What Under The Gui Academy does

Under The Gui Academy (UTG Academy) is a privately held, Vancouver-based STEM education provider founded in 2013, delivering after-school and weekend coding and robotics instruction to students in Grades 1-12 (ages 7-18). The company operates two physical locations in Metro Vancouver — its Kitsilano headquarters at 1909 W Broadway and a Coquitlam branch in the Lincoln Centre — supplemented by online classes capped at three students per session. Its core product is an 8-level structured curriculum progressing from Python Beginners (ages 9-10) through AP Computer Science preparation and competitive coding (CS800 series), with parallel robotics tracks using VEX-IQ hardware and RobotC programming that culminate in international VEX Robotics Competition participation.

The technical stack combines proprietary-feeling curriculum sequencing with third-party platforms: PixelPAD (a web-based Python learning environment used for game-based instruction), Unity for C# programming, Visual Studio as the IDE, and VEX-IQ robotics kits. Instruction is delivered in small cohorts — four students in-person, three online — across semester-long classes (Fall and Spring, 5 months each), private and semi-private tutoring, Spring Break camps, Summer camps (including a hybrid STEM-plus-frisbee camp with Elevate), and a competitive UTG Robotics team program founded in 2019 by veteran coach Todd Ablett. The company also operates a franchise model marketed to educators as an after-school-hours side business, providing curriculum, marketing, and business setup support.

Revenue is generated through per-student semester fees, robotics team registration (including VEX equipment and tournament fees), private tutoring, and seasonal camp enrollment, with installment plans and sibling discounts available. Go-to-market is community-led, relying on partnerships with the Vancouver School Board, SFU Canadian Coding League, and FIRST Robotics, plus organic word-of-mouth referrals from families. The company has no disclosed outside funding, no parent corporation, and remains operationally concentrated in British Columbia.

Name

Under The Gui Academy

Legal name

Under the GUI Academy Inc.

Website

https://utgacademy.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Under The Gui Academy is a Vancouver-based STEM education provider founded in 2013, delivering after-school coding and robotics instruction to Grades 1-12 students through an 8-level curriculum, VEX-IQ competitive teams, camps, and a franchise model targeting educators in Metro Vancouver.

Ownership category

akta.pro rank

Product category

Youth STEM Education

NAICS

Computer Training (61142), Exam Preparation and Tutoring (611691)

SIC

Services-Educational Services (8200)

akta.pro primary industry

STEM & Coding Learning Centers (Robotics, Programming, Engineering) (EDANAHAF)

akta.pro secondary industries

Text-Based Programming (Python, Java, C/C++) (EDAMACAB), Web Development (HTML/CSS/JavaScript, Front-End/Back-End) (EDAMACAC), Game Development (Unity, Unreal, 2D/3D) (EDAMACAE), Coding & Programming Learning Platforms (EDAFANAA)

Keywords

• Youth coding education
• STEM after-school programs
• Kids robotics classes
• Python curriculum academy
• VEX robotics competition

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. After-school and Weekend Coding Classes: Semester-based coding classes held once weekly for 1-2 hours. Each semester runs 5 months (Fall and Spring). Revenue is generated through per-student enrollment fees with prorated options for late enrollment.
2. Robotics Competition Program: Team-based competitive robotics program culminating in international VEX competitions. All VEX equipment and tournament fees included in registration. Payment can be split into 25% monthly installments over 4 months.
3. Private and Semi-private Tutoring: One-on-one or small group tutoring sessions available for students seeking personalized instruction in coding and robotics.
4. Spring Break Camps: March Break camps offering coding, robotics, and animation/3D printing programs. Full-day format with optional after-camp care until 6 PM.
5. Summer Camps: Summer programs combining STEM education (coding, robotics, 3D printing) with physical activity (ultimate frisbee in partnership with Elevate). Half-day options available for select weeks.
6. Franchise Ownership: Franchise model targeting educators seeking to own after-school coding businesses. UTG provides curriculum, marketing support, and business setup assistance. Franchisees operate during after-school hours.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Under The Gui Academy runs an eight-level progressive coding curriculum (Python Beginners through AP Computer Science and Competitive Coding) delivered through after-school and weekend classes, plus a VEX-IQ robotics competition program. It complements these core programs with private/semi-private tutoring and seasonal Spring Break and Summer camps spanning coding, robotics, 3D printing, and animation. Classes use PixelPAD for Python, Unity (C#) for game development, and Visual Studio as the IDE, with small in-person caps (4 students) and online caps (3 students).

Product overview

UTG Academy offers a structured, multi-level coding and robotics education platform for students in Grades 1-12. The core curriculum consists of eight progressive coding levels spanning Python Beginners (ages 9-10) through CS Advanced Competitive (ages 14+), utilizing PixelPAD and Unity as primary learning environments. The product portfolio includes structured after-school and weekend coding classes, private/semi-private tutoring, competitive UTG Robotics teams using VEX-IQ for international competitions, and seasonal camps (Spring Break and Summer) offering coding, robotics, 3D printing, animation, and partnered sports programs. The company also offers a franchise model for educators to operate their own UTG Academy locations during after-school hours.

Differentiator

Problem solved

Functional benefit

Products and services

• Python Beginners Course Level 1 coding course for ages 9-10 teaching Python basics using the PixelPAD web engine, covering input, x and y coordinates, conditions, collision detection, and basic PixelPAD/Python commands through game development.
• Python Intermediate Course Level 2 coding course for ages 10-11 continuing Python and PixelPAD instruction, where students create RPG-style top-down 2D games similar to Zelda and learn about variables, commenting, functions, and arrays.
• Python Advanced Course Level 3 coding course for ages 11+ introducing functions, loops, and multi-platform game development for web and mobile using PixelPAD.
• Java Computer Science Prep Course Level 4 coding course for ages 13+ preparing students for university-level computer science through Java, covering variables, data types, expressions, conditionals, loops, classes, objects, methods, constructors, and 1D arrays, including a Wordle-style app project.
• Java Snake Game Development Course Level 5 coding course teaching Java programming skills through Snake-style game development, covering arrays, loops, 2D arrays, and object-oriented programming fundamentals.
• Web Development Course Level 6 course for ages 13+ teaching HTML, CSS, JavaScript, and Bootstrap, where students build websites with professional tools, layouts, interactive elements, and digital portfolio sites.
• AP Computer Science Course Level 7 course for ages 14+ preparing students for the AP Computer Science exam, covering Java-based computer science theory including data structures, graph theory, time complexity, algorithms, inheritance, and polymorphism.
• CS Advanced (Competitive) Course Level 8 CS800 series course for ages 14+ preparing students for competition coding, based on CCC (Canadian Computing Competition) and CEMC (Centre for Education in Mathematics and Computing) question sets from Waterloo.
• UTG Robotics Team Premier Club Robotics team program focusing on pre-engineering and robotics skills for the international VEX Robotics Competition, a rigorous team-oriented extracurricular program culminating in provincial, national, and world championship level competitions.
• VEX Robotics Competition Program Competitive robotics program based on the VEX Robotics Competition structure, where students build and program VEX-IQ robots in teams to compete in local, regional, and international competitions, with all VEX equipment and tournament fees included in registration.
• Private & Semi-Private Tutoring One-on-one or small group coding instruction providing personalized learning support for students at any skill level in coding and robotics.
• After-School & Weekend Coding Classes Structured coding classes held after-school and on weekends, with two 5-month semesters in Fall and Spring meeting once weekly for 1-2 hours; class sizes are capped at 4 students in-person and 3 students online, with prorated options for late enrollment.
• Spring Break Coding Camps March Break camps featuring coding in Python using PixelPAD, where campers design and build interactive games from start to finish with a maximum class size of 5 for coding.
• Spring Break Robotics Camps March Break robotics camps using VEX-IQ robots, where campers build and program robots learning about sensors, motors, and engineering principles in teams of 2-3.
• Spring Break Animation & 3D Printing Camps March Break camps teaching graphic design, 3D modeling, 3D printing, and animation using tools such as PixelPAD, Piskel, Unity, and green screens.
• Summer Coding Camps Summer camps featuring Python coding using PixelPAD, where campers design and build interactive games with both half-day and full-day options available for select weeks.
• Summer Robotics Camps Summer robotics camps for ages 7-14 where campers build and program robots using VEX-IQ kits to overcome obstacles and complex mazes, with an emphasis on teamwork and problem-solving.
• Summer 3D Printing & Animation Camps Summer camps using CAD software for digital design, where campers ages 7-14 create 3D models and animations combining art and engineering.
• Summer Coding & Ultimate Frisbee Camp Combined camp in partnership with Elevate, offering half-day STEM programming (coding, robotics, digital art) and half-day Ultimate Frisbee outdoor activities.
• UTG Franchise Franchise opportunity for achievement-motivated educators with education backgrounds to own and operate their own UTG Academy location, operating only during after-school hours with curriculum, marketing support, and business setup assistance provided by UTG.

Quantifiable outcome

• Student accepted to Harvard with Full Academic Scholarship (2019)
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SFU Canadian Coding LeaguecoreStrategic or Co-development PartnerUTG Academy is an Official Partner of the SFU Canadian Coding League, connecting students to university-level competitive coding opportunities and strengthening ties with Simon Fraser University's STEM ecosystem.
• Vancouver School Board (VSB)coreStrategic or Co-development PartnerPartnership with Vancouver's public school district providing UTG Academy programs to students and families connected to VSB schools.
• FIRST RoboticscoreStrategic or Co-development PartnerUTG Academy participates in and supports FIRST Robotics competitions, the world's largest educational robotics competition attended by teams from over 40 countries including Ivy League schools.
• ElevateminorStrategic or Co-development PartnerPartnership with Elevate for summer camp programming, combining UTG's STEM curriculum with ultimate frisbee activities for a balanced indoor/outdoor camp experience.
• PixelPADcoreTechnology or IntegrationEducational software platform specifically designed for teaching Python to young students. UTG Academy uses PixelPAD extensively for its coding curriculum, particularly for younger students learning game development fundamentals.
• VEX RoboticscoreTechnology or IntegrationUTG Robotics uses VEX-IQ robots and RobotC programming for competition teams. VEX equipment and tournament fees are included in robotics program registration.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Khan Academy: Free online education platform with significant K-12 computing content. Indirect competitor setting the price floor (free) that UTG's premium in-person offering must justify.
• Tynker: Established online platform for kids' coding with self-paced courses and school/parent subscriptions. Competes for the same K-12 audience via a different delivery model (online self-serve vs in-person).

Direct peers

• Code Ninjas: Large US/Canada franchise network offering after-school coding, robotics, and STEM programs for kids. Closely comparable franchise-based GTM, K-8 target audience, and use of game-based curriculum (e.g., their "Create" platform vs UTG's PixelPAD/Unity stack).
• iCode: US-based franchise chain teaching coding, robotics, and STEM to kids through after-school programs and camps. Directly comparable franchise model, age range, and curriculum structure (Python, Scratch, robotics).
• MakerKids: Toronto-based STEM education provider for kids covering coding, robotics, and Minecraft/STEM programs. Comparable Canadian K-12 focus, in-person classes, and camp format.
• STEM Minds: Canadian STEM education company offering after-school programs, camps, and online classes in coding, robotics, and digital arts. Comparable target market, course structure, and Canadian geography.
• Code Galaxy: Online and in-person coding school for kids and teens offering structured curriculum in Python, JavaScript, and game development. Comparable progressive curriculum model and online class caps.
• CodeWizardsHQ: Online live coding school for kids and teens offering structured Python, Java, and web development curricula. Comparable progressive curriculum (beginner through AP CS prep) and small class sizes.
• Create & Learn: US-based online STEM education provider offering small-group coding and AI classes for K-12 students. Comparable small-cohort model and progressive curriculum structure.

Others

• VEX Robotics (Competition): Operator of the VEX Robotics Competition infrastructure in which UTG Robotics teams compete. Comparable as the ecosystem enabler — UTG's competitive robotics program is built on VEX-IQ hardware and tournament structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/underthegui
• Facebookfacebook.com/underthegui
• LinkedInlinkedin.com/company/under-the-gui

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 Under The Gui Academy