Youth Enrichment Brands

What Youth Enrichment Brands does

Youth Enrichment Brands (YEB) is a multi-brand youth enrichment platform that operates franchised sports, swimming, music education, and camp programs for children and adolescents, primarily in the United States with international expansion. Founded in 2020 and headquartered in San Rafael, California, YEB was formed as a Roark Capital-backed roll-up, with its flagship brand platforms being i9 Sports (youth sports leagues), SafeSplash Swim School (swim instruction), US Sports Camps (sports camps), and School of Rock (music education, acquired October 2023). The portfolio also includes sub-brands such as NBC Camps, KE Camps, Miller Swim, 2020SafTSwim, CMT Learning, US Baseball Softball Academy, US Softball Academy, and SCC. Together, these brands reach over 1 million annual participants across 900+ locations in 20 countries, with School of Rock alone serving 70,000+ students at 650+ schools in 23 markets.

YEB's underlying technology and product surface is primarily brand-curriculum driven: each brand delivers its own proprietary instructional programming (sports leagues, swim instruction, music lessons and performance, sports camps) under established trademarks, with marketing distributed through brand websites and corporate social channels (LinkedIn, Facebook, Instagram, X). No public API, SDK, mobile application, or disclosed AI/ML capability exists across the platform; technology investment centers on franchise operations and content marketing rather than a unified software stack.

YEB's business model is a franchise platform. Revenue is generated from initial franchise fees and ongoing royalties paid by franchise operators who license YEB brand names to run enrichment locations, with a secondary stream of program enrollment fees in directly operated programs. Franchisees receive brand rights, operational support, and marketing resources in exchange for their fees. Customer segments are threefold: end consumers (children and families enrolling in programs), franchisee entrepreneurs (the direct B2B customer base), and brand-affiliated talent (coaches, instructors). The platform's growth is driven by franchise unit expansion and adjacent brand acquisitions under Roark Capital's ownership.

Name

Youth Enrichment Brands

Legal name

Youth Enrichment Brands

Website

https://yeb.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Youth Enrichment Brands (YEB) is a Roark Capital-backed multi-brand youth enrichment franchise platform operating i9 Sports, SafeSplash Swim School, School of Rock, and US Sports Camps across 900+ locations in 20 countries, serving over one million children annually through franchised sports, swimming, music, and camp programs.

Ownership category

akta.pro rank

Product category

Youth Enrichment Franchising

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA)

Keywords

• Youth enrichment franchises
• Youth sports leagues
• Swim instruction services
• Music education franchises
• Youth sports camps

Headquarters

HQ city

San Rafael

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Franchise Fees and Royalties: YEB generates revenue through franchise fees from its network of franchise operators across its four brand platforms. Franchisees pay initial fees and ongoing royalties in exchange for brand rights, operational support, and marketing resources.
2. Program Enrollment Fees: Revenue is generated from program fees paid by families for youth participation in sports leagues, swim lessons, music education, and camps offered through franchise locations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Youth Enrichment Brands (YEB) is a multi-brand franchise platform that develops, owns, and licenses youth enrichment brands across sports, swimming, music education, and camps. Its four flagship brands—i9 Sports (youth sports leagues), SafeSplash Swim School (swim instruction), School of Rock (music education), and US Sports Camps (sports camps)—are operated by independent franchisees under licensing agreements, serving more than 1 million children annually across 900+ locations in 20 countries.

Product overview

Youth Enrichment Brands (YEB) operates as a multi-brand youth enrichment platform offering sports, swimming, and music education programs. The portfolio includes four primary brands: i9 Sports (youth sports leagues), SafeSplash Swim School (swimming instruction), School of Rock (music education), and US Sports Camps (sports camps). Additional sub-brands include US Baseball Softball Academy, US Softball Academy, SCC, NBC Camps, KE Camps, Miller Swim, 2020SafTSwim, and CMT Learning. Together these brands serve over 1 million annual participants across 900+ locations in 20 countries, offering youth enrichment through leagues, camps, classes, and schools.

Differentiator

Problem solved

Functional benefit

Brands

• US Sports Camps: Youth sports camps and programs offering various sports activities for children
• School of Rock
• SafeSplash Swim School
• i9 Sports

Products and services

• i9 Sports Youth sports league franchise offering organized sports programs for children with a fun-first, inclusive approach across various youth sports activities. Target customers are families with children seeking structured sports participation.
• SafeSplash Swim School Youth swimming instruction franchise offering structured swim lessons designed to develop water safety skills and swimming proficiency in children. Target customers are families seeking quality swim education for their children.
• School of Rock Music education franchise acquired by YEB in October 2023, providing comprehensive music programs for youth including instrument instruction, performance, and band-based learning. Operates over 650 schools across 23 global markets serving more than 70,000 students. Target customers are families seeking music education for children and teens.
• US Sports Camps Youth sports camp franchise offering specialized camps across multiple sports including basketball, baseball, softball, and others led by professional coaches and instructors. Target customers are families seeking intensive sports training experiences for children and adolescents.
• US Baseball Softball Academy Specialized training academy for baseball and softball instruction, offering youth development programs in these sports under the YEB sports camp platform.
• NBC Camps Youth sports camp brand offering basketball, volleyball, and other sports camps as part of the US Sports Camps network within the YEB platform.
• Miller Swim Swim instruction provider offering youth swimming lessons and water safety training as part of the SafeSplash Swim School network within the YEB platform.
• CMT Learning Educational enrichment platform offering learning programs for youth development as part of the broader YEB enrichment portfolio beyond sports, swimming, and music.

Quantifiable outcome

• Over 1 million annual participants across the YEB platform
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• CirkulminorGTM or Marketing Partner · 18 September 2025Partnership between i9 Sports and Cirkul to promote sports hydration products to young athletes and their families, designed to get families thinking differently about sports hydration.
• Diana TaurasiminorStrategic or Co-development Partner · 1 January 2025Partnership between US Sports Camps and basketball legend Diana Taurasi to inspire girls basketball players through training programs and mentorship.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• TGA Premier Sports: Franchised youth sports enrichment program offering after-school sports programs and camps for kids. Directly comparable to i9 Sports and US Sports Camps in operating model, target demographic, and franchise-based delivery.
• Skyhawks Sports Academy: Franchised youth sports camps and clinics provider (owned by LearntoPlay Sports International). Competes head-to-head with US Sports Camps and NBC Camps in the youth multi-sport camp category.
• British Swim School: Franchised swim school with 200+ locations primarily in the U.S. Direct competitor to SafeSplash and Miller Swim, operating on a similar franchise + recurring-lesson model targeting children and families.
• Goldfish Swim School: Franchised youth swim school operator with 150+ locations in North America. Most direct competitor to SafeSplash within the youth swim instruction franchise category, sharing the same franchise model, target customers (ages 4 months–12 years), and recurring lesson revenue model.
• School of Rock (historical/standalone): Pre-2023 standalone School of Rock (music education franchise) is the historical benchmark for YEB's largest acquired brand. Comparable as a franchised youth music education provider with 650+ schools.
• Big Blue Swim School: Franchised swim school with 80+ U.S. locations focused on year-round lessons for children. Direct competitor to SafeSplash, offering similar recurring lesson pricing and franchise-based unit growth.
• Bach to Rock: Franchised music education provider offering individual lessons, band programs, and performance-based learning for kids and adults. Direct competitor to School of Rock within the youth music education franchise space.

Emerging players

• Code Ninjas: Franchised kids' coding and STEM education program with 300+ locations. Comparable franchise-based youth enrichment model delivering structured after-school programs to children; partial overlap with YEB's enrichment mission.

Others

• Driven Brands: Roark Capital-backed multi-brand franchise platform (car wash, auto care, quick lube). Comparable as a PE-sponsored franchise roll-up using shared services and M&A to scale multiple consumer-service brands.

Broad incumbents

• KinderCare Education: Large private operator of early childhood education centers owned by KKR. Comparable as a multi-brand, PE-backed platform serving families with young children, though KinderCare focuses on licensed daycare rather than enrichment programs.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/YEBdotCom
• Facebookfacebook.com/YouthEnrichmentBrands
• LinkedInlinkedin.com/company/youth-enrichment-brands
• Instagraminstagram.com/youthenrichmentbrands

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Youth Enrichment Brands