MOTO CANADA™

What MOTO CANADA™ does

MOTO CANADA™ is the national non-profit trade association representing the powersports industry in Canada. Founded in 1971 as The Motorcycle & Moped Industry Council (MMIC), it was formed in its current shape by the November 2023 merger of MMIC and the Canadian Off-Highway Vehicle Distributors Council (COHV). Its member companies account for approximately 90% of new on-road motorcycle and scooter sales in Canada, and it serves manufacturers, distributors, dealers, allied businesses and an estimated 2.2 million riders across the country. The organization is headquartered in Markham, Ontario.

Its core products include the Motorcycle and Powersport Shows operated in four Canadian cities, member-only industry data and statistical reports, rider information resources, insurance program partnerships, the annual Off-Road Safety Month campaign and the National Powersport Trails Report. It runs a wholly-owned subsidiary, Power Sport Services (PSS), and a for-profit media arm, Moto Canada Connect. The association also coordinates the National Powersport Trail Strategy initiative jointly with the Canadian Quad Council.

MOTO CANADA is funded primarily through member dues structured under a two-tier model introduced in December 2024: Tier I for OEMs and distributors, and Tier II for dealers, suppliers and aftermarket businesses. Additional revenue comes from consumer-facing shows, sponsorship and advertising through Moto Canada Connect, and insurance program administration. The organization engages actively in regulatory matters, including formal submissions to the CUSMA Free Trade Review and partnerships with safety organizations such as the Canada Safety Council.

Name

MOTO CANADA™

Legal name

The Motorcycle & Moped Industry Council

Website

https://motocanada.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

1–10 employees

Short description

MOTO CANADA™ is the national non-profit trade association for the Canadian powersports industry, representing manufacturers accounting for ~90% of new on-road motorcycle and scooter sales. It runs shows in four cities, publishes industry data, and serves OEMs, dealers, allied businesses and over 2.2 million riders.

Ownership category

akta.pro rank

Product category

Trade Association (Powersports Industry)

NAICS

Motor Vehicle and Parts Dealers (441)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Dirt Bike / Motocross / Enduro Motorcycle Manufacturing (IMACAEAH)

Keywords

• Powersports trade association
• Motorcycle industry advocacy
• Industry membership services
• Consumer trade shows
• Market statistics research

Headquarters

HQ city

Markham

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Funded entirely by Members and Industry Partners through annual membership dues. Two membership tiers: Tier I for manufacturers/distributors and Tier II for associate/allied businesses. Members receive sales data, advocacy services, marketing support, and show discounts.
2. Motorcycle and Powersport Shows: Owned and operated consumer trade show events across Canada (Vancouver, Calgary, Toronto, Montreal). Revenue from exhibitor booth fees, sponsorship packages, and ticket sales. Proceeds reinvested into rider programming.
3. Programs and Services: Additional revenue from programs and services offered by the organization including data and research services, insurance programs, and training coordination.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

MOTO CANADA™ is a national, non-profit trade association representing the major motorcycle, scooter, ATV, and off-highway vehicle manufacturers and distributors operating in Canada. The organization delivers its value through tiered membership programs, government advocacy, market statistics and research, voluntary technical standards, rider safety resources, and ownership of consumer trade shows held annually across Canada.

Product overview

MOTO CANADA™ (formally The Motorcycle & Moped Industry Council, founded 1971) is a national non-profit trade association representing powersports manufacturers and distributors in Canada. The organization operates through several integrated offerings: The Motorcycle and Powersport Shows (core consumer event product held annually in four cities), Tier I and Tier II Membership programs providing sales data, advocacy, and marketing benefits, Rider Information Resources covering safety and training, Reports & Statistics including economic impact studies and the National Powersport Trails Report, the Open Road Motorcycle Insurance program via subsidiary Power Sport Services, and annual campaigns such as Off-Road Safety Month. Member companies account for approximately 90 percent of all new on-road motorcycles and scooters sold in Canada.

Differentiator

Problem solved

Functional benefit

Brands

• The Motorcycle and Powersport Shows: Canada's premier consumer events for motorcycle and powersport enthusiasts, held annually in Vancouver, Calgary, Toronto, and Montreal.
• Moto Canada Connect
• Off-Road Safety Month

Products and services

• The Motorcycle and Powersport Shows Canada's premier consumer events for motorcycle and powersport enthusiasts, held annually across four cities (Vancouver/Abbotsford, Calgary, Toronto, Montreal). The shows feature exhibitor booths from major manufacturers, new model reveals, riding gear, accessories, and interactive zones including the ExPLR Zone for adventure riding.
• Tier I Membership Full membership tier for manufacturers and distributors offering comprehensive sales data (monthly wholesale/retail statistics), board-level industry leadership participation, federal and provincial government advocacy, marketing support in public relations campaigns, and discounts on exhibit space at the Motorcycle and Powersports Shows.
• Tier II Associate Membership Associate membership tier designed for allied businesses and emerging companies, offering quarterly sales data, annual trends analysis, representation in regulatory submissions, exclusive use of Moto Canada branding, and special discounts for participation in industry-owned shows.
• Rider Information Resources

Quantifiable outcome

• $17.3 billion annual economic contribution to Canadian economy
• +3 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered supporting and core.

• NBDRA (New Brunswick Dirt Riders Association)supportingStrategic or Co-development Partner · 1 June 2026Partner organization in the Off-Road Safety Month campaign promoting safe riding practices, trail respect, and community building across Canadian provinces.
• Canadian Quad Council (CQC)coreStrategic or Co-development Partner · 28 March 2025MOTO CANADA™ and the Canadian Quad Council partnered to grow trail access in Canada. The partnership released the National Powersport Trails Report 2025, the first comprehensive look at over 142,000 kilometres of off-road powersport trails. Both organizations are calling for Canada's First National Powersport Trail Strategy.
• BC Coalition of Motorcyclists (BCCOM)coreStrategic or Co-development Partner · 2 May 2024Collaboration for the 29th Annual MLA Ride and ongoing safety initiatives. Moto Canada joined BCCOM in supporting Motorcycle Awareness Month and government advocacy in British Columbia.
• Ontario Provincial PolicesupportingGTM or Marketing Partner · 1 May 2024Partnership during National On-Road Motorcycle Safety Month to increase awareness of vulnerable road users and promote safe driving practices.
• Canada Safety CouncilsupportingStrategic or Co-development Partner · 1 May 2024Safety partnership providing rider training courses and safety education materials. The Canada Safety Council offers key training for motorcycle safety.
• Alberta Motorcycle Safety Society (AMSS)coreStrategic or Co-development Partner · 28 April 2024Partnership to advance motorcycle safety and awareness in Alberta. Includes May Motorcycle Awareness Campaign, Think Bike Podcast Season 4, and community events. AMSS is Alberta's only registered volunteer-based non-profit motorcycle safety organization.
• Fédération Motocycliste du Québec (FMQ)coreStrategic or Co-development Partner · 15 April 2024Strategic partnership to strengthen safety and interests of the Quebec motorcycle community. Includes joint safety campaigns, government advocacy, and rider education initiatives. FMQ offers training programs through its Moto Pro FMQ subsidiary.
• WestJet CargosupportingGTM or Marketing PartnerOfficial Airline Partner for the Motorcycle and Powersport Shows, providing transportation support for the event series.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• International Snowmobile Manufacturers Association (ISMA): North American snowmobile manufacturer trade body representing OEMs like BRP, Polaris, Arctic Cat, and Yamaha. Directly comparable member overlap and advocacy scope within the broader powersports family MOTO CANADA™ represents.
• National Marine Manufacturers Association (NMMA): US trade association for recreational marine manufacturers with similar membership, advocacy, statistics, and consumer boat show business model operated through a subsidiary. Structurally analogous to MOTO CANADA™'s subsidiary-driven model.
• American Motorcyclist Association (AMA): US national organization advocating for motorcyclists' interests including government affairs, rider education, and event sanctioning. Comparable mission in rider advocacy and safety promotion across North America.
• Canadian Quad Council (CQC): Partner organization co-producing the National Powersport Trails Report with MOTO CANADA™; represents OHV/quad riders on trail access. Complementary peer in Canadian powersports advocacy with overlapping member base.
• Motorcycle Industry Council (MIC): US national trade association for motorcycle and powersports manufacturers and distributors. Closest direct functional peer, operating analogous membership, advocacy, statistics, and trade show programs for the American market.
• Motorcycle Confederation of Canada (MCC): Canadian national body of motorcycle and off-road rider clubs representing riders on advocacy and trail access. Adjacent peer within Canada for rider-side advocacy complementing MOTO CANADA™'s manufacturer-side representation.
• Canadian Vehicle Manufacturers' Association (CVMA): Canadian trade association representing major automobile manufacturers on policy, safety, and statistics. Structurally comparable to MOTO CANADA™ in domestic Canadian OEM advocacy scope.
• European Association of Motorcycle Manufacturers (ACEM): European trade association representing motorcycle manufacturers on policy, statistics, and safety standards. Direct peer on manufacturer representation and regulatory advocacy in a different geography.

Others

• BRP Inc. (Bombardier Recreational Products): Major powersports OEM and key MOTO CANADA™ member. Not a peer organization, but adjacent ecosystem participant whose strategic direction significantly shapes the association's revenue and mandate.

Emerging players

• Outdoor Power Equipment Institute (OPEI): US trade association for outdoor power equipment manufacturers including lawn, garden, and turf. Comparable manufacturer-representation model in an adjacent small-engine category that overlaps with certain MOTO CANADA™ members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/motocanadarides
• YouTubeyoutube.com/@moto canadarides
• Facebookfacebook.com/motocanadarides
• LinkedInlinkedin.com/company/motorcycle-moped-industry-council
• Instagraminstagram.com/moto_canada

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

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 MOTO CANADA™