Hockey Equality

What Hockey Equality does

Hockey Equality is a Canadian nonprofit organization headquartered in the Markham/Scarborough area that delivers four interconnected program pillars — Grassroots, Development, Mentorship, and the Accountability Project — aimed at making youth hockey accessible to BIPOC, female, and disadvantaged participants across Canada. Grassroots programming subsidizes registration costs and provides equipment through a lending bank powered by exclusive equipment partner CCM; Development delivers on-ice and dry-land training to U12+ rep-level players; Mentorship creates individualized plans for high-character BIPOC athletes; and the Accountability Project runs third-party anti-discrimination advocacy. The organization supplements core programs with two annual events: the Hockey Equality Summit, a multi-age week-long summer camp at Canlan Sports Scarborough, and the Hockey Equality Classic Tournament, a 5-on-5 holiday tournament across Girls Only and Co-ed divisions.

The technology stack is intentionally lightweight and operationally focused rather than product-focused: program registration is handled through WellnessLiving, tournament registration through Daysmart at the Canlan Scarborough facility, donations through PayPal, and financial assistance applications through JotForm. There is no proprietary software product or AI/ML capability disclosed.

Revenue mechanics are donation- and event-driven typical of a small Canadian nonprofit. Funded by corporate sponsorships from foundational partners (NHL, Canadian Tire, Toronto Maple Leafs, MLSE, Canlan Sports), exclusive equipment partnership with CCM, grants (notably CT Jumpstart Charities for Winter 2023), direct donations, and program/tournament registration fees ($300-350 Summit, $1,500+HST per tournament team). The headcount of 11-50 sits across an executive board with an Executive Director and Chairman, program/outreach coordinators, and a multi-domain advisory committee drawing from the NHL, OHL, mental health, and pro athletic training.

Name

Hockey Equality

Legal name

Hockey Equality

Website

https://hockeyequality.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hockey Equality is a Canadian nonprofit that delivers grassroots subsidies, development training, mentorship, and anti-discrimination advocacy to make youth hockey accessible for BIPOC, female, and disadvantaged participants across Canada.

Ownership category

akta.pro rank

Product category

Youth Sports Development Programs

NAICS

Sports Teams and Clubs (711211), Social Advocacy Organizations (8133)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Social Services (8300)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industry

Gender Equality & Women’s Rights Advocacy (BPAGAFAD)

Keywords

• Youth hockey programs
• Hockey diversity inclusion
• Youth mentorship programs
• Community hockey outreach
• Grassroots sports programs

Headquarters

HQ city

Markham

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: Hockey Equality accepts donations through PayPal and other channels to fund their mission of making hockey more diverse, inclusive, and accessible to all children in Canada.
2. Program Registration Fees: The organization generates revenue through registration fees for the Hockey Equality Summit ($300 early bird, $350 after April 15th) and tournament fees ($1500+hst per team).
3. Equipment Bank Program: Financial assistance and equipment support provided to qualifying youth, funded through donations and partner support including exclusive equipment provider CCM.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Hockey Equality is a Canadian nonprofit organization that delivers youth hockey development programs, mentorship, financial and equipment assistance, and advocacy for BIPOC, female, and disadvantaged youth hockey players. Its core pillars include Grassroots Programs, Development Programs, Mentorship, and the Accountability Project, supplemented by the annual Hockey Equality Summit and Hockey Equality Classic Tournament.

Product overview

Hockey Equality is a Canadian non-profit organization offering a suite of interconnected youth hockey programs designed to create access and opportunity for BIPOC, female, and disadvantaged youth. The core portfolio spans four pillars: Grassroots Programs (financial assistance and equipment for entry-level participants), Development Programs (competitive training for U12+ rep players), Mentorship Programs (individualized support for high-potential BIPOC athletes), and the Accountability Project (third-party advocacy against discrimination in hockey). Beyond these core programs, Hockey Equality organizes the Hockey Equality Summit (an annual week-long summer camp with multi-sport and DEI programming) and the Hockey Equality Classic Tournament (an annual holiday tournament). Financial Assistance and Equipment Assistance services, supported by partner CCM, provide direct support to qualifying participants.

Differentiator

Problem solved

Functional benefit

Products and services

• Grassroots Programs Financial assistance for registration costs and equipment provision, along with drop-in learn-to-play programs for youth seeking safe sport environments that prioritize BIPOC representation and diverse instructors.
• Development Program On-ice hockey development, dry-land training, and access to high-quality resources for BIPOC, female, and disadvantaged youth hockey players U12+ in rep hockey systems, guided by representative figures and allies.
• Financial Assistance Financial aid offered to qualifying youth to lower barriers for access to hockey programs, safe sport environments, educational opportunities, and health and wellbeing services.
• Equipment Assistance Equipment lending bank supported by exclusive equipment provider CCM, providing gear to youth who need assistance to participate in hockey.
• Hockey Equality Summit Annual week-long summer camp bringing together a diverse community for multi-sport activities and educational workshops, featuring on-ice instruction, DEI workshops, and family activities. Offered in multiple age groups (4-6, 7-10, 11-13, 14+) with options including learn-to-play, skill development, and high-performance training.
• Mentorship Program Identifies BIPOC players from the Development program with strong work ethic, teachability, maturity, talent, and good character, creating individualized mentorship plans focused on needs and hurdles that may prevent future success.
• Accountability Project Third-party advocacy initiative addressing racism and discrimination in hockey, providing guidance and recommendations for victims, offenders, and families, and supporting pathways for coaches, trainers, former players, and volunteers to become leaders.
• Hockey Equality Classic Tournament Annual holiday classic tournament presented in partnership with Canlan Scarborough, featuring 5-on-5 format with guaranteed games across multiple divisions for Girls Only A/AA and Co-ed AA/AAA teams.

Quantifiable outcome

• Grassroots programs supported by CT Jumpstart Charities for Winter 2023

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered foundational and core.

• NHL (National Hockey League)foundationalStrategic or Co-development PartnerThe NHL is a foundational partner of Hockey Equality, supporting the organization's mission to create diversity and inclusion at all levels of hockey across Canada.
• Canadian TirefoundationalStrategic or Co-development PartnerCanadian Tire provides foundational support to Hockey Equality's programs and mission.
• Toronto Maple LeafsfoundationalStrategic or Co-development PartnerThe Toronto Maple Leafs support Hockey Equality as a foundational partner in promoting diversity and inclusion in hockey.
• MLSE (Maple Leaf Sports & Entertainment)foundationalStrategic or Co-development PartnerMLSE is a foundational partner supporting Hockey Equality's initiatives.
• CCMcoreStrategic or Co-development PartnerCCM is the exclusive equipment provider for Hockey Equality's equipment lending bank, providing equipment support to disadvantaged youth hockey players.
• Canlan SportscoreStrategic or Co-development PartnerCanlan Sports partners with Hockey Equality to host the Hockey Equality Classic Tournament and other programs at their Scarborough facility.
• Various Grassroots OrganizationscoreStrategic or Co-development PartnerHockey Equality collaborates with many grassroots organizations across Canada to deliver inclusive programming with representative BIPOC figures.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HEROS Hockey: HEROS (Hockey Education Reaching Out Society) is a Canadian charity using hockey to teach life skills to at-risk and marginalized youth. Highly comparable to Hockey Equality in mission (hockey as a youth-development vehicle) and geography (Canada), though focused more broadly on at-risk youth than on BIPOC and female athletes specifically.
• KidSport Canada: KidSport provides financial assistance to Canadian children to remove economic barriers to sport participation. Direct peer in mission of subsidizing youth sport access; broader than hockey and less focused on diversity/inclusion specifically.
• You Can Play: You Can Play works to ensure equality, respect, and safety for all athletes, including LGBTQ+ inclusion in hockey and sports. Comparable in mission (inclusive hockey/sport) and advocacy orientation; differs in geographic and demographic focus.
• The Hockey Diversity Alliance: A coalition of current and former NHL players and executives committed to eliminating racism and intolerance in hockey. Comparable in DEI mission and hockey-specific scope, but operates as an advocacy coalition led by professional players rather than a grassroots programming nonprofit.
• Black Girl Hockey Club: BGHC is a U.S.-based nonprofit advocating for Black women in hockey through scholarships, community events, and programming. Direct peer in the hockey DEI advocacy space; differs from Hockey Equality by being primarily U.S.-focused and by gender-specific mission.

Regional players

• Scotiabank Hockey for All: Scotiabank's national program supporting hockey accessibility across Canada. Comparable in the hockey-DEI/access space as a bank-sponsored initiative; differs from Hockey Equality by being a corporate CSR program rather than an independent grassroots nonprofit.

Emerging players

• Right To Play: Global nonprofit that uses sport and play to educate and empower children facing adversity. Compares on the sport-for-development model; Right To Play is much larger and operates internationally across multiple sports, while Hockey Equality is hockey-specific and Canada-focused.

Broad incumbents

• MLSE Foundation: The charitable arm of Maple Leaf Sports & Entertainment funds sport-based youth development in Ontario. Hockey Equality lists MLSE as a foundational partner, making MLSE Foundation both an ecosystem enabler and a broader incumbent in sport-access philanthropy.
• Canadian Tire Jumpstart Charities: Canadian Tire Jumpstart is a national charity that helps kids from low-income families participate in sport and recreation. Hockey Equality is itself a Jumpstart grantee. Jumpstart is a much larger incumbent funder of sport-access programming across Canada.

Others

• True Sport Foundation: Canadian foundation promoting values-driven, ethical, and inclusive sport through the Canadian sport system. Adjacent to Hockey Equality's DEI work; operates more at the policy and systemic level rather than as a direct hockey programming nonprofit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HockeyEquality
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/hockey-equality

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Hockey Equality