TrueSport
TrueSport is a USADA-powered non-profit that delivers free evidence-based educational toolkits, lessons, and coaching certification for youth athletes, coaches, and parents, anchored by its annual TrueSport Talks symposium.
- Company typePrivate
- Founded-
- HeadquartersColorado Springs, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What TrueSport does
TrueSport is a non-profit educational outreach program operated under the U.S. Anti-Doping Agency (USADA) that delivers evidence-based resources aimed at shaping the culture of youth sports. The organization serves three primary user groups — youth athletes, coaches, and parents/guardians — by providing free toolkits, interactive lessons, coaching certification modules, and an extensive article and video library covering sportsmanship, nutrition, mental wellness, clean sport, resilience, and life skills. Programming is anchored by annual TrueSport Talks virtual symposiums featuring Olympic and Paralympic athletes and experts, broadcast from the U.S. Olympic & Paralympic Museum in Colorado Springs.
The platform is fundamentally a digital content distribution engine rather than a technology product. It runs on a WordPress-based website with no mobile applications, no APIs, and no documented integrations or proprietary algorithms. Its core technology consists of curated educational content, downloadable toolkits, video content with Olympic/Paralympic athletes, and a structured TrueSport Coaching Certification. Distribution is multi-channel: truesport.org, weekly email newsletter, six social platforms (Facebook, X/Twitter, Instagram, LinkedIn, YouTube, Pinterest), and in-person/virtual events. The product portfolio is anchored on three interconnected toolkits (Athlete, Coach, Parent) plus the TrueSport Talks event series and the Train-the-Trainer sub-program.
TrueSport is not a revenue-generating business. As an outreach program of USADA, it is funded through government and institutional support, with all educational resources, toolkits, lessons, and certifications provided free of charge to users. The go-to-market motion is community-led and event-driven, leveraging USADA and Olympic/Paralympic brand credibility, Athlete Ambassador networks, and partnerships with organizations such as USOPC, SportsEngine, Kansas City Royals, NSCA, and the Aspen Institute's Sports & Society Program. The organization employs 11-50 people and operates with a U.S.-focused footprint, though its digital content is globally accessible.
TrueSport firmographics
Firmographics- Name
- TrueSport
- Legal name
- TrueSport
- Website
- https://truesport.org
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TrueSport is a USADA-powered non-profit that delivers free evidence-based educational toolkits, lessons, and coaching certification for youth athletes, coaches, and parents, anchored by its annual TrueSport Talks symposium.
- Ownership category
- akta.pro rank
TrueSport industry classification
Industry- Product category
- Youth Sports Education
- NAICS
- Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE)
- akta.pro secondary industries
- Sports Psychology & Mental Performance Coaching (HSADAEAH), Anti-Doping & Integrity Bodies (WADA, match-fixing/integrity units) (MPAKAFAJ), Interscholastic Athletics (Varsity/JV Teams) (EDAJAJAA)
Keywords
Where TrueSport is headquartered
LocationHeadquarters
- HQ city
- Colorado Springs
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
TrueSport business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Non-profit funding: As an outreach program of USADA, TrueSport is funded through government and institutional support rather than commercial revenue generation. All educational resources are provided free of charge to users.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free educational resources for all users |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
TrueSport product offering
Product offeringCore offering
TrueSport is a non-profit educational outreach program powered by the U.S. Anti-Doping Agency (USADA) that provides free, evidence-based educational tools, coaching, and programs to foster sportsmanship, character building, and clean sport values among youth athletes. Its offerings include three tailored toolkits (Athlete, Coach, and Parent), interactive lessons, a coaching certification program, an annual TrueSport Talks virtual symposium, and an expert-driven article library covering nutrition, mental wellness, goal setting, resilience, and life skills.
Product overview
TrueSport is an educational outreach program powered by the U.S. Anti-Doping Agency (USADA) that provides evidence-based resources to promote character building and ethical behavior in youth sports. The core offering consists of three interconnected toolkits (Athlete, Coach, and Parent) that provide tailored advice, interactive lessons, and practical resources on topics like nutrition, mental wellness, goal setting, resilience, and clean sport values. The program also includes TrueSport Talks, an annual virtual symposium series, and a Coach Certification program. Together, these products form a cohesive youth sport education ecosystem designed to change the culture of youth sports by equipping athletes, coaches, and parents with tools for building life skills, positive values, and ethical behavior.
Differentiator
Problem solved
Functional benefit
Products and services
- Athlete Toolkit Comprehensive resource guide for young athletes providing tools on mindset development, goal setting, fueling for performance, mental and physical wellness, and values/life skills building. Designed for youth athletes from youth sports through elite club levels.
- Coach Toolkit Resource collection for coaches including certification programs, teaching guides, lesson bundles, and tools on topics like nutrition, wellness, goal setting, teamwork, and coaching ethics. Designed for coaches at all levels of youth sport.
- Parent Toolkit Expert advice and resources for parents to support young athletes, including guides on nutrition, mental and physical well-being, goal setting, resilience, and life skills. Designed for parents and caregivers of youth athletes.
- TrueSport Talks Annual virtual symposium event series bringing together athletes, coaches, families, and experts to discuss mental wellness and healthy sport environments. Past events cover athlete mental health, healthy sport families, modern coaching, and student-athlete wellness. Free to attend via virtual registration.
- TrueSport Coaching Certification Interactive coaching modules helping coaches reflect on coaching philosophy, build positive team culture, and stay current on topics including energy drinks, supplements, and performance-enhancing drugs awareness. Designed for coaches at all levels of youth sport.
- TrueSport Lessons Character-building lesson bundles covering nutrition, decision-making, clean sport, mental wellness, and positive team culture, with practical teaching guides and discussion prompts designed for easy incorporation into school and sport settings. Designed for educators, coaches, and program leaders.
- Mindset of a TrueSport Champion Program Interactive learning experience featuring TrueSport Athlete Ambassadors exploring how focus on developing life skills and core values drives athletic and life success. Designed for young athletes and youth sport audiences.
- Article Library Extensive library of expert-driven articles on sportsmanship, nutrition, mental wellness, and related topics empowering athletes, coaches, and parents. Available free of charge via the TrueSport website.
Companies that use TrueSport
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles5 records
TrueSport technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
TrueSport partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core and minor.
- U.S. Olympic & Paralympic Committee (USOPC)flagshipTrueSport Talks events are broadcast from the U.S. Olympic & Paralympic Museum in Colorado Springs. USOPC psychological services leadership participates in TrueSport Talks programming as speakers and moderators.
- SportsEnginecoreSportsEngine, a youth sports technology platform, collaborates with TrueSport on the annual TrueSport Talks events, providing promotion and platform support for mental wellness content.
- Kansas City RoyalscoreKansas City Royals partnered with TrueSport for the 2024 TrueSport Talks event on Healthy Sport Families, with Royals leadership participating as speakers on youth sport culture topics.
- National Strength and Conditioning Association (NSCA)coreNSCA collaborated with TrueSport on the 2024 TrueSport Talks event, contributing expert perspectives on athlete wellness and performance.
- U.S. Anti-Doping Agency (USADA)flagshipTrueSport is an official outreach program of USADA, bringing the organization's commitment to integrity and ethics in elite sport to youth and grassroots communities. USADA provides organizational backing, funding, and credibility for the TrueSport mission.
- Aspen Institute Sports & Society ProgramcoreAspen Institute's Sports & Society Program, known for Project Play initiative, shares research and expertise on youth sports health with TrueSport audience.
- Hillside ConnectionminorTrueSport and USADA hosted Hillside Spring Break Career Day, connecting youth at Hillside with Olympic/Paralympic athletes and TrueSport programming.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
TrueSport competitors and assessment
Company assessmentBroad incumbents
- Women's Sports Foundation: WSF runs education, research, and advocacy programs for youth athletes, parents, and coaches, with a particular focus on girls and women. It is comparable as a mission-aligned nonprofit producing toolkits, research, and athlete-ambassador content for youth sport stakeholders.
- National Federation of State High School Associations: NFHS sets rules and provides educational resources (including its own free 'Coaching Today' and sportsmanship content) for high school athletics across the U.S. It serves the same interscholastic audience TrueSport targets with its lessons and toolkits, representing the dominant institutional provider in the K-12 space.
- U.S. Olympic & Paralympic Committee: USOPC is both a TrueSport partner and a broader incumbent that produces its own athlete-wellness, coaching, and clean-sport resources for Team USA athletes and the wider community. Comparable as a top-of-funnel provider of Olympic-credentialed content competing for the same institutional mindshare.
Direct peers
- National Council of Youth Sports: NCYS is a membership association for youth sport organizations focused on safety, health, and welfare. It is comparable as a national umbrella advocating for positive youth sport culture and providing resources to member leagues, overlapping with TrueSport's character-and-clean-sport agenda.
- National Alliance for Youth Sports: NAYS provides training, certification, and resources for youth sports administrators, coaches, and parents. It shares TrueSport's educational mission but extends into credentialing leagues and parks-and-rec departments, making it the closest commercial nonprofit competitor in the coach-education space.
- Aspen Institute Project Play: Aspen Institute's Project Play initiative works to build healthy youth sport communities through research, resources, and partnerships. TrueSport is already a Project Play partner, but Project Play also publishes its own frameworks, surveys, and toolkits that compete for the same policymaker and league-administrator attention.
- Positive Coaching Alliance: PCA is a national nonprofit providing tools and training for coaches, parents, and youth athletes to develop character through sport. It overlaps almost directly with TrueSport's mission, toolkits, and target audience, with the key difference being PCA's broader institutional training and workshop revenue model.
Emerging players
- Athletes for Hope: Athletes for Hope connects professional athletes with charitable causes and youth programs. It is comparable in its athlete-ambassador model and youth-focused mission, though its scope is broader (not sport-specific) and operates with smaller programmatic depth than TrueSport.
Others
- U.S. Anti-Doping Agency (USADA): USADA is TrueSport's parent organization and the source of its brand, funding, and credibility. Listed as a peer given the overlapping clean-sport education mission and shared content production, though it operates at a much larger scope and primarily serves elite rather than youth athletes.
Regional players
- National Strength and Conditioning Association: NSCA is a professional association producing certifications and educational content on strength, conditioning, and athlete wellness. Already a TrueSport Talks partner, it overlaps in providing coach-facing education on performance, supplementation, and youth athlete development.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
TrueSport social profiles
Digital presenceTrueSport financial estimates
Financial estimateRevenue estimate
Valuation estimate
TrueSport leadership team
Management profileNumber of profiles
TrueSport funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TrueSport M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TrueSport
What does TrueSport do?
TrueSport is a non-profit educational outreach program powered by the U.S. Anti-Doping Agency (USADA) that provides free, evidence-based educational tools, coaching, and programs to foster sportsmanship, character building, and clean sport values among youth athletes. Its offerings include three tailored toolkits (Athlete, Coach, and Parent), interactive lessons, a coaching certification program, an annual TrueSport Talks virtual symposium, and an expert-driven article library covering nutrition, mental wellness, goal setting, resilience, and life skills.
Is TrueSport a public or private company?
TrueSport is a private company. It is classified as state government owned and is currently operating.
When was TrueSport founded?
TrueSport was founded in -1. It employs 11 to 50 people.
Where is TrueSport based?
TrueSport is headquartered in Colorado Springs, United States, in the North America region.
How does TrueSport make money?
One revenue line is on record: non-profit funding.
Who are TrueSport's main competitors?
Broad incumbents on record are Women's Sports Foundation, National Federation of State High School Associations and U.S. Olympic & Paralympic Committee. Direct peers are National Council of Youth Sports, National Alliance for Youth Sports, Aspen Institute Project Play and Positive Coaching Alliance. Athletes for Hope is listed as an emerging player. U.S. Anti-Doping Agency (USADA) is listed as an others. National Strength and Conditioning Association is listed as a regional player.
Does TrueSport have an API?
No public API is recorded for TrueSport.
What industry is TrueSport in?
TrueSport's product category is Youth Sports Education. Its primary akta.pro industry code is HSADAEAE, Youth Athlete Development & Long-Term Athlete Development (LTAD), with a secondary code of HSADAEAH, Sports Psychology & Mental Performance Coaching. Its NAICS code is 611620 and its SIC code is 8200.