UPLAY Canada
UPLAY Canada is a Hamilton, Ontario-based youth basketball development program founded in 2007, serving student-athletes ages 12–18 through Nike EYBL travel teams, two Prep programs, and structured college and professional pathways. The program generates revenue through tiered USD-denominated tuition ($10K club, $30K prep).
- Company typePrivate
- Founded2007
- HeadquartersHamilton, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What UPLAY Canada does
UPLAY Canada is a Hamilton, Ontario-based youth basketball development program founded in 2007 by Dwayne Washington. The company operates as an AAU-style club structured around elite travel team competition, academic support, and a pathway to U.S. college and professional basketball. It serves dedicated student-athletes ages 12–18, with the portfolio spanning age-group EYCL/EYBL travel teams from 12U through 17U, two parallel Prep programs (OBI Prep and NSS Prep), and a broader Development Program that includes camps, showcases, college placement, and professional pathway guidance. The program competes on the Nike Elite Youth Basketball League (EYBL) circuit under a Nike sponsorship, providing built-in exposure to college and NBA scouts.
The commercial model is a direct-to-consumer tuition-based structure priced in USD. Prep Tuition is $30,000 USD annually and is an all-inclusive bundled fee covering basketball training, team competition, housing, meals, and academic support; Club Tuition is $10,000 USD and covers all season-related expenses. The admissions funnel is a multi-step process (Submit Application → Send Film → Interview → Tuition Breakdown → Visa Support), and financial assistance is available, though roster spots are limited. The program accepts players from anywhere in the world and offers visa support, indicating an international recruitment orientation. Distribution is conducted directly via the company website, phone, and email, alongside competition-driven showcase events.
The organization is privately held, founder-owned, and bootstrapped, with no institutional investment or parent company documented. The public coaching roster includes approximately 25+ named coaches across age groups, although employee headcount is listed at 14, suggesting a small core full-time staff supplemented by part-time or contract coaches. Notable alumni include NBA players Shai Gilgeous-Alexander and Shaedon Sharpe, which functions as the company's primary proof-of-outcome asset.
UPLAY Canada firmographics
Firmographics- Name
- UPLAY Canada
- Legal name
- UPLAY Canada
- Website
- https://uplaycanada.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- UPLAY Canada is a Hamilton, Ontario-based youth basketball development program founded in 2007, serving student-athletes ages 12–18 through Nike EYBL travel teams, two Prep programs, and structured college and professional pathways. The program generates revenue through tiered USD-denominated tuition ($10K club, $30K prep).
- Ownership category
- akta.pro rank
UPLAY Canada industry classification
Industry- Product category
- Youth Basketball Development
- NAICS
- Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)
- akta.pro secondary industries
- College Recruiting & Scholarship Advisory / Athlete Placement (HSADAEAL), Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN), Athletics Events, Game Operations & Ticketing (EDALAIAK)
Keywords
Where UPLAY Canada is headquartered
LocationHeadquarters
- HQ city
- Hamilton
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
UPLAY Canada business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others, Infrastructure
Revenue model
- Prep Tuition: Full-time preparatory program tuition covering basketball training, team competition, housing, meals, and academic support. Priced at $30,000 USD annually, this is a bundled one-time annual fee covering all program expenses.
- Club Tuition: Club-level program tuition covering all season-related expenses. Priced at $10,000 USD, this tier offers a more affordable entry point for players not requiring full-time residential support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Full-service prep program with housing, meals, training, and academic support |
| One time/ perpetual license | Multi-year contract | Club-level competitive basketball program |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
UPLAY Canada product offering
Product offeringCore offering
UPLAY Canada is a Hamilton-based youth basketball development program that operates elite AAU-style travel teams (12U through 17U) on the Nike EYBL circuit, alongside two residential prep programs (OBI Prep and NSS Prep). The program delivers expert coaching, structured skill development, team competition, college placement services, and academic support for student-athletes pursuing NCAA and professional basketball pathways. Tuition is charged on a tiered basis, with the Prep tier (USD $30,000) bundling basketball training, team competition, housing, meals, and academic support, and the Club tier (USD $10,000) covering season-related expenses for non-residential athletes.
Product overview
UPLAY Canada is a Hamilton-based youth basketball development program structured as a unified platform combining elite travel team competition with academic support and player development services. The core offering includes multiple age-group EYCL/EYBL travel teams (12U through 17U), two Prep programs (OBI Prep and NSS Prep), and a comprehensive Development Program that encompasses regional competition, camps, showcases, college placement, and professional pathway guidance. The program operates on a tiered tuition model: Club Tuition ($10,000 USD) for season-related expenses, and Prep Tuition ($30,000 USD) which bundles basketball training, team competition, housing, meals, and academic support.
Differentiator
Problem solved
Functional benefit
Products and services
- UPLAY Teams (OBI Prep)
Quantifiable outcome
- Multiple alumni have progressed to major U.S. college programs and the NBA
Companies that use UPLAY Canada
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
UPLAY Canada technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
UPLAY Canada partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NikecoreNike sponsorship provides UPLAY Canada with premium brand association and access to the Nike EYBL (Elite Youth Basketball League) circuit. This sponsorship positions UPLAY as a nationally-recognized program and provides significant exposure to college scouts and NBA scouts during competitive tournaments.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
UPLAY Canada competitors and assessment
Company assessmentDirect peers
- Team Final: Long-running Nike EYBL program based on the East Coast with a similar AAU/travel team structure and college placement focus, directly competing for top youth basketball talent and EYBL rankings.
- Believe Prep Academy: Residential basketball prep academy that competes in similar elite youth basketball circuits and offers the same bundled tuition, housing, and academic support model as UPLAY's Prep program.
- CIA Bounce: Canadian elite AAU/grassroots basketball program that competes with UPLAY for elite Canadian youth basketball talent and NCAA placement outcomes.
- Mokan Elite Basketball: Kansas City-based Nike EYBL grassroots program that is a direct competitive peer — competes on the same EYBL circuit, recruits elite youth basketball talent targeting NCAA and professional pathways, and operates a tiered club/prep model.
- Spiece Indy Heat: Multi-state AAU basketball program with EYBL teams that competes in the same Nike circuit for elite youth talent and NCAA exposure.
- Grassroots Canada: Canadian-based AAU-style basketball program with similar youth development, travel team competition, and NCAA pathway positioning for Canadian student-athletes.
- The Family Basketball (Canada): Toronto-based elite Canadian basketball program that also develops ages 12-18 athletes for NCAA and pro pathways, directly competing for talent in the same Canadian feeder market.
Broad incumbents
- IMG Academy: Large multi-sport preparatory academy that includes an elite basketball development program offering residential training, college placement, and professional pathway services — a much larger, broader incumbent in the same prep-school category.
- Oak Hill Academy: Established Virginia-based basketball prep school with a long-standing reputation for producing NBA players — a broader-scale incumbent in the elite prep basketball space with a residential model similar to UPLAY's Prep tier.
Others
- Under Armour Association / UAA Circuit: Competing apparel-sponsored grassroots basketball league (Under Armour) that serves as an alternative platform to Nike EYBL for elite youth basketball programs — relevant as a competitive ecosystem and alternative partnership path.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
UPLAY Canada social profiles
Digital presenceUPLAY Canada financial estimates
Financial estimateRevenue estimate
Valuation estimate
UPLAY Canada leadership team
Management profileNumber of profiles
Profiles3 records
UPLAY Canada funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UPLAY Canada M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about UPLAY Canada
What does UPLAY Canada do?
UPLAY Canada is a Hamilton-based youth basketball development program that operates elite AAU-style travel teams (12U through 17U) on the Nike EYBL circuit, alongside two residential prep programs (OBI Prep and NSS Prep). The program delivers expert coaching, structured skill development, team competition, college placement services, and academic support for student-athletes pursuing NCAA and professional basketball pathways. Tuition is charged on a tiered basis, with the Prep tier (USD $30,000) bundling basketball training, team competition, housing, meals, and academic support, and the Club tier (USD $10,000) covering season-related expenses for non-residential athletes.
Is UPLAY Canada a public or private company?
UPLAY Canada is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was UPLAY Canada founded?
UPLAY Canada was founded in 2007. It employs 11 to 50 people.
Where is UPLAY Canada based?
UPLAY Canada is headquartered in Hamilton, Canada, in the North America region.
How does UPLAY Canada make money?
Two revenue lines are on record. Prep Tuition is the primary driver. The others are club Tuition.
Who are UPLAY Canada's main competitors?
Direct peers on record are Team Final, Believe Prep Academy, CIA Bounce, Mokan Elite Basketball, Spiece Indy Heat, Grassroots Canada and The Family Basketball (Canada). Broad incumbents are IMG Academy and Oak Hill Academy. Under Armour Association / UAA Circuit is listed as an others.
Does UPLAY Canada have an API?
No public API is recorded for UPLAY Canada.
What industry is UPLAY Canada in?
UPLAY Canada's product category is Youth Basketball Development. Its primary akta.pro industry code is MPAKACAF, Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues), with a secondary code of HSADAEAL, College Recruiting & Scholarship Advisory / Athlete Placement. Its NAICS code is 61162 and its SIC code is 7997.