Women's Coaching Alliance

What Women's Coaching Alliance does

Women's Coaching Alliance (WCA) is a 501(c)(3) nonprofit corporation (Tax ID# 88-2646923) founded in 2022 by Pam Baker that recruits young women ages 15-26 and trains them to coach youth recreational sports while building leadership skills. The organization runs a single flagship program, "Coach Today, Lead for Life," which combines a pre-season Leadership Academy, paid coaching placements with community sports leagues, and structured weekly mentorship throughout 8-10 week seasons. WCA targets a documented coaching gender gap — only 25% of youth sports coaches are female — and delivers structured leadership development tools including DISC assessments, dedicated volunteer mentors, and tiered training curricula (New Coach Academy for first-time coaches and Returning Coach Academy for veterans). As of the latest disclosures, the organization has trained 170+ coaches, served 1,100+ youth players, and operates in 14+ cities across Northern and Southern California, with a planned expansion to Westchester County, New York in August 2026.

WCA's operating model centers on placing trained coaches with community recreational sports organizations including AYSO, municipal parks and recreation departments (San Francisco, Burlingame, San Mateo, San Carlos, Palo Alto, Los Angeles County), YMCA, and Coyotes Youth Lacrosse. The organization has no proprietary technology platform; its infrastructure relies on Rippling for applicant tracking, Qgiv for donation processing, Chipply for merchandise, and Basecamp for internal operations. Participant coaches pay a $200 program commitment fee with scholarships available, while WCA invests approximately $1,500 per coach per season in training and support. Youth sports partners contribute toward coaching costs at budget-appropriate levels, with WCA helping identify grant and local sponsorship funding sources.

Revenue is generated primarily through philanthropic donations at tiered levels ranging from $100 (Coach's Bag) to $5,000 (Expand to New Community), community partnership contributions, and fundraising events including the annual Play It Forward benefit gala, Tee Up for Leadership golf event, and a five-day July Flag Football Camp. WCA is backed by a marquee partner ecosystem spanning the NFL Foundation, 49ers Foundation, Golden State Warriors, WNBA's Golden State Valkyries (with President Jess Smith on WCA's board), Bay FC and Angel City FC (NWSL), plus corporate sponsors including Genentech, Google, Workday, Gatorade, and Under Armour. High-profile endorsements from NFL Commissioner Roger Goodell, Warriors Head Coach Steve Kerr, and Stanford coaching legend Tara VanDerveer anchor brand credibility, and WCA holds the GuideStar Platinum Seal of Transparency.

Name

Women's Coaching Alliance

Legal name

Women's Coaching Alliance

Website

https://womenscoachingalliance.org

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Women's Coaching Alliance is a 501(c)(3) nonprofit that trains young women ages 15-26 as paid coaches in youth recreational sports, combining a pre-season Leadership Academy, community placements, and weekly mentorship to develop female leaders.

Ownership category

akta.pro rank

Product category

Youth Sports Coaching & Leadership Development

NAICS

Sports and Recreation Instruction (61162), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Coach Education, Certification & Clinics (HSADAEAO)

akta.pro secondary industries

Sports Psychology & Mental Performance Coaching (HSADAEAH), Team & Club Coaching (seasonal team coaching) (HSADAEAF), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Youth sports coaching
• Leadership development program
• Female coach pipeline
• Community sports partnership
• Nonprofit mentor program

Headquarters

HQ city

San Carlos

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Philanthropic Contributions: Individual and corporate donations at tiered levels ($100 coach's bag, $500 Leadership Academy trainer, $1,000 full WCA experience for one coach, $5,000 expand to new community). Also accepts donor-advised fund gifts and stock donations.
2. Community Partnership Contributions: Youth sports organizations contribute toward coaching costs at levels that work for their budget. WCA invests approximately $1,500 per coach per season in training, mentoring, and support.
3. Event Revenue: Events such as Play It Forward benefit gala, Tee Up for Leadership golf event, and flag football camps generate fundraising revenue with portions supporting the organization.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Women's Coaching Alliance recruits and trains young women ages 15-26 to serve as paid coaches in community youth sports leagues, combining a pre-season Leadership Academy, DISC-based self-assessment, and structured weekly mentorship during 8-10 week seasons. Youth sports organizations (AYSO, parks & recreation, YMCA, etc.) partner with WCA to receive vetted female coaches, while donors and corporate sponsors fund expansion into new communities. WCA charges participating coaches a $200 program commitment fee (scholarships available) and invests approximately $1,500 per coach per season in training, mentoring, and support.

Product overview

Women's Coaching Alliance operates a single unified coaching and leadership development program rather than a software product portfolio. The core offering is the 'Coach Today, Lead for Life' program, which combines a pre-season Leadership Academy, paid coaching placements in youth sports leagues, and structured mentorship throughout 8-10 week seasons. The program uses the DiSC assessment for personalized development, with specialized tracks for new coaches (New Coach Academy) and returning coaches (Returning Coach Academy). Additional offerings include flag football camps and signature fundraising events like Play It Forward and Tee Up for Leadership.

Differentiator

Problem solved

Functional benefit

Products and services

• Coach Today, Lead for Life Program WCA's flagship leadership development program that recruits, trains, and pays young women ages 15-26 to coach youth sports while building confidence and leadership skills. Participants complete a pre-season Leadership Academy, receive weekly mentorship from experienced professionals, complete a DISC self-assessment, and coach in their communities for 8-10 week seasons. Coaches earn competitive wages and pay a $200 program commitment fee (scholarships available).
• WCA Leadership Academy Pre-season training program required for all WCA coaches. Combines positive youth development with leadership training, including live simulations, practice plans, and workshops that prepare coaches for their roles as youth sports coaches and role models. Held in locations such as Aragon High School in San Mateo.
• New Coach Academy Foundational half-day leadership academy for first-time WCA coaches. Covers the role of a youth sports coach, positive coaching principles, and practical coaching skills through interactive workshops.
• Returning Coach Academy Advanced leadership development program for coaches who have completed one or more seasons. Focuses on developing a personal coaching philosophy, reflecting on past experiences, and deepening leadership skills for continued growth.
• WCA Mentorship Program

Quantifiable outcome

• 170+ young women trained as coaches
• +3 more outcomes

Named customers6 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

Integration3 records

Feature1 record

Partnerships

36 partnerships are on record, tiered core, major and minor.

• NFL FoundationcoreGTM or Marketing PartnerNFL Foundation supports WCA's mission to develop female leaders through coaching youth sports. Commissioner Roger Goodell has publicly endorsed WCA's work.
• NFLcoreGTM or Marketing PartnerNFL supports WCA through the NFL Foundation and NFL Foundation. Roger Goodell, NFL Commissioner, has given public endorsements and participated in WCA events.
• Golden State WarriorscoreGTM or Marketing PartnerWarriors Basketball Academy partners with WCA. Head Coach Steve Kerr has participated in WCA leadership events and spoken about the importance of female coaches.
• Golden State Valkyries (WNBA)coreGTM or Marketing PartnerWNBA Golden State Valkyries team partners with WCA. President Jess Smith serves on WCA's board. Team supports mentorship and coaching opportunities.
• Bay FCcoreGTM or Marketing PartnerBay FC, NWSL expansion team, partners with WCA to support women's soccer and coaching development in the Bay Area.
• San Francisco GiantscoreGTM or Marketing PartnerSF Giants Community Fund partners with WCA, providing support for youth sports programming and coach development.
• Angel City FCcoreGTM or Marketing PartnerNWSL team Angel City FC collaborates with WCA on youth soccer clinics and female leadership initiatives.
• Positive Coaching AlliancecoreStrategic or Co-development PartnerWCA's training programs incorporate Positive Coaching Alliance principles and methodologies for youth sports development.
• 49ers FoundationmajorGTM or Marketing Partner49ers Foundation supports WCA through the 49ers Prep program, contributing to youth sports development and female coaching initiatives.
• GenentechmajorGTM or Marketing PartnerGenentech partners with WCA, with employee Ellen Estes Lee serving on WCA's advisory board as an Olympic water polo athlete.
• GatorademajorGTM or Marketing PartnerGatorade sponsors WCA and provides sports nutrition support for coaches and athletes.
• Under ArmourmajorGTM or Marketing PartnerUnder Armour provides apparel sponsorship for WCA coaches and programs.
• GooglemajorGTM or Marketing PartnerGoogle supports WCA through corporate giving and marketing partnerships.
• WorkdaymajorGTM or Marketing PartnerWorkday provides corporate sponsorship and support for WCA's mission.
• Sutter HealthmajorStrategic or Co-development PartnerSutter Health partners with WCA through Bay FC and Cal Athletics, with Anu Johl Singh overseeing the relationship as Director of Partnership Marketing.
• Voice in Sport FoundationminorGTM or Marketing PartnerVoice in Sport Foundation supports WCA's female leadership development initiatives.
• Lifetime Cardinal (Stanford NIL)minorGTM or Marketing PartnerStanford's Name, Image, and Likeness collective supports WCA initiatives. Executive Director Chip Hall serves on WCA's board.
• City of BurlingameminorGTM or Marketing PartnerCity of Burlingame partners with WCA, hosting events and providing support for local youth sports programs.
• Rotary Club of BurlingameminorGTM or Marketing PartnerRotary Club of Burlingame provides community support and networking for WCA local initiatives.
• Coyotes Youth LacrossecoreStrategic or Co-development PartnerCoyotes Youth Lacrosse, led by Kim Pepper, is a key community partner providing coaching opportunities for WCA-trained female coaches.
• AYSOcoreStrategic or Co-development PartnerAmerican Youth Soccer Organization partners with WCA, with WCA providing trained female coaches to fill coaching gaps in AYSO programs.
• San Francisco Parks & RecreationcoreStrategic or Co-development PartnerSF Parks & Recreation partners with WCA to provide trained female coaches for youth sports programs. Reports high satisfaction with WCA coach quality.
• Burlingame Parks & RecreationcoreStrategic or Co-development PartnerBurlingame Parks & Recreation is a key community partner, hosting Leadership Academies and youth sports programs with WCA coaches.
• YMCAcoreStrategic or Co-development PartnerYMCA youth sports organizations partner with WCA for coach training and placement.
• San Carlos Parks & RecreationminorStrategic or Co-development PartnerSan Carlos Parks & Recreation hosts WCA events including the Play It Forward benefit at The Alexandria venue.
• Palo Alto RecreationminorStrategic or Co-development PartnerCity of Palo Alto Recreation partners with WCA for youth sports programming.
• San Mateo RecreationminorStrategic or Co-development PartnerCity of San Mateo Recreation partners with WCA for youth sports programming.
• OakleyminorGTM or Marketing PartnerOakley provides eyewear sponsorship for WCA coaches and events.
• Jelly BellyminorGTM or Marketing PartnerJelly Belly provides snack sponsorship for WCA events and programs.
• BJ's RestaurantsminorGTM or Marketing PartnerBJ's Restaurant and Brewery supports WCA through event sponsorship and donations.
• Infinite PotentialminorStrategic or Co-development PartnerInfinite Potential, led by Vivek Shah, provides executive coaching and culture development support for WCA's leadership programs.
• BasecampminorGTM or Marketing PartnerBasecamp provides operational and software support for WCA.
• Bay Football ClubcoreGTM or Marketing PartnerBay Football Club, professional women's soccer team, partners with WCA for youth soccer development and coaching opportunities.
• Sports Medicine InstituteminorStrategic or Co-development PartnerSports Medicine Institute provides health and wellness expertise for WCA coach and athlete development programs.
• UP BasketballminorStrategic or Co-development PartnerUP Basketball provides basketball training expertise and partnership for WCA basketball coaching programs.
• Local Union 467minorGTM or Marketing PartnerLocal Union 467 provides community support and advocacy for WCA's mission.

Scale indicators7 records

Recent moves3 records

Expansion highlights6 records

Emerging players

• Good Sports: Nonprofit increasing youth sports access by donating equipment and apparel to programs in need. Operates in an adjacent youth-sports nonprofit category, sharing donor ecosystems with leagues and corporate partners, but addressing access rather than the female coaching pipeline.
• Athletes for Hope: Nonprofit connecting professional athletes with charitable causes. Shares WCA's athlete-led nonprofit model and high-profile sports connections (NFL, NBA, etc.), but focuses on athlete advocacy and philanthropy broadly rather than the specific female-coaching pipeline.

Broad incumbents

• National Council of Youth Sports: Federation of youth sports organizations and trade body for the youth sports industry. Comparable at the ecosystem level (youth sports policy, partnerships, advocacy), though operating as an industry association rather than a direct-service nonprofit like WCA.
• Laureus Sport for Good (USA): Global foundation using sport for social development. Comparable in mission of youth sport as a vehicle for leadership and life outcomes, but operates at much larger international scale with broader programmatic scope beyond female-coach pipeline.

Direct peers

• Black Women Coaches Association: Nonprofit advancing the representation of Black women in sports coaching and leadership. Highly comparable in mission (pipeline development for underrepresented women coaches) and structure, though focused on a different demographic and operating with a different donor base.
• Positive Coaching Alliance: National nonprofit focused on developing positive coaches through training and resources for youth sports. WCA explicitly incorporates PCA principles and shares overlapping mission, coach-education curriculum, and youth-sports audience, but PCA operates at much larger scale and as a curriculum provider rather than a placement pipeline.
• Girls on the Run: National nonprofit that inspires girls to develop life skills through running-based programming and trained volunteer coaches. Comparable in mission (girls' empowerment through coached youth sport), nonprofit structure, and reliance on trained community coaches, but focused on a specific sport and a younger participant age range.
• Play Like a Girl: Nonprofit focused on gender equity in sports through leadership development and STEM-sport programs for girls. Comparable in mission of female empowerment through sport and use of sports leadership training, but with a STEM-education overlay rather than the coach-pipeline model.
• WeCOACH (formerly Alliance of Women Coaches): National nonprofit dedicated to recruiting, retaining, and advancing women in coaching across all levels of sport. WeCOACH is the closest direct peer to WCA's pipeline-building mission, although its focus spans collegiate and professional coaching whereas WCA is concentrated on the youth recreational level.

Others

• Moms in Motion / WISE (Women in Sports Equity): Adjacent advocacy and community-based organizations focused on increasing women's participation and representation in sports. Comparable only thematically as WCA operates a direct pipeline program, while these groups focus on systemic advocacy or community support.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/womenscoachingalliance
• LinkedInlinkedin.com/company/womens-coaching-alliance
• Instagraminstagram.com/womenscoachingalliance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Women's Coaching Alliance