Now Do

What Now Do does

NowDo Inc. (Now Do株式会社) is a Tokyo-based sports and education startup founded by professional soccer player Keisuke Honda (本田圭佑). The company's flagship product is the 4v4 platform, a nationwide youth 4-on-4 soccer tournament that runs from April to November and hosts over 600 events annually across Japan. The 4v4 tournament uses a points-based season structure that allows repeated participation regardless of losses, culminating in the year-end JAPAN CUP championship; in 2023 the inaugural season recorded 5,000+ qualifying matches, 7,500+ participating players, and 48 teams competing in 172 JAPAN CUP matches. Starting in 2024, the company has begun inviting representative teams from Asian regions as a first step toward an Asian Cup and a stated World Cup ambition.

The company also operates a secondary line providing administrative and matching systems for Japanese local governments facing sports instructor shortages and sports facility management challenges, and previously offered NowDo Live, an online social school where professionals taught entrepreneurship, pro sports, and gaming skills; NowDo Live has been discontinued. Revenue mechanics are not publicly disclosed but are described as tournament participation fees for the consumer line and subscription/recurring fees for the municipal systems line.

NowDo functions as a group holding company with three wholly-owned subsidiaries — SOLTILO (soccer operations), Next Connect (technology/connectivity), and Edo All United (sports and education) — plus a broader set of related companies including KSK Group, HONDA ESTILO (Honda's portrait and speaking rights), SOLTILO Child Care Center, SOLTILO Knows, MAJIDE, and mgh. Registered capital is ¥100 million (~USD 670K), the company employs 11–50 people, and prior funding rounds totaling approximately USD 4.8 million were raised from investors including Akatsuki Games Inc. and Makuake.

Name

Now Do

Legal name

Now Do株式会社

Website

https://nowdo.jp

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

NowDo is a Tokyo-based sports and education startup founded by Keisuke Honda that operates the nationwide 4v4 youth soccer tournament platform (600+ annual events, 7,500+ players) and provides sports facility management systems for Japanese local governments.

Ownership category

akta.pro rank

Product category

Youth Sports Events & Tournament Operations

NAICS

Other Spectator Sports (711219), Sports and Recreation Instruction (611620), Sports Teams and Clubs (711211)

SIC

Services-Facilities Support Management Services (8744)

akta.pro primary industry

Youth & Junior Tournament Organizers (MPAKADAL)

akta.pro secondary industries

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK), Youth & Amateur Sports Tournaments (MPAGAMAF)

Keywords

• Youth soccer tournaments
• Sports facility management
• Tournament management platform
• Sports education services
• Instructor matching systems

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 4v4 Tournament Operations: The company operates a youth soccer tournament platform called 4v4. The platform runs nationwide tournaments from April to November with over 600 events. Revenue is generated through tournament participation fees and associated services.
2. Sports Facility Management Systems: Provides systems to support local governments with sports instructor shortages and sports facility management operations.
3. Education Services: NowDo Live (service ended) previously provided online school services where professionals taught entrepreneurship, professional sports, and gaming skills.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Now Do develops and operates the 4v4 youth soccer tournament platform, running more than 600 nationwide competitions across Japan from April to November each season, culminating in the annual JAPAN CUP championship. The company also provides sports instructor and facility management systems to support local governments facing instructor shortages and inefficient facility operations.

Product overview

Now Do operates a multi-product portfolio centered on sports and education. The primary active product is the 4v4 youth soccer tournament platform, a nationwide 4-on-4 soccer competition running April through November with over 600 tournaments annually and a year-end JAPAN CUP championship. The company previously offered NowDo Live, an online school connecting users with professional mentors, which has been discontinued. Additionally, Now Do provides administrative system support services for local governments addressing sports instructor shortages and facility management needs.

Differentiator

Problem solved

Functional benefit

Brands

• 4v4: Youth 4v4 soccer tournament platform for children aged youth development. Season runs from April to November with over 600 tournaments nationwide.
• NowDo Live

Products and services

• 4v4 Youth Soccer Tournament Platform A nationwide 4-on-4 youth soccer tournament format for children, running from April to November with 600+ events across Japan. Teams accumulate points throughout the season, with top performers qualifying for the JAPAN CUP finals. From 2024, the platform invites representative teams from Asian regions to participate in international play.
• Administrative and Municipal System Support Systems and solutions provided to Japanese local governments to address sports instructor shortages and sports facility operations management. Includes facility, instructor, and user matching support along with facility operations planning and consulting services.
• NowDo Live (discontinued) A social online school platform that connected learners with top professionals such as entrepreneurs, professional athletes, and professional gamers. This service has been discontinued.

Quantifiable outcome

• 7,500+ youth players participating in qualifying tournaments
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• SOLTILO株式会社coreOthersSubsidiary of NowDo Inc. SOLTILO brand is associated with soccer-related operations.
• Next Connect株式会社coreOthersSubsidiary of NowDo Inc involved in connection and technology services.
• Edo All United株式会社coreOthersSubsidiary of NowDo Inc. Edo All United brand mentioned in contact information and tournament operations.
• KSK Group 株式会社minorOthersRelated company associated with the Honda/NowDo business ecosystem.
• HONDA ESTILO株式会社minorOthersRelated company handling portrait rights and speaking engagements. Contact point for Keisuke Honda's likeness and public appearances.
• SOLTILO Child Care Center株式会社minorOthersRelated company extending SOLTILO brand into childcare services.
• SOLTILO Knows株式会社minorOthersRelated company within the SOLTILO group of companies.
• 株式会社 MAJIDEminorOthersRelated company in the NowDo corporate ecosystem.
• mgh株式会社minorOthersRelated company in the NowDo corporate ecosystem.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• American Youth Soccer Organization (AYSO): AYSO runs nationwide youth soccer programs and tournaments across the United States with a regional/local qualifier structure feeding into national events. Closely mirrors NowDo's 4v4 model of nationwide tournaments with a national championship finals path for children.
• Jr. NBA: Jr. NBA is the NBA's global youth basketball participation program with country-specific leagues and international championship events. Directly comparable to 4v4's format: youth tournament platform with international expansion ambitions anchored on a celebrity athlete's brand.
• Little League International: Little League organizes the world's largest youth sports tournament structure with local qualifiers feeding regional and international championships (including the Little League World Series). The foundational peer for any youth-tournament-organization business model that NowDo's 4v4 follows.

Broad incumbents

• J.League (Japan Professional Football League): J.League is Japan's top professional soccer league and operates extensive youth development and grassroots tournament programs across the country. It is the established incumbent whose youth programs and brand compete with NowDo's 4v4 for the same pool of Japanese youth soccer participants.
• Stack Sports: Stack Sports provides software and tournament management platforms (e.g., SportsEngine Tourney) for youth sports organizers in North America. Comparable to NowDo's facility management and tournament operations tech stack, and a likely competitor if NowDo attempts to license its tournament platform internationally.
• US Youth Soccer: US Youth Soccer is the largest youth soccer organization in the United States, governing regional and national tournaments for hundreds of thousands of players. Comparable to NowDo as a national youth soccer tournament rights-holder, though at substantially larger scale and with established federation status.
• NBC Sports Next (SportsEngine): NBC Sports Next operates SportsEngine, a leading youth sports registration, scheduling, and tournament management platform used widely across North America. Relevant as a comparable B2B/B2C sports tech stack for facility and tournament management similar to NowDo's local-government offering.

Regional players

• Challenge Sports (Japan): Challenge Sports operates youth soccer schools, tournaments, and events across Japan under a long-running brand. Direct regional competitor for Japanese youth soccer participants and a useful benchmark for local-market dynamics NowDo's 4v4 must navigate.

Others

• SOLTILO Football Park: SOLTILO is a wholly-owned NowDo subsidiary that operates soccer schools and training facilities in Japan. Listed here for completeness as an affiliated entity; not an independent peer but illustrates NowDo's broader vertical integration versus standalone tournament organizers.

Emerging players

• TOCA Football: TOCA Football combines soccer training centers, technology-enabled coaching, and youth tournament programming in North America and the UK. An emerging, tech-forward youth soccer operator whose facility-plus-program model intersects with NowDo's B2G facility management ambitions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeinstagram.com/keisukehonda
• Instagraminstagram.com/keisukehonda
• Xx.com/nowdoofficial
• Facebookfacebook.com/nowdoInc
• LinkedInlinkedin.com/company/now-do-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds2 records

Investors2 records

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

M&A

Investments

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

Frequently asked questions about Now Do