Coaches Choice

What Coaches Choice does

Coaches Choice is a privately held e-commerce retailer specializing in sports coaching educational materials, headquartered at 311 - 21st Street in Camanche, Iowa. The company sells books, DVDs, and digital downloads authored by recognized coaches and former athletes, organized by sport, position, and skill level, with a catalog of over 2,100 products spanning more than 20 sports including Football, Basketball, Baseball, Softball, Track & Field, Wrestling, Soccer, Volleyball, and Strength and Conditioning. Its primary customers are individual coaches at the youth, high school, and collegiate levels who purchase training resources for player development, practice planning, and program management.

The platform is built on the BigCommerce e-commerce stack with digital content delivery capabilities, operating as a self-serve direct-to-consumer storefront rather than through third-party marketplaces. Product discovery is supported by extensive category navigation, sport/position/topic filtering, and an internal search function. The company also offers gift certificates in multiple themed denominations and has established content partnerships, most notably with ATAVUS for the Digital Tackling Academy (a football tackling certification program) and with the Texas Girls Coaches Association (TGCA) for girls sports coach certification.

Coaches Choice generates revenue through one-time sales of physical products (books, DVDs) and digital downloads, with prices ranging from $9.95 to $105.00 per item. The business operates without disclosed institutional funding, appears to be bootstrapped, and has no published revenue figures. Distribution is exclusively direct via coacheschoice.com, supported by content marketing through an on-site blog, organic search, and an email newsletter. There are no mobile apps, APIs, or disclosed AI/ML features, and the company does not maintain social media profiles in the captured data.

Name

Coaches Choice

Legal name

Coaches Choice

Website

https://coacheschoice.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Coaches Choice is an independent Iowa-based e-commerce retailer selling over 2,100 sports coaching books, DVDs, and digital downloads to youth, high school, and college coaches across more than 20 sports, with specialized content partnerships in football tackling certification.

Ownership category

akta.pro rank

Product category

Sports Coaching Education

NAICS

Sports and Recreation Instruction (611620), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Miscellaneous Publishing (2741), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Coach Education, Certification & Clinics (HSADAEAO)

akta.pro secondary industry

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

Keywords

• Sports coaching education
• Coaching books and DVDs
• Digital coaching resources
• Football tackling certification
• Sports instructional content

Headquarters

HQ city

Monterey

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Physical Product Sales: One-time sales of physical coaching resources including books and DVDs. Products are sold at fixed prices with various format options (Book, DVD, DVD+DOWNLOAD combinations).
2. Digital Downloads: Sale of downloadable digital content including coaching manuals, training guides, and video instruction materials available in electronic format.
3. Gift Certificates: Sale of gift certificates in various denominations, which can be redeemed for any products on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Coaches Choice publishes and retails sports coaching educational materials through its own e-commerce site, sold in physical (books, DVDs) and digital (downloadable) formats. The catalog spans Football (including the ATAVUS Digital Tackling Academy certification program), Basketball, Track & Field, Baseball, Softball, and over 20 additional sports, organized by sport, position, and topic for youth through college-level coaches.

Product overview

Coaches Choice is a sports coaching educational resource company offering a multi-format content library of books, DVDs, and digital downloads. The core offering includes Football (with specialized ATAVUS Digital Tackling Academy), Basketball, Track & Field, Baseball, Softball, and Additional Sports categories covering over 20 sports. The platform operates as a B2C e-commerce site powered by BigCommerce, featuring a New Releases section and Featured Products showcase. The company also offers Gift Certificates as an add-on product.

Differentiator

Problem solved

Functional benefit

Brands

• ATAVUS Tackling: Digital Tackling Academy offering shoulder-led tackling technique with video library, drill sheets, and certification program.

Products and services

• Football Coaching Materials Comprehensive football coaching instructional content covering team play (offense and defense), individual position play, special teams, youth football, and program development, sold as books, DVDs, and digital downloads.
• Basketball Coaching Materials Basketball coaching instructional resources covering individual fundamental skills, motion offense, team play, organization and program development for youth, women's, and general basketball coaching.
• Track & Field Coaching Materials Track and field coaching content covering cross country, individual event techniques (discus, high jump, hurdles, javelin, long jump, pole vault, relays, shot put, sprints, steeplechase, triple jump), program development, and triathlon.
• Baseball Coaching Materials Baseball coaching instructional content covering defense, offense, baserunning, hitting, pitching, coaching principles, conditioning, and youth baseball development.
• Softball Coaching Materials Softball coaching resources covering individual fundamental skills (baserunning, bunting, catcher play, defense, hitting, outfielder play, pitching), team tactics, and youth program development.
• ATAVUS Digital Tackling Academy Digital tackling academy built around shoulder-led technique, providing a comprehensive video drill library, drill sheets, and program-wide coach tackling certification for safer, fundamentally sound football tackling.
• Additional Sports Coaching Materials Coaching content for badminton, cheerleading, field hockey, figure skating, golf, hockey, lacrosse, outdoors, physical education, pickleball, professional development, soccer, strength and conditioning, swimming, tennis, volleyball, water polo, wrestling, and parents resources.
• Gift Certificates Digital gift certificates available in multiple themes (Birthday, Boy, Celebration, Christmas, General, Girl) and customizable amounts, redeemable for any product on the platform.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• TGCA (Texas Girls Coaches Association)minorOthersCoaches Choice has a dedicated section for TGCA CCP (Texas Girls Coaches Association Coach Certification Program), indicating a partnership to provide resources for girls sports coaches in Texas.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• ProActive Sports: ProActive Sports produces instructional coaching videos, books, and digital resources across football, basketball, and baseball, addressing the same scholastic and youth coaching audience as Coaches Choice with a similar catalog-driven retail model.
• Championship Productions: Championship Productions sells instructional videos, books, and DVDs from elite coaches across football, basketball, baseball, and other sports — directly overlapping with Coaches Choice's core product offering in format, price point, and target customer.
• CoachTube: CoachTube is an online platform offering on-demand coaching courses across dozens of sports, serving the same youth, high school, and college coach audience that Coaches Choice targets, but delivered via streaming video rather than physical/digital downloads.
• Human Kinetics: Human Kinetics is a long-established publisher of sports coaching, training, and physical education books and resources, competing head-to-head with Coaches Choice for the same library-buying coaches, athletic departments, and scholastic programs.

Emerging players

• Hudl: Hudl is a leading sports video analysis platform used by scholastic and collegiate coaches. While primarily a video workflow tool, it increasingly intersects with Coaches Choice's instructional content market through coaching education and practice planning features.
• TeamBuildr: TeamBuildr is a strength and conditioning programming platform serving scholastic and collegiate coaches. It overlaps with Coaches Choice's strength & conditioning and program-development categories via digital delivery rather than books/DVDs.
• Krossover: Krossover provides video breakdown and analytics tools for scholastic coaches. It competes for the same coaching workflow budget as Coaches Choice's playbook and game-planning materials, though through a different delivery format.

Others

• TeamSnap: TeamSnap is a youth sports management platform used by coaches and administrators. It does not directly compete with Coaches Choice's content catalog but addresses overlapping coach personas with adjacent operational tooling.

Broad incumbents

• NFHS Learning Center: NFHS Learn is the official online education and certification platform for high school coaches and officials, offering mandated coaching courses. It overlaps with Coaches Choice's certification/education angle but operates as an official governing-body channel rather than a commercial retailer.
• ASEP (American Sport Education Program): ASEP provides coaching education courses and certifications widely adopted by youth and scholastic coaches. It is a broad incumbent in coach education, addressing the same training/certification need that drives Coaches Choice's ATAVUS Tackling Academy offering.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/coaches_choice

Revenue estimate

Valuation estimate

Number of profiles

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 Coaches Choice