President’s Council

What President’s Council does

The President's Council on Sports, Fitness & Nutrition (PCSFN) is a federal advisory committee under the U.S. Department of Health and Human Services (HHS), coordinated by the Office of Disease Prevention and Health Promotion (ODPHP). It was revitalized by Executive Order 14327 on July 31, 2025, with a mandate to promote healthy eating and physical activity for all Americans regardless of age, ability, health status, or fitness level, and to reestablish the Presidential Fitness Test. The Council does not sell products or services and generates no commercial revenue; its activities are funded through federal appropriations. Its core offerings are science-based guidelines and awareness campaigns rather than a unified technology product — these include the Physical Activity Guidelines for Americans, the Dietary Guidelines for Americans, the Move Your Way® promotional campaign (a registered trademark), the National Youth Sports Strategy (NYSS) and NYSS Champions recognition program, the Presidential Youth Fitness Program, the Food Is Medicine initiative, and recognition awards (PCSFN Community Leadership Award, Hero Award, Lifetime Impact Award). Distribution is via federal digital channels (odphp.health.gov, fitness.gov, GovDelivery email) and partner networks spanning schools, healthcare providers, community organizations, professional sports organizations, and the National Fitness Foundation. As a government entity, there is no headcount, pricing model, funding round history, or revenue figure disclosed or applicable — no traditional VC/PE investment thesis can be constructed from the available data.

Name

President’s Council

Legal name

President's Council on Sports, Fitness & Nutrition

Website

https://fitness.gov

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

The President's Council on Sports, Fitness & Nutrition (PCSFN) is a federal advisory committee under HHS that promotes healthy eating and physical activity for all Americans through science-based guidelines, the Move Your Way® campaign, youth sports programs, and community toolkits.

Ownership category

akta.pro rank

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Organizations (8600)

akta.pro industry

PRIMARYHLAJAEAC

Nutrition Policy, Dietary Guidelines & Fortification Programs

Healthcare & Life Sciences/Public Health, Government & Regulators/Food Safety & Nutrition Regulatory Authorities

Keywords

• Public health promotion
• Physical activity guidelines
• Nutrition education resources
• Youth sports programs
• Federal health advisory

Headquarters

HQ city

Rockville

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

Distribution channels3 records

Marketing channels7 records

Core offering

The President's Council on Sports, Fitness & Nutrition is a federal advisory committee that promotes physical activity, sports participation, and healthy nutrition for all Americans. It develops and disseminates national guidelines (Physical Activity Guidelines for Americans, Dietary Guidelines for Americans), runs national campaigns such as Move Your Way®, convenes partner organizations through the National Youth Sports Strategy, and recognizes leaders through its PCSFN awards programs.

Product overview

The President's Council on Sports, Fitness & Nutrition (PCSFN) is a federal advisory committee that promotes healthy eating and physical activity for all Americans. The organization operates as a government program with multiple interconnected initiatives rather than a unified product platform. Its core offerings include the Physical Activity Guidelines and Dietary Guidelines for Americans, supported by the Move Your Way® promotional campaign. The portfolio includes youth-focused programs (National Youth Sports Strategy, Presidential Youth Fitness Program), recognition awards (PCSFN Community Leadership, Hero, and Lifetime Impact Awards), and community resources (Community Playbook, Toolkit for Schools). The Food Is Medicine initiative connects nutrition to health outcomes.

Differentiator

Problem solved

Functional benefit

Brands

• Move Your Way®: The promotional campaign for the Physical Activity Guidelines for Americans, promoting the importance of physical activity.
• National Youth Sports Strategy (NYSS)
• Presidential Youth Fitness Program

Products and services

• Move Your Way® Campaign Federal public-education campaign providing evidence-based physical activity messaging, consumer resources, and partner tools to help individuals and families build more active lifestyles. Audience is the general U.S. public, with partner toolkits for organizations.
• National Youth Sports Strategy (NYSS) Federal strategy and framework for increasing youth sports participation, providing goals, recommendations, and partner engagement guidance for schools, communities, and youth-serving organizations.
• NYSS Champions

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• National Fitness FoundationcoreStrategic or Co-development PartnerThe National Fitness Foundation is referenced as a key component of the President's Council ecosystem, supporting the Council's mission to promote physical fitness and sports participation.
• Science BoardcoreStrategic or Co-development PartnerThe Science Board provides scientific expertise and guidance to inform the President's Council's recommendations and initiatives related to sports, fitness, and nutrition.
• Professional Sports PartnershipcoreStrategic or Co-development PartnerThe President's Council maintains a partnership with professional sports organizations to promote youth sports participation and physical activity across the nation.
• NYSS ChampionsminorStrategic or Co-development PartnerNYSS Champions are recognized organizations that actively promote youth sports participation and support the National Youth Sports Strategy, representing community-level implementation partners.

Recent moves5 records

Expansion highlights5 records

Emerging players

• Alliance for a Healthier Generation: Nonprofit focused on childhood health through schools and communities, often partnering with federal agencies. Comparable mission and school-based delivery model to PCSFN's youth programs.
• Aspen Institute Project Play: Initiative that develops the State of Play report and supports youth sports participation across the U.S., aligning closely with PCSFN's National Youth Sports Strategy mission.

Direct peers

• National Fitness Foundation: Congressionally-chartered nonprofit in PCSFN's ecosystem supporting youth sports and physical activity; works directly alongside PCSFN. Closest institutional peer on mission and federal charter structure.
• SHAPE America (Society of Health and Physical Educators): Professional association that develops national physical education standards and youth fitness programming (including the previous Presidential Youth Fitness Program operator role). Directly comparable to PCSFN on youth fitness assessment and school-based physical activity promotion.
• Action for Healthy Kids: Nonprofit focused on advancing school-based physical activity and nutrition programs, working closely with federal partners. Comparable on Toolkit-for-Schools style delivery and on activating schools to implement PCSFN-aligned guidance.
• National Physical Activity Plan Alliance: Coalition that implements the National Physical Activity Plan across sectors, closely aligned with PCSFN's cross-sector engagement model. Directly comparable on convening partners around shared physical activity promotion strategies.

Broad incumbents

• American College of Sports Medicine (ACSM): Professional society that issues exercise and physical activity guidelines and certifies fitness professionals. Comparable to PCSFN's science-advisory function in setting evidence-based physical activity guidance.
• American Heart Association: National nonprofit that promotes physical activity, nutrition, and cardiovascular health through guidelines, advocacy, and community programs. Comparable to PCSFN in mission scope (population-level fitness and nutrition), though delivered via a nonprofit funding model rather than federal authority.
• CDC Division of Nutrition, Physical Activity, and Obesity (DNPAO): Federal CDC unit funding state and community physical activity and nutrition interventions; overlaps materially with PCSFN's mission on population-level physical activity promotion.
• USDA Center for Nutrition Policy and Promotion: Federal entity that co-produces the Dietary Guidelines for Americans and MyPlate alongside PCSFN's parent ODPHP. Direct peer on federal nutrition policy and dietary guidance dissemination.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fitnessgov
• YouTubeyoutube.com/user/HHSODPHP

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 President’s Council