academy: Calgary-area hockey academy combining on-ice skill development with off-ice training. Operates in the same geography and overlapping customer base as Bold Athlete, with similar youth-to-pro hockey development positioning.
• Canadian Sport Institute Calgary: Calgary-based sport-science and high-performance organization providing training, testing, and coaching support to elite and developing athletes. Operates in the same geography and overlapping athlete pipeline as Bold Athlete.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BoldAthlete
• LinkedInlinkedin.com/company/bold-athlete
• Instagraminstagram.com/boldathlete
• Xx.com/bold_athlete

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Bold Athlete