What utrsports.net does

UTR Sports (legally Universal Tennis) operates a global tennis and pickleball ratings and events platform used by 4M+ registered players across 115 countries, with 55M+ matches recorded. The company's core technology is a proprietary modified Elo rating system producing two products: the UTR Rating for tennis (1.00-16.50 scale, daily updates from a weighted average of up to 30 recent matches within 12 months) and the UTR-P Rating for pickleball (1.0-10.0 scale, 24-hour updates), with separate verified and unverified tracks to prevent sandbagging. Specialized rating products include the Color Ball Rating for 12-and-under players and a dedicated doubles algorithm. The platform is delivered via web app and iOS mobile app, with club management software (Engage API) serving B2B providers and a suite of leagues, tournaments, and professional tours (Tennis Flex Leagues, Pickleball Flex Leagues, Adult/Junior Team Tennis, UTR Pro Tennis Tour, Pickleball Amateur Series, Junior Circuits, City and National Championships).

The business model combines consumer subscriptions, event transaction fees, B2B software, and affiliate revenue. The Power membership is offered at $120/year (or $12/month) and bundles analytics with Global Privileges travel benefits and Fabletics VIP membership, positioning $1,450+ in total benefit value against the $120 price point. Event registration fees are generated across the Flex League, Amateur Series, and Championship infrastructure operating in 100+ cities globally. B2B software (club management, college recruiting, high school event management, Engage API) is sold to clubs, colleges, high schools, academies, and federations. Affiliate revenue is sourced from partner relationships with Tennis Warehouse, Pickleball Warehouse, Total Pickleball, Dunlop, and WHOOP.

Customer segments span individual tennis and pickleball players (primary), clubs, high schools, colleges and universities, tennis academies, and national/international federations. Strategic partnerships include USA Pickleball, the APP (Association of Pickleball Professionals), World Pickleball Association, Pickleball Australia, NCSA College Recruiting, Tennis Channel, and endorsements from Novak Djokovic, Martina Navratilova, and Jim Courier. The company is privately held, does not disclose revenue or funding, and operates primarily from the United States with international reach across five continents.

Name

utrsports.net

Legal name

Universal Tennis

Website

https://utrsports.net

Company type

Private

Operating status

Operating

Short description

UTR Sports is a global tennis and pickleball ratings and events platform serving 4M+ players across 115 countries, offering proprietary modified Elo rating algorithms, Flex Leagues, tournaments, B2B club software, and a $120/year Power subscription.

Ownership category

akta.pro rank

Product category

Sports Rating Platform

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Performance Analysis & Video Coaching (HSADAEAG)

Keywords

• Tennis rating system
• Pickleball rating system
• Sports league management
• Club management software
• Amateur tennis tour

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Power Subscription (Annual): Annual membership at $120/year providing analytics, travel benefits ($250+ value), Fabletics VIP membership ($1000+ value), event discounts, expanded search, and advanced features. Valued at over $1,450 in total benefits.
2. Power Subscription (Monthly): Monthly membership at $12/month with basic premium features, without Fabletics VIP benefit. Lower-tier upsell from free tier.
3. Event Registration Fees: Revenue from verified tournament and league operations across tennis and pickleball Flex Leagues, Amateur Series events, City Championships, and National Championships.
4. Affiliate/Partner Revenue: Commission/revenue from partner relationships including travel bookings (Global Privileges), equipment retailers (Tennis Warehouse, Pickleball Warehouse), and apparel (Fabletics) through exclusive member discounts.
5. B2B Software Solutions: Club management software, college recruiting tools, high school event management, and provider API (Engage API) for clubs, academies, federations, and other tennis/pickleball organizations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

UTR Sports operates a global tennis and pickleball rating, league, and tournament platform built on a modified Elo algorithm that rates players regardless of age, gender, or geography. It delivers consumer-facing products (free and Power Membership subscriptions, Flex Leagues, team tennis, the UTR Pro Tennis Tour, Pickleball Amateur Series, Junior Circuits, and Groups) alongside B2B offerings including Club Management Software, college recruiting tools, and the Engage API for programmatic access to its rating database.

Product overview

UTR Sports operates a unified tennis and pickleball ratings and events platform spanning 115 countries with over 55 million matches recorded and 4 million players. The core offering is the dual-rating system: UTR Rating (tennis, 1.00–16.50 scale) and UTR-P Rating (pickleball, 1.0–10.0 scale), both delivering level-based competitive matching. The platform is organized around three product pillars: (1) Ratings — the UTR and UTR-P rating algorithms with Verified tracks, plus the Color Ball Rating for junior players; (2) Events & Leagues — Tennis Flex Leagues, Pickleball Flex Leagues, Adult Team Tennis, Junior Team Tennis, the UTR Pro Tennis Tour, Pickleball Amateur Series, Junior Circuits, and College Tennis/Recruiting tools; and (3) Community — the Groups/Communities feature for building local tennis and pickleball communities. The platform is available via web app and iOS app, and includes club management software for providers. The Power annual membership ($120/year) is a premium add-on providing advanced analytics, Global Privileges travel benefits, Fabletics VIP membership, equipment discounts, and the Rally AI chatbot, offering over $1,450 in total benefit value. The platform also supports college recruiting through UTR Rating-based tools and partnerships with organizations such as USA Pickleball and the APP (American Pickleball Tour).

Differentiator

Problem solved

Functional benefit

Brands

• UTR Rating: Universal Tennis Rating - the world's most accurate tennis rating system on a 1.00-16.50 scale
• UTR-P Rating
• Power Membership
• UTR Pro Tennis Tour
• Flex Leagues
• Color Ball Rating (CBR)

Products and services

• Universal Tennis Rating (UTR) Proprietary tennis skill rating system built on a modified Elo algorithm that rates players globally regardless of age, gender, or geography, providing a single comparable skill number for amateur and professional play.
• UTR-P Pickleball Rating Pickleball skill rating system that mirrors the UTR approach, applying the modified Elo algorithm to rate pickleball players across age, gender, and geography on a universal scale.
• Tennis Flex Leagues Local tennis league competition format that lets amateur players find opponents, post scores, and have results update their UTR rating.
• Pickleball Flex Leagues Local pickleball league competition format that lets amateur players find opponents, post scores, and update their UTR-P rating.
• Adult Team Tennis Team-based tennis competition format for adult players that aggregates individual UTR ratings into team standings.
• Junior Team Tennis Team-based tennis competition format for junior players that aggregates UTR ratings into team standings and supports college recruitment visibility.
• UTR Pro Tennis Tour Professional tennis tour circuit for higher-rated players, integrating UTR ratings into tournament entry and seeding.
• Pickleball Amateur Series Amateur pickleball tournament series with multiple skill divisions that feed results into the UTR-P rating system.
• Junior Circuits Junior tournament circuit that lets young tennis players accumulate UTR results and build recruiting profiles.
• Groups (Communities) Community platform that lets players and organizers create and join UTR-branded groups for local play and events.
• Club Management Software B2B software platform for tennis and pickleball clubs to manage members, run leagues, post match results, and integrate UTR ratings into their operations.
• College Tennis & Recruiting Tools Recruiting-oriented suite that surfaces junior players' UTR ratings and tournament results to college coaches for evaluation.
• Engage API Developer API that gives leagues, clubs, and partners programmatic access to the UTR rating database to query player ratings, post match results, and integrate UTR into their own apps and websites.

Quantifiable outcome

• 4M+ players in global community across 115 countries
• +3 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Global PrivilegescoreGTM or Marketing PartnerTravel benefits partnership providing Annual Power members with up to 60% off 1.4M+ hotels worldwide, $100 hotel vouchers, airport lounge access, and car rental discounts. Core retention and value driver for Power subscription.
• FableticscoreGTM or Marketing PartnerVIP membership partnership exclusively for Annual Power subscribers offering up to 50% off retail, $100+ quarterly rewards, loyalty points, free shipping on orders over $59.95, and FIT app access. Significant value add for fitness-focused tennis/pickleball players.
• Hotel PlannerminorGTM or Marketing PartnerTravel booking partner for Power member hotel discounts and travel benefits.
• DunlopminorGTM or Marketing PartnerEquipment partner offering exclusive discounts to Power members for tennis equipment.
• Novak DjokoviccoreGTM or Marketing PartnerProponent and brand advocate for UTR Rating globally. World No. 1 tennis player and 24-time Grand Slam champion publicly endorsing the rating system.
• USA PickleballcoreStrategic or Co-development PartnerOfficial partnership with USA Pickleball governing body for pickleball rating integration and event standards.
• APP (Association of Pickleball Professionals)coreStrategic or Co-development PartnerPartnership with professional pickleball tour for rating integration and player pathway programs.
• World Pickleball Association (WPA)minorStrategic or Co-development PartnerPartnership with pickleball governing body for standards and rating alignment.
• Pickleball AustraliaminorStrategic or Co-development PartnerAustralian pickleball federation partnership for international expansion.
• Tennis WarehouseminorGTM or Marketing PartnerEquipment retailer partner offering exclusive Power member discounts.
• Pickleball WarehouseminorGTM or Marketing PartnerPickleball equipment retailer partner offering exclusive Power member discounts.
• Total PickleballminorGTM or Marketing PartnerPickleball equipment retailer partner offering exclusive Power member discounts.
• WHOOPminorGTM or Marketing PartnerFitness tracking wearable partner with exclusive Power member discounts.
• Tennis ChannelminorGTM or Marketing PartnerMedia partnership for tennis content and tournament coverage visibility.
• Team 8 Sports EntertainmentminorGTM or Marketing PartnerSports entertainment company partnership for tennis events and content.
• NCSA College RecruitingminorGTM or Marketing PartnerCollege recruiting platform partnership connecting UTR players with recruiting services.

Scale indicators5 records

Recent moves6 records

Expansion highlights12 records

Direct peers

• PlaySight (PlaySight Interactive): PlaySight provides smart-court video and analytics for tennis (and other racquet sports), enabling automated video capture, performance analysis, and event-level data. It overlaps with UTR on tennis-specific performance analytics and is a comparable racquet-sports technology platform.
• DUPR (Dynamic Universal Pickleball Rating): DUPR is the most direct competitor to UTR-P, providing a pickleball-specific rating system used for tournament seeding, league play, and amateur competition. It competes head-to-head for the same pickleball players, clubs, and tournaments that form UTR's pickleball growth engine.
• LeagueApps: LeagueApps is a sports league and club management platform that powers registration, scheduling, and member management for youth and adult sports leagues. It is comparable to UTR's Club Management Software and B2B distribution into sports providers.

Broad incumbents

• USTA (United States Tennis Association): USTA operates the NTRP rating system that is the legacy incumbent for tennis skill measurement in the US, powers sanctioned tournaments, and runs the league infrastructure that UTR integrates with via Verified ratings. It is the most consequential institutional competitor for tennis rating authority.
• Catapult Sports: Catapult provides wearable athlete tracking and performance analytics used by professional and elite sports organizations. It is comparable to UTR at the performance-analysis layer for elite tennis and is increasingly active across racquet sports globally.
• Genius Sports: Genius Sports is a sports data, technology, and media company powering leagues, federations, and betting operators with official data feeds and engagement tools. It is comparable to UTR as adjacent sports-data infrastructure that federations and providers use for official events and player measurement.
• Hudl: Hudl is the dominant video and performance analysis platform for team and individual sports, used by high schools, colleges, and clubs for athlete evaluation. It overlaps with UTR's sports performance analytics and B2B sales motion into schools and federations.
• SportsEngine (NBC Sports Next): SportsEngine is an established sports league and team management platform serving youth, high school, and club sports organizations. It competes with UTR's B2B club management offering and is sold into the same federation, high school, and club segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/UTR_Sports_
• YouTubeyoutube.com/myutr
• Facebookfacebook.com/UTRSports
• Instagraminstagram.com/utr_sports
• TikToktiktok.com/@utr_sports

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 utrsports.net