I'm Possible Training

What I'm Possible Training does

I'm Possible Training is a privately-held basketball skill enhancement company founded in 2012 by Micah Lancaster and headquartered at the Skill Lab World Headquarters in Grandville, Michigan. The company operates a vertically-integrated training business combining online subscription video training (RealSkill Membership), premium in-person training at its Grandville facility, a proprietary line of physical training tools, and a trainer certification program (TDSE) to serve basketball players ranging from youth through professional ranks. Its customer base spans individual athletes, parents of youth players, basketball trainers and coaches, and international student-athletes seeking US college recruitment exposure.

The company's core technology is the Checklist Training System — a structured, repeatable methodology that organizes basketball skill development into approximately 900 assignments designed for 10-20 minute sessions, delivered through the RealSkill digital platform alongside a portfolio of proprietary physical tools including RipCone v2, DrillMat, RipLight, Rip Roller, FlipBase, SafeBounce Pro, Shooting Basketball 2.0, and Med GripBall, several of which were invented by Lancaster. The methodology is codified into the TDSE (Technique-Driven Skill Enhancement) certification, with associated Trainer Licensing enabling a global network of certified trainers to deliver the system.

Revenue is generated across eight streams: RealSkill subscriptions ($49/month or $499/year, with $7 trial), e-commerce hardware sales ($25-$99 per unit), in-person custom training with Lancaster ($1,250 to $45,000 per package), Personal Training Academy weeks ($2,500 per player), Dream Loudly International ($12,500 per athlete), Trainer University and TDSE certification ($500 deposit plus $1,750), licensed trainer fees ($100/month), and corporate/HQ trainer bookings ($1,500-$5,000 per day). The company has collectively worked with over 100 NBA players, 300+ pro and college players, and 10,000+ total players drawn from 48 US states and 40+ countries. Distribution is primarily direct-to-consumer via a Shopify storefront, the RealSkill app on iOS/Android, and application-based bookings for premium in-person experiences.

Name

I'm Possible Training

Legal name

I'm Possible llc

Website

https://possibletraining.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

I'm Possible Training is a privately-held basketball skill enhancement company founded in 2012 by Micah Lancaster, operating online training memberships, in-person elite training programs, a proprietary training-tools product line, and a TDSE trainer certification network serving youth-to-pro basketball players globally.

Ownership category

akta.pro rank

Product category

Basketball Training Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Strength & Conditioning / Athletic Performance Training (HSADAEAB), Coach Education, Certification & Clinics (HSADAEAO), Sports Performance Personal Training (HSADAAAF)

Keywords

• Basketball skill training
• Online training platform
• Sports training equipment
• Trainer certification
• Athletic skill enhancement

Headquarters

HQ city

Grandville

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. RealSkill Online Subscription: Recurring subscription providing full access to 900+ skill assignments across 20+ training programs, delivered via the RealSkill app. Subscription tiers include monthly ($49), annual ($499), and SkillPlus guided membership. Trial conversion at $7 for 7 days.
2. Training Tools & Equipment Sales: E-commerce sales of proprietary training products including DrillMat, RipCone v2, RipLight, Rip Roller, FlipBase, SafeBounce Pro, Shooting Basketball 2.0, Med GripBall, and bundles. One-time purchase model with prices ranging from $7.50 to $99.
3. In-Person Custom Training with Micah Lancaster: Premium personal training experiences at Skill Lab HQ in Grand Rapids, MI. Packages range from $1,250 (2-day Starter) to $45,000 (Year Tuition). Includes housing, airport pickup, daily transport, and RealSkill app access.
4. Personal Training Academy: 5-day group training experiences capped at 12 players per week. Price: $2,500 per player. Includes 30+ hours training, lodging, all meals, and 1-year RealSkill access.
5. Dream Loudly International: 30-day immersive team and training program for Class of 2026/2027 athletes. Total cost: $12,500. Includes 40+ hours skill training, 5 practices/week, 2 NCAA Live Period tournaments, housing, uniforms, and merchandise.
6. Trainer Certification & Licensing: TDSE certification (prerequisite for licensing) available via online course ($?), live workshops, or Trainer University (5-day immersive). Licensed I'm Possible Trainer program at $100/month with benefits including RealSkill trainer version, weekly mentorship, 40% workshop discount, and product affiliate program.
7. Individual Program Purchases: One-time purchases of specific training programs including I'm Possible Kids ($199), Skill ID packs ($7-$37), Backboard Blueprint System ($27), and other standalone programs.
8. Bring Micah To You / Trainer Booking: Corporate and event booking for Micah Lancaster ($5K/day + travel) or I'm Possible HQ trainers ($1,500/day). Limited travel days for up to 5 training days per engagement.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels9 records

Core offering

I'm Possible Training is a basketball skill enhancement company that delivers a repeatable, checklist-based training methodology through multiple channels: an online membership platform (RealSkill with 900+ video skill assignments), in-person training at Skill Lab HQ with founder Micah Lancaster, a proprietary line of training tools and equipment (RipCone, DrillMat, RipLight, Rip Roller, Shooting Basketball 2.0) invented by Lancaster, and a TDSE trainer certification and licensing program that propagates the methodology globally through a network of certified coaches.

Product overview

I'm Possible Training is a basketball skill enhancement company founded by Micah Lancaster, offering a platform-plus-products architecture consisting of online training memberships (RealSkill and SkillPlus), in-person training programs (Custom Training, PT Academy, Dream Loudly International), trainer education (Trainer University, TDSE Certification), and a proprietary line of 25+ training tools and equipment. The core RealSkill platform provides 900+ video-based skill assignments through a checklist methodology, while the SkillPlus membership adds human coaching accountability. The training tool portfolio includes cones (RipCone v2, FlipBase), balls (SafeBounce, Shooting Basketball 2.0, Med GripBall), and specialized equipment (Rip Roller, RipLight, DrillMat) designed by Micah Lancaster for specific skill development. Bundled packages combine multiple tools with training systems (Personal Defender System, Train At Home, RipLight Decision System) for comprehensive home training.

Differentiator

Problem solved

Functional benefit

Brands

• RealSkill: Online training membership platform providing access to 900+ basketball skill enhancement videos and training programs
• SkillPlus
• I'm Possible Kids
• Personal Training Academy
• Trainer University
• Dream Loudly International
• TDSE

Products and services

• RealSkill Membership

Quantifiable outcome

• 2 NBA players (Victor Oladipo and Brandon Ingram) became first-time NBA All-Stars and earned NBA Most Improved Player after training with Micah Lancaster
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• Holiday Inn Express (Grandville, MI)minorOthersPartner hotel located across the street from Skill Lab World Headquarters. Offers discounted rates for families of players training at I'm Possible. Families should call and reserve under the name 'Skill Lab' to receive the discount. Discounts vary by season.

Scale indicators18 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Breakthrough Basketball: Long-running basketball skills and coaching company selling online training, camps, books, and coach certifications. Directly comparable as a multi-channel basketball instruction brand targeting players, parents, and coaches, with overlapping training program and certification offerings.
• CoachTube: Online video marketplace and subscription platform for sports coaching instruction across basketball, football, and other sports. Directly comparable as a content-led, self-serve basketball skill learning destination with subscription pricing and individual instructor-led courses.
• Dr. Dish Basketball: Manufacturer of basketball shooting and skill training machines widely used by players and trainers. Comparable as a basketball-specific equipment brand selling proprietary training hardware that integrates into skill development routines.
• Ganon Baker Basketball: Personal basketball skill development brand built around a single elite trainer offering camps, clinics, online training, and individual sessions. Directly comparable as a trainer-led basketball skill enhancement business with premium in-person and online offerings.
• Hoop Dreams Basketball Academy: Skill-development focused basketball training provider offering camps, clinics, and private training. Comparable as an in-person plus online basketball training operator targeting youth players pursuing elite development.

Broad incumbents

• SKLZ (now Elevate Labs): Major athletic training equipment brand selling basketball, baseball, and general sport training aids through mass retail. Comparable as a broader basketball skill-adjacent equipment incumbent with overlapping product categories such as training balls and cones.
• Stack Sports / Stack.com: Large sports training media and digital performance platform delivering expert-driven basketball, football, and performance content to athletes. Comparable as a broader sport-skills content ecosystem competing for the same basketball skill development audience.

Emerging players

• Ball Handling Academy (Steph Curry SC30 brand): Trainer-led basketball skill programs with strong NBA-player associations offering online skill content and clinics. Comparable as a celebrity-driven basketball skills instruction brand competing for the same youth-to-pro player audience.

Regional players

• J3 Basketball League / Jonathan Jefferies Training: Trainer-led basketball skill development programs and events serving youth and elite athletes, primarily in the US with international showcase components. Comparable as a basketball-only skill training brand offering camps, clinics, and player development services.

Others

• MasterClass: Subscription learning platform featuring celebrity instructors across sports and other disciplines. Comparable as a subscription-based, expert-led online learning business targeting consumers willing to pay premium for celebrity-trainer instruction, including basketball content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/trainimpossible?lang=en
• YouTubeyoutube.com/user/ImPossibleTraining
• Facebookfacebook.com/TrainImPossible
• Instagraminstagram.com/micah_lancaster

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 I'm Possible Training