On January 4, 2023, Pender Ventures announced its investment in Traction Rec, joining Salesforce Ventures in supporting the leading recreation management software provider. Traction Rec offers a cloud-based SaaS solution on the Salesforce platform, enabling non-profit community centres to efficiently manage membership, programs, childcare, facilities, retail, and financial operations. By automating these processes, Traction Rec has significantly reduced operational costs and time for staff, enhancing their ability to fulfill their missions.

The investment underscores the growing need for digital solutions in the non-profit sector, which has struggled with outdated, manual management methods. Traction Rec addresses these challenges by providing a unified platform that improves user experience and operational efficiency. The software has already been adopted by over 50 community centres across North America, including YMCAs, JCCs, and BGCAs.

Traction Rec is a spinout of Traction on Demand, which Salesforce acquired in 2022, and is led by Lara Gilchrist. The company has received positive feedback from its users, highlighting the transformative impact of its software. Pender Ventures aims to support Traction Rec in further empowering non-profit organizations and enhancing their community engagement.

The transaction value of the investment was not disclosed.