Next Level Sports Group

What Next Level Sports Group does

Next Level Sports Group (NLSG) is a Dallas, Texas-based multi-sport youth athletic training company operating from a single indoor facility at 9876 Chartwell Drive in the Lake Highlands area. Founded in 1992 by Heath Welch as All-Star Baseball & Softball Camps and rebranded in 1999 to extend its coaching methodology beyond baseball and softball into football, soccer, and general athletic performance, NLSG serves youth athletes ages 5-18+ and their families across the DFW metro. The company is owner-operated (Heath Welch as founder; Quinton Haynes as co-owner) with 11-50 employees and operates without institutional funding.

The core physical asset is an indoor facility containing up to nine batting cages convertible into three fielding areas or three small soccer/football fields, plus an outdoor fielding area. The principal technology is HitTrax, a third-party virtual hitting system that simulates MLB stadiums scaled by age level and captures real-time performance data (exit velocity, distance, launch angle), enabling structured virtual tournament events. NLSG also operates performance training programming out of Richland College. Marketing channels are organic: Facebook, Twitter, Instagram, the company website, and direct phone/email contact.

Revenue is generated through a layered, direct-to-consumer model anchored by recurring membership subscriptions (Standard Individual $80/month to Family Tech+ $160/month, with 3/6/12-month prepay options) that provide free cage access when available and discounts across the service catalog. Episodic revenue comes from private lessons ($50-150 per session, with multi-pack discounts), multi-day sports camps ($50-90/day), cage and field rentals (member and non-member hourly rates), structured classes (Velocracy Winter Pitching Series, King of the Hill performance training), single-session clinics, birthday party packages ($425-600), and showcases ($175-300 per player with video add-on). The customer base is fragmented: individual youth athletes, families seeking sports-themed events, and independent/club teams via the Affiliate Team Program.

Name

Next Level Sports Group

Legal name

Next Level Sports Group, Inc.

Website

https://nlsportsgroup.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Next Level Sports Group is a Dallas-based, owner-operated multi-sport youth training facility offering baseball, softball, football, and soccer coaching through memberships, lessons, camps, clinics, rentals, and tournaments for athletes ages 5-18+ in the DFW metro area.

Ownership category

akta.pro rank

Product category

Youth Sports Training Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industries

Baseball & Softball Equipment Retail (CRAMAEAA), Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

Keywords

• Youth sports training
• Baseball coaching services
• Softball training facility
• Sports camps and clinics
• Batting cage rentals

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly, quarterly, and annual membership plans providing free cage access when available, discounts on camps, classes, some clinics, equipment, and scheduled cage rentals. Two tiers: Standard and Technology Packages.
2. Private Lessons: One-on-one coaching sessions with certified coaches in pitching, hitting, catching, fielding, and base running. Priced per time increment (30, 45, 60 minutes) with 6-pack and 10-pack discounts available.
3. Sports Camps: Day camps during school breaks (Spring Break, Summer, Fall holidays) offering half-day and full-day options for ages 5-13 across multiple sports.
4. Cage and Field Rentals: Hourly rentals of indoor batting cages (70' and 65') and outdoor fields with lights, available to members at discounted rates.
5. Birthday Parties and Events: Package-based party services (All Star basic and MVP all-inclusive) with per-child and additional field fees, plus team parties and special events.
6. Classes and Clinics: Structured multi-week programs like the Winter Pitching Series and Performance Training (King of the Hill), plus single-session skill clinics for baseball and softball.
7. Showcases: Player showcase events with data and video capture, priced by position (Position Player, Pitcher, Catcher, 2-Way Players) with video add-on option.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Next Level Sports Group operates an indoor and outdoor youth sports training facility in Dallas, TX, delivering baseball, softball, football, and soccer coaching through one-on-one lessons, sports camps, multi-week classes, single-session clinics, batting cage and field rentals, birthday parties, player showcases, and HitTrax virtual hitting tournaments. The facility houses up to 9 convertible indoor batting cages that reconfigure into fielding areas or small soccer/football fields, an outdoor fielding area, and HitTrax virtual hitting technology for competitive simulated MLB stadium tournaments.

Product overview

Next Level Sports Group (NLSG) operates as a multi-sport training facility offering a comprehensive suite of sports development services centered on baseball and softball, with additional offerings for football and soccer. The core portfolio consists of individual lessons, sports camps, structured classes (including the Velocracy pitching program), and specialized clinics. These are complemented by facility access through memberships and cage/field rentals, plus event-based offerings including birthday parties, player showcases, and HitTrax virtual tournaments. The products form a layered ecosystem: memberships provide the subscription foundation, while lessons, camps, and classes serve as the primary skill-development offerings, with clinics, showcases, and tournaments offering specialized enhancement experiences. The affiliate team program serves as a B2B extension for club organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• Private and Small Group Lessons One-on-one and small group coaching sessions with certified NLSG coaches covering pitching, hitting, catching, fielding, and base running in baseball, softball, football, and soccer, priced in 30, 45, and 60-minute increments with 6-pack and 10-pack discounts.
• Sports Camps Half-day and full-day multi-sport day camps during school breaks (Spring Break, Summer, Fall holidays) for ages 5-13 covering baseball, softball, football, soccer, and general athletic training, with optional early and late care.
• Classes (Multi-Week Programs) Structured multi-week training programs including the NL Velocracy Winter Pitching Series with Omar Washington and NL Performance Training (King of the Hill), focused on velocity development, strength, and athletic performance for pitchers and multi-sport athletes.
• Clinics Specialized single- and multi-session skill clinics for baseball and softball, including pitchers & catchers clinics and hitting & fielding clinics for specific age groups, with member discount codes.
• Cage and Field Rentals Hourly indoor batting cage rentals at 70ft and 65ft distances and outdoor field rentals with lights, offered to both members and non-members at tiered rates by duration.
• Birthday Parties and Events Sports-themed birthday and event party packages for up to 20 kids, with All Star basic and MVP all-inclusive tiers, party coaches, optional food and drinks, and additional field area pricing.
• Player Showcases Player evaluation and college recruiting showcase events hosted at local high schools with data and video content capture for position players, pitchers, catchers, and two-way players, with an optional recruitment video add-on.
• NL HitTrax Tournaments Virtual hitting league tournaments using HitTrax technology that simulate games in MLB stadiums scaled by age, with real-time performance analytics such as exit velocity, distance, and launch angle.
• Memberships Standard and Tech+ monthly, quarterly, and annual membership tiers for individuals and families that provide free cage access when available, discounts on camps, classes, clinics, equipment, and scheduled cage rentals, plus guest privileges.
• Performance Training Athletic development program focused on strength, ground force, flexibility, speed, endurance, and recovery training, held at Richland College in Dallas, TX, with member and non-member weekly pricing tiers.
• Affiliate Team Programs Bulk rental programs for independent and club baseball and softball teams offering discounted rates on 12, 16, 20, or 24 rental commitments, with equipment and uniform assistance.

Quantifiable outcome

• Over 102,000 players and 8,500 coaches trained over 33+ years
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

One partnership is on record.

• Omar Washington (Velocracy Winter Pitching Series)minorStrategic or Co-development PartnerPartnership with Omar Washington and his staff to offer a pitching program that has produced many successful pitchers. The program has helped prepare top national prospects. Pitchers gain velocity, accuracy, strength, mobility, flexibility, and conditioning through this specialized training.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Baseball Factory: Baseball Factory is a long-established player development organization offering private lessons, showcases, and college recruiting exposure events. Overlaps with NLSG on the showcase/recruiting value proposition and individual lesson model for aspiring youth baseball players.
• D-BAT Sports: D-BAT Sports operates a national franchise of indoor baseball and softball training facilities offering lessons, classes, camps, and cage rentals - the closest direct analog to NLSG's facility-based coaching model. Both target youth athletes ages 5-18+ with multi-tier membership and pay-as-you-go lesson structures.
• 5 Tool Performance: 5 Tool Performance is a multi-location indoor baseball/softball training facility chain offering lessons, camps, cage rentals, and team training - structurally similar to NLSG with overlapping customer base and service menu in the youth development segment.

Broad incumbents

• IMG Academy: IMG Academy is a global sports training and education institution offering coaching across baseball, football, and soccer with residential programs. Operates at vastly larger scale than NLSG but serves the same underlying customer need of structured athletic development for aspiring youth athletes.
• i9 Sports: i9 Sports is a national youth sports franchise offering leagues, camps, and clinics across multiple sports including baseball, softball, football, and soccer. Direct overlap with NLSG's youth sports instruction and multi-sport positioning, but distributed nationally through a franchise model.
• Ripken Baseball (Cal Ripken Experience): Ripken Baseball operates large-scale baseball complexes and tournaments across the US. Comparable to NLSG on facility-based training and youth baseball development, but with multi-location scale and tournament-anchor business model.
• Perfect Game: Perfect Game is the largest amateur baseball scouting and showcase organization in the US, running tournaments and recruiting events nationwide. Overlaps with NLSG's showcase service line and youth player development mission, but at significantly larger scale and geographic reach.

Regional players

• Diamond Nation: Diamond Nation operates a multi-field baseball/softball complex in New Jersey hosting tournaments, camps, and team training events. Highly comparable facility-based model, but regionally concentrated in the Northeast rather than Texas.

Emerging players

• Topgolf: Topgolf operates technology-enabled sports entertainment venues combining sport, data, and social/family entertainment. While entertainment-focused rather than development-focused, Topgolf shares NLSG's facility-plus-tech thesis (similar in spirit to HitTrax) and the family entertainment positioning that includes birthday parties and group events.
• Parisi Speed School: Parisi Speed School is a franchise network focused on speed, agility, and performance training for youth athletes across multiple sports. Directly comparable to NLSG's Performance Training (King of the Hill) program and multi-sport performance positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nlsportsgroup
• Facebookfacebook.com/nlsportsgroup
• Instagraminstagram.com/nlsportsgroup
• LinkedInlinkedin.com/company/next-level-sports-group

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 Next Level Sports Group