Why This Matters
This isn't just about a name on a building. It's about what's inside: ice time for youth sports, space for community connection, health services, and infrastructure that serves more than 100,000 visits annually from families across the region and beyond.
As Ayr and the surrounding area continue to grow, demand for recreational facilities has grown with it. Ice time is at a premium. Families are waiting for programming space. The expansion will add a new Net Zero arena and two large community rooms, when construction is complete in Spring 2027, addressing immediate needs while planning responsibly for the future.
"While we serve many communities across Southwestern Ontario, Ayr has been our home for more than 130 years," said Jeff Whiting, President & CEO of Ayr Farmers Mutual. "This community has supported us through generations, and as a mutual and purpose-driven company, it's our honour to give back to the communities we serve when we can. This 40-year commitment is a privilege and a testament to our confidence in Ayr's future. As this community grows and builds infrastructure that so many will benefit from, we're proud to play a meaningful role in that development."
The Mutual Difference
As a mutual insurance company, we're owned by our policyholders, not shareholders. Our purpose is simple: to support our members and communities to thrive.
That structure carries a responsibility. When we're able, we give back to the communities our policyholders live in. And it allows us to think differently about investment timelines. A 40-year commitment isn't typical in today's sponsorship landscape, but for a mutual, it makes perfect sense. We're here for the long haul, and this partnership reflects that.
The upfront investment structure allows the Township of North Dumfries to accelerate critical facility improvements, while our 40-year commitment demonstrates genuine, long-term partnership with the Township and community.
Building for Tomorrow
There's another reason this partnership resonates with us: the expansion is Net Zero.
As a company committed to sustainability and environmental responsibility, supporting a project that prioritizes energy efficiency and reduced environmental impact aligns with both our values and our vision for the future. We believe in building infrastructure that serves communities responsibly, not just today, but for generations to come.
"AFM's contribution is transformational for our Live & Play 2 campaign and for this community. Raising $2.2 million for the Township's Net Zero Expansion Project is an ambitious goal, and AFM's commitment has brought us significantly closer to our target to help deliver this critical infrastructure. Ice time is at a premium in our community, and this expansion will have an immediate impact on youth sports, family recreation, and community connection. We're deeply grateful to AFM for their vision and their willingness to invest in something that will benefit so many families for decades to come," said Michael Pley, Co-Chair of the Live & Play 2 Campaign for the Centre for the Community Group of North Dumfries.
What This Means for Our Community
The Ayr Farmers Mutual Community Centre will continue to be a hub for recreation, health services, and Township operations. The building currently houses The North Dumfries Community Health Centre, MacNeil Hall, programming rooms, and the existing Ayr Farmers Mutual Arena. When the expansion is complete, it will include a second Net Zero arena and two large community rooms, creating even more opportunities for connection, activity, and growth.
"It all comes down to community and this is where the Township of North Dumfries, Ayr Farmers Mutual, the CCG and the people of this community draw together with a common goal to enhance our facility," said Sue Foxton, Mayor of North Dumfries Township. "Major facilities draw people together. This is the heartbeat of our small but mighty town. Thank you Ayr Farmers Mutual, a company entwined in our history while building our future."
A History of Community Investment
This partnership is the latest in AFM's long history of community investment in the region. We previously contributed to the ice rink at this facility and to the County of Brant Sports Complex. In 2025 alone, we contributed to more than 60 community organizations across our service area.
When communities thrive, our policyholders thrive, and when our policyholders thrive, we can continue to invest back into the communities that make up the fabric of our service area. That's how a mutual operates.
Looking Ahead
We're honoured to play a meaningful role in Ayr's future. This 40-year commitment is more than an investment in infrastructure. It's an investment in the families who will skate on that ice, the organizations who will gather in those community rooms, and the generations who will call this place home.
About the Ayr Farmers Mutual Community Centre
The Ayr Farmers Mutual Community Centre is located at the North Dumfries Community Complex, a 22-hectare property that also includes outdoor resources such as Cowan Park, beach volleyball courts, and community gardens. The facility serves more than 100,000 visits annually from residents across the region and beyond.