Coaches in Schools

What Coaches in Schools does

Coaches in Schools (Trenéři ve škole, z.s.) is a Czech non-profit civic association founded in 2018 and headquartered in Prague 6 that operates a structured physical-education program embedding certified sports coaches into first-grade elementary school PE classes on a monthly rotating basis. Coaches from more than 39 sports — including football, basketball, judo, gymnastics, fencing, parkour, and the recently added hobby horsing — work in tandem with classroom teachers to deliver diverse, non-selective movement experiences to roughly 55,000 children across 350 schools and 60+ Czech municipalities. The methodology is derived from MŠMT's "Hodina pohybu navíc" framework and has been further developed with academic partners, primarily from Slovakia, then iterated through structured evaluation cycles and internal seminars for evaluators and coordinators.

The organization employs 23 staff and coordinates a network of more than 300 certified coaches. Its revenue is sourced primarily from municipal and city-district government funding (Prague allocated 5 million CZK in 2022; Brno allocated 599,000 CZK in 2025), with additional income from corporate partnerships — Accolade serves as general partner and Česká spořitelna (ČSOB) as main partner — and from paid coach training (4,500 CZK per certification course participant, capped at 30 participants; 500 CZK per refresher). The program is priced at approximately 25,000 CZK per class per school year for municipal buyers. Distribution is exclusively direct, through municipal relationships: a city or district expresses interest, contracts with the program, and coordinates local school participation and sports-club coach supply.

Go-to-market is community-led and depends on demonstrating outcomes to neighboring municipalities. Patronage from the Prague Mayor, the Prague 6 district councilor, Czech Senator Jiří Růžička, and prominent heart surgeon Jan Pirk provides institutional and political backing. Marketing is conducted through owned social channels (Facebook, Instagram, YouTube), earned media in outlets such as Reflex and Lidovky.cz, and word-of-mouth across the municipal network. The organization operates solely within the Czech Republic across seven regions and has no app, API, or AI/ML product surface.

Name

Coaches in Schools

Legal name

TRENÉŘI VE ŠKOLE, Z.S.

Website

https://treneriveskole.cz

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Coaches in Schools (Trenéři ve škole, z.s.) is a Czech non-profit, founded 2018, that places certified sports coaches into first-grade elementary PE classes across 350 schools and 60+ municipalities, funded by municipal budgets and corporate partners and reaching 55,000 children.

Ownership category

akta.pro rank

Product category

School Physical Education Programs

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYMPAKAJAE

Sport-Specific Private Coaching & Instruction (1:1, Small Group)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Camps, Academies & Training Centers

SECONDARYHSADAEAO

Coach Education, Certification & Clinics

Home & Personal Services/Fitness, Wellness & Personal Training/Sports Coaching & Athletic Performance

SECONDARYHSADAEAF

Team & Club Coaching (seasonal team coaching)

Home & Personal Services/Fitness, Wellness & Personal Training/Sports Coaching & Athletic Performance

Keywords

• School physical education
• Coach certification training
• Youth sports programs
• Community sports partnerships
• PE program delivery

Headquarters

HQ city

Prague 6-Břevnov

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Municipal/Government Funding: Primary revenue comes from municipalities and city districts that fund the program for their elementary schools. Prague allocated 5 million CZK in 2022. Brno supported the program with 599,000 CZK in 2025.
2. Corporate Sponsorship: General and main partners (Accolade, ČSOB) provide financial and strategic support. Accolade is described as providing commercial sources for central operations.
3. Training Course Fees: Coach certification courses priced at 4,500 CZK per participant with a maximum capacity of 30 participants. Refresher courses at 500 CZK.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Coaches in Schools operates a structured program that places certified sports coaches into first-grade elementary school physical education classes on a monthly rotating basis, working in tandem with classroom teachers to deliver diverse, non-selective sports activities to children. The program is supported by paid coach certification training (4,500 CZK per participant), refresher training (500 CZK), and internal educational seminars for evaluators and coordinators. The core methodology is based on "Hodina pohybu navíc" (Extra Hour of Movement) developed by the Czech Ministry of Education and refined with Slovak academic partners.

Product overview

Coaches in Schools (Trenéři ve škole) operates a single unified program — the Trenéři ve škole Program — supported by several complementary training and certification services. The core program embeds rotating sports coaches into elementary school physical education classes for tandem teaching. This core is backed by a formal coach certification process, refresher training, multi-day training courses, and internal seminars for evaluators and coordinators. All components are managed centrally by the association Trenéři ve škole, z.s.

Differentiator

Problem solved

Functional benefit

Products and services

• Coaches in Schools Program (Trenéři ve škole) A structured school physical education program that places certified sports coaches into first-grade elementary school PE classes on a monthly rotating basis, working alongside classroom teachers to deliver diverse, non-selective sports activities to children.
• Coach Training Course (Trenérský kurz TVŠ) A paid multi-day intensive training course (16 hours theory and 22 hours practice) that certifies sports coaches to participate in the program, including tandem teaching practice with children and teachers. Priced at 4,500 CZK per participant with maximum 30 participants per course.
• Refresher Training (Doškolení TVŠ) Refresher training for already-certified Coaches in Schools coaches, priced at 500 CZK per participant, to maintain quality and update methodology.
• Internal Educational Seminars for Evaluators and Coordinators Internal training seminars for program evaluators and coordinators, offered as part of the professional development framework to optimize the educational process for coaches and teachers based on evaluation and school feedback.

Named customers3 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

Feature3 records

Partnerships

Four partnerships are on record, tiered minor, core and flagship.

• Město Brno (Brno City)minorStrategic or Co-development Partner · 1 January 2025Supported the program with 599,000 CZK in 2025, enabling implementation in Brno schools.
• Městská část Praha 6 (Prague 6 District)coreStrategic or Co-development Partner · 1 January 2018First district to implement and support the program. All 15 elementary schools established by the district are involved, plus two private schools. They provided the foundation for developing the entire concept. Councilor for Education Marie Kubíková and Mayor Ondřej Kolář granted patronage.
• Magistrát hl. m. Prahy (Prague Municipality)coreStrategic or Co-development PartnerFollowing the success in Prague 6, the Prague Municipality expressed interest in implementing the program across other Prague districts. Since 2020, they have regularly and significantly supported the activities and granted patronage for 2020 and 2021. Allocated 5 million CZK in 2022 for Prague elementary schools.
• MŠMT (Ministry of Education, Youth and Sports)flagshipStrategic or Co-development PartnerMinistry that originally created the 'Hodina pohybu navíc' methodology that TVŠ is based on. Provides institutional support and partnership for the program development.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Youth Sport Trust: UK charity that works with schools to improve children's physical literacy and wellbeing through PE and sport. Direct comparable: deploys sport-based programs into schools via partnerships, with coach training and curriculum components, and is a peer of TVŠ by function and beneficiary.
• Finnish Schools on the Move (Liikkuva koulu): Finnish national program that promotes physical activity and movement in schools through a network-based approach with municipalities and schools. Operates with a similar school-and-municipality GTM and a non-selective participation philosophy, making it a near-direct European peer.

Others

• Special Olympics: Global organization delivering sport training and competition, including school-linked programs for children with intellectual disabilities. Adjacent peer sharing the sport-for-positive-development mission and school-based delivery channel, though serving a more specific population.
• Move United: US community-based adaptive sports organization expanding access to sport, including school programs. Adjacent to TVŠ in using sport as a development tool for youth, though focused on the disability and adaptive-sports segment rather than mainstream primary PE.
• UNESCO ASPnet (Associated Schools Network): Global network of schools piloting innovative educational approaches including health, wellbeing, and physical activity. Conceptually adjacent to TVŠ through its school-based methodology development and ministry-level engagement, though international in scope and education-sector rather than sport-specialist.

Broad incumbents

• Sport England: UK national body distributing Lottery and government funding into community and school sport. A broader incumbent that overlaps with TVŠ's school-based sport funding role but across a much wider portfolio than TVŠ's focused coach-in-schools offering.

Emerging players

• AFPE (Association for Physical Education): UK professional association for PE teachers that develops quality PE provision and training in schools. Overlaps with TVŠ's mission of elevating PE quality and teacher/coach capability, though operating as a professional body rather than direct provider.
• Deutsche Sportjugend (dsj): German youth sports umbrella that connects sports clubs with schools and youth programs. Comparable in connecting sports-club coaches to school-age audiences but operates at a more federated scale than TVŠ's single-program approach.

Regional players

• School Sport Australia: Australian federation coordinating school sport programs and teacher/coach professional development. Comparable as a national school-sport body with coach training focus, but serves Australian schools rather than the Central European market TVŠ operates in.
• NFHS (National Federation of State High School Associations): US body governing school-based athletics across secondary schools, including coach education and certification. Comparable in its coach-education and standards-setting role for school sport, though focused on competitive interscholastic athletics rather than mass-participation primary PE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCGUTwEnFNiBQRKWUchaVEsg
• Facebookfacebook.com/treneriveskole
• Instagraminstagram.com/treneriveskole
• LinkedInlinkedin.com/company/treneri-ve-skole

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 Coaches in Schools