We're passionate about sports at our core.
"Veux-tu glisser?" Those simple words were all it took to get Larry onto his first pair of skis—and he was hooked. His passion for the sport grew quickly, leading him to become a ski instructor at Tremblant. Surrounded by skiers everyday, Larry was drawn into the world of gear — fitting ski boots, tuning equipment, swapping out old skis, and constantly searching for the best options. It didn’t take long for him to realize just how crucial quality equipment was to skiing. The right gear didn’t just improve performance; it defined the joy and freedom of the sport.
By at the age of 20, Larry began selling skis in the Rockies, fully immersed in the industry. It was there he discovered a new passion: helping men and women find the perfect equipment tailored to their needs, enabling them to fully embrace their sport.
This passion eventually took Larry on multiple trips to Europe, where he immersed himself in the manufacturing and development of ski boots and skis. Determined to understand every aspect of the process, he engaged directly with factory owners and workers, refusing to settle for anything less than complete knowledge. This hands-on approach and commitment to learning became what Larry was known for.
In 1973, SPORT DINACO was born in Larry's family home in Pont Viau, Laval.
No venture capitalists. No consultants. Just some space in Larry’s family home in Pont Viau, Laval. Bedrooms transformed into offices and storage spaces, while the kitchen became the heart of the operation. Dealers and customers who visited the family home were welcomed by the irresistible aromas wafting from the kitchen, often leaving with a taste of Louise’s homemade delicacies, courtesy of the family matriarch herself.
The phone started ringing—word about SPORT DINACO was spreading fast. Brands were eager for Larry to carry their products, but he stayed true to his principles: if a product didn’t meet his high standards, it wouldn’t make the cut. Larry’s vision was clear— he wanted to offer only innovative, high-end products.
Doing it the right way is what we're known for.
As SPORT DINACO grew, so did its range of products. In addition to being an avid skier, Larry was passionate about running and cycling, making it a natural progression to expand beyond ski equipment. He was the first to introduce many brands, such as Thule, to the Canadian market. Always prioritizing quality, innovation, and performance.
We don't give up and never will.
Starting a business is exciting—but also incredibly challenging. After more than 50 years, we’re upfront about the fact that it hasn’t always been easy. What’s kept us moving forward is our dedication to providing the highest quality products and the fact that we have one heck of a team. We don’t give up, and we never will.
The picture to your left is a symbol of that perseverance. It’s proudly displayed across our office and carried by many SPORT DINACO employees on their phone cases — a daily reminder of our drive.
Knowing what we are and where we're going.
Today, SPORT DINACO boasts over 500 partners across Canada, a 30,000 square-foot warehouse and distribution center, 7 international brands, and a growing team committed to marketing each brand to its fullest potential.
While our team has grown and our products have evolved, our foundation remains the same. If a product doesn’t meet our exact standards, we won’t distribute it. For us, “okay” isn’t good enough—it’s the bare minimum, and our team is always striving for better.