Game Plan

What Game Plan does

Game Plan is a Greenville, South Carolina-based SaaS provider, founded in 2008 by Vin McCaffrey, that delivers an integrated athlete development platform to athletic organizations across college, professional, and youth sports. The platform combines mobile-first eLearning (a library of 100+ pre-built courses covering mental health, DEI, sexual violence prevention, financial literacy, NIL, and career development), a Survey and Analytics module built on 25+ expert-curated instruments, an anonymous reporting feature (Tell Us), a Career Marketplace connecting student-athletes with employers, a Mentorship Marketplace, an Expert Network of corporate and thought-leader content, and a custom content development service (Game Plan Studios). Product capabilities were assembled through three acquisitions in 2021-2022 (InXAthlete, Athlete Viewpoint, and The Athlete Book) and a 2024 merger with BridgeAthletic that placed Game Plan inside the Bridge Learning & Insights platform.

The company monetizes through quote-priced, multi-year SaaS subscriptions sold via a direct enterprise field sales motion targeting athletic departments, athletic conferences, and professional sports organizations. Game Plan serves 350+ athletic organizations including the Pac-12 Conference, Big South Conference, G-MAC, OVC, NBA G League, Kansas City Royals, MLSPA, NHL Alumni Association, and a long-running financial education sponsorship with Wells Fargo, with 240,000+ annual course completions and 150,000+ student-athletes engaged daily. Revenue, ARR, and headcount detail (11-50 employees per firmographics) are not publicly disclosed; the only reported funding event is a $1,906,502 filing dated 2022-09-08, which appears consistent with a PPP-era loan rather than institutional venture capital. Mike Banville serves as CEO following the transition from founder Vin McCaffrey.

Name

Game Plan

Legal name

Game Theory Group International, Inc.

Website

https://wearegameplan.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Game Plan is a SaaS provider of mobile-first eLearning, survey analytics, career services, and mentorship tools built for college, professional, and youth athletic organizations, serving 350+ clients including conferences, NCAA institutions, and professional sports teams.

Ownership category

akta.pro rank

Product category

Athlete Development Software

NAICS

Sports and Recreation Instruction (611620), Sports Teams and Clubs (711211), Fitness and Recreational Sports Centers (713940)

SIC

Services-Computer Programming Services (7371), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Game-Based Learning & Gamification Authoring (EDAFAHAF)

akta.pro secondary industries

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK), Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE)

Keywords

• Athlete development platform
• ELearning for athletics
• Survey analytics software
• Student-athlete education
• Athletic compliance training

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. SaaS Platform Subscription: Subscription-based SaaS platform providing eLearning, survey analytics, and career services to athletic organizations. Organizations pay for access to the platform with course libraries, survey tools, and reporting capabilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Game Plan operates a mobile-first SaaS platform that delivers interactive eLearning courses, survey-based analytics, anonymous reporting, career services, and mentorship tools to athletic organizations. The platform serves college athletic departments, professional sports leagues and teams, youth sports organizations, and athletic conferences, enabling them to deliver required education (e.g., NCAA D1 Core Guarantees compliance), gather athlete feedback, and prepare athletes for life after sports. Following a 2024 merger, the offering is now positioned as Bridge Learning & Insights within the BridgeAthletic ecosystem.

Product overview

Game Plan is an integrated athlete development platform combining mobile-first eLearning (100+ courses), Survey & Analytics (formerly Athlete Viewpoint), and Career Services (Career Marketplace and Mentorship Marketplace) into a unified platform. The core offering includes the eLearning platform delivering interactive content on mental health, DEI, financial literacy, NIL, and career development; Survey & Analytics for confidential student-athlete feedback and data benchmarking; and Tell Us for anonymous incident reporting. Additional modules include Expert Network for on-demand expert content, Custom Content via Game Plan Studios for branded course development, Professional Development Suite for staff training, and Power the Journey branded recruitment sites. The platform serves 350+ athletic organizations across professional, college, and youth sports markets with over 240,000 courses completed yearly.

Differentiator

Problem solved

Functional benefit

Products and services

• eLearning Platform Mobile-first eLearning platform delivering interactive courses to student-athletes, coaches, and staff. Includes a library of 100+ courses on mental health, DEI, sexual violence prevention, financial literacy, NIL, and career development, with videos, flashcards, quizzes, and other interactive content formats. Pre-built courses cover NCAA D1 Core Guarantees compliance requirements.
• Game Plan Analytics (Survey & Analytics) Survey tool and data analytics platform that enables athletic departments to gather confidential feedback from student-athletes across 25+ expert-curated surveys covering recruiting, retention, facilities, staff, culture, performance, and risk management. Features real-time dashboards and benchmarking capabilities across thousands of users.
• Game Plan Studios (Custom Content) Custom eLearning development service that transforms an organization's videos, documents, policies, and presentations into branded, interactive courses for player development, required education, coach education, and sponsor education.
• NJCAA Opportunity Center Career platform dedicated to two-year colleges and NJCAA student-athletes, providing tools for student-athletes to directly connect with employers, explore jobs, and internships.
• Bridge Learning & Insights Integrated athlete development platform combining Game Plan's eLearning and survey tools with BridgeAthletic's training, onboarding, and team development features. Includes 100+ ready-to-use courses for athletes, coaches, and staff.

Quantifiable outcome

• 1,000,000+ total course and survey completions across the platform
• +6 more outcomes

Named customers22 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

55 partnerships are on record, tiered core, supporting and flagship.

• RISEcoreStrategic or Co-development PartnerPartnership providing DEI education content to student-athletes, coaches, and administrators. Collaboration began in 2019 and continues to equip stakeholders with tools to thrive on and off the field.
• OnrisecoreStrategic or Co-development PartnerMental health education partnership providing support and optimal approaches to addressing athletes' mental health for student-athletes, coaches, and administrators.
• ExoscoreStrategic or Co-development PartnerPerformance education partnership leveraging Exos' 30-year history in human performance to bring educational content on training, recovery, and overall well-being to collegiate athletes.
• AthLifesupportingStrategic or Co-development PartnerCareer development education partnership delivering thoughtfully curated programs for student-athletes' personal and professional growth through the Game Plan platform.
• Recruit RoutesupportingStrategic or Co-development PartnerRecruiting education partnership bringing college recruiting landscape education to athletes and their families.
• One Love FoundationcoreStrategic or Co-development PartnerExtended partnership bringing One Love's eLearning modules on Healthy Relationships and Sexual Violence Prevention to student-athletes nationwide.
• TrueSportcoreStrategic or Co-development PartnerPartnership providing 6 updated courses on Game Plan platform related to sports performance and athlete development topics.
• NO MOREsupportingStrategic or Co-development PartnerDomestic and sexual violence prevention education partnership with new and improved eLearning content tailored for different cohorts.
• U.S. Council for Athletes' Health (USCAH)coreStrategic or Co-development PartnerRenewed partnership with 10 new courses focusing on mental health and wellness, supplementing NCAA-required health, safety, and wellness topics.
• Wells FargoflagshipGTM or Marketing PartnerFinancial education sponsorship providing Hands on Banking curriculum to all 1,200 collegiate athletic departments including 107 HBCUs. Partnership began in 2015, renewed multiple times, featuring 18 eLearning courses with 30,000+ completions across 57 universities.
• NJCAAflagshipStrategic or Co-development PartnerRenewed partnership with NJCAA including the NJCAA Opportunity Center, a career platform dedicated to two-year colleges and their student-athletes across the United States.
• AdvancesupportingStrategic or Co-development PartnerNIL education partnership providing updated courses including NIL 101: The Basics, NIL Collectives, NIL Impact: Financial Aid and Taxes, NIL Policies and Regulations.
• Gordie CentercoreStrategic or Co-development PartnerPartnership providing alcohol misuse and hazing education including PUBS signs of alcohol overdose awareness and alcohol education videos.
• Major League Soccer Players Association (MLSPA)coreStrategic or Co-development PartnerPartnership aligning with MLSPA mission to establish a supportive community for players, providing tools to identify personal strengths for both on and off the field.
• NHL Alumni AssociationsupportingStrategic or Co-development PartnerEntrepreneurial Strategies Certification Program to boost former hockey players' business success through professional development.
• Penn InteractivesupportingStrategic or Co-development PartnerPartnership creating platform to educate student-athletes on game integrity and emerging career opportunities in the online sports wagering industry.
• WellsQuestsupportingStrategic or Co-development PartnerFoundational leadership courses from WellsQuest integrated into Game Plan's Professional Development Suite for staff.
• TeladoccoreStrategic or Co-development PartnerCollege athletics industry's first partnership addressing student-athletes' unique mental wellness needs.
• Interactive BrokerssupportingStrategic or Co-development PartnerFree investor education resources from Interactive Brokers Traders' Academy available to all college athletics departments nationwide.
• New York LifesupportingStrategic or Co-development PartnerCareer-Building education partnership preparing emerging professionals for purpose-driven job opportunities in and out of the financial sector.
• Life After AthleticssupportingStrategic or Co-development PartnerPartnership providing education on personal and professional development, athletic and career transition support, and financial education for athletes transitioning out of sports.
• Cav Futures FoundationsupportingStrategic or Co-development PartnerPartnership giving UVA student-athletes access to a professional network for thriving beyond athletics.
• LifeBrandsupportingStrategic or Co-development PartnerSocial media reputation building partnership for college athletes through the Expert Network.
• Athlete ViewpointcoreTechnology or IntegrationAcquired in September 2021; integrated survey and analytics platform with database of over 1,200 questions enabling student-athlete voice collection.
• The Athlete BookcoreTechnology or IntegrationAcquired in March 2022; athlete employer and talent acquisition software bringing virtual events and gamification for connecting student-athletes with employers.
• BridgeAthleticflagshipStrategic or Co-development PartnerGame Plan joined Bridge Learning & Insights in 2024, combining education and survey tools with new features for training, onboarding, and team development within the BridgeAthletic platform.
• Ohio Valley Conference (OVC)supportingStrategic or Co-development PartnerPartnership to enhance student-athlete experience through supplemental programming in variety of areas for OVC member schools.
• Great Midwest Athletic Conference (G-MAC)coreStrategic or Co-development PartnerMulti-year partnership providing mental health, DEI, sexual violence prevention education across 14 member colleges in Kentucky, Michigan, Ohio, and Tennessee.
• Binghamton UniversitysupportingStrategic or Co-development PartnerPartnership providing individual student-athlete exploration on wide variety of topics with self-awareness content for Division I student-athletes.
• Kentucky Wesleyan CollegesupportingStrategic or Co-development PartnerNCAA compliance training, state NIL law content, and athletic training department content for concussion protocols.
• NBA/NBA G LeaguecoreStrategic or Co-development PartnerPlayer development partnership consolidating programs into one platform to support the player's journey with career development content.
• MastrysupportingStrategic or Co-development PartnerExpert Network addition with own Insights Channel for athlete content on Game Plan platform.
• RestoicsupportingStrategic or Co-development PartnerExpert Network addition with own Insights Channel for mental performance content on Game Plan platform.
• AnalyisportsupportingStrategic or Co-development PartnerExpert Network addition providing analytics and insights content for athletes.
• CCHA LawsupportingStrategic or Co-development PartnerExpert Network addition providing legal insights content for athletes.
• MOGLsupportingStrategic or Co-development PartnerExpert Network addition providing NIL and business content for athletes.
• George Washington UniversitysupportingStrategic or Co-development PartnerStudent-athlete development programming with personal and professional development, financial literacy, and social media education.
• Trinity UniversitysupportingStrategic or Co-development PartnerStudent-athlete engagement through NIL, financial literacy, leadership, personal and professional development curricula.
• UNC GreensborosupportingStrategic or Co-development PartnerStudent-athlete development across entire academic and development departments with custom course creation for student-athlete handbook.
• East Carolina UniversitysupportingStrategic or Co-development PartnerLife Skills programming with sexual violence prevention education compliance and one-on-one student-athlete development support.
• University of South DakotasupportingStrategic or Co-development PartnerStudent-athlete success programming with freshman seminar modules, financial planning courses, and custom Coyote Advising 101 course.
• Radford UniversitysupportingStrategic or Co-development PartnerStudent-Athlete Support Services (SASS) program enhancing student-athlete experience with developmental content and tracking.
• Michigan State UniversitycoreStrategic or Co-development PartnerBranded custom eLearning courses for football and men's basketball with weekly curriculum covering life after sport, professional development, mental health, and social justice.
• Kansas City RoyalscoreStrategic or Co-development PartnerCustom eLearning for rookie onboarding, performance, nutrition, drug testing protocol with Game Plan Studios team.
• Pac-12 ConferenceflagshipStrategic or Co-development PartnerSports wagering education since 2019 for student-athletes, administrators, officials, and internal conference staff on NCAA and Pac-12 rules.
• University of IllinoiscoreStrategic or Co-development PartnerIndividualized mentorship and career development matching Illini student-athletes with professionals, plus financial literacy and career development eLearning.
• University of MemphisflagshipStrategic or Co-development PartnerNearly 10-year partnership with full platform utilization including surveys, Tell Us, eLearning, and custom Tigers Athletics mobile app experience.
• Utica UniversitycoreStrategic or Co-development PartnerData-driven student-athlete experience enhancement with comprehensive surveys leading to mental health counselor embedding decision.
• Pace UniversitysupportingStrategic or Co-development PartnerNCAA-required education with monthly course completion, topics including mental health, DEI, healthy relationships, sports wagering, and alcohol education.
• Lincoln UniversitysupportingStrategic or Co-development PartnerCohort-based development with financial literacy emphasis, leadership, and mental health wellness across 360 athletes.
• Youngstown State UniversitysupportingStrategic or Co-development PartnerNCAA mandated education tracking with monthly mandatory modules, covering sexual violence prevention, financial literacy, NIL, sports wagering, and DEI.
• UC IrvinecoreStrategic or Co-development PartnerFreshman Experience course correlation with custom NCAA eligibility course and quarterly modules for student-athlete development.
• University of MassachusettssupportingStrategic or Co-development PartnerNCAA Core Guarantees compliance with custom Title IX and Financial Aid courses, summer and academic year education.
• Big South ConferencecoreStrategic or Co-development PartnerCareer opportunities, financial literacy, and sexual assault prevention education from conference level, enabling sponsor recruitment.
• WRKsupportingStrategic or Co-development PartnerFlexible online learning solutions for founders, professionals, and students in sports, media, and entertainment.

Scale indicators25 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Instructure (Canvas): Instructure's Canvas LMS is the dominant learning management system across U.S. higher education, including in athletic departments. It is a broad incumbent peer because athletic departments could theoretically consolidate athlete eLearning onto Canvas, posing a long-tail platform risk to Game Plan's standalone course delivery.
• Headspace: Headspace for Education and Headspace Health provide mental wellness and mindfulness content and services to college students and employees. It is a broad incumbent peer to Game Plan's mental health, wellness, and stress-related courses and to its Teladoc-powered offering.
• EverFi: EverFi (now part of Vector Solutions) provides compliance and prevention education (sexual violence prevention, DEI, financial literacy, alcohol) to colleges and universities. It is a broad incumbent peer to Game Plan's compliance-driven course catalog, competing for the same higher-ed wellness and prevention budgets with a much larger footprint.
• Vector Solutions: Vector Solutions is a large compliance, training, and workforce education platform serving higher education, K-12, and public sector. It is a broad incumbent peer because its course libraries overlap Game Plan's sexual violence prevention, DEI, and Title IX content and it sells into the same institutional buyers.
• Qualtrics: Qualtrics is the leading enterprise survey and experience management platform, already licensed across many universities. It is a broad incumbent peer to Game Plan Analytics (formerly Athlete Viewpoint), as athletic departments could choose to deploy Qualtrics for athlete feedback rather than a niche vendor.

Direct peers

• BridgeAthletic: BridgeAthletic is the performance-training platform that merged with Game Plan in 2024 to form Bridge Learning & Insights. It is a direct peer because its mobile athlete development platform now houses Game Plan's eLearning, survey, and career products alongside Bridge's strength and onboarding workflows.
• MOGL (formerly INFLCR): MOGL is a leading NIL and athlete marketplace platform used by college athletic departments and athletes for brand building, content, and NIL deal facilitation. It is directly comparable to Game Plan's Career Marketplace, Expert Network, and NIL education courses as it targets the same college athletic department buyer and student-athlete end user.
• Opendorse: Opendorse is a NIL and athlete monetization platform serving NCAA athletic departments, athletes, and brands. It overlaps with Game Plan's career, NIL education, and employer partnership offerings and competes for the same athletic department budget and student-athlete engagement.

Emerging players

• Pillar: Pillar is a mental health and wellness platform specifically built for college athletic departments, offering screening, telehealth, and ongoing care. It is an emerging peer to Game Plan's mental health education content (via Teladoc/USCAH) and Tell Us anonymous reporting feature, addressing overlapping buyer pain points with a more clinical product.
• Athlete Ally: Athlete Ally is an LGBTQ+ inclusion and education organization producing training and resources for athletic departments and athletes. It is an emerging peer to Game Plan's DEI and inclusion courses (including those delivered with RISE), addressing similar values-based education with a narrower thematic focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/gameplanworks
• LinkedInlinkedin.com/company/wearegameplan
• Instagraminstagram.com/wearegameplan
• Facebookfacebook.com/gameplanworks

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Game Plan