Sport Manitoba

What Sport Manitoba does

Sport Manitoba Inc. is a Manitoba-incorporated not-for-profit provincial sport body headquartered at 145 Pacific Avenue in Winnipeg, with a satellite performance location in Brandon. It succeeded the Manitoba Sports Federation and operates as the legislatively designated body for amateur sport development and governance in Manitoba, supporting 75+ Provincial Sport Organizations and administering the National Coaching Certification Program (NCCP). Its core service lines are concentrated at the Winnipeg headquarters: a Fitness Centre (Level 4), a Medical Clinic with physicians, therapists, and specialists (Level 2), a Performance Centre offering individualized training and the Performance Hockey Program (Level 3), and the Manitoba Sports Hall of Fame & Museum on the main level. The organization also operates an 80-stall indoor heated parkade, a 3,000 sq ft Hall of Fame gallery available for event rental, and a parking facility offering monthly passes at $225.

The organization's revenue is derived from multiple streams: government funding from the Manitoba Government, core sponsorships (Manitoba Hydro for Manitoba Games, Manitoba Liquor & Lotteries for Night of Champions and officials training, plus Qualico, Canada Life, and Bison Transport), fitness centre memberships, parking fees, facility rental and event bookings, donations across programs including Sport Fund, KidSport Manitoba, and the Victory Vault Sweepstakes. Pricing is publicly disclosed for parking (hourly $2.50 first hour, $1.25 each additional half hour, $18 daily maximum, $225 monthly) and Hall of Fame event rentals ($60-$110/hr depending on PSO or general public rate, with a 3-hour minimum), while fitness memberships are described as flexible with inclusive pricing.

Sport Manitoba delivers programs across the full athlete lifecycle: Fit Kids Healthy Kids physical literacy (700+ activities), coaching certification and the Responsible Coaching Movement, officials training and financial aid, KidSport Manitoba grants removing financial barriers for youth participation, Manitoba Games (biennial), Team Manitoba at the Canada Games (2025 St. John's Summer Games, 2026 Winter Games), and Safe Sport reporting infrastructure including the Safe Sport Line and Independent Third Party intake. The organization employs approximately 103 staff and has previously been known as the Manitoba Sports Federation.

Name

Sport Manitoba

Legal name

Sport Manitoba Inc.

Website

https://sportmanitoba.ca

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

101–250 employees

Short description

Sport Manitoba is a Manitoba non-profit provincial sport body that delivers integrated amateur sport services — fitness, medical, performance, coaching, officials, and the Manitoba Sports Hall of Fame — to athletes, coaches, officials, and 75+ Provincial Sport Organizations across Manitoba.

Ownership category

akta.pro rank

Product category

Sport Development and Recreation Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports Teams and Clubs (711211), Sports and Recreation Instruction (61162), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

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

akta.pro secondary industries

Youth & Amateur Sports Tournaments (MPAGAMAF), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Amateur sport services
• Sport facility management
• Coaching certification programs
• Athlete development programs
• Sport medicine clinic

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Centre Memberships: Sport Manitoba generates revenue through flexible fitness centre memberships offered at its world-class facilities, with inclusive pricing and expert guidance from staff.
2. Facility Rental and Space Booking: Revenue is generated through booking of facilities, spaces, and rentals, including the Manitoba Sports Hall of Fame gallery which hosts corporate events, receptions, ceremonies, workshops and press conferences.
3. Government Funding and Grants: Sport Manitoba, as a provincial sport body, receives government funding to support amateur sport development across Manitoba, distributing grants to athletes, coaches, officials, and sport organizations.
4. Donations and Fundraising: The organization raises funds through donations supporting programs including Sport Fund, Manitoba Sports Hall of Fame, KidSport Manitoba, and Victory Vault Sweepstakes.
5. Parking Revenue: Indoor heated parkade generates revenue with hourly rates ($2.50 first hour, $1.25 each additional half hour), daily maximum of $18, and monthly passes at $225/month.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels9 records

Core offering

Sport Manitoba is a provincial not-for-profit sport body that supports and plans amateur sport programs to develop vibrant citizens, athletes, and communities in Manitoba. Its core offering is an integrated amateur sport hub combining a fitness centre, sport medicine clinic, performance training, coaching certification (NCCP), officials training and advocacy, grants, the Manitoba Sports Hall of Fame museum, and Safe Sport reporting, all delivered from its Winnipeg headquarters and a Brandon satellite, in partnership with 75+ provincial sport organizations.

Product overview

Sport Manitoba is a provincial sport organization offering an integrated ecosystem of sports services centered around its main facility at 145 Pacific Avenue in Winnipeg. The core offering includes a Fitness Centre, Medical Clinic, and Performance training hub within the same building. Additional programs span Coaching and Officials development, the biennial Manitoba Games, the Manitoba Sports Hall of Fame museum, KidSport grants, Fit Kids Healthy Kids physical literacy, Team Manitoba for Canada Games, and Safe Sport initiatives. All services are designed to support athletes and sport organizations from grassroots participation to high-performance competition.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitness Centre Memberships Subscription-based access to world-class fitness facilities for Manitobans seeking general wellness and physical training, with flexible memberships and expert guidance.
• Sport Medicine Medical Clinic Sport medicine and recovery services providing assessment, treatment, and rehabilitation from physicians, therapists, and specialists to help athletes return to play.
• Performance Training Programs High-performance training programs including Performance Hockey, offering personalized training, performance testing, assessments, recovery sessions, nutrition support, and mental performance coaching for elite athletes.
• Coaching Certification and Development Programs Coach training, NCCP certification, professional development, mentorship, Respect in Sport training, and Responsible Coaching Movement programs for sport coaches across Manitoba.
• Officials Support Program Training, financial aid through grants, Respect in Sport training, and advocacy for fair treatment for sport officials (referees, umpires, judges) across Manitoba.
• Manitoba Games Biennial multi-sport competition event showcasing amateur athletes from across Manitoba, with Summer Games and Winter Games editions hosted in different Manitoba communities.
• Manitoba Sports Hall of Fame & Museum Museum preserving Manitoba's sport history through exhibits, artifact collections, induction ceremonies for athletes/builders/teams, and 3,000 sq ft gallery available for corporate event rentals.
• Fit Kids Healthy Kids Physical Literacy Program Free physical literacy program teaching children fundamental movement skills through 700+ activities, lesson plans, event activations, and adult leader training across Manitoba.
• Team Manitoba Canada Games Program High-performance athlete pathway program representing Manitoba at Canada Games, including mission staff, athlete preparation, and travel coordination.
• KidSport Manitoba Grants Financial assistance program covering sport registration fees so children facing financial barriers can participate in organized sports in Manitoba.
• Safe Sport Program Safe sport policies, education, Independent Third Party reporting, and the Safe Sport Line for preventing and reporting maltreatment, abuse, harassment, and discrimination in Manitoba sport.
• Facility Booking and Space Rental Services Facility and space rentals for corporate events, receptions, ceremonies, workshops, and press conferences, plus community facility bookings at Sport Manitoba headquarters.

Quantifiable outcome

• Over 75 provincial sport organizations supported and partnered with
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Manitoba GovernmentcoreStrategic or Co-development PartnerThe Manitoba Government is the primary government partner providing operational funding and legislative authority for Sport Manitoba as a provincial sport body, including The Protecting Youth in Sports Act.
• Manitoba HydrocoreGTM or Marketing PartnerManitoba Hydro powers the Manitoba Games (Manitoba Games powered by Manitoba Hydro) and the 2026 Manitoba Winter Games in Thompson, providing major sponsorship for provincial multi-sport events.
• Manitoba Liquor & LotteriescoreGTM or Marketing PartnerManitoba Liquor & Lotteries is a key sponsor of Night of Champions coaching awards, the annual Hall of Fame induction ceremony, officials training, and Respect in Sport certification (provided free to Manitoba coaches).
• Canada LifeminorGTM or Marketing PartnerCanada Life is listed as a partner of Sport Manitoba, appearing in the partners section of the website.
• QualicominorGTM or Marketing PartnerQualico is the presenting sponsor of Summer Game Day, a free community event at Assiniboine Park featuring 20+ sport stations for families.
• KidSport CanadacoreStrategic or Co-development PartnerKidSport Manitoba, part of the national KidSport Canada network, helps cover sport registration fees so that no child is left watching from the sidelines. Sport Manitoba hosts KidSport Manitoba and facilitates donations.
• Provincial Sport Organizations (75+)coreStrategic or Co-development PartnerSport Manitoba supports and partners with more than 75 provincial sport-related organizations including Basketball Manitoba, Volleyball Manitoba, Athletics Manitoba, Swimming Manitoba, and others that deliver sport-specific programs across Manitoba.
• JumpStart / Winnipeg FoundationminorGTM or Marketing PartnerJumpStart (Canadian Tire JumpStart) and Winnipeg Foundation are supported partners of Fit Kids Healthy Kids, helping fund the physical literacy program for children.
• Team Manitoba / Canada GamescoreStrategic or Co-development PartnerTeam Manitoba represents the province's top young athletes at the Canada Games. Sport Manitoba manages the program including mission staff, athlete preparation, and travel to national multi-sport events like the 2025 Canada Summer Games in St. John's.
• Coaching Association of Canada (CAC)coreStrategic or Co-development PartnerThe Coaching Association of Canada delivers the National Coaching Certification Program (NCCP), the recognized national standard for coach training. Sport Manitoba facilitates NCCP courses, Respect in Sport training, and the Responsible Coaching Movement in Manitoba.
• Shawenim AbinoojiiminorStrategic or Co-development PartnerShawenim Abinoojii is an organization rooted in care, culture, and community supporting Indigenous youth and families across Manitoba. Sport Manitoba has partnered to empower Indigenous youth through culture, community, and connection.
• Bison TransportminorGTM or Marketing PartnerBison Transport sponsors the Women to Watch Grant, supporting female athletes in Manitoba including recipients in golf (Addison Kartusch) and tennis (Mariya Gedz).

Scale indicators7 records

Recent moves11 records

Expansion highlights6 records

Others

• Canada Games Council: The Canada Games Council operates the biennial Canada Summer and Winter Games that Sport Manitoba's Team Manitoba attends. They sit upstream as the national event host and selection authority.
• Own the Podium: Own the Podium is Canada's national high-performance sport funding body, providing investment to national sport organizations. Operates one tier above Sport Manitoba in the Canadian sport ecosystem.
• KidSport Canada: KidSport Canada is the national umbrella under which KidSport Manitoba (a Sport Manitoba-hosted program) operates. Direct strategic partner and brand parent for the financial-barrier-to-sport program.
• Coaching Association of Canada: The CAC owns the National Coaching Certification Program that Sport Manitoba delivers in the province. It is the national enabling partner, not a direct competitor, but a critical peer given the centrality of NCCP to Sport Manitoba's coaching business.
• Canadian Centre for Ethics in Sport (CCES): CCES operates the national Office of the Sport Integrity Commissioner, which Sport Manitoba's Safe Sport Line often routes complaints to. They are an adjacent peer in the safe sport and ethics domain.

Direct peers

• Sport Ontario: Sport Ontario is the recognized provincial sport body for Ontario, providing funding, coaching certification, and safe sport programs across 70+ PSOs. Closest comparable in scope and structure to Sport Manitoba.
• Sport BC: Sport BC is the provincial sport body for British Columbia, operating with an analogous mandate of supporting amateur sport, distributing government funding to PSOs, and managing provincial programs and Team BC. Directly comparable as a sister provincial sport organization.
• Sport New Brunswick / Sport PEI / Sport Nova Scotia: Atlantic Canadian provincial sport bodies with mandates analogous to Sport Manitoba: distributing funding, supporting PSOs, and managing provincial teams at Canada Games. Particularly close in scale to Manitoba.
• Sask Sport: Sask Sport is the provincial sport body for Saskatchewan, distributing lottery and government funding to member PSOs and managing Team Saskatchewan at Canada Games. Strong direct peer given geographic and population comparability.
• Alberta Sport Connection (Alberta Sport, Recreation, Parks & Wildlife Foundation): Alberta Sport Connection supports amateur sport in Alberta via provincial funding, coaching, and athlete development. Functions as the same role Sport Manitoba plays in Manitoba, making it a direct peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SportManitoba
• YouTubeyoutube.com/channel/UCFdbE4v0brmIrP1efi342tQ
• Facebookfacebook.com/sportmb
• LinkedInlinkedin.com/company/sport-manitoba
• Instagraminstagram.com/SportManitoba

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 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 Sport Manitoba