First Tee — Metro Atlanta

What First Tee — Metro Atlanta does

First Tee — Metro Atlanta is a 501(c)(3) nonprofit founded in 1999 and incorporated in Georgia as First Tee of Atlanta, Inc., that delivers golf-based character education to youth ages 7–18 across an 8-county metropolitan Atlanta area. The chapter operates without residency or socioeconomic restrictions and has cumulatively served nearly 145,000 children since inception. Programming is delivered through three primary channels: six direct program locations at Browns Mill Golf Course, Charlie Yates Golf Course, John A. White Golf Course (headquarters), Mystery Valley Golf Course, Sugar Creek Golf and Tennis Club, and TopGolf Buford; a school-based PE integration program in operation since 2004; and community partnerships with youth-serving organizations such as the YMCA and Boys & Girls Club. The curriculum is built on the trademarked Nine Core Values framework (Confidence, Courtesy, Honesty, Integrity, Judgment, Perseverance, Respect, Responsibility, Sportsmanship) and a "Five Key Commitments" scaffold, delivered through an age-stratified progression system (Discoverer ages 7–9, Explorer ages 10–11, Innovator ages 12–13, Leader ages 14+).

The supporting technology stack centers on the First Tee App, a mobile and web application built on Docebo's SaaS learning management system, which uses gamification (badges, points, progress tracking) and offline capability to reinforce in-person curriculum. Operations are run on a Salesforce Experience Cloud-based parent registration portal (firsttee.my.site.com), with donations processed via Network for Good, merchandise sold through SquadLocker, used golf equipment donations facilitated via Next Round, and website localization via Google Translate. The chapter is part of the broader First Tee network of 150 chapters reaching 2.2 million youth annually, which gives Metro Atlanta participants access to national opportunities including the PURE Insurance Championship at Pebble Beach, Game Changers Academy, and First Tee National Championship.

The revenue model blends earned and contributed income: per-session program fees of $75 (with financial assistance available), charitable contributions from individuals and foundations, corporate partnerships anchored by Coca-Cola (presenting sponsor of the Building Game Changers Golf Classic since 2005), Southern Company, and Accenture (Trustee since 2017), and proceeds from signature fundraising events such as the Building Game Changers Golf Classic (over $160,000 raised in 2023), Nine Core Values Scramble, Founders Cup, and Giving Tuesday. Operations are led by a 6-person staff under Executive Director Jenae Jenkins, governed by a Board of Directors chaired by Bob Walker (Cumulus Media) with representation from major corporate partners including Coca-Cola, Equifax, Georgia Power, and East Lake Foundation. The chapter is independently operated from First Tee HQ (PGA TOUR First Tee Foundation, Inc.) and raises the majority of its funding through events, sponsorships, and individual donations.

Name

First Tee — Metro Atlanta

Legal name

First Tee of Atlanta, Inc.

Website

https://firstteeatlanta.org

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

First Tee — Metro Atlanta is a 501(c)(3) nonprofit founded in 1999 that delivers golf-based character education to youth ages 7–18 across an 8-county metropolitan Atlanta area through on-course instruction, school PE programs, and community partnerships at six golf locations.

Ownership category

akta.pro rank

Product category

Youth Development Services

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900), Services-Educational Services (8200)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industries

Intramural Sports & Recreational Leagues (EDALAIAC), Youth & Junior Tournament Organizers (MPAKADAL), Youth & Amateur Sports Tournaments (MPAGAMAF)

Keywords

• Youth development programs
• Junior golf instruction
• Character education
• School PE curriculum
• Life skills training

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Program Session Fees: Parents pay a per-session fee of $75 for their children to participate in First Tee programs. Financial assistance is available for families who qualify, ensuring no child is turned away due to inability to pay.
2. Charitable Donations: Individual donors contribute to support youth development programs. The organization is a 501(c)(3) nonprofit relying on generosity of individuals, foundations, and organizations. Donations are tax-deductible.
3. Corporate Partnerships: Corporate partners including Coca-Cola, Southern Company, Accenture, CapTech, TOUR Championship, PGA TOUR Superstore, and others provide financial support, in-kind donations, and event sponsorships.
4. Fundraising Events: Annual events including Building Game Changers Golf Classic, Nine Core Values Scramble, Founders Cup, Teen Summit, and Giving Tuesday campaigns generate significant fundraising revenue.
5. Scholarships & Grants: Various named scholarships awarded to participants including Dr. Bryan Carey Memorial Book Scholarship ($250), Jimmy & Bopsy Gabrielsen Book Scholarship ($250), and Hope Tee Shot scholarships ($5,000 each).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

First Tee — Metro Atlanta delivers golf-based youth development programs for children and teens ages 7-18 across an 8-county metro Atlanta area, integrating golf instruction with the proprietary Nine Core Values character education curriculum. Programming is offered on-course at six golf locations, in schools via PE curriculum integration, and through community organization partnerships (YMCA, Boys & Girls Club), with participants progressing through four age-based levels (Discoverer, Explorer, Innovator, Leader).

Product overview

First Tee — Metro Atlanta operates as a unified youth development platform combining in-person golf instruction with character education. The core offering includes age-stratified on-course programs (Discoverer, Explorer, Innovator, Leader tracks), school-based PE integration, and community partnerships at youth centers. Supporting programs include the First Tee App (Docebo-powered digital learning platform), summer camps, and participant opportunities (Teen Summit, scholarships). The organization hosts signature fundraising events (Building Game Changers Golf Classic, Nine Core Values Scramble, Founders Cup, Hope Tee Shot). Financial assistance and alumni engagement ensure accessibility. The Nine Core Values—Confidence, Courtesy, Honesty, Integrity, Judgment, Perseverance, Respect, Responsibility, Sportsmanship—underpin all programming delivered across 6 program locations including John A. White Golf Course.

Differentiator

Problem solved

Functional benefit

Products and services

• Junior Golf and Life Skills Programs at Golf Courses
• First Tee School Program
• Community Program
• Summer Camps
• First Tee App
• Scholarships and Grants Program
• National Opportunities Events
• Teen Summit
• Ambassadors Club
• FTMA Alumni Community
• Mental Health Is a Game Changer

Quantifiable outcome

• Nearly 145,000 children served over the organization's history
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

23 partnerships are on record, tiered supporting and core.

• PURE InsurancesupportingGTM or Marketing Partner · 15 September 2026PURE Insurance is the title sponsor of the PURE Insurance Championship Impacting First Tee, an official PGA TOUR Champions event at Pebble Beach Golf Links that pairs First Tee teens with PGA TOUR Champions professionals.
• Monterey Peninsula FoundationsupportingGTM or Marketing Partner · 15 September 2026Monterey Peninsula Foundation co-hosts the PURE Insurance Championship Impacting First Tee at Pebble Beach Golf Links and Spyglass Hill Golf Course.
• Emory University Goizueta Business SchoolsupportingGTM or Marketing Partner · 23 July 2026Host venue for Teen Summit 2026 conference designed for participants aged 13-18, providing space for breakout sessions focused on mental health, leadership, financial literacy, and STEAM.
• EquifaxsupportingGTM or Marketing Partner · 23 July 2026Teen Summit 2026 partner supporting the one-day conference for FTMA teen participants focused on personal and professional growth topics.
• Chick-fil-AsupportingGTM or Marketing Partner · 23 July 2026Teen Summit 2026 partner supporting the teen leadership conference with focus on culture of care and community values.
• MarketSourcesupportingGTM or Marketing Partner · 23 July 2026Teen Summit 2026 partner supporting teen leadership and professional development conference.
• Mobile Maker LabssupportingGTM or Marketing Partner · 23 July 2026Teen Summit 2026 partner providing STEAM-focused breakout sessions for teen participants.
• Sunny Hearts TherapysupportingGTM or Marketing Partner · 23 July 2026Teen Summit 2026 partner providing mental health and wellness programming for teen participants.
• AWSsupportingGTM or Marketing Partner · 18 July 2026AWS is a proud partner of the First Tee Game Changers Academy, providing financial support and leading activities and sessions throughout the five-day event.
• 3M OpensupportingGTM or Marketing Partner · 18 July 20263M Open is a partner of the Game Changers Academy, providing financial support and engagement opportunities for teen participants.
• TopgolfsupportingGTM or Marketing Partner · 18 July 2026Topgolf partners with First Tee through summer academy programs and provides venue access for Game Changers Academy participants. The partnership aims to introduce young people to golf in a fun, no-pressure environment.
• Piedmont Driving ClubsupportingGTM or Marketing Partner · 23 August 2025Piedmont Driving Club hosts the annual Building Game Changers Golf Classic event. The venue provides the setting for this key annual fundraiser.
• Bobby Jones Golf CoursesupportingGTM or Marketing Partner · 20 August 2025Bobby Jones Golf Course hosts the annual Nine Core Values Scramble event during TOUR Championship week and the Founders Cup tournament.
• Wells FargosupportingGTM or Marketing Partner · 19 August 2025Wells Fargo was presenting sponsor of the 2025 Nine Core Values Scramble event held at Bobby Jones Golf Course during TOUR Championship week.
• KrogersupportingGTM or Marketing Partner · 1 January 2024Kroger provides food items for Taste of the TOUR events, contributing to the fundraising and community engagement events benefiting FTMA.
• Aaron'ssupportingGTM or Marketing Partner · 8 August 2021Aaron's has been presenting sponsor of Participant Celebration events, donating brand new college-level laptops to graduating seniors. The company has donated laptops in 2021, 2022, and 2023.
• Invited (formerly ClubCorp)supportingGTM or Marketing Partner · 1 January 2021Invited's ClubLife Gateway Program sponsors FTMA participants as Junior Golf Members at various clubs. Club members and staff serve as mentors to youth, with the program launching in Atlanta in 2021.
• CapTechsupportingGTM or Marketing Partner · 1 January 2017CapTech is a Corporate Partner and National Trustee of First Tee. The company has engaged with FTMA through supporting local events and STEM curriculum that benefits chapter participants.
• PGA TOUR SuperstoresupportingGTM or Marketing Partner · 1 January 2008PGA TOUR Superstore has been a proud partner of First Tee's mission since 2008. Their support extends to leadership summits and hosting Drive, Chip and Putt qualifying events, including a local qualifier at their Roswell location.
• Coca-ColacoreGTM or Marketing Partner · 1 January 2005Coca-Cola has been a proud partner and supporter of First Tee since 2005. The company supports through multiple initiatives helping to expand access to character-building programs for young people and empowering the next generation of leaders through golf. Coca-Cola serves as presenting sponsor for the Building Game Changers Golf Classic.
• TOUR ChampionshipcoreGTM or Marketing Partner · 1 January 1998TOUR Championship has raised more than $38 million for local nonprofits since 1998, with First Tee — Metro Atlanta as one of four charitable beneficiaries. The event also features the Hope Tee Shot tradition where FTMA participants hit ceremonial opening tee shots.
• Southern CompanycoreGTM or Marketing Partner · 1 January 1998Through PGA TOUR partnership, Southern Company has donated more than $35 million to fund education, health and wellness programs, and neighborhood revitalization. The company is the Official Energy Company of the PGA TOUR and Proud Partner of TOUR Championship.
• East Lake FoundationcoreGTM or Marketing Partner · 1 January 1995East Lake Foundation is one of four charitable beneficiaries of the TOUR Championship and works to transform the East Lake neighborhood and create new opportunities for families. FTMA has a strong connection to the East Lake community.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Marathon Kids: Non-profit that pairs running/physical-activity programming with character/goal-setting curriculum in school PE settings. Closest direct analog to First Tee School Program's strategy of embedding curriculum into elementary PE classes aligned to national standards (SHAPE).
• 42 Atlanta (fmr. Westside Atlanta Youth Mentoring) / Big Brothers Big Sisters of Metro Atlanta: Atlanta-based youth-mentoring nonprofits serving overlapping 7-18 demographic with similar character-development and life-skills framing. Comparable for fundraising-competition and corporate-partnership overlap with FTMA in metro Atlanta.
• Drive, Chip & Putt (PGA / USGA / Masters): National youth-golf skills competition pathway (ages 7-15) culminating at Augusta National. Partial functional overlap with FTMA's National Opportunities Events and competitive-tournament tracks (PURE Insurance Championship, First Tee National Championship).

Direct peers

• YMCA of Metro Atlanta: Second named community-program partner for FTMA. Comparable youth-development mission, regional footprint, member-fee and financial-aid business model, and broad youth-sports programming mix.
• PGA Junior League: National PGA-led team-golf format for ages 7-13 that competes directly with First Tee on-course programs for the same youth demographic. Both rely on golf-course partners and parent-paid registration; relevant for tracking competitive pressure on FTMA registrations.
• The First Tee of Greater Austin (or other major-chapter peers, e.g., First Tee of New York, First Tee of Greater Seattle): Sister First Tee chapter operating under same HQ framework. Comparability is structural—same curriculum, same franchise model, same revenue mix (program fees, sponsorships, fundraising events)—making them the most natural benchmark for FTMA's growth and fundraising KPIs.
• Boys & Girls Club of Metro Atlanta: Metro Atlanta youth-development nonprofit FTMA explicitly partners with for Community Programs. Comparable mission (character/after-school youth services to under-resourced families) and overlapping target demographic aged 7–18.

Regional players

• TeamMates Mentoring Program: School-based youth-mentoring nonprofit with similar mission profile (character development + sustained engagement) but distinct mechanism (1-to-1 mentoring vs. golf group instruction). Comparable for benchmarking donor mix, school-district partnership model, and youth-outcomes measurement.

Broad incumbents

• First Tee (National HQ / PGA TOUR First Tee Foundation): National umbrella organization for the 150-chapter First Tee network referenced throughout FTMA's data. Directly comparable because FTMA is a licensed chapter running its curriculum, branding, and signature programs—HQ sets the framework under which FTMA operates.

Others

• National Golf Foundation (youth-golf arm): Industry trade body that publishes U.S. youth-golf participation data and runs grants/programs that complement First Tee. Relevant adjacency because NGF's participation-trend data shapes FTMA's TAM narrative with sponsors and donors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/FirstTeeATL
• YouTubeyoutube.com/channel/UCcrVC6ZeZhu3-3SVSrRUsIA
• Facebookfacebook.com/FirstTeeMetroAtlanta
• LinkedInlinkedin.com/company/first-tee-metro-atlanta
• Instagraminstagram.com/firstteemetroatlanta

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

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 First Tee — Metro Atlanta