COACH+

What COACH+ does

COACH+ (legal name: Coach Plus), founded in 2018 and headquartered in North Bay, Ontario, is a privately held, professional-services firm that delivers customized coach development to sports organizations. Its portfolio is organized around four service lines: Curriculum Writing, Coach Developer Training, Individual Coach Support, and Program Development, delivered in-person, virtually, and through hybrid formats. The firm sells primarily to national and provincial sports governing bodies (Coaching Association of Canada, PGA of Canada, Volleyball BC, Ontario Volleyball Association, Special Olympics Canada, Wheelchair Rugby Canada, The R&A), educational institutions (Canadore College, Nipissing University, Humber College, Loyalist College, Mohawk College), and community clubs, positioning itself as a trusted extension of each client's team rather than a transaction-based vendor.

The underlying technology base is methodology-led rather than platform-led. Core proprietary elements include custom growth maps, in-depth reflection tools, and individualized one-on-one coaching frameworks adapted to each coach's strengths and gaps. AI is integrated as an enablement layer: process automation to streamline coach-focused systems for leaders and organizations, and knowledge-retrieval-style use of AI tools for ongoing self-reflection, decision-making, and communication by individual coaches. The firm also exposes a personalized coaching dashboard used in engagements such as Wheelchair Rugby Canada's national head coach development plan.

The revenue model is professional-services billable work priced on a custom, non-public quote basis per engagement, with no subscription, transactional, or per-seat component. GTM is sales-led and direct: senior leaders (notably Founder Glenn Cundari) personally engage enterprise accounts such as MLSE LaunchPad, First Tee Canada, and Special Olympics chapters; mid-market and community clients are reached via virtual coaching and webinars. There are no disclosed funding rounds, M&A activity, or material third-party validation beyond national awards (Coaching Association of Canada National Coach Developer of the Year for Glenn Cundari and 2022 for Beth Barz).

Name

COACH+

Legal name

Coach Plus

Website

https://improveyourcoaching.ca

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

COACH+ is a North Bay, Ontario-based, private coach development professional services firm delivering customized curriculum, training, and individualized coaching support to national and provincial sports governing bodies, educational institutions, and community organizations across 27 countries.

Ownership category

akta.pro rank

Product category

Coaching Services

NAICS

Sports and Recreation Instruction (61162), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Coach Education, Certification & Clinics (HSADAEAO)

akta.pro secondary industries

Sport-Specific Private Coaching & Instruction (1:1, Small Group) (MPAKAJAE), Team & Club Coaching (seasonal team coaching) (HSADAEAF), Behavior Change & Motivational Coaching (HSADAGAF)

Keywords

• Coach development services
• Sports coaching support
• Coach developer training
• Coach mentorship programs
• Coaching curriculum development

Headquarters

HQ city

North Bay

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Coach Development Services: Customized coach development solutions including curriculum writing, coach developer training, individual coach support, and program development. Delivered in-person, virtually, and through hybrid formats tailored to each organization's unique challenges, contexts, and goals.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

COACH+ delivers customized coach development solutions to sports organizations, educational institutions, and community groups across 27 countries. Core offerings include Curriculum Writing Services, Coach Developer Training Services, Individual Coach Support Services, and Program Development Services, delivered in-person, virtually, and through hybrid formats. The firm also operates specialized program modules including the AthLeadership Path Award mentorship, the 6-Month Coach Developer Program, Floorball Coach Training, Special Olympics Golf Foundations, and the Women's In Coaching Mentorship Program.

Product overview

COACH+ is a coach development services company offering a unified portfolio of professional services organized around four core offerings: Curriculum Writing Services, Coach Developer Training Services, Individual Coach Support Services, and Program Development Services. Services are delivered in-person, virtually, and through hybrid formats. The company also delivers specialized program modules including the 6-Month Coach Developer Program (with First Tee Canada), AthLeadership Path Award mentorship program, Floorball Coach Training, Special Olympics Golf Coaching Training, and Women's In Coaching Mentorship Program. The portfolio is built around customization and tailored support rather than a software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Curriculum Writing Services Developing comprehensive and engaging coaching curricula tailored to organizational needs, including writing new resources, updating existing materials, developing sport pathways, and building custom courses and credentials. Targeted at sports federations, educational institutions, and community organizations.
• Coach Developer Training Services Training and evaluating Coach Developers through workshops, seminars, webinars, leadership workshops, sport-specific and multi-sport training, with AI exploration support. Designed to elevate the capability of organizations' internal coach developer teams.
• Individual Coach Support Services Personalized, sustained coaching support using in-depth reflection tools, custom growth maps, regular check-ins, video or in-person observation, and AI integration for self-reflection and communication. Targets individual coaches and senior coaching appointments.
• Program Development Services Driving change in coaching through department realignment, mentorship program implementation, program assessments, AI-enabled process streamlining, and policy compliance support. For organizations seeking to restructure or scale their coaching operations.
• AthLeadership Path Award Program 12-month mentorship initiative recognizing varsity athletes demonstrating meaningful leadership, providing personalized mentorship, career exploration, and network expansion. Inaugural recipient Peyton Smith. Designed and facilitated by COACH+ in partnership with Canadore College.
• Women's In Coaching Mentorship Program First women's coaching mentorship program for wheelchair rugby supporting female coaches to build foundation for greater participation and performance. Designed and delivered by COACH+ for Wheelchair Rugby Canada.
• Floorball Coach Training Coach education pathway for Special Olympics Canada's newest sport (Floorball), featuring reference materials and workbooks for multiple delivery formats. Created by COACH+ to onboard coaches into the newly introduced Floorball program.
• Foundations of Coaching Golf in Special Olympics Training Virtual introductory course for Special Olympics golf coaching covering foundational theories and principles, paired with an in-person Applied Coaching workshop. Co-developed by COACH+ with PGA of Canada and Special Olympics Canada for coaches nationwide.

Quantifiable outcome

• 120 hours of coach development work delivered to six VBC provincial coaches between 2021-2023
• +3 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• First Tee CanadacoreStrategic or Co-development Partner · 16 June 2026COACH+ has partnered with First Tee Canada to launch a 6-Month Coach Developer Program. The program brings together chapter leads for monthly group calls focused on coaching questions and challenges, one-on-one conversations with Glenn Cundari, and two national coaching webinars. First Tee Canada has 300+ coaches nationwide, and this partnership aims to strengthen coach developer skills within First Tee Canada's existing team.
• Golf PerucoreStrategic or Co-development Partner · 9 June 2026COACH+ is partnering with Golf Peru to strengthen its coaching environment and support new National Coach Jose Luis Munoz as he transitions from athlete to coach. Glenn Cundari will observe coaching, facilitate regular debriefs, and prompt meaningful reflection. This partnership forms part of Golf Peru's longer-term vision to build a high-performance environment aligned with elite sport standards.
• Nipissing District Soccer Club (NDSC)coreStrategic or Co-development Partner · 27 May 2026COACH+ has partnered with NDSC to strengthen coaching across the club by investing in people who lead its teams. The collaboration includes semi-structured learning opportunities, group development sessions, and individualized development for four NDSC coaches through Glenn Cundari's season-long support.
• North Bay Baseball Association (NBBA)minorStrategic or Co-development Partner · 12 May 2026COACH+ partnered with NBBA to strengthen the coaching foundation across the organization and support long-term sustainability of youth baseball coaching. COACH+ leads classroom sessions during Coaches Week and the May Draft Event, and supports the Game Day Coordinator role through pre-season check-ins and bi-weekly guidance.
• Ontario Volleyball Association (OVA)coreStrategic or Co-development Partner · 2 May 2026COACH+ Founder Glenn Cundari will host the OVA Club Coach Conference and Team Ontario Coach Summit at Conestoga College. The unique format includes guided reflection where coaches develop personalized action plans with three months of follow-up accountability support.
• AthLeadership / Canadore CollegecoreStrategic or Co-development Partner · 17 April 2026AthLeadership is a program in partnership with Canadore College, designed and facilitated by COACH+. The program supports varsity student-athletes with leadership development. COACH+ sponsors the Path Award for meaningful leadership recognition, with Peyton Smith as inaugural recipient receiving 12-month mentorship.
• MLSE LaunchPadcoreStrategic or Co-development Partner · 1 April 2026COACH+ has formally partnered with MLSE (Maple Leaf Sports and Entertainment) LaunchPad to co-design and deliver a comprehensive coach development approach. The partnership focuses on refining MLSE LaunchPad's coaching methodology, building a coach development pathway, and creating practical tools and training resources.
• PGA of CanadacoreStrategic or Co-development Partner · 5 October 2025COACH+ partnered with PGA of Canada and Special Olympics Canada to transform Special Olympics golf coach training into a virtual format. The traditional one-day in-person training was transformed into a two-part coaching pathway: virtual Foundations course and in-person Applied Coaching workshop.
• Special Olympics CanadacoreStrategic or Co-development Partner · 9 September 2025COACH+ partnered with Special Olympics Canada to create a coach education pathway for Floorball as SOC's newest sport. COACH+ developed engaging and practical learning resources, reference materials, and workbooks for multiple delivery formats to support coaches in this emerging sport.
• Wheelchair Rugby CanadacoreStrategic or Co-development Partner · 24 June 2025COACH+ has teamed up with Wheelchair Rugby Canada on two initiatives: designing and delivering WRC's first Women's in Coaching Mentorship Program for female coaches, and supporting new National Head Coach Trevor Hirschfield with a custom nine-month development and support plan including a personalized coaching dashboard.
• Volleyball British Columbia (VBC)coreStrategic or Co-development Partner · 9 April 2025COACH+ partnered with VBC to offer targeted coach development for provincial team coaches. Between 2021-2023, they collaborated with six VBC coaches logging 120 hours. The new partnership will offer webinars to 86 coaches across 15U, 16U, and 18U teams, with one-on-one support for six 18U coaches.
• Special Olympics KenyaminorStrategic or Co-development PartnerInternational Special Olympics chapter working with COACH+ on coach development initiatives including the Special Olympics Unified Sports project promoting integration of girls with intellectual disabilities in sports.
• Coaching Association of Canada (Coach CA)coreStrategic or Co-development PartnerNational coaching certification body and partner organization for coach standards and development in Canada.
• Coaches Association of Ontario (CAO)coreStrategic or Co-development PartnerProvincial coaching body in Ontario working with COACH+ on coach development initiatives.
• PGA of AmericaminorStrategic or Co-development PartnerInternational golf professional association partnered with COACH+ for golf coach development.
• The R&AminorStrategic or Co-development PartnerInternational golf governing body partnered with COACH+ for coach development support.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sport England Coaching: UK national body funding and delivering coach education across sports. Comparable in providing systemic coach development at national scale, though primarily UK-focused and operating under government-affiliated structure.
• International Council for Coaching Excellence (ICCE): Global umbrella organization advancing coaching excellence through standards, education, and global events. Listed as a COACH+ partner and comparable in international scope, though its role is standards-setting rather than service delivery.
• Coaching Association of Canada (CAC): Canada's national coaching certification body and a COACH+ partner. Overlaps in coach education and certification pathways but operates at vastly larger scale as a national standards body rather than a bespoke service provider.

Others

• Right To Play: Global NGO using sport to educate and empower children, including coach training in low-resource settings. Adjacent peer with comparable international Special Olympics-style partnerships and sport-for-development mission, though focused on child outcomes rather than coach practice.

Direct peers

• Changing the Game Project: Founded by John O'Sullivan, this US-based organization delivers coach and parent education, training, and content for youth sports organizations. Closely comparable to COACH+ in targeting sports governing bodies and coaches with development-focused programming.
• Positive Coaching Alliance (PCA): US-based nonprofit that provides coach education and development resources for youth and high school sports. Directly comparable to COACH+ in mission (developing better coaches) and customer base (sports organizations), though at much larger scale and with a workshop-plus-content model rather than bespoke coaching support.
• Coaches Across Continents: International NGO that designs and delivers coach education curricula in low- and middle-income countries. Comparable to COACH+ in international coach development focus and partnership with Special Olympics and community sport organizations globally.

Emerging players

• Game Plan: Athlete and coach development platform offering digital tools, mentorship, and education. Comparable emerging player overlapping with COACH+ on individualized coach support, but tech-enabled rather than bespoke human-delivered service.

Regional players

• True North Sport Performance Centre: Canadian sports performance and coach development organization. Regional comparable given overlap with COACH+ in Canadian sport ecosystem and coach training offerings, though focused on high-performance athlete preparation.
• Coaching Ireland: Ireland's national coaching development body delivering coach education across sports. Comparable in mission to COACH+ but operating primarily within Ireland and through federation-based delivery rather than bespoke consulting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/improvedcoach
• LinkedInlinkedin.com/company/improveyourcoaching
• Instagraminstagram.com/improvedcoach

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 COACH+