TrueSport

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.

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

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

• Youth sports education
• Coaching certification
• Athlete development programs
• Sportsmanship education
• Clean sport education

Headquarters

HQ city

Colorado Springs

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

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core 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.

Named customers3 records

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• U.S. Olympic & Paralympic Committee (USOPC)flagshipStrategic or Co-development Partner · 5 November 2025TrueSport 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.
• SportsEnginecoreGTM or Marketing Partner · 13 November 2024SportsEngine, 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 RoyalscoreGTM or Marketing Partner · 13 November 2024Kansas 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)coreGTM or Marketing Partner · 13 November 2024NSCA collaborated with TrueSport on the 2024 TrueSport Talks event, contributing expert perspectives on athlete wellness and performance.
• U.S. Anti-Doping Agency (USADA)flagshipStrategic or Co-development PartnerTrueSport 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 ProgramcoreStrategic or Co-development PartnerAspen Institute's Sports & Society Program, known for Project Play initiative, shares research and expertise on youth sports health with TrueSport audience.
• Hillside ConnectionminorStrategic or Co-development PartnerTrueSport 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

Broad 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

• Xx.com/truesport
• YouTubeyoutube.com/truesportusa
• Facebookfacebook.com/TrueSportUSA
• LinkedInlinkedin.com/company/truesport
• Instagraminstagram.com/truesportusa
• Pinterestpinterest.com/truesport

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 TrueSport