ProGuides
ProGuides is an esports training platform operated by State Space Labs, Inc. that serves competitive and casual gamers with video courses, structured bootcamps, AI-powered training recommendations via Aimlabs Discovery, and an InstaPRO coaching marketplace spanning 17+ game titles.
- Company typePrivate
- Founded2015
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What ProGuides does
ProGuides is an esports training platform operated by State Space Labs, Inc., serving competitive and casual gamers seeking structured skill development across more than 17 titles including VALORANT, League of Legends, Apex Legends, and Fortnite. The company offers a portfolio of products: free guides and articles for top-of-funnel acquisition, video courses, structured 14- and 30-day bootcamps led by named professional esports athletes (ImperialHal, Doublelift, Pengu, Boaster), one-on-one coaching sessions (now migrated to Coachify as of June 30, 2023), and the InstaPRO coaching marketplace that connects the top 1% of global players with paying learners.
The platform is built on State Space Labs' technology stack, which integrates Aim Lab software for FPS training and the StatsCenter analytics application. Its primary AI capability is Aimlabs Discovery, described as the first AI-powered task engine in gaming, which generates personalized training recommendations from structured player performance data. ProGuides' data infrastructure aggregates signals from multiple gaming platform integrations (Steam, Riot, Xbox, PSN, Battle.net) and operates a third-party login layer (Discord, Twitch, Apple, Google), with analytics tooling including Google Analytics, Segment, Rudderstack, Sprig, and New Relic.
The business model combines a $9.99/month Go Pro subscription (providing unlimited access to Aimlabs Discovery, master classes, and bootcamps) with marketplace transaction fees from InstaPRO and virtual goods/credits for creator compensation. Distribution occurs globally through the website, iOS App Store, Steam, and self-serve marketplace channels, with marketing driven by content/SEO, organic social, and blog content. The company was founded in 2015, maintains 11-50 employees, and is headquartered in Los Angeles (with corporate operations in Boardman, Ohio under State Space Labs, Inc.). It has raised approximately $7.39M across three disclosed funding rounds between 2018 and 2022, with no identified parent company or public listing.
ProGuides firmographics
Firmographics- Name
- ProGuides
- Legal name
- State Space Labs, Inc.
- Website
- https://proguides.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ProGuides is an esports training platform operated by State Space Labs, Inc. that serves competitive and casual gamers with video courses, structured bootcamps, AI-powered training recommendations via Aimlabs Discovery, and an InstaPRO coaching marketplace spanning 17+ game titles.
- Ownership category
- akta.pro rank
ProGuides industry classification
Industry- Product category
- Esports Training Platforms
- NAICS
- Sports and Recreation Instruction (611620), Educational Support Services (61171), Sports and Recreation Instruction (61162)
- SIC
- Services-Educational Services (8200), Services-Prepackaged Software (7372), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Sports Combine, Tryout & Showcase Programs (MPAKAJAM)
- akta.pro secondary industry
- Technical Bootcamps & Accelerated Reskilling (Full-time/Part-time) (BPAEANAE)
Keywords
Where ProGuides is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ProGuides business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription (Go Pro): Monthly subscription service providing unlimited access to Aimlabs Discovery, master classes, and bootcamps. Billed at $9.99/month.
- Coaching Services (InstaPRO): Marketplace where gamers book coaching sessions with pro players. Coaches earn money through the platform with weekly payouts.
- Virtual Goods and Credits: Platform-based virtual tokens used to award Creators for coaching services or content provision.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Go Pro subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
ProGuides product offering
Product offeringCore offering
ProGuides is an esports training platform that delivers video courses, structured bootcamps, master classes, and one-on-one coaching taught by professional esports athletes. It monetizes primarily through a $9.99/month Go Pro subscription that unlocks its AI-powered Aimlabs Discovery task engine and premium content, while InstaPRO operates a marketplace connecting gamers with pro coaches for paid lessons.
Product overview
ProGuides is an esports training platform offering a portfolio of products including free guides and articles, video courses, structured bootcamps (14 & 30-day programs), one-on-one coaching sessions, and InstaPRO coaching marketplace. The platform also provides a Go Pro subscription that includes access to Aimlabs Discovery, the AI-powered task engine, as well as master classes and exclusive bootcamps from professional esports athletes. The platform supports multiple games including VALORANT, Apex Legends, League of Legends, Fortnite, Counter-Strike, Rocket League, and others.
Differentiator
Problem solved
Functional benefit
Brands
- InstaPRO: Coaching marketplace platform connecting gamers with professional coaches. Allows top 1% of players globally to apply as coaches and earn money teaching video games.
Products and services
- ProGuides Go Pro Subscription Monthly subscription providing unlimited access to the Aimlabs Discovery AI-powered task engine, master classes from professional esports athletes, and 14 & 30-day Bootcamps from pros such as ImperialHal, Doublelift, and Pengu; priced at $9.99/month.
- ProGuides Courses Video-based learning courses for esports games including VALORANT, Apex Legends, League of Legends, and Fortnite, taught by professional players.
- ProGuides Bootcamps Intensive 14- and 30-day structured training programs led by professional esports players for focused skill development.
- ProGuides Coaching One-on-one coaching sessions with top esports players; coaching services have migrated to Coachify as of June 30th, with ProGuides coaches available to book on Coachify.
- InstaPRO Coaching marketplace connecting gamers with professional coaches; allows top 1% of players globally to apply as coaches and earn money teaching video games, with the platform handling payments and weekly payouts.
Companies that use ProGuides
Customer profileSegments2 records
Ideal customer profiles2 records
ProGuides technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability2 records
Feature4 records
ProGuides partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Riot GamesminorProGuides is not endorsed by Riot Games and doesn't reflect the views or opinions of Riot Games. League of Legends and VALORANT are trademarks of Riot Games, Inc.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
ProGuides competitors and assessment
Company assessmentEmerging players
- StackUp: StackUp connects gamers with coaches and learning content across multiple titles, with an emerging marketplace model. It targets a similar audience of competitive and aspiring competitive gamers, though with a narrower content catalog than ProGuides.
Direct peers
- Mobalytics: Mobalytics provides performance analytics, personalized insights, and coaching for competitive gamers. It is highly comparable to ProGuides' StatsCenter and AI-driven personalization, serving the same core use case of data-driven skill improvement.
- Blitz.gg: Blitz.gg offers in-game overlays, post-game analytics, and AI coaching across titles like League of Legends and VALORANT. It competes with ProGuides on performance analytics and personalized recommendations for competitive players.
- Metafy: Metafy is a marketplace connecting gamers with coaches for 1:1 lessons across multiple titles. It directly competes with ProGuides' InstaPRO coaching marketplace and ProGuides Coaching product, with a similar two-sided model and creator economy.
- GamerSensei: GamerSensei is a coaching platform that matches gamers with vetted coaches across popular competitive titles. It overlaps with ProGuides' coaching and bootcamp offerings, serving a similar audience of players seeking structured skill improvement.
- Skill-Capped: Skill-Capped is a subscription-based video learning platform for competitive games, focused heavily on League of Legends. It is directly comparable to ProGuides' courses and Go Pro subscription, particularly for MOBA audiences.
- Aimlabs: Aimlabs is the FPS aim-training platform built by State Space Labs, the same parent company as ProGuides. It powers ProGuides' AI task engine (Aimlabs Discovery) and shares the same underlying technology stack, making it the most directly comparable peer on both product and infrastructure.
- Coachify: Coachify is the coaching marketplace to which ProGuides Coaching migrated. It now hosts a selection of ProGuides coaches, making it a direct competitor and the new platform of record for the 1:1 coaching product that left ProGuides.
Broad incumbents
- Discord: Discord is the dominant community and communication platform for gamers, with growing server-based learning and coaching communities. It is an indirect competitor to ProGuides' community engagement and a complementary channel through its ProGuides integration.
- YouTube Gaming: YouTube Gaming hosts a massive library of free pro-player tutorials, VOD reviews, and esports educational content. It competes for the same viewer attention as ProGuides' courses and master classes, often at a price point of zero.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
ProGuides social profiles
Digital presenceProGuides financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProGuides leadership team
Management profileNumber of profiles
Profiles1 record
ProGuides funding detail
Funding detailFunding overview
Funding rounds3 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProGuides M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ProGuides
What does ProGuides do?
ProGuides is an esports training platform that delivers video courses, structured bootcamps, master classes, and one-on-one coaching taught by professional esports athletes. It monetizes primarily through a $9.99/month Go Pro subscription that unlocks its AI-powered Aimlabs Discovery task engine and premium content, while InstaPRO operates a marketplace connecting gamers with pro coaches for paid lessons.
Is ProGuides a public or private company?
ProGuides is a private company. It is classified as venture growth investor backed and is currently operating.
When was ProGuides founded?
ProGuides was founded in 2015. It employs 11 to 50 people.
Where is ProGuides based?
ProGuides is headquartered in Los Angeles, United States, in the North America region.
How does ProGuides make money?
Three revenue lines are on record. Subscription (Go Pro) is the primary driver. The others are coaching Services (InstaPRO) and virtual Goods and Credits.
Who are ProGuides's main competitors?
StackUp is listed as an emerging player. Direct peers are Mobalytics, Blitz.gg, Metafy, GamerSensei, Skill-Capped, Aimlabs and Coachify. Broad incumbents are Discord and YouTube Gaming.
Does ProGuides have an API?
No public API is recorded for ProGuides.
What industry is ProGuides in?
ProGuides's product category is Esports Training Platforms. Its primary akta.pro industry code is MPAKAJAM, Sports Combine, Tryout & Showcase Programs, with a secondary code of BPAEANAE, Technical Bootcamps & Accelerated Reskilling (Full-time/Part-time). Its NAICS code is 611620 and its SIC code is 8200.