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Children engaging in a huddle before their soccer game

About SIRC

Incorporated in 1973, SIRC, the ֱ, is Canada’s leader and most trusted partner in advancing sport through knowledge and evidence. SIRC is committed to engaging with organizations and individuals involved in the development of sport, recreation and physical education in Canada and around the world, to enhance the capacity of our shared community to foster growth and the pursuit of excellence.

Our Vision

SIRC is the leading sport knowledge and communication centre.

Our Mission

SIRC empowers sport organizations and individuals by sharing credible and evidence based knowledge using relevant and innovative communication channels.

Core Values

  • Trusted advisor: We are a credible voice for and within sport. We invite multiple perspectives. Together we enhance the sport experience.
  • Connections builder: We leverage our knowledge to strengthen community networks and stakeholder communication. We foster positive relationships. We fuel excellence through relevant knowledge exchange.
  • Knowledge creator: We like to solve problems. We share what we learn. We always strive to innovate.

SIRC Logo

ֱ is very pleased to present its new logo. To coincide with its rejuvenated Strategic Plan, the updated SIRC logo is designed to embrace the spirit of using information to innovate and to inspire a sense of national pride. 

  • The focal point of the logo builds on the “I” in SIRC and underscores SIRC’s mission of using information to innovate while maintaining the importance of integrity and inspiring creative intelligence.
  • The silhouette of a person in motion represents celebration, movement, energy, and the inclusive network of all people involved in sport.
  • The incorporation of the maple leaf into our logo is an exciting addition since we are very proud to be Canadian, proud to be the central communication hub for sport in Canada, and proud to be strengthening the knowledge exchange by and between Canadians and our counterparts around the world involved in sport.

SIRC Team


Debra Gassewitz

President and Chief Executive Officer
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Kim Gurtler

Vice President of Operations
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Shannon Montpellier

Finance Lead
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Veronica Allan

Research and Innovation Lead
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Paula Baker

Managing Editor
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Taylor Matthews

Communications & Marketing Specialist
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Gavin Johnson

Operations Specialist
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Brynna Kerr

Senior Research Assistant
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Jen Coletti

Research Specialist
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Gabrielle Cadotte

Research Assistant
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Sushma Maholtra

Communication Assistant
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Kai Harada

Communications Assistant
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