CoachMate

What CoachMate does

CoachMate is a New Zealand-based sports technology company that operates a mobile-first, white-label platform for national sports governing bodies (NSOs) to digitise grassroots coaching delivery. Founded in 2018 by Michelle Walshe (CEO), Leigh Kenyon (Coaching Specialist), and Michael Ramirez (CPO), the company targets the fragmented, volunteer-driven grassroots sport layer — coaches, parents, teachers, and children aged 5-18 — through four product modules: CoachMate Community (white-label mobile app with practice plans, video activities, team chat, and scheduling), CoachMate Schools (classroom-to-club pathway), CoachMate Home (gamified at-home skill challenges with avatars, XP, and badges), and CoachMate Admin & Analytics (participation dashboard for NSOs). The platform is built natively for iOS and Android with a web admin layer, and includes sport-specific curriculum content co-developed with governing bodies such as Golf NZ, NZ Football, Basketball NZ, Hockey NZ, NZ Rugby League, Cricket Australia, and Halberg Train. CoachMate's business model is B2B SaaS licensing to NSOs and sports organisations on subscription agreements, while the end-user app is free to download — a B2B2C structure in which distribution runs through the governing bodies' club and school networks. Revenue is recurring from organisation licences, with pricing not publicly disclosed. The company has expanded from its New Zealand base into Australia (Golf Australia, Cricket Australia) and most recently into Europe through UEFA's Champions Innovate 2026 programme with the Hungarian Football Federation. CoachMate is privately held by its three founders with no disclosed institutional funding.

Name

CoachMate

Legal name

Coachmate Limited

Website

https://coachmate.sport

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

CoachMate is a New Zealand-based B2B SaaS platform that helps national sports governing bodies digitise grassroots coaching through white-label mobile apps, practice plans, analytics, and gamified at-home engagement for coaches, volunteers, and children.

Ownership category

akta.pro rank

Product category

Sports Technology / Coaching Platform Software

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Coach Education, Certification & Clinics (HSADAEAO)

akta.pro secondary industries

Team & Club Coaching (seasonal team coaching) (HSADAEAF), Sport-Specific Private Coaching & Instruction (1:1, Small Group) (MPAKAJAE)

Keywords

• Sports coaching platform
• Coach education software
• Volunteer management app
• Youth sports engagement
• Grassroots sport technology

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Sports Organisation Licensing: CoachMate provides its platform to national sports governing bodies (NSOs) and organisations under white-label or partnership agreements. Sports organisations distribute the platform to their network of clubs, schools, coaches, and volunteers. Revenue is generated through licensing agreements with these partner organisations.
2. B2B SaaS Platform: The platform serves as a B2B SaaS tool for sports organisations to manage coaching delivery, track participation data, and engage their communities. The app is free for end users (coaches, volunteers, parents) while organisations pay for access to analytics and administrative tools.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

CoachMate provides a white-label, multi-product mobile and web platform that helps national sports organisations and federations deliver coaching content, manage teams, and engage grassroots coaches, volunteers, parents and youth participants. The platform combines practice plans, video activities, team chat, scheduling, gamified at-home challenges, and a unified analytics dashboard, sold via subscription licensing to sports bodies and distributed to their clubs and schools.

Product overview

CoachMate is a multi-product platform consisting of four core products: CoachMate Community (white-label app for clubs and sports orgs), CoachMate Schools (classroom-to-club pathway), CoachMate Home (gamified at-home engagement), and CoachMate Admin & Analytics (data dashboard). The platform is available on iOS and Android and serves sports organisations including NZ Football, Basketball NZ, Cricket Australia, Hockey NZ, Golf NZ, Golf Australia, BMX NZ, NZ Rugby League, and Halberg Train.

Differentiator

Problem solved

Functional benefit

Brands

• CoachMate Community: All-in-one white-label app for sports organisations and clubs, uniting practice, teams, schedules, and learning under a custom brand.
• CoachMate Schools
• CoachMate Home
• CoachMate Analytics

Products and services

• CoachMate Community White-label mobile app for sports organisations and clubs that unifies practice planning, bite-sized video activities, team chat and direct messages, scheduling and attendance, and a Learn section for coach education, all delivered under the partner organisation's brand.
• CoachMate Schools Digital platform that connects classroom physical education with home engagement and community sport participation, enabling teachers to deliver curriculum-aligned activities and track student progression to local club pathways.
• CoachMate Home Gamified at-home skills programme featuring animated mascots, XP rewards, badges, tickets for avatar customisation, and challenges designed to keep children active between organised sessions and convert interest into long-term community growth for sports organisations.
• CoachMate Analytics & Admin Admin and analytics dashboard giving sports organisations a unified view of participation, engagement, and content consumption across all CoachMate products, from national bodies down to individual clubs, with real-time data and feedback to track programme ROI and manage communications.
• Big Bash Schools Challenge Digital classroom programme co-developed with Cricket Australia that connects cricket-themed classroom activities with gamified at-home experiences and pathways to Woolworths Cricket Blast clubs, featuring mascot avatars, XP, skill badges, leaderboards, and rewards.
• Halberg Train Inclusive Coaching Content Inclusive sports training programme on CoachMate, in partnership with Halberg Train, providing adapted and modified activities, practice plans, and mini courses for coaches and teachers supporting participants with disabilities including blind/low vision, deaf/hard of hearing, physical disabilities, intellectual impairments, and neurodivergent participants.

Quantifiable outcome

• 93% of volunteers felt more supported by their sports organisation when using CoachMate
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature5 records

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• Basketball New ZealandcoreStrategic or Co-development Partner · 14 May 2026Renewed partnership supporting basketball as one of NZ's fastest-growing sports with 60,000+ registered participants. Focus on supporting coaches and volunteers delivering quality experiences.
• UEFAflagshipStrategic or Co-development Partner · 19 January 2026Selected for Champions Innovate 2026 programme - UEFA's global innovation initiative. CoachMate was one of a small group of startups partnering with UEFA and national federations to address grassroots football behaviour change.
• Hungarian Football Federation (MLSZ)coreStrategic or Co-development Partner · 1 January 2026Partnered with MLSZ for Champions Innovate pilot, delivering localised football content to community coaches in Hungary. Pilot exceeded expectations with 97% recommendation rate.
• Golf New ZealandcoreStrategic or Co-development Partner · 26 November 2025CoachMate's first foundation client and inaugural partner. Supports Golf NZ's Futures programme for young people, with over 156,000 club members and 200,000+ casual players. Re-signed for renewed content delivery and growth.
• Cricket AustraliacoreStrategic or Co-development Partner · 7 November 2025Co-developed Big Bash Schools Challenge - first-of-its-kind digital programme connecting classroom cricket activities with gamified home experiences and pathway to Woolworths Cricket Blast clubs.
• New Zealand Rugby LeaguecoreStrategic or Co-development Partner · 29 April 2025Launched to support NZRL's rapidly growing participation (22% increase in 2023, 35% female participation surge, 38,000 registered players). Includes coaching content aligned with Kiwi Way framework.
• AktiveminorGTM or Marketing Partner · 18 March 2025United to champion positive sideline behaviour with 'Love Their Game' initiative reaching 100,000+ participants across Auckland rugby, football, netball, basketball, water polo, and tennis.
• Hockey New ZealandcoreStrategic or Co-development Partner · 11 March 2025Official launch on CoachMate to support grassroots coaching with Foundation player stage content. Aligns with Hockey NZ's Player Competency Framework and Spaces and Places strategy.
• Golf AustraliacoreStrategic or Co-development Partner · 13 September 2024First Australian venture; digitising MyGolf, Get Into Golf, and MyGolf Schools participation programmes. Golf Australia saw 22% YoY growth in MyGolf and 39% in Get Into Golf.
• New Zealand FootballcoreStrategic or Co-development Partner · 1 January 2023Foundation partnership since 2023; community grew to 25,000+ members with peak of 9,000 monthly active users. Re-signed to support Whole of Football 2.0 Plan. Achieved record-breaking week of new registrations and most sign-ups in a calendar year.
• BMX New ZealandcoreStrategic or Co-development PartnerDelivering Kiwi Sprocket Rockets programme to help teach kids bike riding skills and confidence through gamified activities and practice plans.
• Halberg TraincoreStrategic or Co-development PartnerHalberg Train programme on CoachMate focuses on inclusive sports training, adapting and modifying activities for all New Zealanders including those with disabilities.
• Team HeroineminorGTM or Marketing PartnerCollaboration on Keeping Girls in Sport white paper. Team Heroine, founded by former athlete Rebecca Sowden, provides expertise in women's sports engagement.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Heja: Heja is a Swedish sports team communication app for coaches, parents, and players — a direct competitor to CoachMate Community in the volunteer coach engagement category.
• Pitchero: Pitchero is a UK-based sports club management platform providing websites, apps, payments, and communication tools for amateur sports clubs — comparable to CoachMate in serving grassroots clubs and volunteers.
• Spond: Spond is a Norwegian team management app used by grassroots sports clubs for scheduling, communication, and event coordination — closely comparable to CoachMate in serving volunteer coaches and parents, with similar geographic focus on smaller markets.
• TeamSnap: TeamSnap is a leading US-based team and sports management platform serving volunteer coaches, parents, and administrators with scheduling, communication, and rostering — overlapping directly with CoachMate Community's core use case.
• Teamer: Teamer is a UK-based team management app for amateur sports clubs providing scheduling, messaging, and availability tools — directly comparable to CoachMate Community for volunteer-led grassroots sports teams.
• Sport:80: Sport:80 provides membership, registration, and club management software to national governing bodies and sports organizations — overlapping with CoachMate's analytics and organizational layer for federations.

Broad incumbents

• Hudl: Hudl is a major sports video analysis and coaching platform serving clubs, schools, and federations globally — adjacent to CoachMate via coaching content and team management functionality.
• SportsEngine: SportsEngine (NBC Sports Next) is a broad US sports management platform for governing bodies, leagues, and clubs — competes with CoachMate across registration, communication, and analytics at larger scale.
• Stack Sports: Stack Sports offers a broad ecosystem of sports technology products for governing bodies, clubs, and leagues — overlaps with CoachMate at the federation and club management layer.

Emerging players

• SidelineHD: Sideline (formerly SidelineHD) is a coaching and team management platform focused on grassroots sports communication — an emerging competitor in the volunteer coach tooling category where CoachMate operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/coachmate
• Xx.com/CoachmateSport

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 CoachMate