National Alliance for Youth Sports

What National Alliance for Youth Sports does

National Alliance for Youth Sports (NAYS) is a 501(c)(3) nonprofit founded in 1981 in West Palm Beach, Florida, that educates, equips, and empowers volunteer coaches, parents, officials, league directors, and professional administrators working in youth sports. The organization was originally incorporated as the National Youth Sports Coaches Association (NYSCA) by Fred Engh and rebranded to NAYS in 1993 to reflect an expanded mission beyond coaches. NAYS operates through a network of more than 3,000 community-based Member Organizations spanning all 50 states and U.S. military installations worldwide, including parks and recreation departments, Boys and Girls Clubs, Police Athletic Leagues, and YMCAs/YWCAs, and has cumulatively trained more than four million individuals since inception.

The core technology is a video-based online training platform with interactive modules, quizzes, and a member account management system that supports self-paced, 24/7 access across desktop and mobile. Product lines include five membership-based training programs (Coach Training, Select Coach Training, Officials Training, Parent Orientation, and League Director Training) priced from $5 to $45 per person, the Academy for Youth Sports Administrators leading to the Certified Youth Sports Administrator (CYSA) credential with 7,400+ holders, and three youth development programs (Start Smart for ages 3+, Hook A Kid On Golf, and Ready, Set, RUN!). Adjacent services include integrated background checks via Sterling Volunteers, exclusive team/league insurance via Matterhorn Insurance Group, and an annual Youth Sports Congress co-hosted with the Athletic Business Show.

NAYS generates revenue through per-seat training and membership fees, annual renewals, insurance and background-check referral arrangements, curriculum and equipment sales, and event registration. The CYSA credential is mandated for youth sports directors on U.S. military installations, providing a structural adoption anchor in that segment. The organization is led by Executive Director John Engh, son of founder Fred Engh, and operates with 11-50 employees.

Name

National Alliance for Youth Sports

Legal name

National Alliance for Youth Sports, Inc.

Website

https://nays.org

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

NAYS is a 44-year-old 501(c)(3) nonprofit that delivers video-based training, certification, and youth development programs to volunteer coaches, parents, officials, and administrators through 3,000+ Member Organizations across all 50 U.S. states and military bases.

Ownership category

akta.pro rank

Product category

Youth Sports Training and Certification

NAICS

Sports and Recreation Instruction (611620), Educational Support Services (611710)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro industry

PRIMARYMPAKACAF

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)

SECONDARYMPAKAKAK

Sports Fundraising & Development Services (Foundations, NIL Collectives Support)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Management & Promotion Services

SECONDARYBPAGADAJ

Arts, Sports & Recreation-Based Youth Development Nonprofits

Business & Public Services/Nonprofit, NGO & Social Services/Education & Youth Development Nonprofits

SECONDARYHSADAEAE

Youth Athlete Development & Long-Term Athlete Development (LTAD)

Home & Personal Services/Fitness, Wellness & Personal Training/Sports Coaching & Athletic Performance

Keywords

• Youth sports training
• Volunteer coach certification
• Sports administrator certification
• Youth sports safety education
• Community recreation programs

Headquarters

HQ city

West Palm Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Coach Training & Membership: Per-person training and membership fees for volunteer coaches. Includes access to online training portal, membership benefits, and liability insurance coverage. Fee is $20 per coach for basic training, $40 for Select Coach advanced training
2. Parent Orientation Membership: Training and membership fees for sports parents at $5 per parent for orientation program
3. Officials Training & Membership: Training and membership fees for sports officials at $20 per official
4. League Director Training & Membership: Training and membership fees for volunteer league administrators at $45 per person, with $15 annual renewal fee
5. Academy for Youth Sports Administrators: Professional certification program for youth sports administrators (CYSA credential), Academy Prep Sessions offered as webinars and in-person training events
6. Youth Sports Insurance: Partnership with Matterhorn Insurance Group providing exclusive discounted insurance programs for Member Organizations that train coaches, officials or league directors
7. Program Curriculum Sales: Sales of program materials and curriculum for Start Smart, Hook A Kid On Golf, and Ready, Set, RUN! programs including Coordinator Manuals, Participant Workbooks, and equipment kits
8. Annual Congress Registration: Registration fees for Annual NAYS Youth Sports Congress + AB Show with early-bird discounts and group pricing available
9. Background Check Services: Partnership with Sterling Volunteers providing integrated background screening services for Member Organizations, with fees per background check

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

National Alliance for Youth Sports (NAYS) is a nonprofit organization that delivers video-based online training, certification, and membership programs for volunteer coaches, parents, officials, and league directors in youth sports. It also operates youth development programs (Start Smart, Hook A Kid On Golf, Ready Set RUN!) and partners with parks and recreation departments, military installations, and community organizations to provide standardized training, liability insurance, and background screening services.

Product overview

National Alliance for Youth Sports (NAYS) offers a comprehensive portfolio of training, certification, and program services for youth sports organizations. The core offerings include five membership-based training programs: NAYS Coach Training (for volunteer coaches), NAYS Officials Training, NAYS Parent Orientation, NAYS League Director Training, and the Academy for Youth Sports Administrators (leading to CYSA certification). These are complemented by three youth development programs (Start Smart for children 3+, Hook A Kid On Golf, and Ready Set RUN!). Additional services include youth sports insurance, background check screening through Sterling Volunteers integration, and tools such as Coach Rating and Report a Coach. NAYS also publishes the National Standards for Youth Sports and hosts the annual Youth Sports Congress. The organization operates as a platform with membership tiers, where training programs provide insurance benefits and ongoing member resources.

Differentiator

Problem solved

Functional benefit

Brands

• Start Smart: Sports development program helping children ages 3+ learn and develop basic motor skills needed for fun and successful experience in organized sports
• Ready, Set, RUN!
• Hook A Kid On Golf
• SportingKid

Products and services

• NAYS Coach Training & Membership Comprehensive approximately three-hour video-based training for volunteer youth sports coaches covering Coaching Youth Sports, Basic Youth Sports Safety and First Aid, and sport-specific training. Includes membership, Code of Ethics accountability, and $2,000,000 Excess General Liability insurance. Priced at $20 per coach annually.
• NAYS Select Coach Training Advanced online training for coaches of travel teams or advanced-level athletes. Covers philosophy and ethics, teaching and communication, skill development, evaluation, and injury prevention. Includes $2,000,000 excess liability and $250,000 excess accident/medical insurance. Priced at $40 per coach annually.
• NAYS Officials Training & Membership Online training for sports officials covering roles, responsibilities, dealing with negative behavior, and professional development. Features insights from NFL, NBA, MLB, and FIFA officials. 38 minutes to complete. Includes $2,000,000 Excess General Liability coverage per occurrence. Priced at $20 per official annually.
• NAYS League Director Training & Membership Online training program for volunteer league presidents, boards, and administrators. Covers volunteer coach management, participants, officials, parents, embezzlement protections, insurance, fundraising, and marketing. Approximately 4 hours to complete. Includes $1,000,000 Excess General Liability insurance. Priced at $45 per administrator with a $15 annual renewal fee.
• NAYS Parent Orientation Online training for parents of youth athletes covering roles and responsibilities, safety, protecting against abuse, nutrition, hydration, sleep, and being a model spectator. Features insights from sports psychologists, dietitians, and professional athletes. Priced at $9.95 per parent.
• Academy for Youth Sports Administrators (CYSA Certification) Industry-recognized certification program for professional youth sports administrators covering youth sports philosophy, professional development, policies and procedures, volunteer management, child abuse and bullying prevention, parent management, conflict resolution, and insurance/risk management. CYSA credential has a $450 value when earned through Congress registration. Initial certification valid for 2 years.
• Start Smart Sports Development Programs Sports development program helping children ages 3+ learn basic motor skills needed for organized sports. Programs run one hour per week for six weeks with required parent participation. Includes Coordinator Manuals, Participant Workbooks, and equipment kits available for sale.
• Hook A Kid On Golf Program introducing youngsters to the game of golf with continued play opportunities. Includes Tee Level Clinics with a standard five-day format. Available with curriculum materials and equipment kits.
• Ready, Set, RUN! Program preparing children ages 8-13 to participate in a 5K run through a 12-week, 24-lesson curriculum with 1.5 hour sessions twice per week. Includes program materials and curriculum.
• NAYS Youth Sports Congress Annual educational conference co-hosted with the Athletic Business Show. Includes educational sessions, keynotes, awards, receptions, expo, and CYSA certification opportunities.
• NAYS Youth Sports Insurance Exclusive discounted team/league insurance program for NAYS Member Organizations through partnership with Matterhorn Insurance Group. Includes Accident Insurance, General Liability, Directors & Officers Liability, and Crime Insurance.
• NAYS Background Checks Background screening service for youth sports volunteers through partnership with Sterling Volunteers. Includes Social Security Trace, Government Watch List search, National Sex Offender Registry, and Nationwide Criminal Database searches. Integrated with NAYS member accounts.

Quantifiable outcome

• Nearly 70% of parents reported improvement in their relationship with their child after participating in Start Smart program
• +3 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Matterhorn Insurance GroupcoreStrategic or Co-development PartnerNAYS partnered with Matterhorn Insurance Group to provide Member Organizations an exclusive, discounted team/league insurance program for organizations that train coaches, officials or league directors. The partnership offers comprehensive insurance including Accident Insurance, General Liability, Directors & Officers Liability, and Crime Insurance tailored for youth sports organizations.
• Sterling VolunteerscoreTechnology or IntegrationNAYS partnered with Sterling Volunteers to build an integrated background check solution for Member Organizations. The partnership allows organizations to request and manage background checks through their NAYS account, significantly reducing administrative time. Includes Social Security Trace, Government Watch List, National Sex Offender Registry, and Nationwide Criminal Database searches.
• Prime HydrationminorGTM or Marketing PartnerPrime Hydration partnered with NAYS to support young athletes nationwide, with exclusive rebate opportunities for NAYS members. NAYS X Prime partnership includes promotional materials and website integration.
• Franklin SportsminorGTM or Marketing PartnerFranklin Sports is listed as an affiliated partner supporting NAYS mission.
• Score SportsminorGTM or Marketing PartnerScore Sports is listed as an affiliated partner supporting NAYS mission.
• Kwik GoalminorGTM or Marketing PartnerKwik Goal is listed as an affiliated partner supporting NAYS mission.
• USGA (United States Golf Association)minorGTM or Marketing PartnerUSGA partnered with NAYS supporting the Hook A Kid On Golf program.
• MoveUnitedminorGTM or Marketing PartnerMoveUnited is listed as an Inclusion Champion partner supporting NAYS mission for inclusive youth sports.
• CDC (Centers for Disease Control and Prevention)coreStrategic or Co-development PartnerCDC partnered with NAYS to provide HEADS UP Concussion in Youth Sports Training featuring important information on concussion recognition, response, and prevention.
• Michigan State UniversitycoreStrategic or Co-development PartnerMichigan State University provides the Protecting Youth Athletes for Coaches training focusing on recognizing and preventing emotional, physical, and sexual abuse in youth sports.
• National Center for Missing & Exploited Children (NCMEC)coreStrategic or Co-development PartnerNCMEC contributes expert content to NAYS Parent Orientation training on child safety and protection topics.
• Play Sports CoalitionminorGTM or Marketing PartnerPlay Sports Coalition is listed as an affiliated partner supporting NAYS mission.
• SNAG (Start New At Golf)minorGTM or Marketing PartnerSNAG Golf partnered with NAYS for the Hook A Kid On Golf program curriculum.
• Athletic Business (AB Show)coreStrategic or Co-development PartnerNAYS partners with Athletic Business Show to co-host the Annual Youth Sports Congress + AB Show, combining youth sports education with the Athletic Business trade show.
• National Park and Recreation Association (NRPA)minorGTM or Marketing PartnerNRPA is listed as an affiliated organization supporting NAYS mission through state and regional recreation associations.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• USA Hockey: USA Hockey is a national governing body that mandates certification for coaches and officials across all youth hockey programs. It mirrors the regulatory-coaching-certification model that NAYS offers across multiple sports, and is a relevant benchmark for how sport-specific credentialing can scale.
• Pop Warner Little Scholars: Pop Warner is a nationwide youth football and cheer organization that relies heavily on trained volunteer coaches and league administrators. It is comparable to NAYS in its dependence on volunteer infrastructure and in prioritizing safety/education for young athletes, though Pop Warner operates its own competitive leagues rather than offering training products to other organizations.
• National Federation of State High School Associations (NFHS): NFHS is the national body that governs and certifies high school athletic programs, including the widely adopted NFHS Coach Certification, comparable to NAYS' CYSA credential. Both sit at the intersection of youth-sports certification, safety education (concussion, heat), and coach training, though NFHS focuses on scholastic sports while NAYS also covers community/recreational and travel programs.
• Amateur Athletic Union (AAU): AAU is one of the largest national youth-sports governing bodies running amateur tournaments and leagues across multiple sports. Comparable to NAYS through its community/youth sports focus and reliance on volunteer coaches/officials, though AAU operates as a sanctioning body for events rather than as a training/certification provider.
• Little League International: Little League is the dominant community-based youth sports organization in the U.S., with a parallel mission of providing structured, safe youth sports experiences through volunteer coaches and leagues. While Little League operates its own baseball/softball programs, both organizations overlap heavily in volunteer-coach training, parent education, and league administration support.

Emerging players

• i9 Sports: i9 Sports is a national youth-sports franchise operator focused on recreational leagues for children with an emphasis on fun, sportsmanship, and parent-friendly scheduling. It competes with the community-league organizations NAYS serves, and its franchise model reflects an alternative approach to delivering the structured, parent-positive youth-sports environment NAYS advocates for through training.
• Aspen Institute Sports & Society Program / Project Play: The Aspen Institute's Project Play is a leading research, advocacy, and convening initiative for youth-sports quality and access in the U.S. It overlaps with NAYS' National Standards for Youth Sports and policy goals, functioning as a research/standards peer rather than a direct training-credentialing competitor.

Direct peers

• Positive Coaching Alliance: PCA is the closest peer to NAYS in the youth sports training and character-development space, offering coach, parent, and administrator workshops and the Double-Goal Coach certification. Both organizations occupy the youth-sports education/certification niche, target volunteer coaches and parents, and sell bundled training plus partner with schools, leagues, and youth organizations.
• National Recreation and Park Association (NRPA): NRPA is the national nonprofit serving park and recreation professionals, providing certification (CPRP), professional development, and advocacy that directly overlap with NAYS' CYSA administrator credential and park & recreation department customer base. Both organizations train and certify the same municipal recreation workforce.

Others

• Boys & Girls Clubs of America: BGCA is both a customer (a Member Organization of NAYS) and an adjacent youth-development nonprofit delivering sports programming alongside NAYS-trained coaches. It is comparable as a large 501(c)(3) that competes for charitable donations and corporate partner sponsorships in the youth-development space, and as a complementary infrastructure provider to NAYS' training content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/nays.org/reviews/?ref=page_internal

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about National Alliance for Youth Sports