True Lacrosse
True Lacrosse operates U.S. club lacrosse teams and player development programs for youth and high school boys and girls across 22 states, with state, regional, and elite national tiers, year-round training, and integrated college recruiting services.
- Company typePrivate
- Founded2008
- HeadquartersLombard, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What True Lacrosse does
True Lacrosse is a U.S. youth and high school club lacrosse organization founded in 2008 and headquartered in Lombard, Illinois. The company operates club teams and player development programs for boys and girls athletes from U8 through high school across 22 states, organized around state-level teams (e.g., True Illinois, True California), regional groupings (Mid-Atlantic, Empire, Midwest, South, West, DMV), and an elite national tier branded True National. Its product surface spans travel team participation, year-round skill training, speed and sticks clinics, identity camps under the True Blueprint Camp brand, box lacrosse variants such as True Blizzard, and a youth introductory offering called Tiny Trues. The company also supports college placement through a recruiting service built on a SportsRecruits platform integration and a network of recruiting directors and National ID exposure events, and claims to lead U.S. club lacrosse in collegiate commitments.
True Lacrosse generates revenue primarily through annual and seasonal club team membership fees, recurring training program subscriptions, one-time camp and clinic fees, and recurring recruiting service subscriptions, with pricing handled quote-based via the LeagueApps registration platform. Distribution is direct-to-consumer via regional directors, state-level program staff, and facility partnerships such as House of Sports in Westchester, NY, supplemented by organic social media marketing across Instagram, Facebook, TikTok, and YouTube. The technology stack is intentionally light: LeagueApps powers registration, SportsRecruits powers recruiting profiles, and the company website functions as the primary marketing surface, with no proprietary platform or AI/ML capabilities disclosed. The coaching bench is a notable asset, including former collegiate head coaches such as Ricky Fried (Georgetown, Team USA) and Dennis Short (Rollins College), reinforcing the company's recruiting credibility and ability to attract athletes and families seeking college pathways.
True Lacrosse firmographics
Firmographics- Name
- True Lacrosse
- Legal name
- True Lacrosse
- Website
- https://truelacrosse.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- True Lacrosse operates U.S. club lacrosse teams and player development programs for youth and high school boys and girls across 22 states, with state, regional, and elite national tiers, year-round training, and integrated college recruiting services.
- Ownership category
- akta.pro rank
True Lacrosse industry classification
Industry- Product category
- Youth Sports Training
- NAICS
- Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (611620), Sports Teams and Clubs (711211)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)
- akta.pro secondary industries
- Sport-Specific Amateur Leagues & Circuits (Non-Professional) (MPAKACAJ), Club Sports Programs (EDALAIAB), Youth & Amateur Sports Tournaments (MPAGAMAF)
Keywords
Where True Lacrosse is headquartered
LocationHeadquarters
- HQ city
- Lombard
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
True Lacrosse business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Club Lacrosse Membership Fees: Annual and seasonal fees for participation in True Lacrosse club teams, travel teams, and training programs at various levels (state, regional, national).
- Training and Development Programs: Fees for specialized training sessions, elite training programs, speed and sticks clinics, and skills camps offered throughout the year.
- Camps and Events: Revenue from summer camps, blueprint camps, and various skill development events.
- Recruiting Services: Integrated recruiting support services including SportsRecruits platform partnership, recruiting director consultations, and profile development for collegiate placement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | State and Regional Teams |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
True Lacrosse product offering
Product offeringCore offering
True Lacrosse operates club lacrosse teams and player development training programs for youth and high school boys and girls athletes across 22 U.S. states. The company delivers year-round coaching, travel teams, skills camps, and college recruiting support structured in developmental phases from U8 through elite national competition. Its platform combines local program directors, regional teams, the elite True National program, and integrated recruiting services to develop athletes and place them in collegiate programs.
Product overview
True Lacrosse is a club lacrosse organization offering a multi-tiered platform of travel teams, training programs, and recruiting services for boys and girls athletes. The core offering consists of state and regional club teams across over 20 states, supplemented by the elite True National program for top-tier athletes. The company provides year-round player development training including speed and sticks clinics, positional training, and specialized programs like Tiny Trues (youth introduction), True Blueprint Camps (identity camps), and box lacrosse variants. College recruiting services leverage a SportsRecruits partnership to connect athletes with collegiate programs. The company also operates regional girls programs under the True American brand (East and West). Programs are structured in phases from U8-U10 youth development through high school recruiting, with True National serving as the pinnacle elite tier.
Differentiator
Problem solved
Functional benefit
Brands
- True National: Elite-level program for athletes seeking highest level coaching, training, and competitive exposure with nationally aligned curriculum and coaching network
- True American West Girls
- True American East Girls
- True Blueprint Camp
Products and services
- Club Lacrosse Teams (Boys and Girls) Travel and club lacrosse teams providing competitive team experiences for athletes of all skill levels, with programs available in 22 states across the nation.
- Player Development Training Comprehensive year-round training curriculum paired to match skill level and experience, including speed and sticks clinics and positional training programs.
- True National Elite-level program for athletes seeking the highest level of coaching, training, and competitive exposure with nationally aligned curriculum, ranked teams, and recruiting guidance.
- State and Regional Teams State-level and regional travel team programs across 22 states plus regional programs (Mid-Atlantic, Empire, Midwest, South, West, DMV).
- College Recruiting Services Personalized recruiting approach leveraging the SportsRecruits partnership, recruiting directors, and national ID exposure events to help players secure collegiate roster spots.
- True American Girls Regional Programs Regional girls programs (American East and American West) providing additional competitive play and recruiting exposure for high school athletes.
- Tiny Trues Youth Program Introductory youth lacrosse programs for young athletes (ages 3-10, K-4th grade) introducing the sport in a structured, age-appropriate environment.
- True Blueprint Camp Identity camp events held in multiple states (Maryland, Virginia, Illinois, New York, Utah, Minnesota) providing intensive lacrosse training and exposure.
- Box Lacrosse Programs Box lacrosse training and teams including True Blizzard (Illinois), Timber Kings (Oregon), Atlantic Rage (Maryland), and other regional box programs for indoor/winter training.
- Summer Camps Various summer camp programs including skills camps, positional training camps, and co-ed camps for athletes across different age groups and skill levels.
Companies that use True Lacrosse
Customer profileNamed customers1 record
Segments3 records
True Lacrosse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
True Lacrosse partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- House of SportscorePartnership with House of Sports in Westchester, NY forming the True Westchester Girls program. House of Sports' existing girls lacrosse programming transitioned to become a local True program, with their facility serving as headquarters while continuing to operate in its current community capacity.
- SportsRecruitscoreTrue Lacrosse leverages SportsRecruits as their integrated recruiting platform for players and families. This partnership enables athletes to build standout recruiting profiles and provides the infrastructure for True's recruiting directors to manage the collegiate placement process.
- LeagueAppscoreTrue Lacrosse uses LeagueApps as their primary registration platform for tryouts, events, camps, and program enrollment across all state and regional locations.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
True Lacrosse competitors and assessment
Company assessmentBroad incumbents
- IMG Academy: Multi-sport youth performance and training institution. While broader than lacrosse, IMG competes for the same high-spending families pursuing elite athletic development and collegiate placement.
- Premier Lacrosse League: Professional outdoor lacrosse league. Not a direct competitor, but shapes the visibility, aspirational pipeline, and culture of U.S. lacrosse that drives demand for elite club organizations like True.
Direct peers
- Team 91 Lacrosse: Northeast-based club lacrosse program with national reach. Competes head-to-head with True in states like New York, New Jersey, and Connecticut across boys and girls club programming.
- Lonestar Lacrosse: Texas-anchored club lacrosse organization that has expanded nationally with similar state/regional team structures, training programs, and recruiting exposure. Closest geographic and model parallel to True Lacrosse.
- West Coast Starz: West Coast-rooted club lacrosse program with national tournament presence and recruiting showcases. Overlaps with True in California, Oregon, and Utah market footprints.
- 3d Lacrosse: One of the largest U.S. club lacrosse organizations, operating national tournaments, training programs, and recruiting events. Directly comparable in multi-state scale, year-round curriculum, and college-recruiting focus.
- CRABs Lacrosse: Maryland-based club lacrosse powerhouse historically dominant on the East Coast. Competes with True in Mid-Atlantic states for elite boys and girls athletes.
- NXT Lacrosse: National club lacrosse organization running multi-state teams, showcases, and recruiting events. Comparable in tiered programming (regional to elite national) and college-placement positioning.
- Skywalkers Lacrosse: National competitive club lacrosse organization running year-round training, showcases, and recruiting exposure. Directly comparable in athlete-development and college-pathway focus.
Others
- NCSA (Next College Student Athlete): Athletic recruiting platform serving multiple sports. Relevant ecosystem player — competes with True's in-house recruiting support and SportsRecruits integration, though broader and not sport-specific.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
True Lacrosse social profiles
Digital presenceTrue Lacrosse financial estimates
Financial estimateRevenue estimate
Valuation estimate
True Lacrosse leadership team
Management profileNumber of profiles
True Lacrosse funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True Lacrosse 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 True Lacrosse
What does True Lacrosse do?
True Lacrosse operates club lacrosse teams and player development training programs for youth and high school boys and girls athletes across 22 U.S. states. The company delivers year-round coaching, travel teams, skills camps, and college recruiting support structured in developmental phases from U8 through elite national competition. Its platform combines local program directors, regional teams, the elite True National program, and integrated recruiting services to develop athletes and place them in collegiate programs.
Is True Lacrosse a public or private company?
True Lacrosse is a private company. It is classified as private equity controlled and is currently operating.
When was True Lacrosse founded?
True Lacrosse was founded in 2008. It employs 11 to 50 people.
Where is True Lacrosse based?
True Lacrosse is headquartered in Lombard, United States, in the North America region.
How does True Lacrosse make money?
Four revenue lines are on record. Club Lacrosse Membership Fees are the primary driver. The others are training and Development Programs, camps and Events and recruiting Services.
Who are True Lacrosse's main competitors?
Broad incumbents on record are IMG Academy and Premier Lacrosse League. Direct peers are Team 91 Lacrosse, Lonestar Lacrosse, West Coast Starz, 3d Lacrosse, CRABs Lacrosse, NXT Lacrosse and Skywalkers Lacrosse. NCSA (Next College Student Athlete) is listed as an others.
Does True Lacrosse have an API?
No public API is recorded for True Lacrosse.
What industry is True Lacrosse in?
True Lacrosse's product category is Youth Sports Training. Its primary akta.pro industry code is MPAKACAF, Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues), with a secondary code of MPAKACAJ, Sport-Specific Amateur Leagues & Circuits (Non-Professional). Its NAICS code is 713940 and its SIC code is 7997.