Santa Monica Rugby Club

What Santa Monica Rugby Club does

Santa Monica Rugby Club (SMRC), founded in 1972 in Santa Monica, California, is a federally recognized 501(c)(3) tax-exempt non-profit rugby union organization competing within the Southern California Rugby Football Union (SCRFU). The club operates a vertically integrated rugby program spanning men's (Dolphins 15s and 7s, Division I), women's (Division I/II), youth (U8 flag through U18 contact, nearly 200 players), high school (U16/U18 with touring), Old Boys/Girls alumni, and free year-round beach touch rugby. The club fields competitive teams across all age groups and has produced 23 USA Eagles internationals (3 of whom captained the national team), won 5 men's national championships (2005, 2006, and three earlier), and earned 7 SCRFU Division I titles.

The organization generates revenue through four primary streams: membership dues ($180-$320 per player per season depending on age group), multi-tier corporate sponsorships ($500 Pass & Catch up to $15,000 Champions tier with jersey placement), tax-deductible donations via Venmo, Zelle, PayPal and check, and merchandise sales through a World Rugby Shop partnership. The club is governed by a volunteer Board of Directors and coached by a mix of experienced player-coaches and elite international figures including Scottish international Scott Murray (87 caps) and 2-time Brazilian Olympian Isadora Cerullo. The club does not operate any proprietary technology platforms; operations are managed through standard web registration (USA Rugby Rugby Xplorer, SCYR MatchFacts), social media, and email.

The business model relies on community-led growth: recruiting from local high schools (Santa Monica HS, Loyola HS, St. Monica's Preparatory, Redondo Union HS, Mira Costa), non-profit youth partners (ICEF Rugby, Eagle Impact Rugby Academy, Play Rugby USA), alumni networks, and word-of-mouth. Marketing is executed via Facebook (3,000 followers), Instagram (1,200 followers), Twitter, Vimeo, the club website, local press (LA Times, Santa Monica Mirror), and an annual Hall of Fame banquet. Headcount is listed at 51-100, reflecting a largely volunteer coaching and operations staff.

Name

Santa Monica Rugby Club

Legal name

Santa Monica Rugby Club

Website

https://santamonicarugby.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Short description

Santa Monica Rugby Club is a 501(c)(3) non-profit rugby union organization founded in 1972 in Santa Monica, California, operating men's, women's, youth, high school, and alumni rugby programs within the Southern California Rugby Football Union. Revenue comes from membership dues, corporate sponsorships, donations, and merchandise.

Ownership category

akta.pro rank

Product category

Amateur Rugby Club Services

NAICS

Sports Teams and Clubs (711211), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Rugby club
• Youth rugby programs
• Competitive rugby union
• Rugby training services
• Amateur sports club

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Dues: Players pay season dues to participate in men's, women's, and youth rugby programs. Youth program dues range from $205 to $320 per season depending on age group; men's 7s dues are $180. Additional fees include USA Rugby registration ($41 annually), SCYR league fees ($90-$325), and jersey/game sock costs.
2. Sponsorship: Corporate sponsors at multiple tiers fund the club: Pass & Catch ($500), Drop Goal ($1,000), Pick & Go ($2,000), Hat Trick ($10,000 for logo on jerseys for 3 years), and Champions ($15,000 for central logo on jerseys and warm-up shirts). Current sponsors include Duvine Cycling, Edge Instrument Advantage, Danko Meredith Trial Lawyers, ZenBusiness, O'Brien's Irish Pub, Westside Wellness, Adamson Ahdoot Injury Attorneys, and Bark.com.
3. Donations: As a federally recognized 501(c)(3) tax-exempt charitable organization, Santa Monica Rugby Club accepts tax-deductible donations via check, Venmo (@SMRCdolphins), Zelle ([email protected]), and PayPal. The club conducts specific fundraising campaigns, such as raising $12,000 to fund the women's team's trip to Pacific Super Regionals in Las Vegas.
4. Merchandise: The club sells merchandise through an online shop (linked to World Rugby Shop) and offers rugby shorts for purchase at additional cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Santa Monica Rugby Club is a 501(c)(3) non-profit rugby union club that organizes and operates competitive rugby teams for men (Dolphins 15s and 7s), women (Division I and II), youth (ages 6-18 across U8 flag through U18 contact), high school (U16/U18), and Old Boys/Girls alumni. The club provides coaching, league competition within the Southern California Rugby Football Union (SCRFU) and SCYR, tournament participation, training facilities, and a full player development pathway under USA Rugby governance.

Product overview

Santa Monica Rugby Club is a non-profit 501(c)(3) rugby union organization offering a comprehensive portfolio of rugby programs. The core offerings include Men's Rugby (Dolphins 15s and 7s), Women's Rugby (Division I and II), Youth Rugby Programs (ages 6-18 from U8 flag to U18 contact), High School Rugby (U16 & U18 with touring programs), Old Boys/Girls Rugby (ages 40+), and Beach Touch Rugby. Supporting programs include the Hall of Fame honoring distinguished alumni, the Zach Schwartz Memorial Scholarship supporting players in need, and corporate sponsorship packages. The club operates seasonal programs including summer 7s tournaments and competitive league play through SCRFU and SCYR.

Differentiator

Problem solved

Functional benefit

Brands

• Dolphins 15s: Men's Division 1 team competing in Southern California Rugby Football Union
• Dolphins Sevens
• Santa Monica Women's Rugby
• SMRC Old Boys/Girls
• Santa Monica Youth Rugby

Products and services

• Men's Rugby (Dolphins 15s) Senior men's rugby team competing in SCRFU Division 1 traditional 15-a-side format, with coaching led by international-caliber coaches and a pipeline from UCLA, USC, and LMU college players. Dues are $235 SMRC + $90 SCYR + $41 USA Rugby annually for comparable age groups.
• Men's Sevens (Dolphins 7s) Summer sevens rugby team competing in SCRFU Men's 7s Qualifier Series and USA Rugby Club 7s Nationals; ranked Top 10 in the United States over the past 3 years. Season dues are $180.
• Women's Rugby (Lady Dolphins) Women's rugby teams competing in Division I and Division II of SCRFU, including 15s and 7s formats. Coached by 2-time Brazilian Olympian Isadora Cerullo. The team advanced to Pacific Super Regionals in 2025 and 2026.
• Youth Rugby Programs (U8-U14) Youth rugby programs for ages 6-14, including co-ed U8 flag (non-contact), U10-U14 contact rugby. Fees range from $205-$320 per season with Early Bird discounts, covering fields, equipment, coaching, referees, athletic trainers, and gear. Nearly 200 youth players participate.
• High School Rugby (U16 & U18) High school-age rugby program for U16 and U18 players competing in SCYR with touring rugby opportunities to destinations including Montana, New Orleans, Washington DC, Austin, and Phoenix, plus college recruitment pathways.
• Old Boys / Old Girls Rugby Alumni and former players aged 40+ who continue competitive rugby in age-group tournaments such as Aspen Ruggerfest, Sharkapalooza, and Battle of the Bone, representing the club's heritage.
• Beach Touch Rugby Year-round non-contact Sunday beach touch rugby (11:00am-12:45pm) at Santa Monica beach, open to mixed ages (mostly 10+); free, low-commitment skill and fitness program for families and beginners.
• Corporate Sponsorship Programs Five-tier corporate sponsorship program (Pass & Catch $500, Drop Goal $1,000, Pick & Go $2,000, Hat Trick $10,000 for 3-year jersey logo, Champions $15,000 for central jersey logo plus warm-up shirts) offering brand exposure across website, social media, emails, and on-field apparel.

Quantifiable outcome

• 23 USA Eagles internationals developed from the club across its history
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• O'Brien's Irish PubcoreGTM or Marketing PartnerO'Brien's on Wilshire at 23rd in Santa Monica is the 2026 Pub Sponsor of Santa Monica Rugby Club. The pub serves as the venue for the Annual General Meeting and hosts the weekly post-match social events. It is the club's primary social venue for community gatherings and sponsor events.
• Duvine Cycling Adventure Co.minorGTM or Marketing PartnerDuvine Cycling Adventure Co. is listed as a sponsor of Santa Monica Rugby Club on the club's official sponsorship page, indicating a financial or in-kind sponsorship relationship.
• Edge Instrument Advantage LLCminorGTM or Marketing PartnerEdge Instrument Advantage LLC is listed as a sponsor of Santa Monica Rugby Club on the club's official sponsorship page.
• Danko Meredith Trial LawyersminorGTM or Marketing PartnerDanko Meredith Trial Lawyers is listed as a sponsor of Santa Monica Rugby Club on the club's official sponsorship page.
• ZenBusiness - California LLCminorGTM or Marketing PartnerZenBusiness - California LLC is listed as a sponsor of Santa Monica Rugby Club on the club's official sponsorship page.
• Westside Wellness and Rehabilitation CentercoreImplementation/ SI/ Consulting PartnerWestside Wellness and Rehabilitation Center, located at 3435 Ocean Park Blvd Suite 111, Santa Monica, provides physical therapy services for SMRC players. Amy Fee serves as the club's physical therapist, providing athletic training support at matches and tournaments including national competitions.
• Adamson Ahdoot Injury AttorneysminorGTM or Marketing PartnerAdamson Ahdoot Injury Attorneys is listed as a sponsor of Santa Monica Rugby Club on the club's official sponsorship page.
• Bark.comminorGTM or Marketing PartnerBark.com is listed as a sponsor of Santa Monica Rugby Club on the club's official sponsorship page.
• Simmzy's PubminorGTM or Marketing PartnerSimmzy's Pub, an open-air restaurant chain with locations in Venice, Huntington Beach, Burbank, Long Beach, and Manhattan Beach, sponsored weekly 'Player of the Match' honors for all SMRC teams. Simmzy's provided free-meal vouchers for players named Player of the Match each week.
• ICE F RugbycoreStrategic or Co-development PartnerICE F Rugby is a leadership, team building and character development program that aligns with the ICEF Mission of getting students to attend and compete at top colleges and universities using rugby as a vehicle for skill development. SMRC works with ICEF Rugby to recruit players and support youth development, with several ICEF alumnae scoring at the club's championship games.
• Play Rugby USAminorStrategic or Co-development PartnerPlay Rugby USA was founded in New York City in 2003 to deliver transformational sports education to urban youth through rugby. Now working in 140 schools and community organizations serving 10,000 students. SMRC is listed as a community partner of Play Rugby USA.
• Eagle Impact Rugby Academy (EIRA)minorStrategic or Co-development PartnerEagle Impact Rugby Academy (EIRA) is a nationwide non-profit passionate about developing the next generation of young rugby players. They offer skills training for boys and girls, middle and high school, and build all-star teams for domestic and international competition in the summer. EIRA is a National Development Academy (NDP) of USA Rugby. SMRC is listed as a community partner.
• SoCal GriffinsminorStrategic or Co-development PartnerSoCal Griffins are the select side for Southern California Rugby Football Union. The team plays against professional and representative sides from the United States and abroad. All players are selected from local clubs including men's and women's D1, D2, D3, and college teams. SMRC is listed as a partner club.
• UCLA RugbyminorStrategic or Co-development PartnerSMRC maintains relationships with UCLA rugby program for player recruitment and development. Several UCLA rugby players participate in SMRC senior teams. Former SMRC player Pierre Courpron is a product of UCLA Rugby who went on to play Top 14 pro rugby in France. The club maintains coaching relationships with UCLA.
• USC RugbyminorStrategic or Co-development PartnerSMRC maintains relationships with USC rugby program for player recruitment. Several USC rugby players participate in SMRC senior teams. Head coach Riaz Fredericks has connections to USC program development.
• LMU Rugby (Loyola Marymount University)minorStrategic or Co-development PartnerSMRC has a player pipeline from LMU rugby. Several LMU players participate in the club's 7s summer campaign and senior teams.
• LA Rugby Football Club (MLR)minorStrategic or Co-development PartnerSMRC maintains relationships with LA Rugby Football Club, a Major League Rugby (MLR) team, for player development pathways. The club's high school program maintains relationships with the LA Rugby F.C. MLR team.
• Scott MurraycoreOthersScottish international rugby legend and former 87-cap Scotland player joined SMRC as forwards coach. Previously coached Scotland A to victory over England A and coached at ASF Fleurance in France. Joined UCLA rugby coaching staff in 2015 and has been guest coaching at SMRC since the 2017 season. Brings elite-level knowledge and experience to the club.
• USA RugbycoreOthersSanta Monica Rugby Club competes under USA Rugby and SCRFU governance. All players must register through USA Rugby (Rugby Xplorer). The club produces USA Eagles internationals and participates in USA Rugby national championships.
• Southern California Youth Rugby (SCYR)coreOthersSCYR is USA Rugby's State Governing Body responsible for all youth club and high school rugby in Southern California. SMRC youth and high school teams compete in SCYR leagues and tournaments. SCYR facilitates summer 7s tournaments and provides scholarship opportunities.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Others

• Eagle Impact Rugby Academy (EIRA): Nationwide non-profit and USA Rugby National Development Academy focused on youth rugby skills training and all-star team development. SMRC is a listed community partner. Comparable as a youth rugby development organization, serving complementary rather than overlapping roles.
• Play Rugby USA: National non-profit founded in 2003 that delivers youth rugby programming to 10,000+ students across 140 schools and community organizations. SMRC is a listed community partner. Comparable as a youth rugby development organization in the broader ecosystem rather than a direct competitive peer.

Broad incumbents

• LA Rugby Football Club (Major League Rugby): The professional Major League Rugby franchise based in Los Angeles. SMRC maintains an explicit player pathway relationship with LA Rugby FC. Comparable as a rugby organization in the same LA market but at a different (professional) tier, making it both a feeder partner and a potential talent drain.
• Glendale Raptors / Colorado Raptors: Originally a large Colorado-based amateur rugby club that transitioned into Major League Rugby (MLR). Comparable as a rugby organization that grew from amateur community roots into the broader rugby ecosystem, illustrating both the upside pathway and competitive talent risk for established clubs like SMRC.

Direct peers

• Austin Huns: One of the largest amateur rugby clubs in the United States, founded in 1970s and based in Austin, Texas. Comparable to SMRC as an established community rugby club with senior men's, women's, and youth programs and a strong competitive tradition.
• Old Blue Rugby Football Club: One of the oldest continuously operating amateur rugby clubs in the United States, founded in the 1960s in New York City. Directly comparable as a senior men's D1 club with a long operating history, alumni network, and community-based non-profit structure.
• Old Mission Beach Athletic Club (OMBAC): San Diego-based amateur rugby club that SMRC has competed against for decades — OMBAC hosts the San Diego/OMBAC Tournament that SMRC has won seven times. Closely comparable in structure: amateur community club with competitive senior and youth teams.
• Belmont Shore Rugby Club: Long Beach-based amateur rugby club and one of the largest and most decorated in Southern California. Directly comparable as a community rugby club operating senior men's, women's, and youth programs within the same SCRFU competitive ecosystem.
• Santa Barbara Rugby Club: Southern California amateur rugby club competing within the same SCRFU structure. Comparable as a regional rugby club with senior men's and youth programs operating in the same geographic market and league system as SMRC.
• San Diego Surfers: Southern California women's rugby club that SMRC defeated 41-24 in the 2026 SoCal D1 Championship final. Directly comparable as a women's rugby club competing at the same D1 level within the SCRFU and Pacific Super Regional pathways.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/samorugbyclub
• YouTubevimeo.com/santamonicarugby
• Facebookfacebook.com/SantaMonicaRugby
• Instagraminstagram.com/santamonicarugby
• LinkedInlinkedin.com/company/santa-monica-rugby

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Santa Monica Rugby Club