Canada has become an increasingly important growth market for technology-driven sports training concepts, and U.S.-based basketball company Shoot 360 is continuing its expansion with the opening of its largest Canadian facility to date in Oakville, Ontario.
Scheduled to officially open on May 29 at 89 Loyalist Trail, Unit 10, the new Oakville location represents another milestone in Shoot 360’s broader international growth strategy. The company selected Canada for its first expansion outside the United States in 2024, launching an initial facility in Sherwood Park, Alberta, near Edmonton before expanding further into Calgary and now the Greater Toronto Area.
The Oakville facility will serve as the company’s Ontario flagship and includes two full-sized basketball courts, six interactive training stations, agility and performance areas, and integrated analytics systems designed to provide athletes with real-time performance feedback during workouts.
The opening comes as demand for specialized youth sports training infrastructure continues to grow across Canada, particularly in suburban GTA communities where basketball participation and elite development programs have expanded rapidly over the past decade.
From Experimental Gym to Global Sport-Tech Franchise
Founded in 2012 by CEO Craig Alfine, Shoot 360 is headquartered in Vancouver, Washington, where the company originally developed a prototype training facility that combined basketball drills with motion-tracking cameras, sensor-equipped training stations, and software-based analytics.
What began as a single experimental gym later evolved into a rapidly expanding franchise network after the company refined its proprietary systems and demonstrated that the concept could scale commercially.
Today, Shoot 360 operates more than 60 locations across North America, Europe, and Asia. The company reportedly targeted a 50 per cent increase in sales for 2026 following revenues exceeding $22 million in 2025.
Canada has emerged as an attractive market for basketball-focused businesses as participation in the sport continues to rise nationally. The influence of the Toronto Raptors, along with the growing number of Canadian athletes entering NCAA and professional basketball systems, has helped fuel demand for year-round training facilities and advanced player development programs.
The GTA in particular has evolved into one of North America’s most active youth basketball markets, with specialized academies, competitive club programs, and private training operators becoming increasingly common throughout suburban communities.
Training Built Around Analytics and Gamification
Unlike traditional basketball gyms, Shoot 360 facilities are designed around data collection, analytics, and interactive digital training systems intended to gamify player development.
Its proprietary “Splash Meter” technology measures shot arc, depth, and left-to-right alignment in real time, while sensor-equipped passing stations and virtual ball-handling programs track reaction speed, ball movement, and accuracy during drills.
Inside the Oakville facility, athletes rotate through digitally connected stations where drills appear on overhead screens and performance data is captured instantly through integrated software systems. Players can then review workout metrics through a mobile app that tracks long-term progress while allowing users to compare rankings and performance data against athletes across the broader Shoot 360 network.
The company increasingly positions itself as a software and analytics business operating within sports rather than a conventional gym operator. Its leadership team includes specialists in software engineering, sports science, and digital product development.
That positioning has attracted investment and promotional support from several high-profile basketball figures, including NBA players Trae Young and Zaza Pachulia.
In April 2026, Shoot 360 expanded its connected training ecosystem through a partnership with fintech and social competition platform Lucra. The partnership introduced digital rewards, rankings, and adult competition features into portions of the Shoot 360 platform, further blending athletic training with gaming and connected consumer experiences.
Oakville Location Anchors GTA Expansion
The Oakville location is locally owned and operated by residents Majed Abukhater and Majed Barhoush, who said the facility was created in response to growing demand for dedicated basketball training space in the region.
“We’ve always loved basketball and saw a need for a dedicated training environment focused purely on player development, independent of any one club or team,” said Abukhater.
Memberships at the Oakville facility range from approximately $179 to $329 per month depending on access levels and coaching support. The company is initially targeting roughly 200 founding members for the location.
More than 15 local coaching positions have already been created as part of the launch, with additional hiring expected as operations expand.
Experiential Sports Concepts Continue Expanding
Shoot 360’s growth also reflects broader shifts taking place across commercial real estate and experiential consumer businesses.
Large-format sports and entertainment concepts increasingly occupy suburban industrial and flex-commercial properties that historically housed warehouse or light industrial tenants. Landlords have increasingly embraced experiential tenants that generate recurring visits, membership revenue, and destination-oriented traffic patterns that are less vulnerable to e-commerce disruption.
Similar trends have emerged across golf simulator venues, pickleball clubs, immersive fitness concepts, and competitive social entertainment businesses that combine recreation, analytics, software integration, and recurring subscription models.
As Shoot 360 continues expanding internationally, Canada appears to be playing an increasingly important role in the company’s long-term strategy and in the broader emergence of “sport-tech” businesses that blend athletic training, analytics, gaming, and experiential consumer engagement into a single platform.
