Clell Wade Coaches Directory

What Clell Wade Coaches Directory does

Clell Wade Coaches Directory, Inc. is a privately held, family-owned U.S. company founded in 1960 and headquartered in Cassville, Missouri. The company operates a proprietary directory of more than 800,000 interscholastic athletic contacts — coaches, athletic directors, and support staff — across 36,000+ schools in all 50 states. Its technical platform combines a web-based subscription directory, native iOS and Android mobile applications, a downloadable List Manager tool, and a data-integration API, with contact data continuously curated by an in-house research team rather than scraped or third-party aggregated.

The company monetizes through multiple recurring and transactional streams: annual online subscriptions (state directories priced $59.95-$79.95; a national directory at $799.95), printed book directories (e.g., Texas Coaches Directory at $29.95), custom contact lists delivered as CSV/Excel exports, full-service email campaign management, API-based CRM data integration, and database hygiene services including CASS certification, NCOA reporting, and file cleansing. Coaches and athletic directors receive complimentary access to their own state directory, while enterprise marketing customers — primarily sports equipment, apparel, and services vendors — pay for access, data licensing, and managed marketing execution. The business holds official directory designation with the National Interscholastic Athletic Administrators Association (NIAAA), a position held since 1999, alongside partnerships with several state-level coaches and administrators associations.

Operationally, the company runs with a small team (firmographic headcount of 1-10, with approximately 13 named individuals in source materials spanning sales, research, operations, and content roles). Distribution relies on direct online subscription, a small inside-sales function led by a National Sales Director, the NIAAA relationship, and the complementary Coaches Insider educational platform. Following the death of second-generation owner Karan Wade Hutton in March 2023, ownership status is not publicly disclosed, while day-to-day operations continue under existing leadership.

Name

Clell Wade Coaches Directory

Legal name

Clell Wade Coaches Directory, Inc.

Website

https://coachesdirectory.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1–10 employees

Short description

Clell Wade Coaches Directory is a family-owned U.S. data company operating a proprietary directory of 800,000+ coaches and athletic administrators across 36,000+ schools, monetizing via state/national subscriptions, printed directories, and B2B data licensing for sports marketers.

Ownership category

akta.pro rank

Product category

Education Directory Services

SIC

Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Team & Club Coaching (seasonal team coaching) (HSADAEAF)

akta.pro secondary industry

College Recruiting & Scholarship Advisory / Athlete Placement (HSADAEAL)

Keywords

• Coaches directory services
• Athletic contact database
• Email marketing lists
• School athletics data
• Interscholastic directory

Headquarters

HQ city

Mossville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Directory Subscriptions: Annual subscription service for online access to directory database of coaches and administrators. Includes 24/7 web access, mobile apps, search features, and print functionality. 12-month subscription with automatic renewal.
2. Printed Directory Sales: Physical printed directories sold for specific states (e.g., Texas Coaches Directory 2025-2026 book format at $29.95). One-time purchase with standard shipping included.
3. Custom Lists / Data Licensing: Customized downloadable lists of coaches and administrators for marketing purposes. Choose from over 800,000 contacts across 36,000 schools. Data delivered in CSV, Tab-Delimited, or Excel format.
4. Email Campaign Management: Full-service email campaign management including setup, testing, delivery, tracking, and post-campaign analytics. Price includes setup and delivery; customers pay only for delivered emails.
5. API Data Integration Services: Integration services allowing companies to pull data directly from Clell Wade databases and integrate with existing CRM tools.
6. File Cleansing Services: Database hygiene services including CASS certification, NCOA reporting, duplicate detection and removal, data enhancements and appends, and field standardization.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Clell Wade Coaches Directory operates the official NIAAA database of interscholastic athletic contacts, providing subscription-based web, mobile, and printed directories of over 800,000 coaches and administrators across 36,000+ U.S. schools. It also sells complementary marketing and data services—custom contact lists, full-service email campaigns, advertising, API integration, and file cleansing—to companies targeting the athletic community. Coaches and administrators receive free access to maintain their own listings, ensuring data accuracy across the network.

Product overview

Clell Wade Coaches Directory operates as a directory and information services company for the interscholastic athletic community. The core offering consists of state-specific Online Directories (available as web-based subscriptions and printed book formats) providing access to over 800,000 coaches, administrators, and staff across 36,000+ schools nationwide. The product portfolio includes complementary marketing modules (Custom Lists, Email Campaigns, MarketPlace, National Co-ops, Advertising, Fulfillment House Services) designed for marketers targeting the athletic community, as well as data services (API Data Integration, File Cleansing, Surveys) for CRM and database management. Free mobile apps for iPhone and Android provide on-the-go access to directory data, while Coaches Insider offers supplementary educational content.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Directory Subscriptions

Quantifiable outcome

• 75%-95% email inbox delivery rate when following best practices
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and major.

• National Interscholastic Athletic Administrators Association (NIAAA)coreStrategic or Co-development PartnerClell Wade Coaches Directory has been the official directory of the NIAAA since 1999. The company has provided 64 years of continued support to multiple intErscholastic sports associations. This partnership establishes credibility and official recognition within the athletic administration community.
• Texas High School Coaches Association & Coaches Education FoundationmajorStrategic or Co-development PartnerTexas-based association partnership supporting high school coaches with directory services and professional resources.
• Oklahoma Interscholastic Athletic Administrators AssociationmajorStrategic or Co-development PartnerState-level athletic administrators association partnership providing directory services to Oklahoma member schools.
• Missouri Interscholastic Athletic Administrators AssociationmajorStrategic or Co-development PartnerState-level athletic administrators association partnership providing directory services to Missouri member schools.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• SportsRecruits: Recruiting platform for high school athletes and college coaches featuring searchable coach directories and profile data. Overlaps with Clell Wade's role as the connective data layer between high school athletes and college coaching staff.
• CaptainU: College athletic recruiting and team management platform used by high school athletes, coaches, and college programs. Comparable audience (high school and college coaches/administrators) and directory-style information services around interscholastic athletics.
• Front Rush: Recruiting and operations software used by college athletic departments to manage recruits, coaches, and camps. Adjacent peer in the data/recruiting infrastructure layer that connects high school athletes with college coaching staffs.
• Hudl: Dominant video and data platform for high school and collegiate athletic teams, with deep school and coach relationships. Comparable as a data/information services layer serving interscholastic and college coaches and athletic programs.
• NCSA Athletic Recruiting (Next College Student Athlete): Largest college athletic recruiting platform serving high school athletes, parents, and college coaches with profile and contact data. Closest comparable in audience and data-product model targeting the same high school-to-college athletic funnel Clell Wade serves.
• MaxPreps: Operates the leading high school sports statistics, scores, and team/coach directory in the U.S. Direct overlap in providing searchable high school coach and athletic program data to consumers and marketers.

Emerging players

• BeRecruited: Athletic recruiting network connecting high school athletes with college coaches. Smaller, emerging peer with overlapping audience (high school coaches, college coaches, athletic administrators) served by Clell Wade's directory.

Others

• ZoomInfo: Large B2B sales intelligence and contact data platform. Comparable business model (subscription + data licensing + API for marketing/sales teams) but serving general business verticals rather than the interscholastic athletic niche.
• FinalForms / FamilyID: Athletic registration, eligibility, and forms platform used by high schools. Touches the same school-athletic operations data layer as Clell Wade, with school athletic administrators as a shared customer persona.

Broad incumbents

• Varsity (Varsity Spirit / Varsity Brands): Broader high school athletics media, events, and apparel incumbent reaching the same interscholastic athletic community. Comparable as a large incumbent operating across the high school sports ecosystem where Clell Wade's directory sits.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Clell-Wade-Coaches-Directory-Inc-397574318161
• LinkedInlinkedin.com/company/clell-wade-coaches-directory

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

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 Clell Wade Coaches Directory