A former Team Canada wrestler from Sturgeon Lake First Nation is receiving national recognition for his efforts to grow the sport of wrestling in Canada.
Cole Sanderson, founder of North Wrestle, has been named a semifinalist in this year’s Pow Wow Pitch, Canada’s leading pitch competition for Indigenous entrepreneurs.
Sanderson launched North Wrestle in 2024 with a simple goal: give Canadian wrestlers the exposure he believes they’ve long deserved.
“North Wrestle is a platform focused on covering Canadian wrestling. We want to do that through highlights, event coverage and rankings,” Sanderson told MBC News.
What started with a single camera has quickly grown into one of Canada’s largest independent wrestling media platforms. Sanderson says North Wrestle has generated more than 9.6 million views, reached 1.5 million people, and built an audience of more than 9,000 followers across social media.
“Canadian wrestlers are doing serious and high-level work and almost nobody outside the sport ever sees it. North Wrestle exists to close that gap and give the athletes the visibility they deserve.”
Sanderson, a former provincial champion, Greco-Roman national champion and Canadian national team member, says his own experience in the sport inspired him to create the platform.
He believes increased exposure can open doors for athletes.
“I built North Wrestle on one core belief: visibility creates opportunity,” Sanderson said.
The Sturgeon Lake First Nation wrestler says the next step is expanding coverage to more wrestling events across Canada while continuing to grow the sport through social media.
“We want to show people outside the sport that wrestling is a very entertaining sport to watch and how much hard work goes into it.”
Beyond building the platform, Sanderson says he has recently become more comfortable sharing his own story.
He grew up on Sturgeon Lake First Nation before moving to live with his grandmother at age 12. Wrestling became an outlet, eventually leading him to represent Canada internationally.
“Wrestling changed my life. My mission is to grow the sport that gave me everything and be someone that Indigenous youth can actually look up to.”
The Pow Wow Pitch recognition, he says, is another opportunity to continue growing both North Wrestle and the visibility of Canadian wrestling.
(Photo courtesy Facebook/North Wrestle)