Upswing Poker

What Upswing Poker does

Upswing Poker, Inc. is a private, US-based online poker training and education company founded in 2015 and headquartered in Vista, California (with operations referenced in Las Vegas). The company sells digital training content, interactive skill-development tools, and community access to recreational, amateur, and high-stakes poker players worldwide. Its core technology stack combines Game Theory Optimal (GTO) solver-derived content with proprietary interactive training tools, most notably the Lucid Poker GTO cash game trainer, the PLO Matrix preflop visualization tool, the PLO Trainer (beta), and the mobile Preflop Prodigy app.

The product portfolio spans a freemium entry tier (free preflop charts, $7 Postflop Playbook), a flagship subscription (Upswing Lab 2.0 at $99 for the first month, with hundreds of hours of video content and weekly updates), and a premium course catalog (Modern Tournament Mastery, Crushing PLO Tournaments, The End Boss System, Smash Live Cash Games, Elite Cash Game Exploits, The Poker Blueprint, Redline Rocketship, Mixed Game Mastery, PLO Launch Pad) priced up to $999 each. Content is delivered directly via upswingpoker.com, a members portal, iOS mobile apps, and a physical merchandise storefront, with community engagement through Discord and the Level-Up podcast.

Upswing operates a product-led growth model anchored on a roster of 25+ professional instructors including Doug Polk, Tim Adams, Dan Dvoress, Nick Petrangelo, Uri Peleg, Dylan Weisman, Jake Abdalla, Fabian Adler, and Stephen Chidwick, whose documented high-stakes earnings serve as the brand's primary credibility signal. Distribution is entirely direct-to-consumer with no enterprise or B2B contracts. The company was recently acquired by ClubWPT Gold, integrating Upswing into a larger sweepstakes poker ecosystem while preserving the Upswing brand and product focus.

Name

Upswing Poker

Legal name

Upswing Poker, Inc.

Website

https://upswingpoker.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Upswing Poker is a private online poker education company selling GTO-based training courses, interactive tools, and a flagship $99/month subscription to amateur and professional poker players worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Memberships: Upswing Lab 2.0 membership at $99 for the first month, providing access to hundreds of hours of training content with new material added weekly. Includes all modules, hand reviews, and community access.
2. Individual Course Sales: One-time purchases for signature courses ranging from $7 (Postflop Playbook introductory course) to $999 (premium courses like Modern Tournament Mastery, Crushing PLO Tournaments). Courses are instant access digital products.
3. Merchandise: Physical merchandise sold through the Upswing Poker merch store.
4. Affiliate/Referral Revenue: Rakeback program and potential affiliate arrangements with poker sites.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Upswing Poker operates an online poker training and education platform that sells digital memberships, signature courses, and interactive GTO-based training tools for poker players across multiple variants including No Limit Hold'em and Pot Limit Omaha. Its core offering is the Upswing Lab 2.0 membership at $99 for the first month, complemented by individual premium courses (e.g., Modern Tournament Mastery, Crushing PLO Tournaments) and tools such as Lucid Poker, PLO Matrix, and the Preflop Prodigy mobile app.

Product overview

Upswing Poker is an online poker training platform offering a comprehensive portfolio of educational products for poker players of all skill levels. The core offering centers on the Upswing Lab 2.0 membership, which provides hundreds of hours of video training content for No Limit Hold'em with new material added weekly. The platform's product suite includes signature paid courses taught by world-renowned poker professionals (Doug Polk, Tim Adams, Nick Petrangelo, Uri Peleg, Dylan Weisman, and others) covering tournament strategy, cash games, Pot Limit Omaha (PLO), mixed games, and heads-up play. Key training tools include the Lucid Poker GTO Trainer (which uses Game Theory Optimal principles for skill development), the PLO Matrix preflop visualization tool, and the PLO Trainer Tool (beta). The platform also provides free resources including preflop charts, poker quizzes, articles, and the Level-Up podcast. The product architecture combines a flagship membership model with individual premium courses, interactive training tools, and free educational content to serve beginners through elite professional players.

Differentiator

Problem solved

Functional benefit

Brands

• Upswing Lab: No Limit Hold'em membership training program with hundreds of hours of content
• Lucid Poker
• Preflop Prodigy
• PLO Matrix
• PLO Trainer

Products and services

• Upswing Lab 2.0 Flagship No Limit Hold'em membership offering hundreds of hours of video training content with new videos added weekly, covering cash games, tournaments, and mixed games taught by world-class poker professionals including Doug Polk and Gary Blackwood.
• Modern Tournament Mastery Premium tournament poker course taught by Tim Adams and Daniel Dvoress featuring Stephen Chidwick, covering every stage of tournament play from early chip accumulation through final table ICM decisions, with $100M+ in combined coach earnings.
• Lucid Poker GTO Trainer Cutting-edge cash game trainer using Game Theory Optimal principles that provides instant feedback on play, identifies game weaknesses, allows drilling of specific actions or streets, and tracks progress over time.
• PLO Matrix Visual preflop tool providing precise and easy-to-use representations of GTO preflop ranges for 4 and 5 card Pot Limit Omaha, designed to help PLO players make optimal preflop decisions.
• PLO Trainer Tool Beta training tool for Pot Limit Omaha that uses reps, drills, and GTO-backed feedback built for serious players, moving beyond passive studying to build real skills through active practice.
• Crushing PLO Tournaments Comprehensive Pot Limit Omaha tournament course by Dylan Weisman, built from 5 years of preparation and 1,000+ hours of custom solver solves, designed to help players crush soft tournament fields.
• The End Boss System (Heads-Up Master Class) Advanced heads-up master class taught by Doug Polk and Fabian Adler, covering elite heads-up No Limit Hold'em strategy with techniques developed by Polk and his longtime coach.
• Smash Live Cash Games Live poker cash game strategy course by Nick Petrangelo focused on maximizing winnings in live poker games.
• Elite Cash Game Exploits Exploitative poker strategy course by Uri Peleg teaching players how to identify and exploit weaknesses in opponent play for maximum profitability.
• The Poker Blueprint Comprehensive winning poker strategy system by Uri Peleg providing a complete framework for profitable poker play.
• Mixed Game Mastery Mixed games poker strategy course by Jake Abdalla covering multiple poker variants including HORSE and other mixed game formats to immediately improve player results.
• Redline Rocketship No Limit Hold'em strategy course by Uri Peleg focused on increasing profits by winning more pots without showing cards, emphasizing the 'red line' (amount won without showdown).
• PLO Launch Pad Beginner-friendly Pot Limit Omaha course by Dylan Weisman teaching players to feel comfortable and confident playing PLO.
• The $7 Postflop Playbook Affordable introductory course for No Limit Hold'em that teaches players to make quick, high-quality, profitable poker decisions based on hand categories.
• Preflop Prodigy App Mobile app providing preflop poker ranges and charts for quick reference, accessible on iOS and Android devices.

Quantifiable outcome

• Dan Ott (WSOP Main Event runner-up) won $4.7 million after using Upswing Poker training
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

One partnership is on record.

• ClubWPT GoldmajorOthersClubWPT Gold acquired Upswing Poker, integrating the training platform into their sweepstakes poker ecosystem. This acquisition represents a significant ownership change, bringing Upswing Poker under the ClubWPT Gold umbrella while maintaining its brand and training focus.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/UpswingPoker
• Facebookfacebook.com/UpswingPoker1
• LinkedInlinkedin.com/company/upswing-poker

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Upswing Poker