CoachThem

What CoachThem does

CoachThem is a privately held Canadian software company that operates a web-based online coaching platform targeting sports coaches, with primary depth in ice hockey and additional support for lacrosse and soccer. The core product enables coaches to digitally draw, edit, and organize drills across sport-specific surfaces (ice hockey rinks, lacrosse fields, soccer fields), build practice plans with drag-and-drop scheduling, and share drill libraries with individual coaches, teams, or entire associations. The platform includes a drill marketplace where coaches can browse and purchase drills contributed by other users, a Drill Transfer Service for converting paper/PDF drills into digital format at $1.50-$2 per drill, and Station Tags for organising drills by station count. A companion iOS mobile app launched in December 2024 extends the desktop platform for on-the-go plan access. The business runs on a freemium-to-PRO annual subscription model, complemented by an association-tier offering and a referral Rewards Program that pays 20% commissions. Distribution is anchored by flagship partnerships with the NHL Coaches Association and the American Hockey Coaches Association, alongside GTM partnerships with numerous regional hockey associations (OMHA, Hockey Alberta, Alliance Hockey, Minnesota Hockey, Hockey Calgary, OEHV, PWHL, Ottawa Senators Programs).

CoachThem is founder-owned and operated by CEO Mike Weaver and Co-Founder Robb Tallas, both former NHL players who built the platform to address the lack of digital drill-planning resources for hockey coaches. The company is incorporated in Ontario, Canada, with a mailing address in Oakville, and maintains a very lean team of 1-10 employees with no institutional funding rounds disclosed. Marketing relies on blog content, social media, association co-marketing, and the referral program, with testimonials from NHL head coaches (Gerard Gallant, Pete DeBoer) and collegiate coaches used as social proof. The platform's value proposition centers on intuitive two-page interface design, device-agnostic access, cloud-based drill storage, and an integrated sharing community for coach-to-coach collaboration.

Name

CoachThem

Legal name

CoachThem Inc.

Website

https://coachthem.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

CoachThem is a Canadian online coaching platform that enables ice hockey, lacrosse, and soccer coaches to digitally draw drills, build practice plans, and share content across teams and associations via a freemium subscription model.

Ownership category

akta.pro rank

Product category

Sports Coaching Software

NAICS

Sports and Recreation Instruction (61162), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Team & Club Coaching (seasonal team coaching) (HSADAEAF)

akta.pro secondary industry

Coach Education, Certification & Clinics (HSADAEAO)

Keywords

• Sports coaching software
• Practice planning tools
• Hockey drill creation
• Lacrosse coaching platform
• Soccer practice management

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Premium Subscription: Subscription-based model with Free tier (limited access) and Premium tier (full access). 10-day free trial available for Premium. Annual billing with automatic continuation.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

CoachThem is a web-based and mobile platform that enables sports coaches to digitally create, edit, share, and store practice drills and practice plans. The service supports hockey, lacrosse, and soccer coaches, offering a digital drill-drawing tool, a practice plan builder, and a drill marketplace, with a paid drill transfer service for coaches switching from other systems.

Product overview

CoachThem is an online sports coaching platform built around a web-based core product with a companion iOS mobile app. The platform serves hockey, lacrosse, and soccer coaches with digital drill drawing, practice planning, and team collaboration tools. Key offerings include the CoachThem Web Platform (core), CoachThem iOS App (mobile companion), CoachThem Pro (premium subscription with advanced features and marketplace access), CoachThem for Associations (organization-tier), the Drill Marketplace (shared drill library), Station Tags (organizational feature), Drill Transfer Service (paper-to-digital conversion), and the CoachThem Rewards Program (referral commission system). The platform also provides a Help Center for self-service support.

Differentiator

Problem solved

Functional benefit

Brands

• CoachThem App: iOS mobile application for coaches to access practice plans on the go.
• CoachThem Rewards Program
• Drill Transfer Service

Products and services

• CoachThem Web Platform
• CoachThem iOS App
• Drill Transfer Service

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• American Hockey Coaches Association (AHCA)flagshipStrategic or Co-development Partner · 1 January 2025Strategic partnership with AHCA providing exclusive 20% discount on CoachThem PRO subscription for all AHCA members using code AHCA20. Includes launch of annual AHCA x CoachThem Drillbook featuring drills from AHCA member schools.
• Ontario Minor Hockey AssociationcoreGTM or Marketing PartnerProud partner providing Drill of the Week content and promoting platform to OMHA member coaches.
• Hockey AlbertacoreGTM or Marketing PartnerProud partner promoting digital drill planning tools to Alberta hockey coaches.
• Ottawa Senators ProgramscoreGTM or Marketing PartnerPartner through Sensplex facilities promoting CoachThem to Ottawa-area hockey programs.
• PWHL (Professional Women's Hockey League)coreGTM or Marketing PartnerProud partner supporting professional women's hockey with digital coaching tools.
• NHL Coaches AssociationflagshipGTM or Marketing PartnerCorporate partnership supporting NHL coaches with CoachThem platform. CoachThem powers the NHLCA Global Coaches' Clinic and annual Drill Book.
• Minnesota HockeycoreGTM or Marketing PartnerProud partner providing Drill of the Week content to Minnesota hockey coaches.
• Alliance HockeycoreGTM or Marketing PartnerProud partner for Ontario minor hockey alliance promoting digital coaching tools.
• Hockey CalgarycoreGTM or Marketing PartnerProud partner promoting platform to Calgary-area hockey coaches.
• OEHV (Austrian Ice Hockey Federation)minorGTM or Marketing PartnerAustrian ice hockey federation partner promoting platform to European coaches.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/coachthem
• Facebookfacebook.com/CoachThem
• LinkedInlinkedin.com/company/coachthem

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 CoachThem