Racing to Zero

What Racing to Zero does

Racing to Zero is a privately held, founder-led sustainability consultancy based in Canada that serves sports organizations across the national, provincial, and grassroots levels, as well as adjacent event and tourism clients. It was founded by Canadian Olympians and Paralympians and operates without disclosed external institutional capital, delivering its services through project-based engagements sold directly via the founders' relationships with the Canadian Olympic Committee (COC), International Olympic Committee (IOC) Athletes' Commissions, and the broader Canadian sport ecosystem.

The firm offers three core consulting services: Strategic Planning & Implementation, Carbon Accounting using a proprietary sport-specific calculator aligned with the GHG Protocol and the UN Sports for Climate Action Framework, and Sustainability Education delivered via workshops and webinars. It also produces educational IP, notably the 'How to Host a Green Game' downloadable guide. Distribution is direct enterprise sales to NSOs (Cycling Canada, Swimming Canada, Curling Canada, Freestyle Canada, Canada Artistic Swimming), major events (Canada Games Council, St. John's 2025 Canada Games), provincial bodies (Athletics Ontario, Ontario Cycling), and international federations (World Curling Federation).

Commercially, Racing to Zero is a project-based professional services firm monetized through quote-based consulting engagements, supplemented by co-branded initiatives such as the COC NSO Sustainability Pilot Project (supported by the IOC Olympic Solidarity Programme) and a mentorship program with Athletics Ontario. Customer logos skew toward Canadian national and provincial sport governing bodies, with no disclosed revenue concentration, no disclosed pricing, no disclosed headcount, and no disclosed funding rounds. Geographic reach is claimed as worldwide but evidenced primarily through Canadian clients and one international federation engagement.

Name

Racing to Zero

Legal name

Racing to Zero

Website

https://racingtozero.ca

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Racing to Zero is a Canada-based sustainability consultancy that provides carbon accounting, strategic planning, and education services exclusively (and primarily) to sports organizations, including national governing bodies, provincial sport bodies, major events, and international federations.

Ownership category

akta.pro rank

Product category

Sustainability Consulting for Sports

NAICS

Other Spectator Sports (711219)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Net-Zero Assurance & Readiness Assessments (limited assurance prep, audit support) (EUABAKAJ)

Keywords

• Sports sustainability consulting
• Carbon accounting services
• GHG inventory consulting
• Emissions measurement sport
• Climate strategy advisory

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sustainability Consulting Services: Racing to Zero generates revenue through consulting engagements with sports organizations, including strategic planning, carbon accounting, and sustainability education services. Services are delivered through tailored workshops, webinars, and project-based engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Racing to Zero is a sustainability consultancy that helps sports organizations measure, manage, and reduce their greenhouse gas emissions through three core service lines: Strategic Planning & Implementation, Carbon Accounting (using a custom sport-specific calculator following the GHG Protocol), and Sustainability Education (workshops and webinars). The firm delivers project-based consulting engagements to national sport organizations, major events, professional teams, leagues, and provincial sport bodies across Canada and internationally.

Product overview

Racing to Zero is a sustainability consultancy for sports organizations, not a software product company. The company offers a suite of three core consulting services: Strategic Planning & Implementation, Carbon Accounting, and Sustainability Education. These services are delivered through collaborative consulting engagements rather than a software platform. The company also produces educational resources such as the 'How to Host a Green Game' guide. There is no platform-plus-modules architecture; the offerings are professional services focused on helping sports organizations develop sustainability strategies, measure emissions, and build organizational capacity.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Planning & Implementation Project-based consulting engagement providing tailored sustainability strategies, emissions reduction plans, and supporting resources/guides for sports organizations seeking a clear path to environmental sustainability.
• Carbon Accounting Comprehensive greenhouse gas inventory service for sports organizations or events, using Racing to Zero's custom sport-specific calculator and methodology based on the GHG Protocol and international best practices, with results delivered through an interactive benchmarking and management dashboard.
• Sustainability Education Custom interactive workshops and webinars designed to build climate awareness and inspire action among athletes, administrators, and teams, with practical tools for embedding sustainability in day-to-day sport operations.
• How to Host a Green Game Guide Downloadable step-by-step guide for sports teams and event organizers to host a sustainable themed game, covering sustainable travel, plant-based concessions, eliminating single-use plastics, waste management, carbon offsetting, and fan engagement.

Quantifiable outcome

• Freestyle Canada's Environmental Sustainability Strategy includes short, medium and long-term actions aligned with UN Sports for Climate Action Framework
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• Canadian Olympic Committee (COC)coreStrategic or Co-development Partner · 1 April 2025The Canadian Olympic Committee selected Racing to Zero as a partner for the NSO Sustainability Pilot Project, supported by the International Olympic Committee (IOC) Olympic Solidarity Programme. This multi-phase project helps National Sport Organizations develop and implement environmental sustainability strategies aligned with the UN Sports for Climate Action Framework.
• International Olympic Committee (IOC)coreStrategic or Co-development PartnerThrough the Olympic Solidarity Programme, the IOC supports the NSO Sustainability Pilot Project that Racing to Zero participates in, helping develop sustainability strategies for National Sport Organizations.
• Swimming CanadamajorStrategic or Co-development PartnerSwimming Canada is working with Racing to Zero on a multi-phase project over 10 months to develop a dedicated sustainability strategy and implement key priority actions related to internal operations, domestic events, and international competitions, with support from the Canadian Olympic Committee Enhancement Grants.
• Freestyle CanadamajorStrategic or Co-development PartnerRacing to Zero worked with Freestyle Canada from April 2025 to January 2026 to develop an Environmental Sustainability Strategy as part of the COC NSO Sustainability Pilot Project. The strategy includes short, medium, and long-term actions aligned with the UN Sports for Climate Action Framework. They continue to work together through 2028.
• Cycling CanadamajorStrategic or Co-development PartnerCycling Canada launched its Environmental Sustainability Strategy on Earth Day 2026 with support from Racing to Zero. Racing to Zero helped Cycling Canada develop a clear path towards environmental sustainability.
• Canada Artistic SwimmingmajorStrategic or Co-development PartnerCanada Artistic Swimming worked with Racing to Zero to release its Environmental Sustainability Strategy, becoming the final participant in the Canadian Olympic Committee's sustainability initiative.
• Athletics OntariomajorStrategic or Co-development PartnerRacing to Zero and Athletics Ontario launched a mentorship program for 5 Environmental Program Coordinators for 2026, demonstrating their ongoing partnership in developing sustainability capacity within sport organizations.
• Ontario CyclingminorStrategic or Co-development PartnerRacing to Zero hosted a 'Greener Gears: Ontario Cycling's Path to Environmental Sustainability' webinar to educate Ontario Cycling's members on sustainability basics in sport.
• St. John's 2025 Canada GamesmajorStrategic or Co-development PartnerRacing to Zero partnered with Climate Positive Energy to measure emissions from the 2025 Canada Games held in St. John's, producing a GHG Inventory for the event.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sport Positive: Sport Positive is a sustainability-focused organization serving the sport sector, providing resources, rankings, and strategic guidance to sport organizations on climate action. Like Racing to Zero, it is dedicated specifically to advancing sustainability outcomes within sport rather than across general industries.
• Green Sports Alliance: Green Sports Alliance is a nonprofit organization that helps sport teams, venues, and leagues advance sustainability. It serves a similar audience of sport organizations and competes for thought leadership and project work in sport sustainability, making it a directly comparable peer to Racing to Zero.

Emerging players

• Persefoni: Persefoni is an AI-powered carbon accounting and climate management platform used by enterprises to measure and manage emissions. Like Watershed, it is a horizontal carbon platform that could compete with Racing to Zero's bespoke sport-specific carbon calculator for the data and reporting layer of sustainability engagements.
• Watershed: Watershed is a carbon accounting and climate software platform that helps enterprises measure, report, and reduce emissions. While not sport-specific, it competes for the carbon accounting portion of sport organizations' sustainability budgets and could displace bespoke sport-specific methodologies with horizontal software.
• Patch: Patch provides carbon offsetting and climate infrastructure APIs used by businesses to embed carbon accounting and offsetting into their products and operations. It is adjacent rather than directly competitive but intersects with Racing to Zero's carbon accounting and offsetting recommendations for sport clients.

Broad incumbents

• Deloitte Sustainability Services: Deloitte operates a global sustainability and climate practice advising large organizations, including major sport leagues and event organizers. As a broad incumbent with deep sport client relationships, Deloitte could compete for sustainability mandates currently served by Racing to Zero.
• South Pole Group: South Pole is a major global carbon consultancy and project developer offering climate strategy, carbon accounting, and offsetting services across industries including sport and events. It is a broader incumbent that overlaps with Racing to Zero's carbon accounting and net-zero strategy offerings but operates at much larger scale across many sectors.
• Natural Capital Partners: Natural Capital Partners (now part of South Pole) is a major carbon credit and climate solutions provider offering offsets, advisory, and net-zero strategy services. It competes in the same net-zero strategy space as Racing to Zero but at a much larger scale and across many industries.
• KPMG Sustainability Services: KPMG's global sustainability practice advises corporations and sport organizations on climate strategy, ESG reporting, and assurance. It is a broad incumbent that could expand into sport-specific sustainability mandates and represents the type of generalist competition Racing to Zero faces.

Others

• Terrapass: Terrapass is a carbon offset provider helping businesses and events measure and offset their emissions. It is more of an enablement/vendor relationship than a direct competitor, but it could partner with or be recommended by Racing to Zero for offsetting execution within sport engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/racing-to-zero
• Instagraminstagram.com/racingtozero

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 Racing to Zero