The Rugby Site

What The Rugby Site does

The Rugby Site is a subscription-based online rugby coaching education platform operated by New Ground Media Limited, a privately held New Zealand company headquartered in Napier. The platform provides on-demand access to a library of more than 1,000 video and written resources covering attack, defence, set piece, breakdown, kicking, tackling, sevens, youth coaching, leadership, and conditioning, with content authored by 70+ elite coaches and players including Wayne Smith, Sir Graham Henry, Eddie Jones, Richie McCaw, and Dan Carter. Content is delivered through a web-based video streaming platform and is available in five languages: English, Spanish, Italian, French, and Georgian.

The company runs a self-serve product-led growth model with a 3-day free trial and tiered annual subscriptions ranging from $14.95 (Player) to $75 (Coach), plus specialised 7s and Youth plans at $35/year. Group plans for clubs, schools, and regions extend the model into a B2B channel with coach-to-player sharing for up to 100 users. Add-on services include Clinics (in-person or virtual coaching) and Match Analysis content. Marketing is content-driven via an SEO-optimised blog, email newsletters, and free video previews that funnel into subscriptions.

The business is bootstrapped with no disclosed funding, no public listing, and a lean team of 7 employees. Revenue is generated entirely through recurring subscription fees and ancillary service offerings, with no enterprise customer concentration disclosed. The platform operates globally with no geographic restrictions, and active content releases indicate ongoing operational activity.

Name

The Rugby Site

Legal name

New Ground Media Limited

Website

https://therugbysite.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

The Rugby Site is a subscription-based online rugby coaching education platform offering over 1,000 video and written resources from 70+ elite coaches and players, serving individual coaches, players, clubs, and schools globally via tiered annual subscriptions.

Ownership category

akta.pro rank

Product category

Sports Coaching Education

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Performance Analysis & Video Coaching (HSADAEAG)

Keywords

• Rugby coaching education
• Sports video library
• Online coaching platform
• Rugby training resources
• Coaching content subscription

Headquarters

HQ city

Napier

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Access: Monthly and annual recurring subscription fees providing full access to the entire video library including all new releases. Multiple tier levels for coaches, players, and specific formats like Sevens and Youth coaching.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

The Rugby Site is a subscription-based online rugby coaching education platform offering over 1,000 video and written resources featuring 70+ leading coaches and players including Wayne Smith, Sir Graham Henry, Richie McCaw, Dan Carter, and Eddie Jones. The platform delivers practical, relatable coaching content across attack, defence, set piece, breakdown, tackling, kicking, sevens, youth coaching, player development, officiating, and leadership management. Subscription tiers are tailored for coaches, players, clubs, and schools, supported by a multi-language web-based content library.

Product overview

The Rugby Site is a subscription-based video coaching and education platform for rugby, offering over 1,000 video and written resources across multiple subscription tiers. The core product consists of a Video Library and Articles/Blog, which provide practical, relatable coaching content from world-class coaches including Wayne Smith, Sir Graham Henry, Richie McCaw, Dan Carter, Eddie Jones, and Gregor Townsend. The platform offers tiered subscription plans for coaches (Standard Coach, Premium Coaches, 7s Coaches, Youth & High School) and players (Player Annual Plan), each providing differentiated access levels. Additional services include Clinic programs and Match Analysis content. All plans include a 3-day free trial with content covering every level and format of the game.

Differentiator

Problem solved

Functional benefit

Products and services

• Video Library A subscription-based library of over 1,000 rugby coaching and performance videos featuring world-class coaches and players such as Wayne Smith and Sir Graham Henry, covering attack, defence, set piece, breakdown, tackling, kicking, Sevens, youth coaching, and more.
• Articles and Match Analysis Blog In-depth articles and analysis on modern rugby from The Rugby Site's contributors and coaches, covering defence theory, attack strategies, match analysis, leadership, position-specific content, conditioning, mindset, and news opinions. Includes dedicated Analysis section for tactical breakdowns.
• Clinics In-person or virtual coaching clinics featuring The Rugby Site's expert coaches for teams, clubs, and schools seeking hands-on training beyond the video library.

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Veo Technologies: AI-powered sports video analysis platform used by amateur and youth teams. Targets the same grassroots coach segment as TRS with a camera-and-software bundle, competing for the same coaching workflow budget.
• CoachTube: Marketplace and subscription platform for online sports coaching courses. Overlaps TRS in paid video instruction for coaches and players, though CoachTube is multi-sport and course-based rather than rugby-only library content.
• Hudl: Video-based coaching and analysis platform for team sports, with PLG-style self-serve access. Overlaps TRS in offering coaches video libraries and analysis tools, though Hudl spans multiple sports rather than specializing in rugby.
• SportsEdTV: Online sports instruction video library with free and subscription content across many sports. Same video coaching/education model as TRS but multi-sport and broader in audience rather than rugby-specialist.
• RugbyPass: Rugby-focused subscription media service (now under DAZN) offering live matches, analysis, and original rugby content. Targets the same rugby coach/player/fan audience as TRS, though its core product is match streaming rather than coaching education.

Broad incumbents

• Catapult Sports: Established athlete performance and tracking platform used by professional and elite rugby teams. Adjacent to TRS in serving rugby coaches, but focused on wearable/GPS tracking rather than video coaching content.
• World Rugby: Governing body of rugby union, producing official coaching resources, laws of the game, and media content. Represents the institutional alternative to TRS in rugby education and could become a competitor if it expands paid content.
• DAZN: Global sports streaming subscription service that owns RugbyPass and produces rugby original content. Competes with TRS for rugby-audience wallet share and has substantially more capital and content production capacity.
• Hawk-Eye Innovations: Sports performance and officiating technology provider (Sony-owned) used across rugby leagues globally. Adjacent to TRS in the elite rugby analytics ecosystem, but focuses on officiating and broadcast technology, not coaching education.
• ESPN Rugby: Rugby editorial and video coverage vertical inside ESPN's broader sports media network. Overlaps with TRS in supplying rugby analysis and instructional content to consumers, but free and ad-supported rather than subscription-based.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-rugby-site

Revenue estimate

Valuation estimate

Number of profiles

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 The Rugby Site