Satori

What Satori does

Satori is a 501(c)(3) nonprofit that operates a survey and analytics platform purpose-built for youth soccer clubs in the United States and Canada. Its flagship service, the Parent Survey, consists of seven retention-correlated questions completed in under two minutes and is administered on a 12-day automated window with daily response tracking and reminders sent only to non-respondents. The platform generates interactive reports that enable club-, program-, staff-, coach-, and team-level analysis with benchmarking against Satori's network data, which exceeds 96,000 responses across 6,957 coaches. The organization collects data on a confidential third-party basis so that individual responses cannot be traced back to respondents, enabling research connecting survey scores to actual player retention (e.g., a 6.0% retention increase per NPS point based on a 4,400+ player dataset).

Satori monetizes through season-based subscriptions priced at $1,000 for the first 1,000 players per club, plus $0.30 per additional player, capped at $3,000 per season. Add-on services include a Coach Experience Survey at $800 per season, a Midseason Text Pulse Survey, an Exit Survey, custom survey administration, and association-wide engagements (e.g., Saskatchewan Soccer Association covering 65+ clubs and 40,000 participants). The organization also generates ancillary revenue from direct coaching services delivered by Executive Director Adam Kuhn at Chicago Fire Youth. Distribution is direct to club executives via consultative sales, with growth driven by word-of-mouth referrals, thought-leadership content, podcast appearances, and integrations with club-management platforms PlayMetrics and Sprocket.

The company is led by Adam Kuhn (Executive Director, background in management consulting, investment finance, and people analytics) and Natascha Glueck (Data and Operations Manager, software development background who built the survey system). Registered in Colorado with operations in Chicago, the 1–10 person team serves more than 90 youth soccer clubs across North America and maintains a research-driven positioning as a leader in participation analytics within the youth soccer market.

Name

Satori

Legal name

Satori

Website

https://gosatori.org

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Satori is a 501(c)(3) nonprofit that operates a confidential survey and benchmarking platform for youth soccer clubs in the US and Canada, helping club leaders measure player and family experience, correlate feedback with retention, and improve coach and program performance.

Ownership category

akta.pro rank

Headquarters

HQ city

Chicago, IL

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Parent Survey Service: Season-based subscription service for youth soccer clubs with per-player pricing tiers. Base rate of $1,000 covers first 1,000 players, with $0.30 per additional player, capped at $3,000 per season. As a nonprofit, pricing is designed to be affordable while enabling sustainable operations.
2. Coach Survey Add-on: Additional survey service for coaches at $800 per season, utilizing the same analysis platform as parent surveys.
3. Association Survey Services: Survey and analysis services for soccer associations covering parents, referees, and club leadership, typically for larger-scale implementations.
4. Custom Surveys and Analysis: Third-party confidential survey administration for custom survey needs, particularly for anonymous/confidential data collection requirements.
5. Coaching Services: Direct coaching services provided by Executive Director Adam Kuhn at Chicago Fire Youth, including technical specialty training (Escape Artist) in small group settings.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Satori is a 501(c)(3) nonprofit that administers confidential, retention-correlated surveys for youth soccer clubs to measure and improve player and family experiences. Its flagship Parent Survey consistently achieves ~48% response rates through a concise third-party-administered design, with interactive multi-level reporting and benchmarking across the Satori network. Supporting offerings include Coach Experience Surveys, Midseason Text Pulse Surveys, Exit Surveys, Association-level Surveys, and custom confidential survey administration.

Product overview

Satori offers a suite of survey-based feedback products centered on the Parent Survey as its flagship offering. The core survey product follows a three-phase process: Ask (survey administration), Learn (interactive reports and analysis), and Improve (action recommendations). Additional survey modules include Coach Experience Survey, Midseason Text Pulse Survey, Exit Survey, and Association Surveys. The company also provides custom survey capabilities and direct coaching services. All survey products are designed to help youth soccer clubs measure and improve player, parent, and coach experiences through high response-rate feedback collection.

Differentiator

Problem solved

Functional benefit

Products and services

• Parent Survey Flagship survey product that collects high response-rate feedback from parents about player experiences at youth soccer clubs. The survey consists of seven required questions highly correlated with retention plus two optional comment boxes, delivered through a three-phase Ask, Learn, Improve process with interactive reports and 1:1 support.
• Coach Experience Survey Survey sent to coaches to understand their experience and perspective, enabling clubs to measure and improve coach satisfaction and retention. Utilizes the same analysis platform as the Parent Survey with results integrated into club, program, and team-level reporting.
• Midseason Text Pulse Survey One-question text survey that asks about player enjoyment at the midpoint of the season, helping clubs identify which teams need more support before the season ends.
• Exit Survey Survey administered to parents who decided to leave the club, gathering feedback on reasons for departure and actionable information for club improvement.
• Association Surveys Survey and analysis services for regional and national soccer associations covering parents, referees, and club leadership across multiple clubs, typically for larger-scale association-wide implementations such as Saskatchewan Soccer Association's 65+ club deployment.
• Custom Surveys and Analysis Third-party confidential survey administration service for custom survey needs, particularly for organizations requiring anonymous or confidential data collection with high response rates and Satori's analysis capabilities.
• Coaching Services Direct coaching services led by Executive Director Adam Kuhn at Chicago Fire Youth, covering teams ranging from entry-level to nationally ranked, including technical specialty training (Escape Artist) delivered in small group settings.

Quantifiable outcome

• 6.0% average retention increase for each single NPS point improvement (based on 4,400+ player dataset)
• +7 more outcomes

Named customers8 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

Integration2 records

Feature5 records

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• TeamSnap: TeamSnap is a broad, scaled youth sports management platform serving millions of users across many sports. While not a direct survey/analytics specialist, its scale, brand recognition, and communication features (messaging, scheduling) overlap with the engagement layer of the club-experience problem Satori addresses.
• LeagueApps: LeagueApps is a youth and adult sports league management platform. It addresses similar club operational needs (registration, communication, payments) as Satori's customer base and could enter the participant-experience analytics space as it scales its platform capabilities.
• Active Network / CommunityPass: Active Network (including CommunityPass) provides recreation management software used by municipalities, parks & recreation departments, and youth sports clubs. It serves overlapping customers and handles many of the same administrative workflows Satori's customers rely on.
• SportsEngine (NBCUniversal): SportsEngine is a large youth sports registration and club management platform owned by NBC Sports. It serves thousands of clubs across the US, including many youth soccer organizations, and could expand into experience measurement and analytics, competing with Satori's core offering from a much broader platform position.

Emerging players

• GOALLINE: GOALLINE is a soccer-specific league and club management platform popular in Canada and the US. It serves the same youth soccer club buyer as Satori and handles many of the same administrative and communication touchpoints.
• Jersey Watch: Jersey Watch provides websites, registration, and communication tools for youth sports organizations, including youth soccer clubs. It overlaps with Satori's customer base at the lower end of the market and could evolve into a lightweight feedback or analytics offering over time.

Others

• Changing the Game Project: Changing the Game Project, founded by John O'Sullivan, is a youth sports thought-leadership and education organization that endorses Satori and collaborates on podcasts. It is not a product competitor but operates as an adjacent, thematically related entity that drives awareness and demand toward Satori.
• Qualtrics: Qualtrics is a leading enterprise experience management platform that competes in the same broad category of survey-based feedback and customer-experience analytics. While not sport-specific, larger clubs or associations could substitute Qualtrics for Satori if they have internal research capacity, representing a substitution risk at the upper end of the market.

Direct peers

• Sprocket Sports: Sprocket is a youth soccer club operations platform and another Satori integration partner, with Satori also presenting at the Sprocket REV Conference. It targets the same youth soccer clubs, holds the contact data Satori relies on, and is positioned to integrate survey/analytics features directly into its platform.
• PlayMetrics: PlayMetrics is a youth sports club management platform and an existing Satori integration partner. It serves the same youth soccer club buyer, manages player/parent data that flows into Satori surveys, and could expand into native feedback/analytics functionality, making it both a channel partner and a competitive threat.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/satori-soccer

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Satori