McFadden's Movement
- Company typePrivate
- Founded2016
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingServices
McFadden's Movement firmographics
Firmographics- Name
- McFadden's Movement
- Legal name
- McFadden's Movement
- Website
- https://mcfaddensmovement.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Ownership category
- akta.pro rank
McFadden's Movement industry classification
Industry- Product category
- Mental Health Nonprofit Services
- NAICS
- Voluntary Health Organizations (813212), Social Advocacy Organizations (8133), Grantmaking Foundations (813211)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Membership Organizations (8600)
- akta.pro primary industry
- Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)
- akta.pro secondary industries
- Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK), Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ), Youth & Junior Tournament Organizers (MPAKADAL)
Keywords
McFadden's Movement business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Donations and Fundraising: The nonprofit generates revenue through donations, fundraising events, and merchandise sales. All proceeds from events like the Celebrity Charity Classic and merchandise sales (YETI Ramblers, toques, hoodies) support mental health resources.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | YETI Rambler Tumblers |
| Unit Pricing | Pay-as-you-go | MM27 Toques |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
McFadden's Movement product offering
Product offeringCore offering
McFadden's Movement is a nonprofit organization that raises awareness and funds for mental health among athletes through community-led events, ambassador programs, and merchandise sales. The organization hosts annual fundraising events including the Celebrity Charity Classic golf tournament and Road Hockey Tournaments, operates the MM27 Ambassadors program with elite-level athletes, and sells branded merchandise with all proceeds donated to mental health organizations including CMHA Waterloo-Wellington, CMHA Grey Bruce, and WES For Youth Online.
Product overview
McFadden's Movement is a nonprofit organization offering a portfolio of awareness programs and fundraising events centered on athlete mental health. The core programs include the MM27 Ambassadors Program (launched September 2017), MM27 Ambassadors of the Game recognition initiative, and MM27 Merchandise sales. Signature fundraising events include the annual MM27 Celebrity Charity Classic golf tournament and MM27 Road Hockey Tournament for youth, plus the 10th Anniversary Gala milestone event. The Warm Up for #BellLetsTalk Campaign is a social media partnership initiative. All programs support donations to mental health resources including WES For Youth Online and CMHA branches.
Differentiator
Problem solved
Functional benefit
Brands
- MM27: The primary brand/trademark used for McFadden's Movement, representing the organization's identity (McFadden's Movement #27 jersey number). Used for events, merchandise, and ambassador programs.
- MM27 Ambassadors
- MM27 Celebrity Charity Classic
- MM27 Ambassadors of the Game
Products and services
- MM27 Ambassadors Program A program launched in September 2017 that welcomes elite-level athletes to join McFadden's Movement, share their personal mental health stories, and create fundraising campaigns to support mental health resources.
- MM27 Celebrity Charity Classic An annual celebrity-style golf tournament that brings together golfers, sponsors, and community members to raise funds for mental health resources, featuring past and present Guelph Storm players and other professional athletes as celebrity participants.
- MM27 Road Hockey Tournament An annual youth road hockey tournament that welcomes kids ages 8 and up to participate in divisional play while featuring appearances from past, present, and future teammates of Garrett McFadden, with all proceeds benefiting mental health resources.
- MM27 Merchandise Branded merchandise including YETI Rambler Tumblers ($55 CAD), toques ($30 CAD), and hoodies, with all proceeds from sales going directly to supporting mental health resources.
- 10th Anniversary Gala A milestone anniversary gala event celebrating McFadden's Movement's decade of impact in supporting mental health initiatives, featuring keynote speakers (including Tyler Smith) and community celebration.
- Warm Up for #BellLetsTalk Campaign An annual social media campaign partnership with Winmar Guelph that donates five cents per tweet/retweet including #MM27, @McFaddensMvmnt, and @WinmarGuelph on Bell Let's Talk Day to support mental health awareness.
- MM27 Ambassadors of the Game A recognition program that acknowledges individuals who have been personally touched by mental health, through family members or friends, or who strive to make a difference in the mental health community; each ambassador receives tickets to Guelph Storm games and opportunities to share their stories.
- Donation Programs to Mental Health Resources McFadden's Movement's core donation program channels funds to mental health organizations including WES For Youth Online and Canadian Mental Health Association (CMHA) Waterloo-Wellington and Grey Bruce branches, with $194,500 donated over nine years.
Quantifiable outcome
- $194,500 donated to mental health resources over nine years
- +2 more outcomes
Companies that use McFadden's Movement
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
McFadden's Movement technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
McFadden's Movement partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered minor, core and flagship.
- Macho MoversminorPremier full-service moving company serving as Celebrity Sponsor for the 5th Annual MM27 Celebrity Charity Classic in 2025. Founded on principles of strength, reliability, and exceptional customer service.
- CMHA Grey BrucecoreFirst-time donation recipient in 2025, receiving $18,250 to support youth mental health resources in the Grey Bruce region, including Owen Sound area.
- Church Brewing Co.minorHosted a concert featuring Ryan Roberts in Wolfville, Nova Scotia, raising $1,200 for CMHA Nova Scotia Division.
- SkyjackflagshipSkyjack has been the presenting/title sponsor of the MM27 Celebrity Charity Classic since its inception. Part of Linamar Corporation, Skyjack is a global manufacturer of aerial work platforms. Ken McDougall, Skyjack President, stated the company has been behind MM27 since its 2016 beginning. Skyjack serves as Title Sponsor of both the Celebrity Charity Classic and 10th Anniversary Gala in 2026.
- Winmar GuelphminorProperty restoration company that has partnered with MM27 for the annual 'Warm Up for #BellLetsTalk' social media campaign since 2018. Donates five cents per tweet/retweet with campaign hashtags on Bell Let's Talk Day.
- Guelph StormcoreThe OHL team where founder Garrett McFadden served as captain. The Storm has supported MM27 since day one, with players participating as celebrities in events and helping with donation presentations. Storm veteran Jake Karabela regularly assists with donations.
- CMHA Waterloo-WellingtoncoreCanadian Mental Health Association Waterloo-Wellington branch is the primary beneficiary of McFadden's Movement donations. The organization provides youth mental health services, including The Grove facility serving over 9,000 youth annually.
- WES For Youth OnlinecoreFree youth online counselling service created in memory of Wes Cameron (close family friend of Garrett McFadden lost to suicide in 2011). Ongoing recipient of donations since the movement's inception.
- Arthur ElectricminorSponsor powering tournament registration for the Celebrity Charity Classic.
- Arrow FuelsminorCart Sponsor for the Celebrity Charity Classic.
- Co-operators - Jennifer Cook & Associates Inc.minorSponsor of tournament towels for the Celebrity Charity Classic.
- Gridline ConstructorsminorDinner Sponsor for the Celebrity Charity Classic.
- Woodley Care ServicesminorLunch Sponsor for the Celebrity Charity Classic.
- SERVPRO of GuelphminorOne of the Movement's most loyal supporters, regularly contributing to events.
- Cutten Fields / Victoria Park East Golf ClubminorGolf courses that host the annual Celebrity Charity Classic tournament events.
- Delta Hotels GuelphminorVenue for the 10th Anniversary Gala scheduled for July 16, 2026.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
McFadden's Movement competitors and assessment
Company assessmentBroad incumbents
- Active Minds: A larger US nonprofit focused on mental-health awareness and resources for young adults, including student-athlete programs. Comparable in mission (youth mental health) but operates at national scale rather than the grassroots/local model MM27 uses.
- Kids Help Phone: Canada's largest youth-mental-health service and fundraising nonprofit (now operating as 9-8-8). Comparable in target beneficiary (youth mental health) but operates at national scale with major corporate partnerships and government funding.
- Canadian Mental Health Association (CMHA): The national umbrella organization whose Waterloo-Wellington and Grey Bruce branches receive MM27 donations. A broad incumbent that both partners with and competes for mental-health donor dollars in Canada; comparable as the primary downstream beneficiary of MM27's fundraising.
- Right To Play: An international nonprofit that uses sport to protect and educate children, including mental-wellbeing programming. Comparable in framing sport as a vehicle for child and youth wellbeing outcomes, though it operates globally and at much larger scale.
Direct peers
- Talk Today Foundation: A mental-health awareness and fundraising program for junior hockey in Canada, run in partnership with the Canadian Hockey League and CMHA branches. Highly comparable to MM27 as both are hockey-ecosystem-driven mental-health charities that combine athlete storytelling with donations to CMHA affiliates.
- Athletes for Care: A nonprofit founded and led by professional athletes to advocate for mental health, addiction recovery, and brain health. Closely comparable to MM27's athlete-ambassador-led awareness-and-fundraising model applied to the broader sports community.
- Hockey Helps the Homeless: A Canadian hockey-community charity that uses celebrity hockey tournaments and galas to raise funds for homelessness and mental-health programs. Directly comparable to MM27 in leveraging the hockey-athlete network and celebrity-tournament format for charitable fundraising.
- Do It for Daron Foundation: A Canadian youth-mental-health foundation created in memory of Daron Richardson, driven by athlete/family storytelling and community fundraising. Comparable to MM27 in combining a personal-loss narrative with youth-focused mental-health giving and event-driven revenue.
- Humboldt Strong / Humboldt Broncos Memorial Fund: A memorial charitable initiative tied to the 2018 Humboldt Broncos bus tragedy, with associated mental-health and community-support fundraising. Comparable to MM27 as a hockey-ecosystem-driven mental-health and community-fundraising effort, though triggered by a single crisis event.
Emerging players
- The Ben Raanan Foundation: A US-based, athlete-founded mental-health nonprofit focused on student-athlete wellbeing. Comparable in being an athlete-led, mental-health-focused charity serving a similar sports-and-youth audience, but at smaller scale and US geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
McFadden's Movement social profiles
Digital presenceMcFadden's Movement financial estimates
Financial estimateRevenue estimate
Valuation estimate
McFadden's Movement leadership team
Management profileNumber of profiles
Profiles2 records
McFadden's Movement funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
McFadden's Movement M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about McFadden's Movement
What does McFadden's Movement do?
McFadden's Movement is a nonprofit organization that raises awareness and funds for mental health among athletes through community-led events, ambassador programs, and merchandise sales. The organization hosts annual fundraising events including the Celebrity Charity Classic golf tournament and Road Hockey Tournaments, operates the MM27 Ambassadors program with elite-level athletes, and sells branded merchandise with all proceeds donated to mental health organizations including CMHA Waterloo-Wellington, CMHA Grey Bruce, and WES For Youth Online.
Is McFadden's Movement a public or private company?
McFadden's Movement is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was McFadden's Movement founded?
McFadden's Movement was founded in 2016.
How does McFadden's Movement make money?
One revenue line is on record: donations and Fundraising.
Who are McFadden's Movement's main competitors?
Broad incumbents on record are Active Minds, Kids Help Phone, Canadian Mental Health Association (CMHA) and Right To Play. Direct peers are Talk Today Foundation, Athletes for Care, Hockey Helps the Homeless, Do It for Daron Foundation and Humboldt Strong / Humboldt Broncos Memorial Fund. The Ben Raanan Foundation is listed as an emerging player.
Does McFadden's Movement have an API?
No public API is recorded for McFadden's Movement.
What industry is McFadden's Movement in?
McFadden's Movement's product category is Mental Health Nonprofit Services. Its primary akta.pro industry code is MPAKAKAK, Sports Fundraising & Development Services (Foundations, NIL Collectives Support), with a secondary code of BPAGADAK, Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits. Its NAICS code is 813212 and its SIC code is 7900.