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 Operations and Support team at Live To Play Sports plays a crucial role in ensuring efficient business processes and high-quality customer service. This team manages supply chain logistics, oversees product support for riders, and provides essential IT infrastructure and support—inclusive of system management and troubleshooting. Together, they enhance operational effectiveness to connect more people with cycling and improve overall customer experiences.

Operations and Support

Leadership Team

Marketing Team

Operations and Support

About

Team members

Other teams at Live To Play Sports

Leadership Team

Marketing Team