Sport NB

What Sport NB does

Sport New Brunswick (Sport NB) is a nonprofit organization that operates as the central coordinating body for amateur sport in the Canadian province of New Brunswick. It serves a membership of approximately 70 provincial and multi-sport organizations, along with individual athletes and coaches across the province. The organization drives sport participation, supports sport system development, strengthens coaching and leadership, and administers provincial safe sport infrastructure.

The portfolio consists of distinct programs and services rather than a unified technology product. Core offerings include the KidSport financial assistance program, NCCP coaching certification modules delivered online via Zoom, the NB Amateur Sport Fund, the NB Safe Sport Complaint Mechanism (which routes through IntegrityCounts), the Facilitated Resolution Program for non-adversarial dispute resolution, the Support Your Sport NB Gold Rush pooled 50/50 raffle, the New Brunswick Athlete Assistance Program, and a Coaching Mentorship Program. Safe sport education is delivered through a Safe Sport Education Series that includes the recurring Wednesdays with Will legal webinar series. Underlying technology is limited to a WordPress-based website, Zoom for course and webinar delivery, and The Locker (an external platform operated by the Coaching Association of Canada) for coach certification administration.

The business model is a hybrid of nonprofit funding mechanisms. Most services and programs are membership-based or free for members, with revenue drawn from member dues, provincial and national grants, fundraising programs such as Gold Rush, and unit-priced NCCP coaching courses priced between $30 and $110 depending on course and residency status. Go-to-market is direct to the closed membership base of PSOs/MSO organizations and to individual athletes and coaches, supported by a bilingual (English/French) website, organic social channels, an email newsletter, and recurring virtual education programming. No public revenue figure is disclosed, no app or public API is offered, and no parent company or institutional ownership is identified.

Name

Sport NB

Legal name

Sport New Brunswick

Website

https://sportnb.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sport New Brunswick (Sport NB) is a nonprofit provincial sport governing body that coordinates amateur sport in New Brunswick, serving about 70 provincial and multi-sport organizations and individual athletes and coaches through coaching certification, athlete assistance funding, safe sport resolution, and community sport development.

Ownership category

akta.pro rank

Product category

Provincial Sport Governance Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK), Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN)

Keywords

• Amateur sport governance
• Coaching certification programs
• Athlete assistance funding
• Safe sport services
• Provincial sport organization

Headquarters

HQ city

Fredericton

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Pricing tiers

Distribution channels1 record

Marketing channels6 records

Core offering

Sport NB is a nonprofit provincial sport organization that coordinates amateur sport development in New Brunswick for approximately 70 member Provincial and Multi-Sport Organizations. It delivers coaching certification through NCCP modules, administers athlete and KidSport funding programs, manages the NB Safe Sport Complaint Mechanism and Facilitated Resolution Program for dispute resolution, runs the Support Your Sport NB Gold Rush fundraising raffle, and provides safe sport education webinars to coaches, athletes, and member organizations.

Product overview

Sport NB operates as a multi-service sport organization rather than a unified technology product. The portfolio consists of distinct programs and services: KidSport provides youth financial assistance for sport registration; NCCP Coaching Education offers certification modules delivered via Zoom; the NB Amateur Sport Fund distributes funding to member organizations; NB Safe Sport Complaint Mechanism and Facilitated Resolution Program handle dispute resolution; Safe Sport Education Series and Wednesdays with Will provide educational webinars; Support Your Sport NB Gold Rush enables fundraising through a weekly raffle; and Coaching Mentorship Program supports coach development. These services are offered through the organization's website and third-party platforms without a unified software product architecture.

Differentiator

Problem solved

Functional benefit

Brands

• KidSport: A program that helps kids overcome financial barriers to participate in sport.

Products and services

• KidSport Financial assistance program that helps children ages 18 and under participate in sport by covering registration fees, removing financial barriers to sport participation for youth in New Brunswick.
• NCCP Coaching Education Modules National Coaching Certification Program education offerings including Competition Introduction Modules, Competition-Development Modules, Additional Modules, and Home Study Programs. Delivered online via Zoom with in-person hosting options. Priced per course with NB resident/non-resident tiers (e.g., $40/$90, $30/$65, $50/$110, $50/$105).
• NB Amateur Sport Fund Funding program partnered with the National Sport Trust Fund initiative to enhance sport participation development in New Brunswick. Provides financial assistance to member organizations for projects, events, and community opportunities.
• NB Safe Sport Complaint Mechanism (NBSSCM) Independent complaints management mechanism for disputes within the New Brunswick amateur sport system. Provides Case Manager access, dispute resolution policies, complaint submission forms, and process guidance for PSO/MSO members.
• Facilitated Resolution Program (FRP) Confidential, non-adversarial conflict resolution service for Provincial Sport Organizations and their members. Supports sport participants in resolving interpersonal conflicts constructively when formal complaints are not appropriate.
• Support Your Sport NB – Gold Rush Weekly 50/50 raffle fundraising program that combines sales from all participating Sport NB member organizations into one prize pool. Available to Provincial Sport Organizations and their clubs as a fundraising mechanism.
• New Brunswick Athlete Assistance Program Program providing financial and other support to high-performance athletes from New Brunswick to assist with training and competition costs.
• Coaching Mentorship Program Program connecting emerging and experienced coaches for professional development and knowledge transfer. Supports the growth of coaching expertise across sports in New Brunswick.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• KidSport Canada: National umbrella organization for the KidSport chapters that Sport NB operates locally; comparable in mission to remove financial barriers to youth sport participation.
• Coaching Association of Canada: National governing body for coaching in Canada and operator of The Locker, the platform through which Sport NB administers NCCP certifications — the upstream counterpart of Sport NB's coaching business.

Regional players

• Sport Nova Scotia: Neighbouring Atlantic Canada provincial sport body operating a near-identical model of PSO coordination, KidSport administration, and coaching education — directly comparable in scope and Atlantic regional context.
• Canadian Sport Institute Atlantic: Regional high-performance sport organization serving Atlantic Canada, including New Brunswick, providing athlete services and coaching development that overlap with Sport NB's mandate.

Others

• True Sport Foundation: National organization promoting values-based sport, of which Sport NB is a delivery partner via the True Sport initiative; adjacent mission, not a direct competitor, but ecosystemically linked.

Direct peers

• Sport BC: Provincial sport umbrella body for British Columbia, structurally and functionally equivalent to Sport NB — it coordinates PSOs, delivers coaching, safe-sport, and athlete funding programs in its province.
• Sport Ontario: Provincial sport body in Ontario providing a parallel mix of PSO support, coaching education, safe-sport programming, and athlete funding to its member organizations.
• Sport Manitoba: Manitoba's provincial sport umbrella organization, mirroring Sport NB's role of coordinating PSOs, administering coaching certifications, and supporting community sport development.
• Sport Alberta: Provincial amateur sport governing body in Alberta, offering a similar portfolio of PSO coordination, coaching education, and athlete assistance to Sport NB.
• Sport Saskatchewan: Saskatchewan's provincial sport umbrella body, offering a similar member-based service model to Sport NB, including KidSport Saskatchewan, coaching, and safe-sport programming.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC5976PPks7naTvXfQ4cZk5g
• Facebookfacebook.com/sportnb
• LinkedInlinkedin.com/company/sportnewnouveaubrunswick
• 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 Sport NB