Coach NB / Entraîneur NB

What Coach NB / Entraîneur NB does

Sport New Brunswick (SportNB), operating its coaching division as Coach NB / Entraîneur NB, is a non-profit provincial sport organization headquartered in Fredericton, New Brunswick. It functions as the leading support agency for the province's amateur sport system, serving a membership of approximately 70 Provincial Sport Organizations and Multi-sport Organizations, and through them the coaches, athletes, and clubs of New Brunswick. The organization's mandate spans coaching education and certification, athlete assistance, safe sport governance, and sport development.

Coach NB delivers a structured NCCP-aligned coaching curriculum including Competition Introduction modules, Competition-Development modules, Additional Modules, and a Home Study Program, augmented by mentorship, Indigenous Coaching / Sport & Reconciliation, Women in Coaching with the Women to Watch Grant, VIP Coaching, and the Responsible Coaching Movement. Certification management is handled through The Locker (thelocker.coach.ca), a third-party coach credentialing platform. Complementary programs include KidSport (registration-fee assistance for children), the NB Amateur Sport Fund (operated with the National Sport Trust Fund), the New Brunswick Athlete Assistance Program, the Gold Rush 50/50 raffle, She is Active NB, and True Sport. The safety-in-sport portfolio — Facilitated Resolution Program, Concussion Awareness, SafeZone, Watch & Learn Series, The Network, and the NB Safe Sport Complaint Mechanism with independent Case Managers under UCCMS-aligned policies — gives SportNB a quasi-regulatory role in provincial amateur sport.

The revenue model is non-transactional: SportNB is funded through member dues, donations (a Donate link is prominent on sportnb.com), government and partner grants, fundraising initiatives such as Gold Rush and KidSport, and channeled NSTF funding to member organizations. Pricing for coaching courses and other services is either subsidized or grant-funded rather than commercially priced, consistent with its non-profit status. Distribution is primarily regional within New Brunswick through a membership-organization network, direct delivery from the head office, and digital self-serve access via The Locker.

Name

Coach NB / Entraîneur NB

Legal name

Sport New Brunswick

Website

https://coachnb.ca

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sport New Brunswick (SportNB), operating the Coach NB coaching division, is a non-profit provincial sport organization based in Fredericton that delivers NCCP-aligned coaching education, athlete assistance, safe sport governance, and funding programs to approximately 70 member sport organizations across New Brunswick.

Ownership category

akta.pro rank

Product category

Amateur Sport Development Services

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Amateur Sport Governing Bodies & Federations (National/Regional) (MPAKACAD)

akta.pro secondary industries

Coach Education, Certification & Clinics (HSADAEAO), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Coaching education programs
• Amateur sport development
• Athlete assistance funding
• Safe sport governance
• Sport organization services

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Distribution channels4 records

Marketing channels4 records

Core offering

Coach NB / Entraîneur NB is the coaching support and development division of Sport New Brunswick (SportNB), a non-profit provincial sport organization. It delivers National Coaching Certification Program (NCCP) modules, mentorship, and coach development programs, and operates alongside SportNB's broader portfolio including KidSport financial assistance, the NB Amateur Sport Fund, the NB Safe Sport Complaint Mechanism, and Athlete Assistance funding for amateur sport in New Brunswick.

Product overview

Coach NB / Entraîneur NB is a coaching support and development division within Sport New Brunswick. It offers a unified suite of programs including coach certification education through NCCP Modules, mentorship and professional development programs (Coaching Mentorship Program, Women in Coaching, VIP Coaching), and digital credential management via The Locker platform. The coaching division operates alongside Sport NB's sport participation, safety, and funding programs including KidSport, NB Amateur Sport Fund, and NB Safe Sport Complaint Mechanism. The organization serves approximately 70 provincial and multi-sport organizations across New Brunswick.

Differentiator

Problem solved

Functional benefit

Brands

• Coach NB / Entraîneur NB: SportNB's coaching education and professional development program, offering NCCP modules including Competition Introduction, Competition-Development, Additional Modules, and Home Study Program for coaches in New Brunswick.

Products and services

• KidSport

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• National Sport Trust Fund (NSTF)coreStrategic or Co-development PartnerSport New Brunswick partners with the National Sport Trust Fund initiative (NSTF) to operate the New Brunswick Amateur Sport Fund. The goal is to enhance sport participation development and grow amateur sport in New Brunswick by funding member organizations to develop projects, host events, and bring new opportunities to communities.
• Canadian Centre for Ethics in Sport (CCES)coreStrategic or Co-development PartnerReferences UCCMS (Universal Code for the Coach/Sport Official Protection from Mistreatment in Sport) from CCES as part of the NB Safe Sport Complaint Mechanism framework.
• Triathlon CanadaminorStrategic or Co-development PartnerSport NB coach Mike On serves nationally as a facilitator and evaluator with Triathlon Canada, contributing to national coaching development while operating as Head Coach for Triathlon NB's U23 program.
• Provincial Sport Organizations (PSOs) and Multi-sport Organizations (MSOs)coreStrategic or Co-development PartnerSport NB serves approximately 70 provincial and multi-sport organizations as members, providing coaching education, funding support, and sport development coordination. The NBSSCM is designed to respond to the needs of these PSO/MSO members.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Canada Games Council: The Canada Games Council is the national body coordinating the Canada Games multi-sport event, in which provincial sport organizations (including SportNB) participate. Comparable as a broader national governing body in the Canadian amateur sport system.
• KidSport Canada: KidSport Canada is the national charity providing financial assistance for children to play sport. SportNB operates a provincial KidSport chapter (KidSport NB), making the national organization a parent-style peer for the KidSport program line.
• Canadian Centre for Ethics in Sport (CCES): CCES is the national body responsible for the Universal Code of Conduct to Prevent Maltreatment in Sport (UCCMS), which SportNB's Safe Sport Complaint Mechanism is aligned to. Comparable as a broader incumbent whose national standards SportNB implements at the provincial level.
• Coaching Association of Canada: The Coaching Association of Canada is the national body that owns the NCCP framework and The Locker platform — the same coach certification system SportNB delivers at the provincial level. Comparable as the broader incumbent that SportNB operates under for coach education.

Direct peers

• Sport Nova Scotia: Sport Nova Scotia is the provincial sport umbrella in neighbouring Nova Scotia, serving member PSOs/MSOs with coaching, athlete, and sport-development programs. Directly comparable as an Atlantic-Canadian peer with near-identical mandate and scope to SportNB.
• Sport PEI: Sport PEI is the provincial sport organization for Prince Edward Island, offering coaching, athlete assistance, and member services to a smaller provincial network. Directly comparable to SportNB as a small-province Canadian amateur sport governing body.
• Sport Alberta: Sport Alberta is the provincial sport umbrella for Alberta, coordinating Provincial Sport Organizations and providing coaching, athlete, and sport-development programs. Directly comparable to SportNB in mandate, membership model, and provincial scope.
• Sport BC: Sport BC is the provincial sport umbrella organization for British Columbia, serving a network of Provincial Sport Organizations and Multi-Sport Organizations. Directly comparable to SportNB as a peer provincial amateur sport governing body that delivers coaching, funding, and member services within a single Canadian province.
• Sport Manitoba: Sport Manitoba is the recognized provincial sport organization for Manitoba, providing coaching education, athlete assistance, safe sport, and member services to PSOs and MSOs. Directly comparable to SportNB as a peer provincial amateur sport governing body.

Emerging players

• National Sport Trust Fund: The National Sport Trust Fund is a national charitable initiative that partners with provincial organizations like SportNB to deliver amateur sport funds (NB Amateur Sport Fund). Comparable as a funding partner with overlapping sport-development mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC5976PPks7naTvXfQ4cZk5g
• Facebookfacebook.com/sportnb
• LinkedInlinkedin.com/company/coach-nb
• Instagraminstagram.com/sportnewnouveaubrunswick

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 Coach NB / Entraîneur NB