CoachUp
CoachUp is a two-sided online marketplace connecting athletes with background-checked private sports coaches across 30+ sports in the US and Canada, with an emerging enterprise workforce-retention vertical via CoachUp Care.
- Company typePrivate
- Founded2012
- HeadquartersNewton Upper Falls, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What CoachUp does
CoachUp is a two-sided online marketplace that connects athletes of all ages with private sports coaches, facilitating discovery, booking, and payment for personalized coaching sessions. Founded in 2012 by Jordan Fliegel and headquartered in Newton, Massachusetts, the platform operates across 30+ sports and lists 15,000+ background-checked coaches spanning all 50 US states; in September 2019 the company expanded into Canada with Toronto as its initial market. The company serves individual athletes, parents arranging youth coaching, and the coaches themselves, who receive business support including $1M of liability insurance per coach and a 100% money-back Good Fit Guarantee for clients. Brand ambassadors and investors include Stephen Curry, Julian Edelman, and Cam Neely, and the company was ranked No. 1,572 on the 2018 Inc. 5000 list of fastest-growing private companies.
The core product is a web and mobile platform (iOS/Android) offering one-on-one lessons, small group training, online/virtual sessions, and camps or clinics, augmented by CoachUp Nation (a content and Q&A community), CoachUp U (a collegiate-athlete coaching community), and a 24/7 video-based training app for self-directed workouts. Trust and safety infrastructure — mandatory background checks, secure online payment processing, liability coverage, and a refund guarantee — is positioned as a core differentiator for the youth-sports segment. CoachUp has disclosed approximately $10.9M in funding across rounds in 2012, 2013, and 2018, with investors including General Catalyst, PJC, Breakaway Ventures, Founder Collective, and Suffolk Equity Partners. The company acquired Athletes of Valor in October 2018 to add a veteran-career-transition vertical, and in July 2025 launched CoachUp Care, a workforce retention product for healthcare, with Interim HealthCare as its national enterprise partner.
The revenue model is primarily transaction-based, with CoachUp earning a fee on bookings initiated through the platform; coaches set their own hourly rates (typically $20–$100+ per session depending on sport, experience, and geography) and there is no subscription pricing on the consumer side. Distribution combines product-led growth through self-serve web and mobile channels with an emerging direct-sales motion for enterprise workforce programs. Customer segments span individual athletes, parents, and independent coaches on the consumer side, with corporate/enterprise clients (exemplified by Interim HealthCare) representing an early-stage B2B vertical. Strategic partnerships — including TeamSnap for sports management, Zemcar for transportation, and the MassChallenge and TechStars Boston accelerator programs in 2012 — have shaped CoachUp's ecosystem and go-to-market.
CoachUp firmographics
Firmographics- Name
- CoachUp
- Legal name
- CoachUp, Inc.
- Website
- https://coachup.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CoachUp is a two-sided online marketplace connecting athletes with background-checked private sports coaches across 30+ sports in the US and Canada, with an emerging enterprise workforce-retention vertical via CoachUp Care.
- Ownership category
- akta.pro rank
CoachUp industry classification
Industry- Product category
- Sports Coaching Marketplace
- NAICS
- Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sport-Specific Private Coaching & Instruction (1:1, Small Group) (MPAKAJAE)
- akta.pro secondary industry
- Coach Education, Certification & Clinics (HSADAEAO)
Keywords
Where CoachUp is headquartered
LocationHeadquarters
- HQ city
- Newton Upper Falls
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
CoachUp business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others, Infrastructure
Revenue model
- Coaching Session Fees: Platform facilitates booking and payment for private and group coaching sessions. Coaches set their own hourly rates and CoachUp earns a commission or transaction fee on bookings. Session types include one-on-one lessons, small group training, online lessons, and camps/clinics.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-session coaching rates set by individual coaches |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
CoachUp product offering
Product offeringCore offering
CoachUp is an online marketplace that connects athletes and parents with background-checked private coaches for personalized one-on-one lessons, small group training, online lessons, and camps/clinics across 30+ sports. The platform handles coach discovery, booking, secure payment, and scheduling, with coaches setting their own hourly rates and CoachUp earning a transaction fee per session. Supporting products include the CoachUp 24/7 Training App for video-based workouts and CoachUp Care for enterprise workforce retention.
Product overview
CoachUp is a sports coaching marketplace platform that connects athletes with private coaches for personalized training. The core platform offers one-on-one lessons, small group training, online lessons, and camps/clinics across 30+ sports. The product portfolio includes the main CoachUp Platform and Mobile App, supported by community features like CoachUp Nation (content/articles) and CoachUp University (for collegiate athlete-turned-coaches). The company has expanded into specialized verticals including CoachUp Care for workforce retention and Athletes of Valor (acquired) for veteran career transitions. Additional offerings include the CoachUp Cookbook wellness resource and the CoachUp 24/7 Training App for video-based self-directed training.
Differentiator
Problem solved
Functional benefit
Brands
- CoachUp Nation: A community platform where athletes, parents, and coaches share sports and fitness content, including training tips, success stories, and youth sports news.
- CoachUp U
Products and services
- CoachUp Platform (web + mobile) Online marketplace that connects athletes and parents with background-checked private coaches for personalized one-on-one lessons, small group training, online lessons, and camps/clinics across 30+ sports. Coaches set their own rates and CoachUp earns a transaction fee per booking. Accessible via web at coachup.com and via native iOS and Android apps.
- CoachUp 24/7 Training App 24/7 video-based training app delivering workouts so coaches can monitor and athletes can execute training on their own schedule, with self-paced instructional videos.
- CoachUp Care B2B workforce retention product designed to improve staff retention and care quality, deployed with enterprise partners (e.g., Interim HealthCare) across franchise locations.
Companies that use CoachUp
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
CoachUp technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
CoachUp partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Interim HealthCarecoreInterim HealthCare Inc. appointed MissionCare Collective and its CoachUp Care product as its national partner for workforce retention. The partnership aims to improve staff retention and care quality across franchise locations in the US, with pilot results showing significant improvements.
- Athletes of ValorcoreAcquisition of Athletes of Valor, a platform designed to help veterans transition from service to career by leveraging their athletic skills. CoachUp COO Alex Stone founded Athletes of Valor.
- TeamSnapminorPartnership with TeamSnap, one of the nation's leading sports management apps, to better connect parents, athletes, and coaches through integrated services.
- ZemcarminorPartnership with Cambridge-based startup Zemcar to better connect parents, athletes, and coaches with transportation and scheduling support.
- MassChallengecoreAccelerator program participation in 2012. CoachUp was named one of 26 finalists and won $50,000 prize at the MassChallenge awards.
- TechStars BostoncoreParticipated in TechStars Boston accelerator program, presenting at Demo Day 2012 in front of investors, press, and tech community.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
CoachUp competitors and assessment
Company assessmentDirect peers
- ClassPass: Two-sided consumer marketplace connecting users with fitness and wellness providers across multiple categories. Directly comparable to CoachUp in marketplace business model, transaction-fee economics, and self-serve consumer booking, though focused on fitness classes rather than sport-specific coaching.
- Thumbtack: Two-sided marketplace connecting consumers with local professional service providers. Comparable to CoachUp in marketplace structure, lead-generation economics, and background-checked provider verification, though operating across many service categories rather than sports.
- TeamSnap: Sports team and league management platform serving parents, coaches, and athletes with scheduling, communication, and registration. Directly comparable to CoachUp's youth sports and parent customer segments, and an existing GTM partner of CoachUp.
Emerging players
- OpenSports: Sports activities booking and discovery platform. Comparable to CoachUp in athlete-facing discovery and booking of sports activities, with overlap in organizing pickup games, leagues, and small-group sessions.
- CoachSeek: Coach management and business software platform for personal trainers, sports coaches, and instructors. Comparable to CoachUp on the supply side—helping coaches manage scheduling, payments, and client acquisition.
- Playmetrics: Youth sports club management platform with registration, scheduling, and communication tools. Comparable to CoachUp in serving youth sports organizations and parents, with potential overlap in connecting athletes with coaching resources.
- Athletes of Valor (acquired by CoachUp): Veteran-to-athlete transition platform acquired by CoachUp in 2018. Now operates within CoachUp but provides reference point for adjacent sports-and-career marketplace models.
- Wellable: Corporate wellness platform offering employer-sponsored fitness and wellness benefits. Comparable to CoachUp Care on the enterprise side, addressing workforce wellness and retention through structured activity programming.
Broad incumbents
- iFit: Large digital fitness and training subscription platform with video-based coaching across many sports and disciplines. Comparable to CoachUp's 24/7 Training App product and represents a broader incumbent with significantly greater scale and content library.
Regional players
- Glo: Subscription digital platform for yoga, Pilates, and meditation classes with instructor-led video. Comparable to CoachUp in delivering on-demand, video-based personal instruction as an alternative to live in-person coaching, though focused on a narrower category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
CoachUp social profiles
Digital presenceCoachUp compliance and trust
Trust signalCompliance1 record
CoachUp financial estimates
Financial estimateRevenue estimate
Valuation estimate
CoachUp leadership team
Management profileNumber of profiles
Profiles3 records
CoachUp subsidiaries and ownership
Company hierarchySubsidiaries1 record
CoachUp funding detail
Funding detailFunding overview
Funding rounds3 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CoachUp M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CoachUp
What does CoachUp do?
CoachUp is an online marketplace that connects athletes and parents with background-checked private coaches for personalized one-on-one lessons, small group training, online lessons, and camps/clinics across 30+ sports. The platform handles coach discovery, booking, secure payment, and scheduling, with coaches setting their own hourly rates and CoachUp earning a transaction fee per session. Supporting products include the CoachUp 24/7 Training App for video-based workouts and CoachUp Care for enterprise workforce retention.
Is CoachUp a public or private company?
CoachUp is a private company. It is classified as venture growth investor backed and is currently operating.
When was CoachUp founded?
CoachUp was founded in 2012. It employs 11 to 50 people.
Where is CoachUp based?
CoachUp is headquartered in Newton Upper Falls, United States, in the North America region.
How does CoachUp make money?
One revenue line is on record: coaching Session Fees.
Who are CoachUp's main competitors?
Direct peers on record are ClassPass, Thumbtack and TeamSnap. Emerging players are OpenSports, CoachSeek, Playmetrics, Athletes of Valor (acquired by CoachUp) and Wellable. iFit is listed as a broad incumbent. Glo is listed as a regional player.
Does CoachUp have an API?
No public API is recorded for CoachUp.
What industry is CoachUp in?
CoachUp's product category is Sports Coaching Marketplace. Its primary akta.pro industry code is MPAKAJAE, Sport-Specific Private Coaching & Instruction (1:1, Small Group), with a secondary code of HSADAEAO, Coach Education, Certification & Clinics. Its NAICS code is 61162 and its SIC code is 8200.