Building the operator behind community sports.
Athletic Brands operates seven consumer sports brands, seven community facilities, and the shared-services platform that powers them — across twelve markets in three countries.
“We are not the team on the field. We are the lights, the fields, the staff, the software, and the balance sheet underneath.”
We are not a soccer club. We are the operator behind the clubs.
Athletic Brands is a multi-brand sports and recreation operator. We build, acquire, and manage consumer sports brands. We develop and operate community sports facilities through public-private partnerships. We run the proprietary shared-services platform that makes holding-company economics work across all of it.
Every other competitor is a program, a dome operator, or an app. Nobody owns all three layers under one brand.
Three divisions. Every page ladders back to one.
Brands
A portfolio of seven consumer sports brands — youth, adult, and hospitality — operated under a single shared-services backbone. Local-feeling brands, institutional economics.
Facilities
Through Field Recreation Inc., twenty years of PPP execution with school boards, colleges, and municipalities. Real assets, on real balance sheets, with long-dated ground leases.
Platform
Three proprietary in-house modules plus two strategic technology partners. The layer that makes holding-company margins possible at program-level prices.
A shared-services operator for local sports brands.
Youth soccer across the GTA. Ages 2–15, from first-touch parent-and-me through competitive streams.
Youth basketball, 3x3 Game Day format. Built around short-format, high-touch, every-kid-plays.
Florida's largest indoor soccer facility. Youth and adult leagues, camps, pickup, birthdays.
Youth volleyball programs. Launching 2026, built on the AGS Youth Soccer playbook.
Geo-anchored youth volleyball for Mississauga. Purpose-built for local SEO and parent search behavior.
Geo-anchored soccer brand for Mississauga. Sibling brand to AGS Youth Soccer, tuned for local discovery.
Acquisition targets and greenfield launches currently in diligence. Parent owners, see inquiries →
Every facility is a real asset on a real balance sheet.
Legacy operations and historic partnerships.
Facilities Field Recreation Inc. has previously operated or is no longer actively managing. These shaped the playbook and the track record we bring to every new PPP.
This is the page that closes the next school-board deal.
Public-private partnerships are poorly understood inside school boards and colleges. They sound complicated. They are not. The structure below is the one we've executed at Applewood, Erindale, Lakeshore, Loyalist/Belleville — and previously at Immaculata, Heart Lake, and Polson Pier. It is the same structure we'll propose for Downsview. Five steps. No surprises.
Long-term ground lease
Public partner contributes land — a school field, college campus, or municipal site — on a 20–25 year lease, typically at a symbolic rate.
Private financing & build
Athletic Brands, through Field Recreation Inc., finances, designs, and builds the facility at our risk and our cost.
Daytime public use
Partner retains free priority access during school hours — roughly 30% of annual usable hours — at no cost to the public body.
Evening / weekend commercial
Athletic Brands operates evenings, weekends, and school breaks and retains revenue. The facility pays for itself.
Revert at lease end
Facility reverts to the public partner as a fully amortized, fully operational asset. Zero residual cost to the board.
Why boards say yes.
What makes us credible.
- Track record
- Six operating facilities across Ontario and Ottawa, oldest since 2010 (Polson Pier). Seventh opened June 2025 (Erindale).
- Public partners
- PDSB, TDSB, Loyalist College, City of Toronto (Canada Lands), City of Mississauga, City of Brampton.
- Founders
- Twenty-plus years operating community sports. Not a SPAC. Not a roll-up. Owner-operators.
- Financing
- Balance-sheet equity plus institutional debt. No grant dependency. No GC risk passed back.
- Governance
- Quarterly reporting to each public partner. Fixed community-use allotments. Open-book utilization data.
The platform is what makes every other pillar work.
Every other operator is still buying off-the-shelf registration software, posting jobs on Indeed, and running email campaigns from HubSpot. We built our own.
Integrated automation stack running a significant annual PPC budget across Meta and Google for multiple brands. Campaign orchestration, landing-page testing, program-level attribution, and cross-brand creative — one team, seven brands, one P&L view.
Purpose-built for hiring 100+ part-time staff across multiple countries per season. Integrated ATS and assessment pipeline, AI-scored candidates, WhatsApp recruiter flows, and automated onboarding — seasonal ramp without seasonal chaos.
Unified email, SMS, and WhatsApp for every parent, player, coach, and staff member across the portfolio. One customer identity, one message thread, one audit log. Compliance-clean across three countries.
Our technology partner for consumer booking, leagues, and pickup games. Native iOS and Android apps surface adult pickup and league inventory on our fields. Powered in partnership with RecRivals — not an Athletic Brands product.
Our family scheduling and group coordination partner, launching 2026. Shared family calendars, sibling and carpool coordination, multi-kid signups, season planning, and schedule changes handled once — across every brand in the portfolio.
We didn't set out to build software. We built it because nothing on the market handled a multi-brand, multi-country, 100-staff, multi-brand ad-spend operation. Now the software runs the company.
Play tonight. Find a game.
Adult athletes don't want to read about PPP models. They want to know: what's on at 8pm, is there a spot, how do I pay.
Pickup inventory powered in partnership with RecRivals.
Proof, not positioning.
Three paths in. Choose the one that fits.
For partners considering a PPP facility on a school field, college campus, or municipal site. We'll walk you through the five-step structure and the operating model in twenty minutes.
Partnership briefing →For owners of regional sports brands — programs, leagues, facilities, hospitality — considering joining the platform. We preserve brands, scale operations, and let founders stay operators if they want to.
Intro call →For institutional partners reviewing the opportunity. Data room access, site tours, and management meetings on request. Underwriting materials available under NDA.
Data room →