Athlete Lab

What Athlete Lab does

Athlete Lab is an education and consulting platform that trains individuals for sports analytics careers, primarily within Major League Baseball (MLB) organizations. Founded by Collin Murray, the company serves aspiring sports analysts, career-changers, students, and institutional clients including universities and professional teams. The platform reports that over 120 alumni have landed roles, with 25+ secured in the trailing 18 months across 25+ MLB organizations.\n\nThe company's product suite comprises three individual courses, a certificate bundle that combines the three courses, a $49.99 standalone PDF playbook, 1-on-1 consulting engagements, and a dedicated community platform branded Athlete Lab Social. Curriculum is built around R, RStudio, and R Shiny for data visualization and statistical analysis, with select content covering the integration of AI tools for player development applications. The platform is delivered entirely online and is hosted by a privately held LLC based in Delaware.\n\nAthlete Lab operates with approximately 8 employees and has not disclosed external funding. Revenue is generated across multiple channels: individual course purchases, certificate bundles, consulting fees, and playbook sales. The company combines a B2C funnel (individual learners) with a growing B2B motion (universities and teams), positioning itself as a specialized talent pipeline for professional sports analytics roles rather than a generalist data science education provider.

Name

Athlete Lab

Legal name

Athlete Lab LLC

Website

https://athletelab.io

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Athlete Lab is an online education and consulting platform that trains individuals for sports analytics careers, primarily serving aspiring analysts, career-changers, universities, and MLB-affiliated teams through courses, a certificate bundle, consulting, and a community platform.

Ownership category

akta.pro rank

Product category

Sports Analytics Education & Training

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Athlete Testing & Combine Prep (metrics, scouting prep) (HSADAEAK)

akta.pro secondary industry

Performance Analysis & Video Coaching (HSADAEAG)

Keywords

• Sports analytics training
• Professional sports careers
• R programming courses
• Data visualization coaching
• Athlete development education

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Certification Program: Complete 3-course certificate program combining Sports Coding & Data Integration, Communication & Professional Development, and Front Office Evaluation & Player Assessment. Delivered as an online course bundle with portfolio projects.
2. Individual Courses: Standalone courses available for purchase including Professional Sports Coding & Data Integration, Communication & Professional Development, and Front Office Evaluation & Player Assessment.
3. 1-on-1 Consulting Services: Personalized coaching sessions including 1-on-1 coaching calls, resume and portfolio review, interview prep, and tailored career game plans. Sold as a service engagement.
4. Pro Sports Visibility Playbook: Digital PDF playbook sold as a one-time purchase for $49.99. Provides a 14-day visibility reset system for job seekers in professional sports. Instant delivery via email after Stripe checkout.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Athlete Lab is an online education and consulting platform that teaches aspiring sports professionals R programming, RStudio, R Shiny dashboard development, data storytelling, and front office player evaluation using real MLB datasets (Statcast, TrackMan, Hawk-Eye, Catapult). It sells individual courses, a bundled Certificate program, a self-paced digital Playbook, and 1-on-1 consulting/coaching with industry mentors aimed at helping candidates get hired in professional sports organizations.

Product overview

Athlete Lab is an education and consulting platform offering a modular course architecture centered on three individual courses (Professional Sports Coding & Data Integration, Communication & Professional Development in Sports Analytics, and Front Office Evaluation and Player Assessment), which can be taken separately or bundled together as the Athlete Lab Certificate program. The platform complements its educational offerings with 1-on-1 consulting services and a Pro Sports Visibility Playbook resource. Additionally, Athlete Lab operates Athlete Lab Social, a professional networking platform for the sports analytics community. The core educational value proposition is teaching practical skills (R programming, data visualization, Shiny app development, front office evaluation, data storytelling) that translate directly to professional sports careers.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Sports Coding & Data Integration An advanced online course teaching R programming, RStudio, and R Shiny for building interactive dashboards with real MLB datasets, covering data cleaning, visualization, advanced visualization techniques, and integrating AI tools for player development applications. Targeted at aspiring analysts, player development staff, and front office candidates in professional sports.
• Communication & Professional Development in Sports Analytics An online course focused on data storytelling, professional communication, and presentation skills for conveying analytics insights to front office executives, coaches, and players. Targeted at aspiring sports analytics professionals who need to translate technical work into executive-ready narratives.
• Front Office Evaluation and Player Assessment An online course covering front office operations, financial decision-making, contract analysis, and player evaluation using advanced metrics (WAR, Box +/-, PFF grades) and statistical modeling to optimize team decision-making. Targeted at candidates seeking scouting, player development, and front office roles in professional sports.
• Athlete Lab Certificate A comprehensive 3-course certificate program bundling Professional Sports Coding & Data Integration, Communication & Professional Development, and Front Office Evaluation & Player Assessment into a single pathway for careers in professional sports analytics, front office operations, and data-driven decision-making.
• Pro Sports Visibility Playbook A $49.99 digital PDF guide providing a Qualifications + Visibility framework, Ceiling + Floor scorecard, and a 14-day visibility reset system with outreach templates and relationship mapping to help candidates become visible to pro sports teams. Sold as a one-time purchase with instant email delivery via Stripe.
• 1-on-1 Consulting Personalized coaching with industry mentors including 1-on-1 coaching calls, line-by-line resume and portfolio review, mock interviews, and tailored hiring game plans. Sold as a service engagement initiated through the contact form.
• Athlete Lab Social A professional social platform enabling profile creation, social feeds, groups, discussions, posts, comments, reactions, and direct messaging for the sports analytics community.

Quantifiable outcome

• 120+ people landed roles across MLB, NBA, NFL, NCAA D1 and other organizations
• +2 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Coursera: Coursera is a large online education marketplace offering data science, sports management, and analytics courses from universities and companies. Comparable to Athlete Lab's online course + certificate model, but as a broad incumbent it competes for the same career-changer segment without sport-specific verticalization.
• Udacity: Udacity is an online education platform with data science and programming nanodegree programs. Comparable to Athlete Lab as a self-paced, project-based education platform with career-services add-ons, but Udacity is a broad incumbent without sports-specific content.
• edX: edX is a major online education platform offering university-level courses including sports analytics and data science programs. Comparable to Athlete Lab as a course-and-certificate-based education platform, but lacks the sport-specific vertical and 1-on-1 mentoring component that drives Athlete Lab's outcomes.
• Catapult Sports: Catapult is a global sports performance analytics provider selling hardware and software to professional teams. Comparable to Athlete Lab as both serve player development and performance analytics workflows, but Catapult is a large incumbent selling into teams while Athlete Lab sells training to individuals aspiring to work in those teams.
• Synergy Sports: Synergy Sports provides video and analytics platforms primarily for basketball and baseball organizations. Comparable because it operates in the same sports analytics ecosystem where Athlete Lab graduates work, and both compete for the attention of the same pro team buyers and operators.

Direct peers

• DataCamp: DataCamp is a leading online education platform for R, Python, and data science skills. It is the closest direct comparable because Athlete Lab teaches the same core stack (R, RStudio, Shiny, data visualization) but verticals the content into sports analytics rather than general data science.
• Hudl: Hudl provides video and data analytics tools to sports teams and athletes, with a strong educational/training arm for coaches and players. Comparable to Athlete Lab because both monetize sports-specific analytical skill development and serve the same kind of career-building audience in pro and collegiate sports.
• Inside Edge Consulting: Inside Edge is a sports analytics consulting and training firm that helps teams and aspiring professionals with player evaluation and front-office decision-making. Comparable because both offer consulting and training services targeting career-changers aiming to enter pro sports front offices.

Emerging players

• StatsBomb: StatsBomb is a sports analytics company providing advanced data and analysis to football/soccer clubs, with a growing education and community footprint. Comparable to Athlete Lab as a sports-focused analytics company that both builds data tools and cultivates practitioner talent, though focused on soccer rather than baseball.
• KinaTrax: KinaTrax provides markerless motion capture and biomechanics data for baseball player development. Comparable to Athlete Lab as a sports analytics technology provider in the baseball ecosystem, though KinaTrax is a data vendor while Athlete Lab is a training business for the analysts who use that data.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/athletelab

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Athlete Lab