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Caitlin Nash, a Canadian luge athlete, is pursuing her Olympic ambitions while also developing her skills as a barista. With aspirations to compete in the Milano Cortina 2026 Olympics, Nash recognizes the need to enhance her cappuccino-making skills. She admits that perfecting the milk texture for espresso-based beverages poses a challenge, remarking, “It’s actually shockingly hard.
But we’re getting there.”
As part of a new generation of young Canadian Olympians, Nash seeks to gain valuable experience through her participation in the upcoming Olympics, which she hopes will help her achieve a podium finish in 2030.
The rise of Hayloft: A new venture for athletes
In addition to her commitment to luge, Nash is employed by Hayloft, a mobile coffee service established by speed skater Hayden Mayeur. This venture was born after Mayeur lost his position at the Calgary Olympic Oval due to the pandemic.
Undeterred by the challenges, he repurposed an antique Citroen into a coffee truck, enabling him to serve coffee across various sectors, including real estate and energy.
As Hayloft gained popularity, Mayeur identified the need for more assistance and enlisted fellow athletes from sports such as bobsledding and luge.
“We’ve kind of now created a platform where athletes who can’t necessarily afford to work a traditional job can pick up shifts with Hayloft around their training schedules,” Mayeur stated. This innovative approach helps alleviate the financial burdens faced by many athletes in Canada.
Supporting athletes through innovative solutions
The financial landscape of Canadian sports presents significant challenges for athletes, as funding remains limited while expenses continue to escalate. Mayeur’s Hayloft exemplifies a creative solution that enables athletes to balance their training with their financial responsibilities.
The innovative business model offers flexible working hours, allowing athletes to concentrate on their sporting commitments while addressing their economic needs.
Since the inception of Hayloft, Mayeur has undergone a notable personal transformation. “The first year that I was able to leave my part-time job at the Olympic Oval because Hayloft was doing well enough, I won my first world championship medal,” he stated. This experience underscores the potential for pursuing one’s passion to yield unexpected achievements.
Alternative funding strategies in Canadian sports
In addition to individual efforts from athletes like Nash and Mayeur, the Canadian sports community is actively pursuing diverse fundraising initiatives. A notable example is the recent collaboration between the national women’s rugby team and the renowned band The Tragically Hip, where T-shirt sales are funding their World Cup campaign.
Summer McIntosh has gained attention as potentially the first athlete to secure a jersey sponsor. Meanwhile, bobsledder Cesar De Guzman and his teammates are utilizing social media for their “Feed a bobsledder” initiative, aiming to garner support. These innovative fundraising strategies underscore the increasing recognition of the financial difficulties faced by Canadian athletes.
Rethinking the sports funding model
Funding for sports in Canada often lags behind that of other nations. Mayeur stated, “If you were to pool all the top speed-skating countries, we are likely at the bottom of the funding spectrum.” This inadequate financial backing can discourage athletes from striving for competitive success.
To address these issues, many advocate for a restructuring of sports organization governance. Streamlining operations, similar to the U.S. model that merges Olympic and Paralympic committees, could improve efficiency and attract additional funding opportunities.
Hosting events and generating revenue
Hosting more sporting events can enhance the Canadian sports funding landscape. Major competitions often generate significant economic benefits and create funding opportunities for national sport organizations (NSOs). Canada will host the World Cup in 2026, among other key events, which can stimulate infrastructure development and foster community engagement.
Julie Stevens, a professor of sport management at Brock University, emphasizes the economic impact of local sports. In areas like Niagara, the sports sector contributes around 4% to the gross domestic product, generating considerable job opportunities.
Leveraging new revenue streams
Impact of sports betting on Canadian sports funding
The legalization of sports betting has created new revenue streams for Canadian sports. According to David Shoemaker, CEO of the Canadian Olympic Committee, “The federal government has generated over $60 million in additional tax revenue through sports betting.” Redirecting these funds into sports could significantly improve the financial support available for amateur athletes.
Despite the challenges ahead, a combination of innovative athlete-driven initiatives, revised funding models, and an increase in event hosting could transform the future of sports funding in Canada. As Nash emphasizes, “Without investment from the federal government, athletes aren’t going to be able to stay in that lifestyle.” The time for change in Canadian sports is imperative.
