What PJF Performance, Inc does

PJF Performance, Inc. is a privately held, founder-led online athletic training platform headquartered in Woodland Hills, California. Founded in 2012 by performance enhancement specialist Paul J. Fabritz, the company delivers science-based training programs to basketball athletes ranging from youth (ages 8+) to professional NBA players, with secondary offerings for multi-sport athletes and a trainer education platform. Its portfolio comprises proprietary, branded programs including The Vert Code/Vert Code Elite, The Durability Code (Restore/Prime/Elite), The Speed Code, Twitch Code 2.0, Handles (Elite Ball Handling System), The Skill Code, The Nutrition Code, the Mac McClung Jump Program, and the flagship Unranked Basketball Academy bundle, all underpinned by named proprietary methodologies such as the Explosion Pyramid and the 15 Durability Code Principles.

The technology layer consists of web-based subscription and one-time-purchase programs delivered through pjfperformance.com and the online.pjfperformance.net membership platform, with a companion Exercise.com mobile app on iOS/Android. The company earns revenue primarily through low-priced monthly subscriptions (Vert Code Elite, Elite Ball Handling, Skill Code, and Mac McClung Jump Program at $27.95/month; Unranked Basketball Academy at $49.99/month; Nutrition Code at $7-$14/month), annual subscriptions with 25% discounts ($115-$450/year), and lifetime one-time purchases ($85-$275). Additional revenue streams include Shopify-based sales of branded physical products (power bands, mini bands) and the EdgeU trainer education platform. Distribution is entirely direct-to-consumer, with no sales team; conversion is driven by a program recommendation quiz, organic social media (1.5M+ followers), NBA player testimonials, and a physical High-Performance Center in Woodland Hills for premium in-person training.

Name

PJF Performance, Inc

Legal name

PJF Performance, Inc.

Website

https://pjfperformance.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

PJF Performance is an online subscription and one-time-purchase training platform serving basketball athletes (youth to NBA) and trainers with science-based vertical jump, speed, durability, skill, and conditioning programs, plus a physical training facility in Woodland Hills, California.

Ownership category

akta.pro rank

Product category

Athletic Performance Training

NAICS

Professional and Management Development Training (611430), Fitness and Recreational Sports Centers (713940)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Sports Performance Personal Training (HSADAAAF), Digital Learning & Course Subscriptions (CRAFAIAD), Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL)

Keywords

• Vertical jump training
• Athletic performance programs
• Basketball skill development
• Speed and agility training
• Injury prevention training

Headquarters

HQ city

Woodland Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Training Program Subscriptions: Monthly subscription programs (The Vert Code Elite, Elite Ball Handling, The Skill Code, Mac McClung Jump Program) billed at $27.95/month. Monthly subscription for Unranked Basketball Academy at $49.99/month. Nutrition Code subscription at $14/month (or $7/month for existing PJF program members). All subscriptions continue billing until cancelled by the user.
2. Annual/Yearly Subscriptions: Annual subscription options offering 25% savings vs monthly: Mac McClung Jump Program at $115/year, Unranked Basketball Academy at $450/year, Skill Code at $250/year. Prevents monthly churn and provides predictable recurring revenue.
3. One-Time Program Purchases: Lifetime/one-time purchases for standalone programs: The Vert Code Bodyweight at $85.00 (lifetime access), Durability Code Restore at $85.00, Durability Code Prime at $85.00, Durability Code Elite (Restore + Prime bundle) at $140.00, Twitch Code 2.0 at $85.00, Fat Don't Fly at $89.95, Speed Code at $119.95 (Youth version at $99.95), Vert Code Elite lifetime at $275.00, Elite Ball Handling System lifetime at $275.00.
4. Physical Product Sales (PJF Shop): E-commerce sales of branded physical products including PJF Non-Slip Fabric Power Bands (extended length, grey), PJF Fabric Mini Bands, and other training accessories. Available through pjf-performance-shop.myshopify.com.
5. Trainer Education Platform (EdgeU): EdgeU trainer education platform offering continuing education for trainers, coaches, and therapists. Subscription or one-time fee for access to strength and conditioning, fitness, and sports science knowledge content. Platform designed to help professionals establish a lucrative and sustainable business.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

PJF Performance sells online, science-based athletic training programs and bundles delivered via web and mobile app to basketball and general athletes seeking vertical jump, speed, agility, ball handling, skill, durability, conditioning, and nutrition improvements. Offerings are sold as monthly subscriptions (e.g., $27.95-$49.99), annual subscriptions (e.g., $115-$450), and one-time lifetime purchases (e.g., $85-$275), and are supplemented by a Shopify store selling branded training bands and by EdgeU, a subscription trainer-education platform.

Product overview

PJF Performance is an online athletic training platform offering a comprehensive portfolio of sports performance programs primarily focused on basketball athletes. The core offerings include vertical jump programs (The Vert Code, Vert Code Elite, Mac McClung Jump Program), speed/agility/quickness programs (The Speed Code, Twitch Code 2.0), ball handling (Handles), and basketball skill development (The Skill Code). The flagship bundle is the Unranked Basketball Academy, which combines 6 programs in 1: Skill Code, Basketball Athleticism Code, Basketball Strength Code, Hoop IQ Vault, Mindset Development, and Nutrition/Recovery/Lifestyle. Additional offerings include the Durability Code (Restore/Prime/Elite) for injury prevention and movement quality, Fat Don't Fly for body composition, and EdgeU for trainer education. Programs range from one-time purchases ($85-$275) to monthly subscriptions ($27.95-$49.99) and are delivered via web platform and Exercise.com mobile app.

Differentiator

Problem solved

Functional benefit

Brands

• Vert Code: Vertical jump training program available in bodyweight version, designed for beginners and home workouts
• Vert Code Elite
• Durability Code
• Fat Don't Fly
• Speed Code
• Mac McClung Jump Program
• Elite Ball Handling System (Handles)
• Skill Code
• Unranked Basketball Academy
• Twitch Code 2.0
• EdgeU

Products and services

• The Vert Code (Bodyweight) Bodyweight-only vertical jump training program requiring no equipment, designed for beginners and youth athletes aged 8-14. A 3-month comprehensive program with step-by-step video guidance, progressive bodyweight exercises, and bonus guides for nutrition, jump mechanics, and recovery.
• The Vert Code Elite Advanced vertical jump program requiring weight room access and resistance training experience. Features 12 months of progressive programming built on the proprietary Explosion Pyramid methodology (Base, Load/Redirect, Explode, Spring), with bonus guides covering nutrition, jump mechanics, recovery protocols, and athlete mentality, plus access to an athlete discussion board.
• Durability Code Restore Stage 1 of the Durability Code system: an 8-week progressive full-body strength and conditioning program designed to rebuild movement quality, improve durability and longevity, enhance connective tissue resilience, and reduce injury risk through scalable plyometric training.
• Durability Code Prime Stage 2 of the Durability Code system: an 8-week advanced program building on Restore principles with higher intensity exercises, intensive plyometrics, and bridging weight room strength to court or field performance. Requires completion of Restore or equivalent fitness level.
• Durability Code Elite (Restore + Prime Bundle) Bundle of Durability Code Restore and Durability Code Prime providing 16 weeks of total programming with lifetime access to the complete Durability Code system, including corrective exercise, plyometric progression, workload management, and recovery protocols.
• Fat Don't Fly 8-week conditioning and body composition transformation program using science-based methods developed with force plate, EMG, and metabolic testing. Designed to lose fat and build lean muscle while improving relative force production and vertical jump athleticism.
• The Speed Code 12-week speed, quickness, agility, and multi-directional explosiveness program requiring no weight room access. Uses 5 phases (Healthy Human Foundations, Freak Athlete Foundations, Explosive Athlete Development, Cheetah Mode, Bright Lights) and includes a Speed Mechanics Guide by Les Spellman, foot training protocol, and nutrition guide.
• The Speed Code Youth Speed development program for athletes aged 8-14 focusing on movement quality, speed mechanics, and foundational athletic development. 12-week bodyweight program requiring only 2 power bands.
• Twitch Code 2.0 Elite quickness and reaction training program developing raw twitch ability, first-step explosiveness, deceleration, and multi-directional agility. Features 6 phases designed to improve reaction time and win space in under three steps, delivered via the PJF Performance app with 15-minute daily sessions 3x per week.
• Handles (Elite Ball Handling System) Comprehensive ball handling development program for basketball players with hundreds of progressively sequenced drills, pick-and-roll tutorials, footwork training, and protective dribbling techniques. Includes contraction/relaxation drills, hip mobility circuits, and core training for on-court quickness.
• The Skill Code Comprehensive basketball skill development program with 3 measurable levels (white belt to black belt) covering finishing ability, shooting, ball handling, passing, and defensive skills. Includes the IQ Vault for basketball IQ development with coach breakdowns and the Handle Snacks ball handling sub-program.
• Mac McClung Jump Program 16-week vertical jump and athleticism program co-developed with NBA athlete Mac McClung, featuring Elite (weight room) and Bodyweight versions. Includes 5 phases (Pre-Hab/Connective Tissue Resilience, Freak Athlete Foundations, Tiger Mode, Gazelle Mode, Mac Bounce), nutrition guide by Dr. Marc Bubbs, load management, breathing protocols, and sleep guide.
• Unranked Basketball Academy Comprehensive year-round basketball training platform bundling 6 programs in 1: Skill Code, Basketball Athleticism Code, Basketball Strength Code, Hoop IQ Vault, Mindset Development, and Nutrition/Recovery/Lifestyle Development. Covers skills, athleticism, strength, basketball IQ, mental development, and nutrition.
• Basketball Strength Code B basketball-specific strength training program covering 4 categories: General Strength, Farmer Strength, Sumo Strength, and Basketball Strength. Focuses on force production, multi-planar movement, and translating weight room strength to on-court performance.
• EdgeU Virtual trainer education platform designed to deliver strength and conditioning, fitness, and sports science knowledge for trainers, coaches, and therapists. Offered via subscription or one-time fee to help professionals master their roles and build sustainable businesses.
• The Nutrition Code Nutrition guidance and meal planning application offering hundreds of meal plans, calorie and macro tracking, micronutrient tracking, and an AI-powered deficiency grading system. Priced at $14/month standalone or $7/month for existing PJF program members.
• PJF Branded Training Accessories Physical training accessories sold through the PJF Performance Shop on Shopify, including PJF Non-Slip Fabric Power Bands (extended length, grey) and PJF Fabric Mini Bands, used as companion equipment to PJF Performance online programs.
• In-Person Training at PJF High-Performance Center (Woodland Hills, CA) Premium in-person athletic training delivered at PJF Performance's High-Performance Center in Woodland Hills, California, serving professional athletes (including 50+ NBA players), collegiate athletes, and youth athletes. Direct sales with enterprise-style engagement for elite clientele.

Quantifiable outcome

• 5+ inch vertical jump increase during pre-draft training
• +5 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Mac McClungcoreStrategic or Co-development PartnerNBA athlete Mac McClung co-developed the Mac McClung Jump Program with Paul Fabritz and PJF Performance. McClung contributed his first-hand training experience and knowledge to create the program that helped him achieve 47-48 inch vertical. The program features McClung's personal training methodology and step-by-step guidance. McClung's viral success and social media presence amplify PJF Performance's brand reach.
• Cody ToppertcoreStrategic or Co-development PartnerCody Toppert, one of college basketball's most sought-after coaches, serves as the head of IQ development for Unranked Basketball Academy. He was head coach in the G-League and a key part of NBA star Devin Booker's development. At LSU, he serves as head player development/assistant basketball coach. Toppert provides monthly video content for the IQ Vault, teaching players how to become smarter basketball players through breakdowns from world-renowned basketball coaches.
• Connor HarriscoreStrategic or Co-development PartnerConnor Harris is a world-renowned biomechanics and corrective exercise expert who built the corrective exercise portion of The Durability Code program. His specialty is restoring optimal movement in the pelvis and foot, which addresses knee pain, back pain, and mobility limitations. Harris provides exercises that add the final layers of durability work on top of what was built in the Restore program, helping athletes clear years of pain through proper biomechanics.
• Les SpellmanminorStrategic or Co-development PartnerLes Spellman is a speed coach who provides the Speed Mechanics Guide within The Speed Code program. His 40-minute film session teaches athletes everything needed to develop proper speed form and mechanics. This content could be sold separately for $100+ but is provided as a free bonus within the Speed Code program.
• Dr. Marc Bubbs (Naturopathic Doctor and Nutritionist)coreStrategic or Co-development PartnerDr. Marc Bubbs is a naturopathic doctor and sports nutritionist for Canada Men's Basketball who provides nutrition guidance across multiple PJF programs. He is credited as the nutrition guide provider for Vert Code, Durability Code, Fat Don't Fly, Speed Code, and Mac McClung Jump Program. Dr. Bubbs provides macro nutrient recommendations, hundreds of meal plans for The Nutrition Code app, and teaches NBA players how to tailor their diet to their workout schedule.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Breakthrough Basketball: Online basketball training platform offering skills, drills, and coaching programs to youth and amateur players. Competes with PJF's Skill Code, Handles, and Unranked Basketball Academy in the basketball-specific digital training category.
• Bounce Kit: Vertical jump training program targeting basketball and volleyball athletes. Competes directly with PJF's flagship vertical jump offerings through similar direct-to-consumer digital delivery and athletic performance focus.
• Jump Manual: Long-standing vertical jump training program sold online. Direct competitor to PJF's Vert Code product line with a similar self-guided digital training model for basketball and volleyball athletes.
• Attack Performance: Tim Grover's elite athletic performance training organization working with NBA stars including Michael Jordan and Kobe Bryant. Comparable to PJF in its elite-athlete credibility, performance enhancement focus, and combination of physical facility with online content.
• Vert Shock: Online vertical jump training program sold directly to consumers. Most direct competitor to PJF's Vert Code product line, addressing the same basketball/athletic performance use case through subscription and one-time purchase models.

Emerging players

• PLT4M: Online strength and conditioning platform built for schools and athletic programs. Comparable to PJF's digital program delivery model with structured workouts and progression, focused on the high school and collegiate athletic training segment PJF serves.
• Driveline Baseball: Data-driven baseball player development company combining a physical facility, online training programs, and motion-capture technology. Comparable business model to PJF in its integration of proprietary methodology, athlete testing technology, and direct-to-consumer digital delivery, though focused on baseball rather than basketball.

Broad incumbents

• SKLZ: Established basketball and athletic training brand offering both equipment and digital training content. Broader incumbent operating across multiple training categories, including dribble aids, shooting equipment, and curated training programs overlapping with PJF's offerings.
• NASM (National Academy of Sports Medicine): Leading personal training certification and continuing education provider. Overlaps with PJF's EdgeU trainer education offering, though operates as a broader incumbent in the fitness professional development market with established credentials and institutional partnerships.
• Train Heroic: Training platform enabling coaches to deliver programming to athletes. Comparable to PJF's EdgeU platform in addressing the trainer/athlete ecosystem, though broader in scope across strength training and not sport-specific.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLnQT9kiMOAgAgaDZuvMXpv340b9TmRYvd
• Instagraminstagram.com/pjf_performance
• LinkedInlinkedin.com/company/pjf-performance-inc

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 PJF Performance, Inc