Value proposition

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.

Wholesale, Manufacturing, Distribution, Bicycle Design, Cycling, and Cycling Advocacy