Startup Wins Big in Period Care with Landmark Partnership for the 2025 Canada Games

In August 2025, St. John’s will host over 4,000 athletes for the Canada Games, where a groundbreaking partnership with Canadian period care brand joni aims to provide a new level of support. Joni plans to supply free, plant-based menstrual products at athletic venues during the event, promoting the normalization of period care in public spaces and reducing stigma surrounding menstruation for young athletes.

Linda Biggs, co-founder and CEO of joni, emphasizes that no one should have to skip sports or other activities due to their period. This initiative aligns with the Canada Games' commitment to inclusion, health, and environmental responsibility, as highlighted by Karen Sherriffs, CEO of the Host Society. The partnership seeks to eliminate participation barriers, creating a supportive environment for all athletes.

The push for period equity is gaining traction, fueled by advocacy from brands like joni. Statistics reveal a concerning lack of access to menstrual products—17% of those who menstruate in Canada report shortages, which increases to 25% for low-income households. More than half of Canadian women and girls aged 14 to 55 have missed activities due to menstrual-related issues, underscoring the necessity of accessible period care.

Joni is already making strides in this area, with commercial dispensers installed in numerous schools and workplaces across North America, striving to make period care as accessible as toilet paper. Biggs shares that her mission is deeply personal, stemming from her upbringing in challenging circumstances. With her co-founder Jayesh Vekariya, she founded joni in 2020 to create a business that reflects their values of inclusivity, transparency, and community support.

In conjunction with Menstrual Hygiene Day on May 28, joni will launch BLEED, an anthology that shares personal stories about menstruation from diverse voices across North America. Biggs asserts that storytelling can empower and promote discussions about menstruation in unconventional spaces, drawing us closer to menstrual equity. Profits from the book will further support joni's giveback initiatives, which have already donated over 900,000 menstrual products to organizations such as Food Banks Canada and The Period Purse.

Through these efforts, joni is not just creating a product line; they are fostering a broader cultural change in how menstruation is perceived and managed in athletic and public spaces. By collaborating with the Canada Games, joni is leading a crucial movement to ensure that menstrual health is included in conversations about wellness and participation in sports, paving the way for future athletes.

This partnership marks a pivotal moment in the quest for period equity, aiming to empower athletes and community members alike by removing the barriers of stigma and access to period care products.