ActiveXchange Canada & USA

What ActiveXchange Canada & USA does

ActiveXchange Canada & USA is the North American corporate entity (ActiveXchange Ltd, Canada Corporation Number 1270188-0) of ActiveXchange, a cloud-native SaaS data intelligence platform founded in 2018 and headquartered in the UK with regional operations across Australia/New Zealand, UK and Europe, and North America (anchored by a Calgary office). The platform serves sport, recreation, and active community organizations — including municipal governments, facility and club operators, national and regional sports governing bodies, brands and agencies, and event organizers — by transforming fragmented mobile movement data, registered sport and recreation activity data, and licensed consumer and public statistical datasets into actionable intelligence. Core technology is built entirely on Microsoft Azure, using Angular SPA front-ends, a .NET Core REST Web API, Azure SQL, Azure Data Factory, and Azure Databricks, with regional data residency in Canadian, Australian, UK, and US data centers and PII hashed at ingestion.

The product is delivered as a modular suite organized into three families: Network (National Infrastructure Database, Market Demand & Gaps, Investment Planning Reports), Know (Movement Data, Community Reach, Social Value, Operate), and Grow (Acquire, PartnerMatch, AX Connect, Programs). Differentiated capabilities include AI-based member churn prediction at 85%+ accuracy, Movement IQ demand and intervention forecasting, a KPMG-co-developed Social Value reporting methodology aligned with the Australian Sports Commission, and PartnerMatch audience segmentation built on Experian Mosaic. The platform integrates via REST APIs and XLSX uploads, with a flagship embedded distribution channel through the Xplor Recreation membership management system and a new digital retail media network (AX Connect) launched in February 2026 in partnership with Pentland Brands.

Revenue is generated through four primary streams: modular SaaS subscriptions, API integration services, AX Connect marketplace commissions on brand campaign spend directed at active community audiences, and bespoke data-driven consulting and reporting engagements (e.g., Investment Planning Reports and Social Value Reports). Go-to-market combines product-led growth (regional .app portals, free demos, self-serve Academy), enterprise field sales with regional account teams (North America led by Chris Patterson, Charles Marsh, and Andy Thwaite), and channel partnerships. The North American entity reports a network of 1,000+ global partners, claims to influence activity outcomes for over 30 million people, and operates alongside the broader group under holding entity ActiveXchange Ltd (England and Wales registration 12712896).

Name

ActiveXchange Canada & USA

Legal name

ActiveXchange Ltd

Website

https://activexchange.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

ActiveXchange Canada & USA is the North American arm of ActiveXchange, a cloud-native SaaS data intelligence platform serving sport, recreation, government, and brand organizations across Canada, the United States, and globally through AI-powered movement, social value, and audience intelligence modules.

Ownership category

akta.pro rank

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription (Modular): ActiveXchange operates as a cloud-native SaaS platform offering modular data intelligence products. Clients access specific modules (Movement Data, Programs, Operate, Acquire, PartnerMatch, Social Value, Community Reach, National Infrastructure Database, Investment Planning Reports, Market Demand & Gaps) on a subscription basis under service agreements. Platform access requires a commercial agreement and fees are charged for products and services. The platform is accessible via regional .app login portals (Australia/NZ, Canada, Faroe Islands, UK, USA).
2. API Integration Services: Revenue generated through API integrations with third-party software vendors. Integration with Xplor Recreation's API enables seamless data flow into the platform. The company works with leading software vendors to ensure integrations are seamless for shared clients, positioning the API as a channel for customer acquisition and retention.
3. AX Connect - Digital Retail Media Network: AX Connect embeds a digital retail media network within the platform, enabling brands (via Pentland Brands partnership) to deliver targeted campaigns to active community audiences. Activity providers receive an audience-use fee for enabling brand access to aggregated, privacy-compliant audience segments. The company captures a revenue share from brand campaign spend, creating a marketplace-style take rate on retail advertising delivered to the active community audience.
4. Data-Driven Consulting & Reporting Services: Bespoke data intelligence reports such as Investment Planning Reports, Social Value Reports (delivered in partnership with KPMG), and Movement IQ pilot projects are delivered to clients for planning, funding, and strategic decision-making purposes. These are separate service engagements complementing the core SaaS platform.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

ActiveXchange sells a cloud-native SaaS data intelligence platform that ingests mobile movement data, registered sport and recreation activity data, and household consumer/population datasets, then transforms them into modular intelligence products (Movement Data, Community Reach, Social Value, Operate, PartnerMatch, Acquire, Programs, AX Connect, National Infrastructure Database, Market Demand & Gaps, Investment Planning Reports). The platform is sold on a subscription basis to sport governing bodies, municipal governments, recreation facility operators, and commercial brands across Canada, the USA, the UK, Australasia, and the Faroe Islands. Complementary bespoke reporting services (e.g., Social Value Reports with KPMG, Investment Planning Reports) and a digital retail media network (AX Connect) round out the offering.

Product overview

ActiveXchange is a data intelligence platform serving sport, recreation, and active communities across the UK, Canada, USA, Australia, and New Zealand. The platform operates a modular architecture consisting of three main product suites: Network modules (National Infrastructure Database, Market Demand & Gaps, Investment Planning Reports), Know modules (Movement Data, Community Reach, Social Value, Operate), and Grow modules (Acquire, PartnerMatch, AX Connect, Programs). The platform connects fragmented datasets and transforms them into growth intelligence, serving 1,000+ partner organizations. Core integration methods include REST APIs and XLSX flat-file uploads. Recent launches include Xplor Community (2025) and AX Connect digital retail network (2026), with ActiveXchange V3 announced for 2026. The platform leverages AI for demand forecasting, retention prediction, and participation optimization.

Differentiator

Problem solved

Functional benefit

Brands

• AX Connect: Digital retail media network for community sport and recreation, enabling facilities to amplify their digital retail offering alongside selected brand partners, creating a new revenue stream for activity providers.

Products and services

• ActiveXchange Platform Core cloud-native SaaS data intelligence platform that securely unlocks the value of data for sports, government, facilities, brands, events, planners, and funders by transforming mobile movement data, registered sport and recreation activity data, and wider household consumer and population datasets into actionable intelligence.
• National Infrastructure Database (NID)

Quantifiable outcome

• Up to 760% more marketing leads from the same spend using Reach & Demand module with AI-forecast unmet demand targeting
• +7 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Pentland BrandsflagshipStrategic or Co-development Partner · 1 February 2026Pentland Brands (owner of Speedo, Berghaus, Canterbury, Endura, ellesse, Kickers, Mitre) partnered with ActiveXchange to launch AX Connect — the first digital retail media network for community sport and recreation. The partnership embeds Pentland's portfolio brands within the ActiveXchange platform to engage consumers at key moments along their activity journey. ActiveXchange provides the digital infrastructure, first-party audience data, and privacy-compliant aggregated segments; Pentland Brands provides brand investment and access to its consumer brands. Facilities and sports bodies receive an audience-use fee for enabling brand access. Currently in pilot across UK, USA, and Australia.
• Xplor RecreationcoreTechnology or Integration · 1 February 2025Xplor Recreation, one of the leading membership management systems across Australasia, partnered with ActiveXchange to enable seamless data flow from Xplor's API into the ActiveXchange intelligence platform. This integration allows Xplor's recreation facility clients to access ActiveXchange modules including Reach & Demand, Program, Operate, and Retention without manual data entry. Xplor's API serves as an embedded distribution channel for ActiveXchange intelligence, while ActiveXchange provides Xplor clients with AI-forecast demand modelling, retention prediction (85%+ accuracy), and social value reporting.
• Canadian Parks and Recreation Association (CPRA)flagshipStrategic or Co-development PartnerCPRA partnered with ActiveXchange to build the Canadian Parks, Recreation and Sport Infrastructure Database — the first nationwide platform capturing the scope and scale of community spaces across every Canadian province and territory. This is a foundational data layer for the CAN Active Insights initiative, enabling planners, funders, and policy makers to access consistent, comparable data for investment decisions and gap analysis. CPRA serves as the institutional partner endorsing the database, while ActiveXchange provides the technology platform and data intelligence capabilities.
• Experian (Mosaic)coreTechnology or IntegrationActiveXchange's PartnerMatch module is powered by Experian Mosaic market segmentation data. Mosaic classifies site visitors into consumer household segments/personas, enabling sports bodies and recreation facilities to identify which brands, sponsors, and advertisers align most efficiently with their audiences. This data enhances the commercial value of ActiveXchange's Movement Data and participation intelligence by appending consumer profiling data to geographic and behavioral insights.
• KPMGcoreImplementation/ SI/ Consulting PartnerKPMG partnered with ActiveXchange to deliver Social Value Reports for Australian facilities (e.g., Cardinia Life). KPMG's methodology and brand lend credibility to the quantified dollar-value savings calculations that facilities generate for society through physical activity. Delivered in alignment with Australian Sports Commission's national reporting principles, this partnership enables ActiveXchange to offer a defensible, audited social value quantification product to its facility clients.
• Inside EdgeminorImplementation/ SI/ Consulting PartnerInside Edge, a consultant partner of ActiveXchange, received Investment Planning Reports to inform the Active Cardinia Strategy published by Cardinia Shire Council. Inside Edge used the IPM Report data as a foundational input to develop a planning methodology for Council's future sporting infrastructure decisions. This represents a consulting implementation partnership where ActiveXchange data intelligence is operationalized by specialist consultants.
• i-mediaminorGTM or Marketing Partneri-media, a location-based advertising company, partners with ActiveXchange to enhance audience insights for targeted advertising campaigns. i-media uses ActiveXchange's Movement Data and PartnerMatch modules to deliver greater audience segmentation and point-of-origin analysis to their brand and agency clients. The partnership demonstrates how ActiveXchange's data ecosystem can be channeled through specialist media partners to serve the commercial advertising market.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Daxko: Daxko provides operations, member management, and billing software for YMCAs, JCCs, and community fitness/recreation centers. Comparable to ActiveXchange in serving the same buyer (community recreation facilities) with the Xplor Recreation integration; represents both a potential competitor and integration partner.
• LeagueApps: LeagueApps is a youth and community sports management platform providing registration, scheduling, and communication tools for sports organizations. Comparable to ActiveXchange in serving community sport organizations with data-driven tooling, though LeagueApps is more operational/registration-centric while ActiveXchange is more intelligence/analytics-centric.
• Zoomph: Zoomph is a sports analytics platform that measures sponsorship ROI and social media engagement for sports properties and brands. Comparable to the PartnerMatch and audience-segmentation capabilities of ActiveXchange; serves a similar buyer (sports marketing/sponsorship teams) but with a narrower social-media focus.

Direct peers

• Hookit: Hookit provides sponsorship and marketing analytics for sports properties, measuring the value of brand partnerships across social, digital, and broadcast channels. Comparable to ActiveXchange's PartnerMatch and AX Connect modules in monetizing sport-audience data for sponsorship and brand decision-making, but Hookit focuses on sponsorship valuation rather than community participation.
• Placer.ai: Placer.ai is a foot-traffic and location analytics platform providing movement data, demographic profiling, and catchment analysis for retail, real estate, and venues. Directly comparable to ActiveXchange's Movement Data and Community Reach modules in methodology and use case (passive mobile data → visitation insights), though Placer.ai focuses on commercial real estate rather than sport/recreation.
• Catapult Sports: Catapult Sports provides athlete tracking and performance analytics technology for professional and elite sport teams. Comparable as a sports-focused data/AI platform, though Catapult is more athlete/performance centric while ActiveXchange targets community participation and operational intelligence.

Broad incumbents

• Qualtrics: Qualtrics (owned by Silver Lake/CPPIB) is an enterprise experience management platform providing survey, analytics, and customer-experience intelligence across industries. Comparable to ActiveXchange as a data/analytics platform, but a broad incumbent without sport/recreation-specific data assets or movement-data capabilities.
• Genius Sports: Genius Sports is a sports data and technology company (now including Stats Perform) providing data, content, and technology to sports leagues, sportsbooks, and media. Overlaps with ActiveXchange in sport data/AI infrastructure but is concentrated in professional sports and betting; could plausibly expand into community recreation analytics.
• Sportradar: Sportradar is the dominant global sports data and content company, serving leagues, media, and betting operators with real-time data, AI, and integrity services. Comparable to ActiveXchange in applying data intelligence to the sports industry, but operates at vastly larger scale and focuses on professional sports/betting rather than community recreation.
• Active Network: Active Network (now part of Global Payments/Shift4) provides activity registration, membership management, and payment software for sports, camps, and community recreation organizations. Comparable to ActiveXchange in serving community recreation operators, but as a much larger incumbent offering transactional software rather than intelligence/analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/activexchange
• YouTubecreators.spotify.com/pod/profile/activexchange
• Facebookfacebook.com/activexchange
• LinkedInlinkedin.com/company/activexchange-canada-usa
• Instagraminstagram.com/activexchange_

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 ActiveXchange Canada & USA