Wayne Gretzky Sports Centre

Name

Wayne Gretzky Sports Centre

Legal name

City of Brantford

Website

https://waynegretzkysportscentre.ca

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Sports & Recreation Facility Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

akta.pro secondary industries

Arenas & Indoor Sports Centers (MPAKAEAB), Aquatic Centers & Swimming Facilities (MPAKAEAF), Ice Rinks & Winter Sports Facilities (MPAKAEAG)

Keywords

• Municipal recreation services
• Swimming facility access
• Ice rink rentals
• Fitness center memberships
• Youth sports programs

Headquarters

HQ city

Brantford

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Facility Memberships: Annual, 3-month, and monthly pre-authorized payment memberships providing access to weight room, pools, fitness classes, drop-in sports, and skating. Includes 55+ specialized memberships with additional perks.
2. Pool Memberships: Standalone pool access memberships including general admission, 10-visit passes, and monthly/annual options with sauna access during scheduled hours.
3. Weight Room Memberships: Dedicated weight room access memberships for users aged 13+ with various term options.
4. Day Passes and Drop-in Fees: Single-visit general admission passes for facility access, pool visits, drop-in sports, and skating activities.
5. Registered Programs: Fees for structured programs including swim lessons, day camps, fitness classes, child and youth programs, leadership courses, and specialty programs like triathlon training.
6. Facility Rentals: Revenue from renting pools, arenas, gymnasium, fitness rooms, and meeting spaces to individuals, groups, and organizations for private events, tournaments, and practices.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

The Wayne Gretzky Sports Centre is a municipal recreation facility that provides public access to aquatic facilities (65m pool, 25m pool, hydrotherapy pool, warm water pool), four NHL-sized ice rinks, a fully equipped weight room, gymnasium, fitness studios, and an indoor track. It sells facility memberships, day passes, swim lessons, fitness classes, day camps, and rents venue space (pools, ice, gym, rooms) to individuals, sports clubs, and event organizers in Brantford, Ontario.

Product overview

Wayne Gretzky Sports Centre is a municipal recreation facility offering a unified portfolio of health, fitness, and leisure services under one roof. The facility operates five core service lines: Swimming Facilities (pools, lessons, sauna), Sports and Fitness (gym, weight room, fitness classes), Arenas and Skating (ice rinks), Programs and Day Camps (youth, adult, and family programs), and Facility Rentals (venues for events). Facility Memberships provide bundled access across these services, while Kid Care PLUS offers supervised child care as an add-on service for parents using the facility.

Differentiator

Problem solved

Functional benefit

Brands

• Kid Care PLUS: Childcare service offered at the facility for children while parents participate in programs or workouts
• Brantford and Area Sports Hall of Recognition
• Discover Brantford Desk
• Lookout Sports Lounge

Products and services

• Swimming Facilities
• Swim Lessons
• Sports and Fitness
• Arenas and Skating
• Programs and Day Camps
• Facility Rentals
• Facility Memberships
• Kid Care PLUS

Quantifiable outcome

• Over 1 million visitors annually
• +2 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

14 partnerships are on record, tiered minor and core.

• Participation Support ServicesminorStrategic or Co-development Partner · 21 October 2023Local charity supporting adults with physical disabilities. Beneficiary of Doug Hunt's stilt walking Guinness World Record attempt fundraiser that raised over $28,000.
• Discover BrantfordcoreStrategic or Co-development PartnerTourism information desk operated within the Wayne Gretzky Sports Centre. Provides visitors with information on attractions, entertainment, shopping, dining and accommodations in Brantford. Open Wednesday and Thursday 9am-12pm and 1pm-5pm.
• Pickleball Brantford ClubcoreStrategic or Co-development PartnerAnnual Pickleball Friendship Tournament held in partnership at the Wayne Gretzky Sports Centre. Open to all skill levels, ages 13+.
• Brantford Aquatic ClubcoreStrategic or Co-development PartnerHome aquatic club hosting regional and invitational swim meets at the facility. Major user of pool facilities for training and competitions.
• Brantford Minor Hockey AssociationcoreStrategic or Co-development PartnerPrimary user organization for arena ice time. Hockey league schedules managed through the facility calendar.
• Hamilton Aquatic ClubminorStrategic or Co-development PartnerExternal club hosting invitational swim meets at the facility periodically.
• KW Diving ClubminorChannel Partner/ Reseller/ DistributorExternal diving club providing trained instructors for the Learn to Dive program at the facility.
• Brantford and Area Sports Hall of RecognitioncoreStrategic or Co-development Partner3,000 square foot exhibit space located within the facility recognizing Olympic athletes and local sports heroes. Home to inductee displays, interactive touchscreens, trivia game, and mini theatre.
• Arnold Anderson Sport FundminorStrategic or Co-development PartnerExternal sport fund providing financial assistance up to $350 for Brantford children up to 18 years for sports registration costs. Facility accepts and processes applications.
• Brant Skating ClubminorChannel Partner/ Reseller/ DistributorSkating club operating programs at the facility for various skill levels.
• Brant Synchro ClubminorChannel Partner/ Reseller/ DistributorSynchronized swimming club using pool facilities for training and competitions.
• Brantford Girls Hockey AssociationminorChannel Partner/ Reseller/ DistributorGirls hockey organization running leagues and development programs using facility arenas.
• Brantford Church Hockey LeagueminorChannel Partner/ Reseller/ DistributorCommunity hockey league using facility ice time for games and practices.
• LiveBarncoreTechnology or IntegrationLive streaming service for arena events. Allows remote viewing of games and practices live and on-demand. Subscription service with 10% discount code for Brantford arenas.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• YMCA of Hamilton|Burlington|Brantford: Non-profit membership-based recreation serving the same Brantford region with pools, gyms, swim lessons, and day camps. Comparable operating model, customer overlap, and value proposition as a multi-use community recreation provider.
• Paramount Fine Foods Centre: City of Mississauga-operated multi-sport facility featuring multiple ice rinks, pools, fitness space, and community programming. Directly comparable as a Canadian municipal recreation complex with a similar diversified ice + pool + fitness offering.
• City of Hamilton Recreation Centres: Hamilton operates multiple recreation complexes (e.g., Beverly, Valley Park) with pools, arenas, and fitness. Comparable as another Ontario municipal recreation network using ACTIVEnet-like registration systems that host regional swim clubs.
• Doug Mitchell Thunderbird Sports Centre: UBC-based multi-sport facility featuring two ice rinks, a 25m pool, fitness, and event-hosting. Comparable as an institutional/municipal recreation facility with mixed sports programming and host-event capabilities.
• Mattamy Athletic Centre: Toronto's former Maple Leaf Gardens, now a multi-use recreation facility run by Ryerson (TMU) in partnership with the City, featuring two NHL-sized ice rinks, gym, and fitness. Comparable arena-led recreation operations serving a similar community/recreation function.
• Markin MacPhail Centre at Canada Olympic Park: WinSport-operated multi-sport facility in Calgary with ice rinks, training facilities, and athlete development programming. Comparable as a large multi-sport training and recreation complex with anchored sports organizations.

Broad incumbents

• GoodLife Fitness: Canada's largest private fitness chain offering memberships, group fitness, and personal training. Overlaps with WGSC's adult fitness and weight room offering but operates as a broader portfolio player without municipal/arena aquatic specialization.

Others

• Sport Chek: Canada's largest sporting goods retailer. Adjacent ecosystem participant offering potential retail partnership, equipment rental, and swim lesson gear cross-sell opportunities for the centre's programs.
• Ripley's Aquarium of Canada: Large-scale aquatic attraction operator in Canada. Not a direct competitor but related as an aquatic ecosystem participant and potential partner for tourism cross-promotion in the Brantford/Hamilton corridor.

Regional players

• Canada Games Aquatic Centre (Kamloops): City of Kamloops-operated aquatic and recreation facility providing swim lessons, pool rentals, and fitness. Comparable municipal aquatic-centric facility operating in a similar Canadian mid-sized community context.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/waynegretzkysc
• YouTubeyoutube.com/user/WayneGretzkySC
• Facebookfacebook.com/WayneGretzkySportsCentre
• Instagraminstagram.com/waynegretzkysc
• LinkedInlinkedin.com/company/wayne-gretzky-sports-centre

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 Wayne Gretzky Sports Centre