Pure Sweat

What Pure Sweat does

Pure Sweat Basketball, Inc. is a privately-held basketball skills training company founded in 2015 by Drew Hanlen and headquartered in Crystal Lake, Illinois. The company delivers skill-development content and services to basketball players, coaches, and aspiring trainers via a proprietary MicroSkills methodology, breaking moves into micro-components. Its delivery stack centers on the Pure Sweat Basketball School mobile app (iOS and Android) and the puresweatbasketball.com storefront, backed by Stripe payment processing.

The product portfolio spans approximately a dozen branded programs across three monetization models: (i) one-time digital course purchases — the Virtual Skills School (15 courses, 300+ videos at $24-$57 each), the 6-Week Transformation Programs ($89), 10K Shot Club, 100-Point Handles, Finish in 15, ESSENTIALS Youth Program, Digital Drill Books ($14-$39), Business of Basketball courses ($517-$647), and Essentials of College Coaching ($129); (ii) recurring subscription via The Database ($248 first year, then $99/year, 3,000+ videos); and (iii) in-person/event revenue from the annual Pure Basketball Experience (PBE) conference in Las Vegas during NBA Summer League and the NEXT Skills Coach Workshop ($1,499) in Crystal Lake.

Distribution combines product-led digital sales with a licensed-coach channel-partner model: 30+ Licensed Pure Sweat Skills Coaches operate in North America, Europe, and Asia-Pacific, paying licensing fees and using the brand, curriculum, and business-development content. Marketing relies heavily on NBA-player endorsements (Bradley Beal, Joel Embiid, Jayson Tatum), organic social/community (#PURESWEATFAM), and the PBE event as a brand-anchor. Recent additions include a COO hire (Rich Czeslawski) and a restructuring of the NEXT program into a customizable Business of Basketball accelerator tier. No equity funding rounds, public filings, or M&A activity have been disclosed.

Name

Pure Sweat

Legal name

Pure Sweat Basketball, Inc.

Website

https://puresweatbasketball.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Sweat Basketball, founded by Drew Hanlen, is a privately-held basketball skills training company that delivers structured digital courses, mobile-app workout programs, and a recurring video library to players, coaches, and aspiring trainers, supported by a global network of licensed coaches and an annual NBA Summer League conference in Las Vegas.

Ownership category

akta.pro rank

Product category

Basketball Skills Training

NAICS

Sports and Recreation Instruction (611620), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

Keywords

• Basketball skills training
• Digital sports education
• Mobile training app
• Athletic skill development
• Coaching certification programs

Headquarters

HQ city

Crystal Lake

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Courses and Programs: One-time purchase model for individual courses and workout programs. Includes Virtual Skills School (15 courses, over 300 videos), 10K Shot Club, 100-Point Handles, Finish in 15, ESSENTIALS Youth Program, and 6-Week Transformation Programs. Revenue is generated through direct online sales via Stripe payment processing.
2. The Pure Basketball Experience Event: Annual in-person conference during NBA Summer League in Las Vegas. Tickets provide access to two days of sessions, breakout discussions, and networking with NBA decision-makers. VIP experience add-ons available for premium small-group access.
3. Licensed Skills Coach Certification: Two-day workshop ($1,499) required for those who wish to become Licensed Pure Sweat Skills Coaches. Includes Business of Basketball Training Courses 101, 102, and 201 ($999 value) as part of pre-event curriculum. Ongoing licensing relationship with coaches using the Pure Sweat brand.
4. The Database Subscription: Annual subscription ($248 first year, then $99 per year) providing access to over 3,000 videos sourced from NBA workouts, coaches clinics, player camps, and other events. Auto-renewing subscription model with cancellation anytime.
5. Business of Basketball Online Courses: Online courses for aspiring and established basketball skills trainers covering business development, scaling operations, and training professional athletes. Courses range from $517 to $647.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Pure Sweat Basketball develops and sells digital basketball skills training products delivered primarily through its Pure Sweat Basketball School mobile app (iOS/Android) and website. The offering includes online video courses, structured workout programs, a subscription-based video library (The Database), digital drill books, and an annual in-person coaching conference. The company also operates a global licensing program certifying independent basketball skills coaches who deliver in-person training using Pure Sweat's proprietary MicroSkills methodology.

Product overview

Pure Sweat Basketball is a basketball skills training company founded by Drew Hanlen offering a comprehensive suite of digital training products and services. The portfolio includes the core Pure Sweat Basketball School mobile app platform providing access to all content, the Database video library (3,000+ videos), structured workout programs (10K Shot Club, Finish in 15, 100-Point Handles, ESSENTIALS Youth, 6-Week Transformation Programs), Virtual Skills School (15 courses, 300+ videos), Business of Basketball courses for trainer development, Digital Drill Books, Essentials of College Coaching, the annual Pure Basketball Experience event, the NEXT Skills Coach Workshop for licensing, and a global network of Licensed Pure Sweat Skills Coaches. The products are delivered primarily through the Pure Sweat Basketball School app (iOS/Android) with Stripe payments, serving players from youth to professional levels, coaches, and aspiring skills trainers worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Pure Sweat Basketball School: Online training platform offering basketball skills courses and workouts
• Virtual Skills School
• Transformation Series
• 10K Shot Club
• Finish in 15
• 100-Point Handles
• ESSENTIALS Youth Program
• The Database
• Business of Basketball
• NEXT Skills Coach Workshop
• Virtual Coach School
• Pure Basketball Experience

Products and services

• Virtual Skills School An online training platform offering 15 courses with over 300 videos covering perimeter play, post play, and defense skills, teaching micro-skills and detailed breakdowns for basketball players, coaches, and trainers of all levels.
• The Database An annual subscription video library containing over 3,000 instructional videos sourced from NBA workouts, coaches clinics, player camps, and various events, covering ball handling, shooting, finishing, defense, post moves, and film breakdowns of NBA players including Jayson Tatum, Bradley Beal, Joel Embiid, and 50+ other NBA stars.
• 10K Shot Club A structured 10-week shooting program designed to help players make 10,000 game-like shots, featuring daily workouts accessible via the mobile app with video demonstrations from Drew Hanlen.
• 100-Point Handles Ball handling and dribbling workout program with 20 timed and scored challenges per session using a 100-point scoring system with five progressive levels of difficulty, trackable through the mobile app.
• Finish in 15 A 7-workout finishing program featuring 100 different finishing moves designed for players of all ages and skill levels, with each workout lasting approximately 15 minutes.
• ESSENTIALS Youth Workout Program A 12-week structured program for youth players ages 8-12 featuring over 150 skills and drills covering ball handling, shooting, perimeter moves, finishing, passing, cutting, and defense.
• 6-Week Transformation Programs Six distinct 6-week daily workout programs for different positions: Point Guard, Scoring Guard, Shooter, Wing, Scoring Big, and Stretch Big, each designed to transform players' games with strategic daily plans and video demonstrations.
• Essentials of College Coaching A comprehensive course teaching roles and responsibilities needed to succeed in college basketball programs, featuring 27 videos and over 4 hours of instruction on mastering staff responsibilities and interview preparation.
• Business of Basketball Training Courses Four courses (BBT 101, 102, 201, 401) teaching skills coaches how to start, scale, and grow their training businesses, covering business launch, expansion, six-figure revenue strategies, and working with professional athletes.
• Digital Drill Books Seven digital drill books (ATO Playbook, Decision Making, Competitive Shooting, Transition, Team Shooting, Team Toughness, Rebounding) providing step-by-step basketball drills for players and coaches.
• Pure Basketball Experience (PBE) An annual two-day basketball coaching and front office conference held during NBA Summer League in Las Vegas, featuring NBA and college coaches, scouts, and executives for networking and professional development.
• NEXT Skills Coach Workshop A two-day immersive workshop at the Pure Sweat Basketball Education Center in Crystal Lake, IL, covering training methods and business strategies required to become a Licensed Pure Sweat Skills Coach. Priced at $1,499 per person and includes Business of Basketball Training Courses 101, 102, and 201.
• Train With Us (Licensed Pure Sweat Skills Coaches Network) A global network of Licensed Pure Sweat Skills Coaches spanning North America, Asia-Pacific, and Europe, providing in-person training access to players in locations including the US, Canada, Mexico, Australia, Philippines, and France.

Quantifiable outcome

• Transform player performance in 6 weeks with structured daily workout programs
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• The Gun (Recovery Product)minorOthers · 1 January 2026Recovery product brand sponsoring The Pure Basketball Experience 2026 event in Las Vegas.
• RecoverminorOthers · 1 January 2026Recovery brand sponsoring The Pure Basketball Experience 2026 event.
• Manta SleepminorOthers · 1 January 2026Sleep product brand sponsoring The Pure Basketball Experience 2026 event.
• WB (Wellness Brand)minorOthers · 1 January 2026Wellness brand sponsoring The Pure Basketball Experience 2026 event.
• SlateminorOthers · 1 January 2026Brand sponsoring The Pure Basketball Experience 2026 event.
• FlavCityminorOthers · 1 January 2026Nutrition/lifestyle brand (Bobby and Dessi Parrish) sponsoring The Pure Basketball Experience 2026 event.
• GripSpritzminorOthers · 1 January 2026Basketball grip product sponsoring The Pure Basketball Experience 2026 event.
• SaludminorOthers · 1 January 2026Brand sponsoring The Pure Basketball Experience 2026 event.
• UNLV (University of Nevada Las Vegas)coreOthers · 1 January 2026The Pure Basketball Experience is held on UNLV campus directly behind the Thomas & Mack Center, where all Summer League games are played.
• Crystal Lake Holiday InnminorOthers · 1 January 2026Preferred hotel for NEXT Skills Coach Workshop attendees in Crystal Lake, IL.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Breakthrough Basketball: Long-running digital platform selling basketball training drills, courses, and videos to coaches and players. Direct overlap with Pure Sweat's Virtual Skills School, Transformation Programs, and Digital Drill Books in product, target customer, and pricing tier.
• Ganon Baker Basketball: Established individual basketball skills trainer offering in-person clinics, group training, and digital training products. Comparable to Pure Sweat in sport focus, founder-driven brand identity, and cross-channel mix of in-person and online basketball skill development.
• NBC Basketball Camps: Network of basketball training camps run in multiple US and international locations. Comparable in pure sport focus on basketball skill development and in-person delivery model to aspiring players at the youth and high school levels.
• MasterClass: Subscription-based online learning platform featuring celebrity instructors across crafts, including sports. Comparable business model to Pure Sweat's Database annual subscription in that both monetize elite-instructor video libraries via recurring memberships.
• Hudl: Sports video analysis and coaching platform serving high school, college, and club coaches and athletes. Overlaps with Pure Sweat's coach-targeted value proposition and the broader use of video content to support coach-led player development.
• CoachTube: Online marketplace for sports coaching courses across multiple sports including basketball. Overlaps with Pure Sweat's Virtual Skills School and Business of Basketball courses in product format, target audience of coaches/trainers, and one-time purchase pricing.
• Skillshare: Subscription-based online learning marketplace focused on creative and practical courses. Comparable to Pure Sweat in pure subscription content delivery, customer acquisition via content marketing, and app/web content access model.
• Five Star Basketball: Established basketball training camp and clinic operator focused on youth and high school player development. Comparable in target market (youth basketball players seeking skill development) and in-person training format, though Pure Sweat's digital/online focus is more scalable.

Broad incumbents

• STACK: Multi-sport athlete training media brand producing training content, videos, and performance resources. Comparable business model as a content-led sports training brand, but covers multiple sports rather than specializing in basketball like Pure Sweat.
• IMG Academy: Premium multi-sport training institution offering both in-person and digital products for elite and aspiring athletes. Comparable premium brand positioning and trainer-led methodology, though at a much larger and multi-sport scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Pure Sweat