MILO ATHLETICS CORP.

What MILO ATHLETICS CORP. does

Milo Athletics Corp. is a private Canadian corporation, founded in 2008 by Bryan Marshall (previously known as Midland Athletics), that delivers hockey-specific athletic training to elite and professional hockey players. The company is headquartered in Mississauga, Ontario, and conducts its in-person operations out of the Canadian Ice Academy facility, which uniquely combines an indoor turf training area, ice rink with private locker facilities, sauna, laundry, and a private sports therapy treatment room under one roof. Its core methodology, branded the "Four Pillar" system, integrates Strength & Conditioning, On-Ice Development, Nutrition & Food, and Rest & Recovery, and is delivered through small-group coaching (approximately 4 athletes per Pro group and 6–8 per Elite group, with 2 coaches per group) over 13-week off-season programs targeting NHL training camps, combines, and draft preparation.

The company's product portfolio comprises three offerings: the Elite Program (junior and college-level athletes), the Pro Program (professional players, featuring over 20 hours of instructor-led on-ice skills plus scrimmages), and MILO Remote, a subscription-based digital training platform launched in 2024 and delivered via the Trainerize mobile app at $35/month with cancel-anytime flexibility. The remote product extends the same programming methodology used with NHL professionals to a global subscriber base, while in-person Pro and Elite programs remain quote-based contracts negotiated via direct inquiry. Distribution is split between a regional, field-sales motion for facility-based training and a global, self-serve product-led growth motion for the remote subscription.

Milo Athletics monetizes through recurring in-person program fees (treated as subscription/recurring in source data) plus the $35/month remote subscription. The company is founder-owned and operated, with family involvement (Jocie Marshall as Operations Manager, Julia Marshall in a team role), and employs a staff with deep NHL, CHL, and Olympic sports medicine credentials. Marketing is driven primarily by word-of-mouth and athlete endorsements from a documented roster of NHL clients — including Nazem Kadri, Sean Monahan, Scott Laughton, Connor Brown, Thatcher Demko, Mark Giordano, Vince Dunn, Adam Pelech, and Jake Evans — supplemented by apparel and equipment sponsorships (Lululemon, Designs for Sport, Howies Hockey Tape, Flow Alkaline Spring Water). No external institutional investment or venture capital backing is indicated in available materials.

Name

MILO ATHLETICS CORP.

Legal name

Milo Athletics Corp.

Website

https://miloathletics.com

Company type

Private

Founded year

2008

Operating status

Operating

Short description

Milo Athletics Corp. is a Canadian hockey training company founded in 2008 that provides 13-week off-season programs for elite and professional players at the Canadian Ice Academy in Mississauga, Ontario, alongside a $35/month MILO Remote subscription. It serves NHL professionals and developing juniors through a proprietary four-pillar methodology.

Ownership category

akta.pro rank

Product category

Hockey Athletic Training Services

NAICS

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

SIC

Services-Educational Services (8200)

akta.pro primary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

akta.pro secondary industries

Strength, Conditioning & Speed/Agility Training Facilities (MPAKAJAD), Sports Performance Personal Training (HSADAAAF)

Keywords

• Hockey training programs
• Athletic performance coaching
• Strength conditioning services
• Off-season hockey training
• Remote fitness subscription

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. On-site Training Programs: Revenue from in-person Elite and Pro training programs at Canadian Ice Academy facility, including gym sessions and on-ice development. Programs run 13 weeks during off-season with daily sessions.
2. MILO Remote Subscription: Monthly subscription service providing access to in-season and off-season hockey-specific training programs delivered through the MILO Remote app. Priced at $35/month with cancel-anytime flexibility.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Milo Athletics designs and delivers hockey-specific athletic training programs that integrate strength and conditioning, on-ice skill development, nutrition, and recovery. It sells two in-person 13-week off-season programs (Elite and Pro) at the Canadian Ice Academy facility in Mississauga, Ontario, and a digital subscription program, MILO Remote, providing the same methodology to athletes worldwide via a mobile app.

Product overview

Milo Athletics is a hockey-specific athletic training company offering in-person and remote training programs. The company operates two in-person training programs at Canadian Ice Academy in Mississauga, Ontario: the Elite Program for junior and college-level athletes, and the Pro Program for professional players. Both programs combine off-ice strength and conditioning with on-ice skill development over 13-week periods. The company also offers MILO Remote, a digital subscription platform providing hockey-specific training content accessible via mobile app, delivering the same programming methodology used with NHL professionals to athletes anywhere.

Differentiator

Problem solved

Functional benefit

Brands

• MILO Remote: A subscription-based remote hockey training program delivering strength, conditioning, mobility, and nutrition guidance through a mobile app. Priced at $35/month.

Products and services

• Elite Program A 13-week off-season training program for junior and college-level hockey athletes, featuring 5 days per week of gym sessions, on-ice skills development led by instructors Stefan Legein and James Richmond, and optional power skating packages. Training takes place at the Canadian Ice Academy with approximately 6–8 players per group and 2 coaches per group.
• Pro Program A comprehensive 13-week off-season training program for professional-level hockey players, combining off-ice strength and conditioning with over 20 hours of instructor-led on-ice skills sessions, 8 scrimmages on full-sized ice, and 3-on-3 bonus ice opportunities. The program operates at the Canadian Ice Academy with approximately 4 players per group and 2 coaches per group, and includes a Lululemon Training Apparel Package.
• MILO Remote A subscription-based digital training platform accessible via mobile app (Trainerize), offering hockey-specific strength, conditioning, mobility, and nutrition programming. Includes in-season plans (3 strength/conditioning sessions and 2 mobility sessions per week) and off-season plans (3 strength/power and 2 energy system sessions per week), priced at $35/month with cancel-anytime flexibility.

Named customers10 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• LululemonminorOthersAthletic apparel brand partnership; Lululemon provides training apparel to Milo Athletics athletes as part of program offering (Lululemon Training Apparel Package included in Pro program)
• Howies Hockey TapeminorOthersHockey equipment and tape brand partnership featured on partner logos section of website
• Flow Alkaline Spring WaterminorOthersBeverage brand partnership featured on partner logos section of website; Flow provides hydration products to athletes
• Designs for SportminorOthersAthletic apparel brand partnership featured on partner logos section of website
• Canadian Ice AcademycoreOthersExclusive private facility partnership where Milo Athletics conducts Elite and Pro training programs. Facility includes indoor training area with turf, ice rink, private locker facilities, sauna, laundry service, and private sports therapy treatment room

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• EXOS: Large incumbent sports-performance company delivering integrated training, nutrition, and recovery programming across professional and elite athlete segments. Overlaps with Milo's four-pillar methodology and professional-athlete positioning, though EXOS operates across multiple sports rather than specializing in hockey.
• IMG Academy: Multi-sport training academy offering integrated athletic development for elite and aspiring professional athletes, including hockey. Comparable to Milo in combining strength, on-sport skill work, and recovery under a single campus, but at much broader scale and multi-sport scope.
• Mike Boyle Athletic Performance: Long-standing strength and conditioning facility serving athletes including professional hockey players. Comparable in its sport-specific programming and small-group coaching ratios, but broader in sport coverage.
• Parisi Speed School: Established sports-performance franchise providing strength, speed, and conditioning programming to youth and elite athletes. Comparable to Milo in delivering structured strength and conditioning to developing athletes, though it operates as a multi-sport franchise rather than hockey-specialized.

Emerging players

• Athlete Training + Health: Sports performance training company combining integrated conditioning and recovery services for serious athletes. Comparable to Milo in offering multi-disciplinary athletic development, though broader in scope and not hockey-specialized.

Direct peers

• Total Performance Hockey (TPH): Hockey-specific athletic training company offering off-season development programs combining on-ice and off-ice work. Directly comparable to Milo Athletics in target market (elite hockey athletes), four-pillar-style programming, and small-group coaching model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=d7y317X0wFY

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 MILO ATHLETICS CORP.