CoachSG
- Company typePrivate
- Founded2017
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2C
- OfferingServices
CoachSG firmographics
Firmographics- Name
- CoachSG
- Legal name
- Sport Singapore
- Website
- https://coachsg.sportsingapore.gov.sg
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
CoachSG industry classification
Industry- Product category
- Sports Coaching Development
- NAICS
- Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Coach Education, Certification & Clinics (HSADAEAO)
Keywords
Where CoachSG is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
CoachSG business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Government Funding: CoachSG is a Singapore government agency initiative under Sport Singapore, funded by government budget for sport development purposes rather than commercial revenue generation
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time | CoachSG Conference 2025 registration fees |
| Outcome Based/ Performance | Multi-year contract | Coach Development Grant funding |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
CoachSG product offering
Product offeringCore offering
CoachSG is the national coaching development body in Singapore, operating under Sport Singapore. It develops coaching standards, certifies coaches across various sports, and provides professional development pathways to build coaching capabilities in the country.
Product overview
CoachSG is a government initiative established in 2017 under Sport Singapore that serves as the national coaching development organization for Singapore. The portfolio consists of a unified platform approach combining coaching certification (NROC/SG-Coach Programme), professional development (CCE, workshops, conferences), recognition (Singapore Coach Medallion), and support services (Coach Development Grant, Safe Sport). Key platforms include SportSync for membership management, SportSG-ED for e-learning, and the Game For Life Framework for values-driven coaching. The coaching pathway progresses from community-level participation through to specialist high-performance coaching, supported by a network of trained Coach Developers.
Differentiator
Problem solved
Functional benefit
Brands
- National Registry of Coaches (NROC): Singapore's national coaching database and recognition framework that aims to raise the standard and professionalism of sports coaches.
- SportSync
- Game For Life (GFL)
- SG-Coach Excellence Programme
- Singapore Coach Medallion
Products and services
- Coach Certification Programs
- Professional Development Pathways
Quantifiable outcome
- 72 Coach Developers trained through ICCE-accredited programmes
- +4 more outcomes
Companies that use CoachSG
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles1 record
CoachSG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature3 records
CoachSG partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- OCBC BankminorOCBC Lounge at Singapore Sports Hub served as the venue for CoachSG Conference 2025, with OCBC Suite also used for breakout sessions.
- Sport SingaporecoreCoachSG is an initiative of Sport Singapore, the national sports agency. Sport Singapore oversees and funds CoachSG's operations, providing the mandate and resources for national coach development and the National Registry of Coaches (NROC).
- Republic PolytechniccoreRepublic Polytechnic is the primary training partner for SG-Coach courses including Coaching Fundamental Movement Skills Level One. They conduct Game For Life Practical Workshops quarterly and deliver CCE online courses through SportSG-ED.
- National Sports Associations (NSAs)coreNSAs are key partners delivering sport-specific coaching courses, hosting coach developers, and implementing coaching pathways. Coaches register for sport-specific NROC membership through their respective NSA. The reinstatement pathways for delisted coaches are determined collaboratively between NSA and CoachSG.
- International Council for Coaching Excellence (ICCE)coreCoachSG's coach developer training is ICCE-accredited. Coach Developers complete ICCE-accredited courses including Facilitation Skills for Coach Developers, Supporting Coaches in Practice, and Trainers of Coach Developers. The definition of Coach Developer on the CoachSG website follows ICCE standards.
- International Olympic Committee (Olympic Values Education Programme)minorCoachSG's Game For Life framework aligns with international Olympic values education principles. The Game For Life Resource Hub references IOC's Olympic Values Education Programme as an international perspective on values in sport.
- Safe Sport Commission SingaporecoreCoachSG includes a Safe Sport team that works with the Safe Sport Commission to develop training frameworks, curricula, and content for safeguarding. Safe Sport reporting mechanisms are integrated into CoachSG's services.
- Positive Coaching AllianceminorCoachSG provides access to Positive Coaching Alliance's US-based online resources and workshops through their Resource Hub, supporting the development of positive, character-building youth sports experiences.
- Sports Coaches Association of Singapore (SCA)coreSCA was consulted in revising CCE hours requirements, adding flexibility and supporting critical self-reflection for continued coach development. The association represents coaches' interests in policy development.
- NTUC (National Trades Union Congress)minorNTUC members are eligible for Union Training Assistance Programme (UTAP) subsidies for the CoachSG Conference, providing funding support for coach professional development.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
CoachSG competitors and assessment
Company assessmentDirect peers
- Coaching Association of Canada: The Coaching Association of Canada manages the National Coaching Certification Program (NCCP), the country's standardized coach education and certification system. It is one of the closest international analogues to CoachSG, operating a similar multi-level pathway framework with sport federation partnerships and ongoing coach development requirements.
- CIMSPA: The Chartered Institute for the Management of Sport and Physical Activity (CIMSPA) is the UK professional development body for the sport and physical activity sector. It is directly comparable to CoachSG in providing professional standards, accreditation, and continuing professional development for sport practitioners including coaches.
- UK Coaching: UK Coaching is the national body for coach development in the United Kingdom, providing coach education, accreditation, and continuing professional development. It is directly comparable to CoachSG in mission, structure, and operating model — both serve as the centralized national authority for coaching standards in their respective countries.
Regional players
- National Sports Council of Malaysia: The National Sports Council of Malaysia (Majlis Sukan Negara Malaysia) is the government agency responsible for developing elite sport in Malaysia, including coach development programmes. As a regional Southeast Asian peer, it addresses similar coaching ecosystem challenges but serves a substantially larger and different sport market.
- Hong Kong Coach Development Programme: The Hong Kong Sports Institute's Coach Education Programme provides coach development and certification services in Hong Kong. As a regional comparable, it operates in a similar urban Asian context to Singapore with overlapping coach accreditation and continuing education functions, though at a smaller scale than CoachSG.
Broad incumbents
- Sport England: Sport England is the non-departmental public body that distributes National Lottery and government funding for sport in England. It has comparable functions to Sport Singapore's oversight of CoachSG, though it operates across a much broader sport investment portfolio.
- Sport Australia: Sport Australia is the Australian Government's national sports agency, overseeing broader sport policy and investment including coach development initiatives. While it has a wider mandate than CoachSG, it operates comparable functions in national coaching pathways and is funded by government for sport development purposes.
- Sport Ireland: Sport Ireland is the statutory authority responsible for developing sport in Ireland, including coach development programmes. It is comparable as a government-backed national body serving a similar-sized market to Singapore, with overlapping coach education and development responsibilities.
- Sport New Zealand: Sport New Zealand is the national sports agency responsible for sport policy, investment, and development in New Zealand, including coach development. It is comparable as a government-funded national body overseeing coaching standards, though it operates across a broader sport portfolio than CoachSG.
Others
- Positive Coaching Alliance: Positive Coaching Alliance is a US-based non-profit focused on developing 'positive' youth sports coaches through resources and workshops. CoachSG already partners with PCA for its Resource Hub, and the two share overlapping missions around character development through sport, though PCA operates more as a content/resource provider than a national certification body.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
CoachSG social profiles
Digital presenceCoachSG compliance and trust
Trust signalCompliance1 record
CoachSG financial estimates
Financial estimateRevenue estimate
Valuation estimate
CoachSG leadership team
Management profileNumber of profiles
CoachSG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CoachSG 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 CoachSG
What does CoachSG do?
CoachSG is the national coaching development body in Singapore, operating under Sport Singapore. It develops coaching standards, certifies coaches across various sports, and provides professional development pathways to build coaching capabilities in the country.
Is CoachSG a public or private company?
CoachSG is a private company. It is classified as state government owned and is currently operating.
When was CoachSG founded?
CoachSG was founded in 2017. It employs 11 to 50 people.
Where is CoachSG based?
CoachSG is headquartered in Singapore, Singapore, in the Asia region.
How does CoachSG make money?
One revenue line is on record: government Funding.
Who are CoachSG's main competitors?
Direct peers on record are Coaching Association of Canada, CIMSPA and UK Coaching. Regional players are National Sports Council of Malaysia and Hong Kong Coach Development Programme. Broad incumbents are Sport England, Sport Australia, Sport Ireland and Sport New Zealand. Positive Coaching Alliance is listed as an others.
Does CoachSG have an API?
No public API is recorded for CoachSG.
What industry is CoachSG in?
CoachSG's product category is Sports Coaching Development. Its primary akta.pro industry code is HSADAEAO, Coach Education, Certification & Clinics. Its NAICS code is 61162 and its SIC code is 8200.