SHAPE America

What SHAPE America does

SHAPE America (Society of Health and Physical Educators), founded in 1885 and headquartered in Annapolis Junction, Maryland, is a U.S. nonprofit professional membership organization serving health and physical education teachers, higher-education faculty, sport coaches, school and district administrators, and aspiring professionals. It operates a federation model of nearly 50 state affiliate organizations and claims a national professional community of 200,000+ members, supported by a small internal staff of 11-50 employees.

The organization's core products are its National Standards framework — comprising National Physical Education Standards, National Health Education Standards, National PETE and HETE (teacher-education) Standards, and National Standards for Sport Coaches — which together define the reference framework for K-12 health and physical education instruction in the United States. It builds on this framework with a Teacher's Toolbox and Coach's Toolbox for K-12 resources, the Physical Best professional development program, workshops, online learning webinars, peer-reviewed SHAPE America Journals, books, the annual Momentum Magazine and bi-weekly Et Cetera e-Newsletter (reaching ~45,000 professionals), the Teacher of the Year recognition program, and the health. moves. minds.® whole-school fundraising program delivered with Booster and Gopher. Recent additions include the free National Sun Safety Curriculum (April 2026, with Mollie's Fund and Nestlé Health Science) and LIV to Learn video content connecting STEAM to sport.

SHAPE America generates revenue from five streams: membership dues (recurring), publications and resources (annual subscription-style access for books, journals, and teaching tools), advertising and sponsorship across Momentum Magazine, Et Cetera, and National PE & Sport Week, the National Convention & Expo and Leadership Summit, and an annual Partner Program starting at $1,000 (with newsletter ads as low as $250 and sponsorships starting at $2,500). Distribution runs through direct membership sales via its member portal, an online catalog/storefront, annual events, ~50 state affiliate resellers, and a strategic-partnerships sales team — a community-led GTM motion targeting the U.S. health and physical education profession across all 50 states.

Name

SHAPE America

Legal name

SHAPE America

Website

https://shapeamerica.org

Company type

Private

Founded year

1885

Operating status

Operating

Headcount range

11–50 employees

Short description

SHAPE America is a 140-year-old U.S. nonprofit professional membership organization that sets national standards, provides professional development, and serves 200,000-plus health and physical education teachers, coaches, administrators, and higher-education faculty across all 50 states.

Ownership category

akta.pro rank

Product category

Professional Education Association Services

NAICS

Sports Teams and Clubs (711211), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYEDAAAHAO

Outdoor, Adventure & Recreational Wellness Education (Hiking, Breathwork in Nature)

Education/Adult & Continuing Education/Health, Wellness & Lifestyle Education (Nutrition, Fitness, Mindfulness)

SECONDARYEDAEAIAG

Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards)

Education/Education Facilities & Support Services/Education Supplies, Equipment & Furniture Procurement

SECONDARYMPAGAFAF

Health, Wellness & Fitness Expos

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Exhibitions, Fairs & Expos (Consumer/Public)

Keywords

• Physical education standards
• Professional development
• Physical activity advocacy
• Education publications
• Curriculum frameworks

Headquarters

HQ city

Reston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees for health and physical education professionals, providing access to resources, professional development, and member benefits
2. Advertising and Sponsorship: Revenue from advertising in publications (Momentum Magazine, e-Newsletter), event sponsorships, and the Partner Program
3. Publications and Resources: Sales of books, journals, teaching tools, and educational resources for health and physical education
4. Convention and Events: Revenue from National Convention & Expo, Leadership Summit, and professional development workshops
5. Partner Program: Annual partnership packages starting at $1,000 providing year-round exposure and advertising benefits

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

SHAPE America is a national professional membership organization that sets the unified National Standards for Physical Education, Health Education, Sport Coaching, and teacher preparation (PETE/HETE) and delivers continuing professional development for the field. It monetizes through individual and institutional memberships, publications (journals, books, Momentum Magazine, the Et Cetera e-Newsletter), paid events (the National Convention & Expo, workshops, online learning), the Physical Best program, and sponsorship/advertising packages sold to mission-aligned brands.

Product overview

SHAPE America offers a comprehensive portfolio of standards-based products and services for health and physical education professionals. The core offerings include National Physical Education Standards, National Health Education Standards, National PETE Standards, National HETE Standards, and National Standards for Sport Coaches, which together provide the framework for quality instruction in schools. Professional development is delivered through Online Learning (webinars), Workshops, and the Physical Best program. Publications include peer-reviewed SHAPE America Journals, Momentum Magazine (annual print and digital), and the Et Cetera e-Newsletter (bi-weekly reaching 45,000 professionals). The Teacher's Toolbox (PreK-12) provides standards-based teaching resources, while the Coach's Toolbox supports coaching excellence. The health. moves. minds.® program is a whole-school fundraising initiative combining movement with character education and social emotional learning. The annual National Convention & Expo serves as the flagship event for the profession. Recent additions include the National Sun Safety Curriculum (free curriculum on UV safety for middle/high school students) and the LIV to Learn Video Topic Series connecting STEAM to sport.

Differentiator

Problem solved

Functional benefit

Brands

• health. moves. minds.®: A service-learning fundraiser program that combines physical activity, character education, and social emotional learning for schools.

Products and services

• National Physical Education Standards Comprehensive framework defining what students should know and be able to do in physical education, providing the standard for health and physical education in the United States and adopted by schools and districts nationwide.
• National Health Education Standards Comprehensive framework providing standards for health education instruction to deliver high-quality health education to PreK-12 students.
• National PETE Standards National standards for Physical Education Teacher Education programs, used by higher education institutions to prepare future PE teachers.
• National HETE Standards National standards for Health Education Teacher Education programs, used by higher education institutions to prepare future health educators.
• National Standards for Sport Coaches Standards informing what coaches need to know and do to create quality experiences for athletes (revised in 2019).
• Teacher's Toolbox (PreK-12) Standards-based resources and teaching tools for health and physical education teachers across PreK-12 grade levels, offered through the SHAPE America Catalog.
• Coach's Toolbox Resources and tools for coaches to improve coaching practice using SHAPE America's National Standards for Sport Coaches.
• Physical Best Professional development program and resources for health and physical education educators.
• SHAPE America Journals Peer-reviewed journals supporting the higher education community by connecting research with policy and practice.
• SHAPE America Books Books and publications for health and physical education professionals at every level.
• National Convention & Expo Annual national convention bringing together health and physical education professionals for professional development, networking, and exhibition.
• Online Learning Standards-based webinars and online professional development options for individual educators and group training for schools and districts.
• Workshops In-person professional development workshops for health and physical education professionals.
• health. moves. minds.® Whole-school fundraising experience designed to inspire kindness, build stronger communities, and support student wellness. The 2025-2026 theme 'Strength in Kindness' empowers students through movement, teamwork, and social emotional learning.
• Momentum Magazine Annual magazine published in both print (for members) and digital formats featuring practical teaching tips, member stories, and updates on advocacy and professional development.
• Et Cetera e-Newsletter Bi-weekly e-newsletter reaching approximately 45,000 health and physical education professionals with updates and content.
• SHAPE America Partner Program Year-round partnership program offering two robust packages starting at $1,000 annually, providing exposure to brands and services plus boosted savings on exhibit space and advertising.
• Teacher of the Year Program Program recognizing excellence in adapted physical education, health education, and physical education with national winners announced at the SHAPE America National Convention & Expo.
• National Sun Safety Curriculum Free curriculum for middle and high school students covering UV risk assessment, reading labels and the UV Index, and personal protection strategies. Available at no cost through the SHAPE America Catalog in partnership with Mollie's Fund and funded by the Nestlé Health Science Community Care Fund.
• LIV to Learn Video Topic Series Video series connecting STEAM learning to the world of sport.
• Standards Adoption Toolkit Toolkit to help schools and districts adopt and implement national standards for health and physical education.
• Essential Components of Physical Education Guidance document outlining essential components of physical education programs.
• HPE Marketplace Guide Marketplace guide connecting educators with products and services for health and physical education.

Quantifiable outcome

• 200,000+ professionals served through membership and resources
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered core, major and minor.

• Mollie's FundcoreStrategic or Co-development Partner · 13 April 2026Partnership to launch a free National Sun Safety Curriculum for middle and high school students. The curriculum offers classroom-ready lessons on UV risk assessment, reading labels and the UV Index, and personal protection strategies. Materials are available at no cost through the SHAPE America Catalog.
• BoostercoreStrategic or Co-development PartnerPowers the health. moves. minds.® fundraising program. Booster provides fundraising platform, materials, support, and handles logistics. Schools keep 50% of what they raise plus PE teachers earn 5% in Gopher gift cards and $250 bonus match.
• GophermajorGTM or Marketing PartnerIncentive partner for health. moves. minds. program. Provides gift cards as additional earnings for PE teachers and bonus match donations.
• SPARKmajorGTM or Marketing PartnerTeacher of the Year Partner Network sponsor for SHAPE America's Teacher of the Year Program
• Wellness Training SpecialistsmajorGTM or Marketing PartnerTeacher of the Year Partner Network sponsor for SHAPE America's Teacher of the Year Program
• G-W PublishermajorGTM or Marketing PartnerTeacher of the Year Partner Network sponsor for SHAPE America's Teacher of the Year Program
• V.E.T. Service Dogs NFPminorStrategic or Co-development PartnerLocal nonprofit organization selected by students at Pleasant Lane Elementary to receive a $1,000 donation from the health. moves. minds. fundraiser
• Chicago Stars FCminorStrategic or Co-development PartnerProfessional soccer player Camryn Biegalski spoke at Pleasant Lane Elementary's health. moves. minds. kickoff event, sharing her journey and connecting movement with teamwork and character
• Trek BikesmajorStrategic or Co-development PartnerSponsor of Prime Ability's Bike Mechanic Assembly Program and provided seven scholarships for students to compete in the Maryland NICA league. Supports Dunbar High School's cycling program.
• OutridemajorStrategic or Co-development PartnerPartner in research on cycling benefits for student success and social-emotional well-being. Provides grants to support youth cycling programs.
• BOOMBOXminorStrategic or Co-development PartnerRhythm-based boxing studio owned by two Black entrepreneurs. Dunbar High School students visited as part of PE class to experience uncommon fitness activities.
• SWEAT DCminorStrategic or Co-development PartnerLocal business partner for Wednesday 'Bikes and Bagels' program at Dunbar High School, supporting community rides and career skill development.
• Outdoors Tomorrow FoundationmajorStrategic or Co-development PartnerOrganization where SHAPE America President-Elect Tari Garner serves as Outdoor Adventure Coordinator. Partner in advancing outdoor adventure education across all levels.
• Year-Round Mission PartnersmajorGTM or Marketing PartnerStrategic partners including G-W, Gopher, SPARK, and Wellness Training Specialists providing ongoing support and visibility

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• OPEN Phys Ed: Digital PE curriculum network serving K-12 teachers with standards-based resources and online workshops. Competes with SHAPE's Teacher's Toolbox and Online Learning offerings in the same teacher persona.
• SPARK: Commercial provider of standards-aligned PE curricula, teacher training, and activity programs. Sponsors SHAPE's Teacher of the Year program and competes in the adjacent curriculum-distribution channel.

Direct peers

• National Association of School Nurses (NASN): Nonprofit membership association for school nurses providing standards, professional development, advocacy, and a national conference. Shares the school-health professional membership and advocacy/government-affairs profile.
• National Athletic Trainers' Association (NATA): Professional membership organization for athletic trainers with similar governance, certification, advocacy, and convention models. Operates in an adjacent PE/sports workforce niche with overlapping educator and coach audiences.
• National Association for the Education of Young Children (NAEYC): Large U.S. nonprofit professional membership organization serving early childhood educators with standards, accreditation, publications, and an annual conference. SHAPE America's CEO joined from NAEYC, and the two operate on nearly identical organizational models and revenue architectures.
• American School Health Association (ASHA): Nonprofit professional organization supporting school health educators with publications, advocacy, and an annual conference. Directly comparable in mission (school-based health), membership scale, and revenue model.
• American College of Sports Medicine (ACSM): National nonprofit membership association for sports medicine and exercise science professionals, offering certifications, peer-reviewed journals, conferences, and advocacy. Closely parallels SHAPE's combination of standards-setting, professional development, and publications in the physical-activity domain.

Others

• American Alliance for Health, Physical Education, Recreation and Dance (AAHPERD): Historical predecessor identity to SHAPE America (rebranded from AAHPERD). Listed here for historical completeness given SHAPE's lineage as the merged national alliance for these fields.

Broad incumbents

• Gopher Sport: Large commercial distributor of PE equipment, curricula, and resources. Functions as both a Year-Round Mission Partner (incentive sponsor in health. moves. minds.) and a competing curriculum/equipment supplier to SHAPE's educator audience.
• National Education Association (NEA): Largest U.S. educator professional association with millions of members, extensive advocacy infrastructure, and publications. Serves many of the same K-12 educators as SHAPE but at much broader scale and as a labor union.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/SHAPEAmericaYT
• Facebookfacebook.com/SHAPEAmericaFB
• LinkedInlinkedin.com/company/shape_america
• Instagraminstagram.com/shapeamerica
• TikToktiktok.com/@shapeamerica
• Xx.com/SHAPE_America

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 SHAPE America