Agence pour l’Éducation par le Sport

What Agence pour l’Éducation par le Sport does

APELS (Agence pour l'Éducation par le Sport) is a French non-profit association founded in 1997–1998 and headquartered at 29 Rue Blanche in the 9th arrondissement of Paris. Its mission is to use sport-based pedagogy to enable young people with little or no qualifications, often resident in France's Quartiers Prioritaires de la Ville (QPV), to sustainably enter the workforce. The organisation's core methodology transfers soft skills (savoirs-être) acquired through sport — teamwork, motivation, solidarity, commitment — into professional competencies, and was co-developed with the University of Strasbourg and independently evaluated between 2020 and 2023 by cabinet Pluricité.

APELS delivers a portfolio of programmes anchored by the École de l'Inclusion par le Sport (an alternative school network, launched in 2021 with the Ministry of Labour, Ministry of City, and Ministry of Sports, and partnered with the Association des Maires de France). The flagship operational programmes are Déclics Sportifs (DFI), which detects motivated young talent in partner sports clubs, prepares them, and integrates them into employer partners with follow-up support to CDI; Pulse ton Avenir, which conducts outreach to youth furthest from employment; and Pro Pulse!, which targets Bac+3 graduates from QPV. The operational backbone is a workforce of certified Coachs d'Insertion par le Sport (CIS) and Animateurs d'Inclusion par le Sport (AIS), recognised by France Compétences. The organisation holds Qualiopi certification for training quality.

APELS operates a partnership-driven go-to-market model with two primary customer segments: youth far from employment (free of charge, financed via public funds) and companies seeking alternative recruitment (paying partners using RSE and recruitment budgets). Revenue is generated through three streams: Taxe d'Apprentissage (apprenticeship tax) funding for training; grants from public institutions (Ministry of Labour, Ministry of Sports, Ministry of City, regional governments including Île-de-France and Normandie); and corporate partnership fees from 50+ employer partners spanning banking (Crédit Agricole as flagship with 500 placements since 2015), retail (Decathlon), transport (Keolis, RATPgroup), real estate (Nexity), and automotive (Roole). Distribution runs through regional antennas, partner sports clubs, partner companies, and France Travail.

Name

Agence pour l’Éducation par le Sport

Legal name

Agence pour l'Éducation par le Sport

Website

https://apels.org

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

APELS is a French non-profit that uses sport-based pedagogy to help unqualified youth from priority urban neighbourhoods (QPV) enter the workforce, serving both job-seekers and corporate partners seeking alternative recruitment through programmes such as Déclics Sportifs and the École de l'Inclusion par le Sport.

Ownership category

akta.pro rank

Product category

Youth Workforce Development Services

NAICS

Sports and Recreation Instruction (611620), Technical and Trade Schools (6115)

SIC

Services-Employment Agencies (7361), Services-Membership Organizations (8600)

akta.pro primary industry

Goalkeeper/Pitching/Position-Specialty Training Programs (MPAKAJAF)

akta.pro secondary industries

Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF), Team & Club Coaching (seasonal team coaching) (HSADAEAF)

Keywords

• Youth workforce inclusion
• Sport-based training programs
• Alternative recruitment services
• Professional integration coaching
• Social inclusion through sport

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training fees funded via Taxe d'Apprentissage: APELS is financed partly through the French apprenticeship tax (Taxe d'Apprentissage), which allows companies to direct a portion of this compulsory levy to support vocational training and inclusion programmes. This funds the École de l'Inclusion par le Sport and coach certification programmes.
2. Partnership funding from public institutions: APELS receives support from public bodies including the Ministry of Labour, Employment and Insertion, the Ministry of City, the Ministry of Sports, and regional governments (Île-de-France, Normandie). These fund programme deployment, school networks, and regional antenna operations.
3. Corporate partnership fees: Companies (such as Crédit Agricole, Decathlon, Keolis, and others) partner with APELS to recruit differently through sport. These partnerships involve sourcing, training, and placing young talent, funded through corporate social responsibility (RSE) budgets and recruitment programmes. Crédit Agricole alone has hired 500 APELS young people since 2015.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

APELS detects motivated young talent from partner sports clubs across France, prepares them through a sports-based pedagogical methodology (transferring soft skills into professional competencies), and integrates them into partner companies with ongoing coaching follow-up until permanent contract (CDI) is achieved. The organization also certifies coaches (Coachs d'Insertion par le Sport) through its alternative school network, the École de l'Inclusion par le Sport, enabling scaling of its inclusion methodology across 40+ cities in France.

Product overview

APELS operates as a unified social/educational methodology rather than a software platform. The organization offers an integrated portfolio of sports-based professional inclusion programs, anchored by the École de l'Inclusion par le Sport as the overarching framework. Core programs include Déclics Sportifs (talent detection and job placement from sports clubs), Pulse ton Avenir (outreach to disengaged youth), and Pro Pulse! (for higher-educated graduates). All programs are delivered through certified Coach d'Insertion par le Sport practitioners who use sports pedagogy to transfer employable skills to young people from disadvantaged territories, culminating in company placements.

Differentiator

Problem solved

Functional benefit

Brands

• École de l'Inclusion par le Sport: Alternative school network focused on sports-based inclusion and professional integration of young people
• Déclics Sportifs
• Pulse ton Avenir
• Coach d'Insertion par le Sport

Products and services

• Déclics Sportifs (DFI)

Quantifiable outcome

• 75-80% of young people exit APELS programmes with employment (>6 months CDI) or qualifying/certifying training
• +6 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

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

• France TravailcoreStrategic or Co-development PartnerAPELS collaborates closely with France Travail (formerly Pôle Emploi) as a key institutional partner. France Travail has launched 'clubs sportifs engagés' with over 200 local sports clubs enrolled in professional insertion projects. APELS and France Travail co-presented the 10-year banking sector insertion report in March 2025 at France Travail's Paris headquarters.
• Ministry of Labour, Employment and InsertioncoreStrategic or Co-development PartnerThe Ministry of Labour is a key financial and policy supporter of APELS' École de l'Inclusion par le Sport, providing funding and institutional backing for the alternative training and inclusion model. The ministry is aligned with APELS' mission of youth employment through sports.
• Ministry of Sports and the Olympic and Paralympic GamescoreStrategic or Co-development PartnerMinistry of Sports provides funding and political support for the inclusion through sport agenda. Minister Amélie Oudéa-Castéra has publicly praised APELS and attended key events. Following President Macron's announcements (October 2023), the ministry is financing 1,000 socio-sportive coaches (Coachs d'Insertion par le Sport).
• Association des Maires de France (AMF)coreStrategic or Co-development PartnerThe AMF (Association of Mayors of France) is a partner in the École de l'Inclusion par le Sport initiative, supporting the deployment of alternative inclusion schools in municipalities across France. Mayors play a key role in local programme delivery and sports club coordination.
• Université de StrasbourgcoreStrategic or Co-development PartnerAPELS co-developed its pedagogical methodology with the University of Strasbourg, and together with cabinet Pluricité conducted an independent scientific evaluation of its programmes between 2020 and 2023. This academic partnership provides methodological rigor and credibility to the impact claims.
• Groupe Crédit AgricoleflagshipStrategic or Co-development PartnerCrédit Agricole is APELS' flagship employer partner. Since 2015, 500 young people from APELS programmes have entered contracts within the Crédit Agricole group. The partnership spans Déclics Sportifs placements, CFA DIFCAM apprenticeships, and regional interventions (Normandie, Alpes Provence).
• CFA DIFCAM (Groupe Crédit Agricole)flagshipStrategic or Co-development PartnerDIFCAM is the apprenticeship training centre of Crédit Agricole group. APELS works with DIFCAM to place young people from Déclics Sportifs into apprenticeship contracts, enabling them to train while working in banking advisory roles. Inaugurated at Montrouge campus in April 2023.
• DecathloncoreStrategic or Co-development PartnerDecathlon is a sector partner in APELS' alternative recruitment model. Ex-Director General of Decathlon France, Fabrice Lisardi, has publicly endorsed APELS as aligned with what companies should be doing for youth inclusion through sport.
• Groupe KeoliscoreGTM or Marketing PartnerKeolis is one of 40 companies in the Yvelines APELS programme, using alternative recruitment from sports clubs to fill transport sector positions. The partnership contributes to the programme's outcomes of 65% employment recovery rate.
• RATPgroupcoreGTM or Marketing PartnerRATPgroup participates in APELS' employer network, recruiting young talent from sports clubs through the alternative insertion pathway in the Yvelines programme.
• NexityminorGTM or Marketing PartnerReal estate group Nexity is part of the employer network supporting APELS' Yvelines programme for youth insertion.
• RooleminorGTM or Marketing PartnerRoole participates as a partner employer in APELS' Yvelines programme, contributing to alternative recruitment from sports clubs for operational roles.
• Apec (Association Pour l'Emploi des Cadres)coreStrategic or Co-development PartnerApec supports the Pro Pulse! programme, which targets Bac+3 graduates from priority urban neighbourhoods. Apec provides expertise in executive/graduate employment placement and helps connect programme participants with job opportunities appropriate to their qualifications. The programme covers Hauts-de-France (Roubaix), Île-de-France (Garges-lès-Gonesse, Chanteloup-les-Vignes, Mantes-La-Jolie, Les Mureaux), and PACA (Marseille), targeting 40 young people over 24 weeks with a 70% insertion rate goal.
• Région Île-de-FranceflagshipStrategic or Co-development PartnerÎle-de-France region is APELS' historic financial and political supporter at the regional level. After 5 years and 700 young people placed, Valérie Pécresse announced support for 6 new schools and 2,700 additional young people over 3 years. The region also supports APELS' École de l'Inclusion par le Sport.
• Région NormandiecoreStrategic or Co-development PartnerNormandy region supports APELS Normandie (antenna opened March 2021), funding the Pulse Ton Avenir (PTA) programme locally. Over 400 young people have been reached in Normandy. Vice President Rodolphe Thomas of Normandy participated in the regional balance sheet presentation in July 2023.
• Crédit Agricole Normandie-SeinecoreGTM or Marketing PartnerLocal Crédit Agricole branch in Normandy is a partner in APELS Normandie, contributing to the Pulse Ton Avenir programme and regional inclusion actions.
• 8 Sporting FederationscoreStrategic or Co-development PartnerBy 2021, 8 sporting federations had aligned their federal plans with the inclusion through sport agenda and engaged in APELS programmes. These federations provide access to clubs and young people across different sports disciplines.
• Fondsaction L'ÉQUIPEcoreStrategic or Co-development PartnerFondsaction L'ÉQUIPE co-created the Trophées de l'Inclusion par le sport with APELS in 2022. This annual awards ceremony, held at the Stade de France and covered by France Télévisions and Franceinfo, is a key visibility and credibility platform for APELS.
• Centre national d'inclusion par le sportcoreStrategic or Co-development PartnerThe national centre for inclusion through sport (implied to be operated or coordinated by APELS) trains Coachs d'Insertion par le Sport to RNCP certification standards. This is the primary capacity-building engine for scaling the coach workforce to 1,500 by 2025.

Scale indicators9 records

Recent moves9 records

Expansion highlights7 records

Others

• Afev: Major French NGO mobilising young volunteers to support educational equality and youth insertion in priority neighbourhoods. Addresses an overlapping target population (young people in QPVs) through mentoring and tutoring rather than sport, making it a thematic peer for funders and employers.
• Fondation Decathlon: Corporate foundation of Decathlon, an APELS employer partner, funding sport-for-inclusion and youth employability programmes. Strong signal of how large employers in APELS' network engage complementary sport-based inclusion work outside APELS itself.

Direct peers

• Right To Play: International NGO using sport and play to educate and empower children and youth facing disadvantage. Closely aligned with APELS' sport-as-pedagogy methodology and is a recognised thought leader in sport-for-development globally.
• Sport dans la Ville: France's leading sport-for-inclusion non-profit, founded 1998, using sport-based programmes to support employment and social integration of young people from disadvantaged urban areas. Operates the same sport-as-vector-of-employment logic as APELS and serves as its closest direct analogue in the French market.
• EPIDE (Établissement pour l'Insertion dans l'Emploi): French state-funded youth insertion programme targeting 18–25 year-olds without qualifications, with a residential/disciplinary approach. Competes for the same Taxe d'Apprentissage and ministry funding pool and addresses an overlapping target population of low-qualified French youth.
• Laureus Sport for Good Foundation: Global foundation funding sport-for-development programmes for disadvantaged youth. Shares APELS' thesis that sport builds transferable competencies for education and employment but operates at the funding-and-network layer rather than as a direct delivery operator.
• Streetfootballworld: Global network of football-based organisations using the sport as a tool for social change, especially youth employment. Provides peer benchmarking on programme design, employer engagement and impact measurement for sport-for-inclusion operators like APELS.
• École de la 2e Chance (E2C France): Network of alternative schools providing second-chance education and vocational training to 16–25 year-olds without qualifications. Operates a similar 'alternative school for low-qualified youth' model funded by public vocational-training mechanisms, making it a direct comparator to APELS' École de l'Inclusion par le Sport.

Broad incumbents

• Croix-Rouge française: France's largest humanitarian NGO, running extensive youth insertion, training and social-inclusion programmes. Operates a broader portfolio than APELS but draws on many of the same public funding mechanisms and employer networks for youth-to-employment pathways.

Emerging players

• Peace and Sport: Monaco-based international organisation promoting sport as a tool for peace and social inclusion. Operates in a related adjacent space (sport for socio-professional impact) but with a more international/geopolitical mandate than APELS.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/agenceeducationsport
• Xx.com/apels_
• Facebookfacebook.com/agenceeducationsport

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Agence pour l’Éducation par le Sport