Athlete Era Technologies

What Athlete Era Technologies does

Athlete Era Technologies Ltd. is a Saskatchewan-incorporated, private SaaS company that builds a coaching practice-planning and content-distribution platform for youth and high-school sports. The platform combines a web application (web.athleteera.app) with native iOS and Android mobile apps, plus an administrator back-end (AE Connect) that lets partner sport governing bodies author and push curriculum to coaches. Core product capabilities include spreadsheet-style practice planning, drill/skill/tactic/play libraries, 3D animated coaching scenes with augmented-reality content reviewed by masters-level kinesiology professionals, scheduling, attendance, chat, and announcements. The company monetizes through three subscription tiers — Starter at $9/month, Pro at $19/month, and a quote-based Organization tier for federations, leagues, schools, and districts — sold via self-serve PLG signup, app-store billing (Apple/Google), and direct enterprise sales, with optional bulk payment via Stripe, PayPal, direct deposit, or cheque.

Athlete Era serves three interlocking customer segments: (1) volunteer and professional coaches of youth/high-school teams, (2) sport governing bodies and federations that license the platform as a white-labeled coach app (Football Canada, USA Football, BAFCA, Scottish Athletics, Softball Sask/Alberta, Sask Rugby, Basketball Sask, SWE3), and (3) schools/school districts and youth leagues such as Saskatoon Minor Football and Regina Youth Flag Football. Distribution is hybrid: a self-serve web signup for individual coaches, app-store channels for SMBs, and a partner channel in which governing bodies roll the platform out to their member associations.

The technology stack is built on Google Firebase (authentication, storage, infrastructure) which provides GDPR, ISO 27001, and SOC 1/2/3 compliance, with FERPA- and PIPEDA-compliant data handling and Clever SSO for K-12 onboarding. Reported scale includes 40,000+ coaches on the platform, 20,000+ monthly active users, 50,000+ cumulative app downloads, and 15 sport-governing-body partners across Canada, the U.S., the U.K., Scotland, and Sweden. The company was founded in 2017, is co-led by CEO Corey Edington and Director of Product Andrew Leslie (both kinesiology-trained), and operates with a core team of approximately 9 full-time staff supported by 4 senior advisors.

Name

Athlete Era Technologies

Legal name

ATHLETE ERA TECHNOLOGIES LTD.

Website

https://athleteera.app

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Athlete Era Technologies is a Saskatchewan-based SaaS company whose web and mobile platform helps sport governing bodies, leagues, and youth/high-school coaches streamline practice planning, content distribution, and volunteer coach development through white-labeled coach apps and a curated kinesiology-led content library.

Ownership category

akta.pro rank

Product category

Coaching Management Software

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sport-Specific Skills Coaching (e.g., soccer, basketball, tennis) (HSADAEAA)

akta.pro secondary industry

Performance Analysis & Video Coaching (HSADAEAG)

Keywords

• Youth sports coaching software
• Practice planning platform
• Sports coaching mobile app
• Volunteer coach development
• White-label coaching platform

Headquarters

HQ city

Saskatoon

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Self-serve Subscription (Starter & Pro): Recurring monthly SaaS subscription for individual coaches and small teams. Starter $9/mo (2 users, up to 3 sports, 500MB storage); Pro $19/mo (up to 100 users per team, 3 teams, unlimited storage). 14-day free trial.
2. Organization / Enterprise Contract: Custom-priced Organization tier for sport governing bodies, leagues, schools, and districts. Includes curriculum creation & distribution, organization-wide content libraries, and personal setup/onboarding. Bulk purchase options with alternative payment (direct deposit, cheque, Stripe, PayPal).
3. Freemium Trial: 14-day free trial with no credit card required on both Starter and Pro plans to drive PLG conversion.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Athlete Era Technologies builds a SaaS coaching platform delivered via web and native iOS/Android applications, combining practice planning, sport-specific drill and skill libraries, team scheduling, and team communication tools for youth and amateur sports coaches. The company offers white-label branded app deployments for sport governing bodies and federations, with sport-specific editions for basketball, football, soccer, softball, and volleyball, plus an administrator content management system (AE Connect) for partner organizations to publish curricula and content directly to coaches.

Product overview

Athlete Era Technologies Ltd. operates a single integrated coaching platform delivered through paired web and mobile applications, plus a portfolio of sport-branded and partner-branded instances built on top of the same core codebase. The core offering consists of the Athlete Era Web Platform (web.athleteera.app) for desktop content creation and plan management, paired with the Athlete Era Mobile App (iOS/Android) for in-practice plan viewing, media sharing, scheduling, and team chat. On top of this core, Athlete Era ships sport-specific sub-apps (AE Basketball, AE Football, AE Soccer, AE Softball, AE Volleyball) and white-labeled partner deployments including Football Canada Mobile, Coach Planner: USA Football, British American Football, and the Scottish Athletics mobile apps. Back-office and partner content distribution is handled through AE Connect, the administrator software used to author and update curriculum inside the platform. Educational content is centralized in the free Coaches Crash Course hub (articles, drill videos, and expert interviews). The platform is monetized via three subscription tiers — Starter ($9/month), Pro ($19/month), and an Organization tier with custom pricing for institutions and governing bodies.

Differentiator

Problem solved

Functional benefit

Brands

• AE Basketball: Athlete Era-branded mobile application for basketball coaches and players.
• AE Football
• AE Soccer
• AE Softball
• AE Volleyball
• Coach Planner: USA Football
• Football Canada Mobile
• British American Football
• Scottish Athletics (mobile applications)

Products and services

• Athlete Era Web Platform A cloud-based SaaS web application providing practice planning, sport-specific drill and skill libraries, team scheduling, and team communication tools for youth and amateur sports coaches. Designed for individual coaches (Starter and Pro subscription tiers) as well as organizations and governing bodies (Organization tier) that manage multiple teams.
• Athlete Era Mobile App Native iOS and Android applications providing mobile-first access to the Athlete Era coaching platform, including practice plans, drill libraries, and team communication, optimized for on-field and on-court use by youth, high school, and amateur sports coaches.
• AE Sport-Specific Coaching Apps (Basketball, Football, Soccer, Softball, Volleyball) Sport-specific editions of the Athlete Era platform, each offering a curated drill and skill library, sport-specific practice plan templates, and content tailored to the coaching needs of basketball, football, soccer, softball, and volleyball coaches at the youth and amateur level.
• Coach Planner: USA Football (White-Label Deployment) A white-label branded version of the Athlete Era coaching platform deployed for USA Football as 'Coach Planner,' providing USA Football member coaches with branded access to practice planning, drill libraries, and communication tools.
• Football Canada Mobile App (White-Label Deployment) A white-label mobile app deployment of the Athlete Era platform branded for Football Canada, providing Canadian football coaches with access to coaching content, practice planning, and team communication through a federation-branded experience.
• British American Football Mobile App (White-Label Deployment) A white-label mobile app deployment of the Athlete Era platform branded for British American Football, providing UK American football coaches with access to sport-specific coaching tools under the federation's brand.
• Scottish Athletics Mobile Apps (White-Label Deployment) A white-label mobile app deployment of the Athlete Era platform branded for Scottish Athletics, providing Scottish athletics coaches with access to coaching content, practice planning, and communication tools under the federation's brand.
• AE Connect (Administrator Software) A content management system and administrative console for partner organizations (sport governing bodies, federations, K-12 programs) to create, curate, and publish sport-specific coaching content, curricula, and resources directly to their member coaches through the Athlete Era platform. Supports organization-wide content distribution and oversight of multiple teams.

Quantifiable outcome

• 29% decrease in volunteer coaching shortage within one year at Saskatoon Minor Football
• +5 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

20 partnerships are on record, tiered flagship / cornerstone partnership, flagship partnership, strategic partnership, core partnership, standard partnership, critical infrastructure partner, strategic integration, standard vendor, critical distribution partner and senior advisory.

• Football Canadaflagship / cornerstone partnershipStrategic or Co-development Partner · 1 January 2019Athlete Era co-developed and powers the Football Canada Mobile App, a white-labeled coach planning app for Football Canada's 12,000+ coaches and 110,000+ players. The app was promoted nationally by Football Canada and Athlete Era in 2019 and adopted by 5 of 10 provincial football associations in its first year. Athlete Era took a lead role in helping Football Canada input and reformat content into AE Connect and provided in-season content management and call support.
• USA Footballflagship partnershipStrategic or Co-development Partner · 1 January 2019Athlete Era powers the 'USA Football Coach Planner' mobile app, listed as one of Athlete Era's official Apps in the Terms of Service. USA Football is also featured in the homepage trusted-by logo strip.
• British American Football (BAFCA)strategic partnershipStrategic or Co-development PartnerAthlete Era powers the 'British American Football' mobile app, a white-labeled coach planning app listed in the Terms of Service. BAFCA is also featured in the homepage trusted-by logo strip.
• Scottish Athleticsstrategic partnershipStrategic or Co-development PartnerAthlete Era powers the Scottish Athletics mobile applications (collectively referenced in the Terms of Service). Scottish Athletics is also featured in the homepage trusted-by logo strip.
• Softball Saskcore partnershipChannel Partner/ Reseller/ DistributorProvincial softball governing body featured in the homepage trusted-by logo strip, listed as an Organization Success Story on the Pricing page, and as the publisher of a featured Success Story blog post.
• Softball Albertastandard partnershipChannel Partner/ Reseller/ DistributorProvincial softball governing body featured in the homepage trusted-by logo strip.
• Sask Rugbystandard partnershipChannel Partner/ Reseller/ DistributorProvincial rugby governing body featured in the homepage trusted-by logo strip.
• Basketball Saskstandard partnershipChannel Partner/ Reseller/ DistributorProvincial basketball governing body featured in the homepage trusted-by logo strip.
• Regina Youth Flag Footballstandard partnershipChannel Partner/ Reseller/ DistributorYouth flag football league featured in the homepage trusted-by logo strip; cited as a standout organization in the Football Canada Success Story (122 of 125 novice coaches adopted the app in 2019).
• SWE3 (Swedish sport organization)standard partnershipChannel Partner/ Reseller/ DistributorSwedish sport organization featured in the homepage trusted-by logo strip.
• Google (Firebase)critical infrastructure partnerTechnology or IntegrationGoogle Firebase is Athlete Era's third-party infrastructure provider for user account authentication, data storage, and software-related support. GDPR, ISO 27001, SOC 1, SOC 2, and SOC 3 compliant; uses HTTPS to encrypt data transfers and encrypts all data at rest. Data may be stored at any of Google's 17 global data storage facilities (including Montreal, Quebec for Canadian users).
• Cleverstrategic integrationTechnology or IntegrationSingle sign-on (SSO) integration that allows users (including K-12 institutions) to access Athlete Era apps via Clever's identity platform.
• Stripestandard vendorTechnology or IntegrationThird-party online transaction service used by Athlete Era to accept bulk subscription payments from institutions.
• PayPalstandard vendorTechnology or IntegrationThird-party online transaction service used by Athlete Era to accept bulk subscription payments from institutions.
• Apple (App Store)critical distribution partnerChannel Partner/ Reseller/ DistributorApple App Store distributes Athlete Era's iOS mobile app and bills individual subscriptions via the user's linked App Store credit card.
• Google (Google Play)critical distribution partnerChannel Partner/ Reseller/ DistributorGoogle Play Store distributes Athlete Era's Android mobile app and bills individual subscriptions via the user's linked Google Play account.
• Dr. Dean Kriellaars (University of Manitoba)senior advisoryOthersPhysical Literacy & Research Advisor. Associate professor in the Department of Physical Therapy at the College of Rehabilitation Sciences, University of Manitoba; world-renowned expert in Physical Literacy with 50+ publications cited nearly 2,000 times globally.
• David Dube (Sport Box Entertainment Group)senior advisoryOthersBusiness Advisor. Venture capitalist who co-founded Sport Box Entertainment Group (SBX), representing athletes such as RJ Barrett, Tyler Seguin, Graham Delaet, and Ellie Black; corporate clients include theScore, Red Bull, and Cirque du Soleil.
• Brian Guebert (Saskatoon Minor Football)senior advisoryOthersYouth Sport Advisor. Founder and Executive Director of Saskatoon Minor Football (SMF), one of the fastest-growing youth football leagues in Canada. Master's degree in education with research in developmentally appropriate youth sport.
• Martin Ottersonsenior advisoryOthersAdvisor. Formerly Sr. VP of global sales and customer success at OSIsoft (acquired by Aveva in 2020 for $5 billion); 12+ years growing and managing a global sales team that helped OSIsoft generate over $100 million in annual revenue.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hudl: Hudl is a Lincoln, Nebraska-based sports video analysis and coaching platform used by tens of thousands of youth, high school, college, and pro teams. Like Athlete Era, it sells to coaches as a subscription SaaS for in-practice and post-game use; it is the dominant incumbent Athlete Era most directly competes with on coach workflow.
• TeamSnap: TeamSnap is a Boulder-based team-management SaaS (scheduling, rosters, communication, payments) serving youth and recreational sports leagues. Athlete Era explicitly lists TeamSnap as a tool its platform replaces; both target the volunteer-coach and league-administrator persona in youth sports.
• SportsEngine: SportsEngine (an NBC Sports Next product) provides registration, league management, and communication software for youth sports governing bodies and associations. Athlete Era explicitly names SportsEngine as a tool it replaces; both sell into the federation-to-grassroots pipeline with overlapping buyer personas.
• The Coaching Manual: The Coaching Manual is a UK-based digital coaching platform delivering soccer practice plans, drills, and video content to grassroots coaches. Like Athlete Era, it is purpose-built for volunteer/grassroots sport-specific coaching and offers a paid subscription model to individual coaches.
• Sports Session Planner: Sports Session Planner is a web and mobile practice-planning tool for sports coaches across multiple sports. Athlete Era explicitly names it as a tool its integrated platform replaces; both serve the same individual-coach use case for session-plan creation and drill libraries.
• GameChanger: GameChanger (acquired by Dick's Sporting Goods) provides live scoring, video streaming, and team management apps for youth and high school sports. Athlete Era explicitly names GameChanger as a tool it replaces; both target the same volunteer-coach and parent-fan audience in youth sports.

Emerging players

• Veo Technologies: Veo Technologies is a Copenhagen-based AI-automated sports video capture and analysis platform widely used by grassroots soccer and other youth teams. It overlaps with Athlete Era's video-coaching and practice-review functionality, though its primary value proposition is automated game footage rather than practice planning.
• Trace: Trace (formerly Trace iD) provides AI-powered video and performance tools for youth sports, including auto-generated highlight reels for parents and players. It overlaps with Athlete Era on the video/visual-coaching axis and shares the youth-sports coaching parent audience.
• Sideline Interactive: Sideline Interactive provides mobile apps and video highlights for youth sports leagues and tournaments. It is comparable to Athlete Era as a youth-sports digital content and engagement platform, though its primary focus is highlight clips and fan engagement rather than practice planning.

Broad incumbents

• Catapult Sports: Catapult Sports is an Australian-listed elite athlete monitoring and performance-analytics vendor used by professional clubs and colleges worldwide. It is adjacent to Athlete Era's performance-coaching category but operates at the professional/elite tier rather than the volunteer grassroots tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCHq_zgXZJm7z9btaYFGwQzw
• Facebookfacebook.com/athlete.era
• LinkedInlinkedin.com/company/athleteera
• Instagraminstagram.com/athlete.era
• Xx.com/athlete_era

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds2 records

Investors1 record

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 Athlete Era Technologies