What GenYouth does

GENYOUth is a national 501(c)(3) nonprofit organization founded in 2010 through a partnership between America's Dairy Farmers and the National Football League, incorporated in 2009 as YOUTH IMPROVED, INC. and rebranded GENYOUth in January 2011 (legal name change filed January 15, 2020). Headquartered at 200 Vesey Street in New York with a CFO office in Chicago, the organization operates with a small staff of 10-15 employees to address two intersecting youth-health crises: childhood food insecurity (1 in 5 children) and declining physical activity (fewer than 1 in 4 children meet the recommended 60 minutes daily). The organization serves 76,000 school communities—68% of which are high-need—and reports having enabled access to 1.8 billion school meals and reached 40+ million students with nutrition and/or physical activity programming.

The organization's core programmatic products are NFL FLAG-In-School (turnkey flag football equipment kits—50 belts, 10 footballs, pump, mesh bag—and curriculum distributed to 30,000+ schools reaching 17 million students across all 32 NFL markets), Super School Meals (Grab and Go carts, smoothie stations, and mobile meal carts that have increased breakfast participation by up to 27% at recipient schools), Equipment Grants to End Student Hunger (400+ meal-equipment packages reaching 500,000 students and 150+ million meals since inception at Super Bowl LII), Fuel Up for Wellness, and Root4All (physical-activity program evolved from the prior Root4Her to be inclusive of all genders and identities). Supporting assets include the National Youth Council (student leadership body), GENYOUth Insights (original youth-health research surveys), and two flagship fundraising events—Taste of the NFL (held the day before the Super Bowl; $1.5M raised in 2026) and Taste of the Draft (held during NFL Draft week in Pittsburgh in 2026). Underlying technology is program-delivery infrastructure rather than a software product: no proprietary platform, no app, and no disclosed AI/ML systems.

GENYOUth generates revenue through three principal streams: event-based fundraising (Taste of the NFL, Taste of the Draft), corporate foundation grants and sponsorships (PepsiCo as presenting sponsor of Taste of the NFL 2026; PNC Bank presenting Taste of the Draft 2026; NFL Foundation, Domino's, Florida Blue Foundation, DICK'S Sporting Goods Foundation, Tyson Foods, Amazon Access, PG&E, and dozens more), and individual donations (online, workplace giving, donor-advised funds, planned giving, stock). The organization is governed by a Board of Directors that includes NFL Commissioner Roger Goodell and is led by CEO Ann Marie Krautheim, M.A., R.D., L.D. (recipient of the Academy of Nutrition and Dietetics' Anita Owen Award). In October 2025, GENYOUth and Action for Healthy Kids formed a strategic alliance creating what both organizations describe as the nation's largest in-school health and wellness nonprofit network, reaching 100,000+ schools.

Name

GenYouth

Legal name

GENYOUth Foundation

Website

https://genyouthnow.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

GENYOUth is a national 501(c)(3) nonprofit founded by America's dairy farmers and the NFL that delivers school nutrition equipment grants and NFL FLAG-In-School physical-activity programs to K-12 schools, serving 76,000+ school communities and enabling access to 1.8 billion school meals.

Ownership category

akta.pro rank

Product category

Youth Health and Wellness Programs

NAICS

Child and Youth Services (62411), Grantmaking and Giving Services (81321)

SIC

Services-Social Services (8300)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

Keywords

• Youth wellness programs
• School nutrition grants
• Physical activity programs
• School meal equipment
• Flag football curriculum

Headquarters

HQ city

Nyack

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Event Fundraising (Taste of the NFL): Annual Taste of the NFL event held during Super Bowl week generates significant donations. The 2026 event raised $1.5 million benefiting school nutrition programs across all 32 NFL markets.
2. Corporate Foundation Grants: Corporate sponsors and foundations (PepsiCo, NFL Foundation, Amazon Access, Domino's, etc.) provide grants and donations to support school nutrition equipment and physical activity programs.
3. Individual Donations: Individual donors contribute through website donations, workplace giving, honor gifts, donor-advised funds, planned giving, and stock donations.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

GENYOUth is a 501(c)(3) nonprofit organization that equips K-12 schools with nutrition equipment grants (Grab and Go kiosks, smoothie stations, mobile meal carts) and physical activity programs (NFL FLAG-In-School flag football kits, Root4All) to increase access to school meals and physical activity for students. The organization also convenes fundraising events such as Taste of the NFL and Taste of the Draft, and operates youth engagement and research initiatives including the National Youth Council and GENYOUth Insights.

Product overview

GENYOUth is a national 501(c)(3) nonprofit organization that operates as a program-based initiative focused on youth health and wellness. The organization offers a portfolio of distinct programs and events centered on two core pillars: improving student nutrition and increasing physical activity among youth. The main products include NFL FLAG-In-School (flag football equipment and curriculum program), Super School Meals (school meal equipment grants), Equipment Grants to End Student Hunger, Fuel Up for Wellness, and Root4All (physical activity program). Supporting programs include Taste of the NFL and Taste of the Draft (annual fundraising events), GENYOUth Insights (youth research surveys), and the National Youth Council (student leadership program). The organization also partners with Action for Healthy Kids through a strategic alliance to create the nation's largest in-school health and wellness network.

Differentiator

Problem solved

Functional benefit

Brands

• Fuel Up for Wellness: A movement that inspires students to make healthy choices that fuel their bodies and minds for success through interactive programs, educational resources, and community partnerships.
• NFL FLAG-In-School
• PLAY 60 Champions
• Root4All
• Super School Meals
• Taste of the NFL
• Taste of the Draft
• GENYOUth Insights
• National Youth Council

Products and services

• NFL FLAG-In-School A turnkey flag football program that provides schools with equipment kits (50 NFL FLAG belts, 10 age-appropriate footballs, ball pump, mesh bag) and curriculum materials to increase student physical activity in an inclusive, non-competitive environment. Targeted at K-12 schools nationwide.
• NFL FLAG-In-School PLAY 60 Champions A district-level initiative designed to help schools and school districts create sustainable, inclusive opportunities for students to be active throughout the school day, powered by GENYOUth and Action for Healthy Kids. Targeted at school districts.
• Super School Meals Community initiative providing Grab and Go and mobile meal equipment packages to high-need schools in Super Bowl host markets to tackle student food insecurity and increase access to school meals. Targeted at high-need K-12 schools.
• Equipment Grants to End Student Hunger Program providing schools with critical resources and equipment such as Grab and Go Kiosks, Smoothie Stations, and Mobile Meal Carts that significantly increase access to and participation in school meals. Targeted at K-12 schools.
• Fuel Up for Wellness A movement that inspires students to make healthy choices through interactive programs, educational resources, and community partnerships that empower students to live active, vibrant lives. Targeted at K-12 schools and students.
• Root4All A physical activity program designed to address the decline in youth physical activity with a focus on empowering girls and ensuring inclusivity for all genders and identities, featuring equipment, resources, and curriculum. Targeted at K-12 schools.
• Taste of the NFL An annual culinary and gridiron event held the day before the Super Bowl, combining food, football, and philanthropy to help GENYOUth End Student Hunger, with net proceeds supporting school nutrition programs. Targeted at corporate sponsors, chefs, and NFL players.
• Taste of the Draft A fundraising event held during NFL Draft week featuring celebrated chefs, NFL legends, and community partners to support GENYOUth's mission to combat student food insecurity, with grants for school nutrition equipment and NFL FLAG-In-School kits. Targeted at regional corporate sponsors and NFL team communities.
• GENYOUth Insights Original research initiative that elevates youth voice through national surveys of students ages 13-18, revealing their knowledge, feelings, perspectives and behaviors on health and wellness concerns, translated into issue-framing reports and opportunities for action. Targeted at schools, partners, and policymakers.
• National Youth Council A group of middle and high school student leaders from across the nation who represent and advance GENYOUth's mission, providing critical feedback to guide programming and Youth Insights research while driving impact in their own communities. Targeted at student leaders.

Quantifiable outcome

• Schools using Grab and Go equipment increase breakfast participation by up to 27%
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

40 partnerships are on record, tiered core, regional, flagship and founding.

• VisitPITTSBURGHcoreGTM or Marketing Partner · 22 April 2026Official tourism partner for Taste of the Draft 2026, supporting Pittsburgh's hosting of NFL Draft community impact events.
• NFL Extra Points Visa Credit CardcoreGTM or Marketing Partner · 22 April 2026End Student Hunger sponsor providing financial support for school nutrition and physical activity grants.
• The DICK'S Sporting Goods FoundationcoreGTM or Marketing Partner · 22 April 2026Sports Matter program supporter providing $50,000 contribution to GENYOUth for flag football programming ahead of 2026 NFL Draft.
• Wabtec CorporationregionalGTM or Marketing Partner · 22 April 2026Premier sponsor of Taste of the Draft 2026 supporting Western Pennsylvania student nutrition and physical activity programs.
• Peoples GasregionalGTM or Marketing Partner · 22 April 2026End Student Hunger sponsor for Taste of the Draft supporting Pittsburgh-area school nutrition grants.
• Richard King Mellon FoundationregionalGTM or Marketing Partner · 22 April 2026Foundation supporter of Taste of the Draft and Western Pennsylvania school nutrition initiatives.
• The Grable FoundationregionalGTM or Marketing Partner · 22 April 2026Foundation supporter of youth health and wellness programs in Pittsburgh schools.
• ViatrisregionalGTM or Marketing Partner · 22 April 2026End Student Hunger sponsor for Taste of the Draft supporting school nutrition equipment grants.
• U.S. SteelregionalGTM or Marketing Partner · 22 April 2026Corporate sponsor supporting Taste of the Draft student nutrition initiatives in Western Pennsylvania.
• American Dairy Association North EastregionalGTM or Marketing Partner · 22 April 2026Regional dairy council supporting Taste of the Draft with culinary student participation and dairy nutrition programming.
• Schreiber Foods / Cooper CheeseregionalGTM or Marketing Partner · 22 April 2026Dairy company sponsor of Taste of the Draft supporting school nutrition programs.
• Eat'n Park Hospitality GroupregionalGTM or Marketing Partner · 22 April 2026Regional restaurant group sponsor supporting Taste of the Draft and local school initiatives.
• Andrew ZimmernflagshipGTM or Marketing Partner · 22 April 2026Celebrity chef and Taste of the NFL/Taste of the Draft host, lending culinary star power and media visibility to end student hunger mission.
• Carla HallcoreGTM or Marketing Partner · 22 April 2026Celebrity chef and Taste of the NFL host supporting fundraising events and youth nutrition awareness.
• Lasheeda PerrycoreGTM or Marketing Partner · 22 April 2026Celebrity chef and Taste of the NFL host supporting school nutrition fundraising events.
• Mark BuchercoreGTM or Marketing Partner · 22 April 2026Chef and restaurateur supporting Taste of the NFL events and student nutrition programs.
• Sonoma County WinegrowersregionalGTM or Marketing Partner · 22 April 2026Wine region partner providing beverages for Taste of the Draft fundraising event.
• Dawn (Procter & Gamble)coreGTM or Marketing Partner · 22 April 2026Sponsor of Taste of the NFL supporting school nutrition initiatives.
• Lifeway FoodsregionalGTM or Marketing Partner · 22 April 2026Probiotic food company supporting Taste of the NFL and student nutrition programs.
• Rice-A-RoniregionalGTM or Marketing Partner · 22 April 2026Food brand sponsor of Taste of the NFL supporting end student hunger mission.
• NFL FoundationflagshipStrategic or Co-development Partner · 21 April 2026Partner in NFL FLAG-In-School PLAY 60 Champions initiative. Provides funding and leadership for flag football kits and district-level physical activity programs nationwide.
• RCX SportscoreStrategic or Co-development Partner · 21 April 2026Official operator of NFL FLAG, supporting NFL FLAG-In-School program with turnkey equipment and league management.
• SHAPE AmericacoreStrategic or Co-development Partner · 21 April 2026National standards organization enhancing NFL FLAG-In-School elementary, middle, and high school curriculum to align with updated national physical education standards.
• YMCA of the NorthcoreChannel Partner/ Reseller/ Distributor · 21 April 2026Partner organization distributing NFL FLAG-In-School kits and supporting physical activity programs in communities.
• Boys & Girls Clubs of AmericacoreChannel Partner/ Reseller/ Distributor · 21 April 2026National organization partnering to distribute flag football kits and expand physical activity opportunities in youth clubs.
• Special OlympicscoreChannel Partner/ Reseller/ Distributor · 21 April 2026Inclusive sports organization partnering to ensure NFL FLAG-In-School programs reach athletes of all abilities.
• USA FootballcoreChannel Partner/ Reseller/ Distributor · 21 April 2026Official youth football development partner of the NFL supporting flag football programs in schools.
• The DICK'S Sporting Goods FoundationcoreGTM or Marketing Partner · 20 February 2026$50,000 contribution to GENYOUth for flag football programming ahead of 2026 NFL Draft in Pittsburgh, part of Sports Matter program.
• PepsiCoflagshipGTM or Marketing Partner · 7 February 2026Presenting sponsor of Taste of the NFL 2026. PepsiCo and PepsiCo Foundation support Super Schools and school nutrition programs through multiple initiatives including Frito-Lay, Quaker, and Lay's brands.
• Amazon AccesscoreGTM or Marketing Partner · 5 February 2026Sponsor of Super Schools Bay Area initiative, supporting nutrition equipment grants and community access programs for food-insecure students.
• Domino's / Domino's Smart SlicecoreGTM or Marketing Partner · 5 February 2026Corporate partner supporting youth engagement and National Youth Council. Smart Slice program connects pizza with school nutrition initiatives.
• Pacific Gas and Electric Company (PG&E)coreGTM or Marketing Partner · 5 February 2026Corporate sponsor of Super Schools Bay Area initiative supporting nutrition programs in PG&E service territory.
• Bay Area Host CommitteecoreGTM or Marketing Partner · 5 February 2026Host committee partner for Super Bowl LX Super Schools initiative, coordinating community impact in San Francisco Bay Area schools.
• Action for Healthy KidsflagshipStrategic or Co-development Partner · 15 October 2025Strategic alliance creating nation's largest in-school health and wellness nonprofit network, reaching over 100,000 schools and tens of millions of students annually. Combines GENYOUth's nutrition and FLAG programs with AFHK's school district partnerships.
• Tyson FoodscoreGTM or Marketing Partner · 1 September 2025National Youth Council partner supporting student leadership and youth engagement programs.
• PNC BankflagshipGTM or Marketing Partner · 22 April 2025Presenting sponsor of Taste of the Draft 2026 in Pittsburgh, supporting student nutrition and physical activity grants in Western Pennsylvania.
• Pittsburgh SteelerscoreGTM or Marketing Partner · 22 April 2025Host team partner for Taste of the Draft 2026, providing player appearances and community engagement for Western Pennsylvania student nutrition initiatives.
• Florida Blue FoundationregionalGTM or Marketing Partner · 1 March 2022$285,000 donation to support meal delivery and distribution for food insecure students in 82 Florida high-need schools, benefiting 83,000+ students.
• NFL (National Football League)foundingStrategic or Co-development Partner · 1 January 2010NFL is a founding partner of GENYOUth, established in 2010. The partnership leverages NFL's brand, stadium events, player participation, and 32 club markets to support youth health and wellness programs including NFL FLAG-In-School and Taste of the NFL.
• America's Dairy Farmers / Undeniably DairyfoundingStrategic or Co-development Partner · 1 January 2010Dairy farmers are founding partners of GENYOUth, providing ongoing support for nutrition programs and school meal initiatives through National Dairy Council and state dairy councils.

Scale indicators15 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Action for Healthy Kids: National nonprofit focused on in-school health and wellness; now in a strategic alliance with GENYOUth, directly combining school nutrition and physical activity programming and serving overlapping K-12 school district audiences.
• Share Our Strength / No Kid Hungry: Major anti-hunger nonprofit addressing childhood food insecurity through school meal programs and grants; GENYOUth's Senior Director of Youth Engagement previously worked there, indicating direct overlap in mission and beneficiary base.
• FoodCorps: Nonprofit connecting K-12 schools with food and nutrition education resources; shares GENYOUth's nutrition equity mission and school-district delivery model, with prior leadership overlap.
• Alliance for a Healthier Generation: Nonprofit advancing youth health through schools, addressing nutrition and physical activity; serves the same K-12 stakeholder base and shares prior personnel links with GENYOUth.
• Fuel Up to Play 60: National in-school wellness program from National Dairy Council and NFL — GENYOUth's founding partners — competing/overlapping in youth nutrition and physical activity programming in schools.
• USA Football: Official youth football development partner of the NFL; collaborates with GENYOUth on flag football kits and shares the goal of growing flag football participation in K-12 schools.
• Special Olympics: Inclusive youth sports organization partnering with GENYOUth on NFL FLAG-In-School to reach athletes of all abilities; overlapping mission in expanding physical activity access for underserved youth.
• Boys & Girls Clubs of America: National youth organization partnering with GENYOUth to distribute flag football kits and expand physical activity programming for school-age children in community settings.
• RCX Sports: Official operator of NFL FLAG, providing turnkey equipment and league management for NFL FLAG-In-School — the same core program GENYOUth distributes to 30,000+ schools.
• Food Bank for New York City: Regional hunger-relief organization with school nutrition programs; multiple GENYOUth team members previously worked there, signaling direct programmatic overlap in addressing student food insecurity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GENYOUthNow
• Facebookfacebook.com/pages/Gen-YOUth-Foundation/228551863852842?sk=wall
• LinkedInlinkedin.com/company/genyouthnow
• Instagraminstagram.com/genyouthnow

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds1 record

Investors

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 GenYouth