Live to Play Sports is the new face of Norco Products Ltd, Canada's largest and most experienced distributor of premium bicycles, parts and accessories. For nearly 50 years, we've excelled in delivering premium brands to independent specialty dealers coast to coast. Our many dealer partners connect us with the adventurous people who bring our distributed products to life. We're proven leaders of Canada's cycling community - on both road and dirt - and this site moves that proud tradition forward.