Live to Play Sports is Canada's largest and most experienced wholesale distributor of premium bicycles, parts, and accessories and the parent company of Norco Bicycles and Axiom Cycling Gear. Since 1964, we've excelled in delivering premium brands to independent speciality bicycle dealers. We’re a group of passionate riders, connecting people with cycling.

Mission:
Making lives better through cycling by developing, marketing & distributing specialty cycling brands.

Vision/Purpose:
We believe everyone is a cyclist. We embrace cycling’s potential to improve the quality of life for everybody. Through Norco, our other proprietary brands, and those we partner with for distribution within Canada, we will achieve a touch point with every cyclist.

Retail

Sports

Live To Play Sports

Sean Sullivan

Sharon Norris

Paul Nielsen

Nik Hobbs

Ashley Reid

The Leadership Team at Live To Play Sports is responsible for setting the strategic direction of the company, ensuring operational excellence, and fostering a culture of innovation and passion for cycling. They lead key initiatives to enhance distribution and marketing efforts, strengthen partnerships, and ultimately drive the mission of improving lives through cycling by connecting with a diverse community of cyclists.

Leadership Team

Operations and Support

Marketing Team

Leadership Team

About

Team members

Other teams at Live To Play Sports

Operations and Support

Marketing Team