The Coaches Site

What The Coaches Site does

The Coaches Site is a Vancouver-based digital platform founded in 2010 that serves hockey coaches worldwide through a freemium membership model, content library, premium courses, group organizational memberships, and an annual in-person conference called TCS Live. The platform offers 500+ hours of video, 750+ drills, and 1,500+ articles contributed by 200+ professional coaches from the NHL, CHL, NCAA, and international leagues, serving a community of 40,000+ members across 66 countries. The technology stack is a cloud-based SaaS platform with native iOS and Android applications, featuring a Digital Locker for personal content organization, a personalized content feed, age-appropriate drill recommendations, and a two-click collaborative sharing system that enables coaches to distribute resources across their networks. Group memberships (TCS Group) add shared organizational lockers, admin dashboards, and dedicated customer success support for youth hockey associations, while a separate course platform (courses.thecoachessite.com) hosts 12+ premium courses priced $19.99-$79.99 from elite instructors.

The business model combines four revenue streams: individual premium subscriptions at $15.99/month or $149.88/year, volume-discounted organizational group memberships, one-time premium course purchases, and TCS Live conference ticket sales. Go-to-market operates on three motions: a community-led model leveraging the global coach network and 150+ youth hockey association partnerships, a product-led growth motion with multi-step onboarding and 30-day free trials via web and mobile, and a field sales motion for group memberships of 5+ members with dedicated customer success for 20+ seat organizations. The company is incorporated in British Columbia as The Coaches Site Inc., is privately held with no disclosed external funding, and operates without a parent company or institutional investors per available data.

Name

The Coaches Site

Legal name

The Coaches Site Inc.

Website

https://thecoachessite.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

The Coaches Site is a Vancouver-based digital platform serving hockey coaches with a content library, premium courses, group memberships, and the annual TCS Live conference. It serves 40,000+ coaches across 66 countries through freemium subscriptions and partnerships with 150+ youth hockey associations.

Ownership category

akta.pro rank

Product category

Sports Coaching Education

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Coach Education, Certification & Clinics (HSADAEAO)

akta.pro secondary industries

Sport-Specific Skills Coaching (e.g., soccer, basketball, tennis) (HSADAEAA), Team & Club Coaching (seasonal team coaching) (HSADAEAF), Performance Analysis & Video Coaching (HSADAEAG)

Keywords

• Hockey coaching education
• Sports coaching platform
• Online coaching courses
• Coach development resources
• Hockey training content

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Individual Premium Subscriptions: Monthly or annual subscription for individual coaches. Premium tier provides unlimited access to TCS+ content library including 500+ hours of video, 750+ drills, and 1,500+ articles. Includes access to TCS Live conference recordings and seasonal curriculums.
2. Group Memberships: Volume-discounted annual subscriptions for youth hockey associations and organizations (5+ members). Includes shared group locker, admin dashboard with usage insights, and dedicated customer success support for 20+ members.
3. Premium Courses: One-time purchase courses taught by professional hockey coaches covering specific skills (skating, shooting, goal scoring, goaltending, puck skills). Prices range from $19.99 to $79.99 per course.
4. TCS Live Conference Tickets: Revenue from in-person coaching conferences. Premium members receive discounted rates on conference registration.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Coaches Site operates a digital subscription platform that delivers hockey coaching content, including 500+ hours of video, 750+ drills, and 1,500+ articles from more than 200 professional coaches across the NHL, CHL, NCAA, and international leagues. It sells individual premium memberships, organizational group memberships, premium on-demand courses on specialized topics (shooting, skating, goaltending, puck skills), and tickets to its annual in-person TCS Live coaching conference.

Product overview

The Coaches Site is a platform-plus-modules product ecosystem for hockey coaches. The core consists of a free tier (TCS Free) and premium subscription (TCS Premium) providing access to a content library of 500+ hours of video, 750+ drills, and 1,500+ articles. Premium subscribers gain access to TCS+, featuring expert presentations from NHL, CHL, NCAA and international coaches. Organizational group memberships (TCS Group) add shared locker features and administrative tools for youth hockey associations. The platform is accessible via web and native iOS/Android mobile apps. Add-on premium courses cover specialized topics (shooting, skating, goaltending, transformational coaching) at additional cost. TCS Live is an annual in-person coaching conference included with group memberships and discounted for premium members.

Differentiator

Problem solved

Functional benefit

Products and services

• TCS Free Free community membership tier for individual hockey coaches, offering basic content sharing, following other coaches, and limited personal locker storage (up to 5 items).
• TCS Premium Premium individual subscription unlocking full access to the TCS+ content library (500+ hours of video, 750+ drills, 1,500+ articles), seasonal U6-U11 curriculums, unlimited locker storage, discounted TCS Live rates, and exclusive courses/webinars.
• TCS Group Group membership tier for youth hockey associations and organizations, providing volume-discounted subscriptions, a shared group locker for standardized coaching content, admin dashboard with usage insights, dedicated customer success representative for 20+ member groups, and complimentary TCS Live tickets.
• TCS+ Premium content subscription included with TCS Premium membership, providing exclusive access to instructional videos and presentations from 200+ professional coaches at NHL, CHL, NCAA, and top international leagues.
• TCS Live Annual in-person hockey coaching conference featuring presentations from professional coaches. Premium members receive discounted registration rates and group members receive complimentary tickets.
• Mastering Pro Shot Selection & Goal Scoring Premium on-demand course by Brandon Naurato (University of Michigan Head Coach) covering mechanics, tactics, and mental cues behind elite-level goal scoring. Contains 7 chapters and 51 lessons.
• 7 Steps from Basic Skills to Smooth Power Comprehensive skating course by Daniel Broberg revealing seven essential steps to develop game-changing edge control and smooth power on the ice. Contains 8 chapters and 42 lessons.
• Building the Foundation of Skating Skating technique course by Olympic champion Victor Kraatz covering essential skating techniques to enhance coaching skills and player performance. Contains 8 chapters and 50 lessons.
• Minor Hockey Coaching Foundations Foundational coaching course taught by five minor hockey experts covering season planning, leading practices, and delivering positive experiences for young players. Contains 7 chapters and 32 lessons.
• Mastering the Fundamentals of Shooting Shooting fundamentals course by NHL coach Tim Turk focused on hand and body position for powerful, accurate shots. Contains 10 chapters and 45 lessons.
• Summer Snipe School: At Home Goal Scoring Goal scoring masterclass by Development Coach Evan Brownrigg focused on at-home shooting and scoring habits transformation. Contains 7 chapters and 43 lessons.
• At-Home Puck Skills Complete off-season training system by Evan Brownrigg designed to sharpen stickhandling and shooting skills. Contains 42 chapters and 138 lessons.
• Transformational Coaching Coaching development course by John O'Sullivan focused on connection, communication, and character development for athlete growth. Contains 5 chapters and 16 lessons.
• The Elite Release: Building a Game Ready Shot Advanced shooting course by NHL Shooting and Scoring Coach Tim Turk teaching players to develop elite shooting skills and score when it matters most. Contains 8 chapters and 45 lessons.
• The Complete Goalie Coach Toolkit Goaltending course by Kevin Swanson covering technical language, practice tools, and teaching methodology. Contains 21 chapters and 304 lessons.
• TCS Mobile App Native mobile application available on iOS (App Store) and Android (Google Play) providing access to the TCS coaching platform, content library, and Digital Locker on mobile devices.

Quantifiable outcome

• 83% of members implement learnings monthly
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

22 partnerships are on record, tiered core and minor.

• Ontario Minor Hockey Association (OMHA)coreStrategic or Co-development PartnerOfficial development partner providing TCS resources to OMHA member coaches. Listed among Proud Partners of Hockey's Top Development Programs.
• Hockey CalgarycoreStrategic or Co-development PartnerCalgary's governing minor hockey body partnered to provide development resources to member coaches.
• Minnesota Amateur Hockey Association (MAHA)coreStrategic or Co-development PartnerState-level hockey association providing TCS access to member coaches across Minnesota.
• Minnesota HockeycoreStrategic or Co-development PartnerOfficial partner providing coaching development resources to Minnesota Hockey member organizations.
• Swedish Ice Hockey AssociationcoreStrategic or Co-development PartnerInternational partner bringing Swedish coaching methodologies and expertise to the TCS platform.
• Hockey Nova ScotiacoreStrategic or Co-development PartnerProvincial hockey governing body partnered to deliver coaching development across Nova Scotia.
• Hockey AlbertacoreStrategic or Co-development PartnerProvincial partner providing coaching resources to Alberta hockey community.
• Gold Medal PathwaycoreStrategic or Co-development PartnerDevelopment program partner supporting excellence in hockey coaching education.
• German Ice Hockey AssociationcoreStrategic or Co-development PartnerInternational governing body partner bringing European coaching expertise to the platform.
• Austrian Ice Hockey FederationcoreStrategic or Co-development PartnerInternational federation partner expanding platform reach in European hockey.
• British Columbia Hockey League (BCHL)coreStrategic or Co-development PartnerJunior hockey league partner providing access to elite coaching content.
• Alberta Junior Hockey League (AJHL)coreStrategic or Co-development PartnerJunior hockey league partner in Canadian junior hockey ecosystem.
• United States Hockey League (USHL)coreStrategic or Co-development PartnerTop-tier US junior hockey league partner providing elite coaching perspectives.
• Michigan Amateur Hockey AssociationcoreStrategic or Co-development PartnerState-level partner providing coaching resources to Michigan hockey community.
• Toronto MarlboroscoreChannel Partner/ Reseller/ DistributorHistoric Toronto hockey club with group membership for coach development.
• Minnetonka HockeycoreChannel Partner/ Reseller/ DistributorMinnesota youth hockey organization with TCS group membership.
• Edmonton Oilers Junior OilerscoreChannel Partner/ Reseller/ DistributorNHL-affiliated junior hockey program with organizational group membership.
• Whitby HockeyminorChannel Partner/ Reseller/ DistributorOntario minor hockey organization with TCS group membership.
• Kingston Area Hockey AssociationminorChannel Partner/ Reseller/ DistributorOntario minor hockey organization with TCS group membership.
• Northwest Hockey AcademyminorChannel Partner/ Reseller/ DistributorHockey academy with group membership for coach development.
• Eagan Hockey AssociationminorChannel Partner/ Reseller/ DistributorMinnesota youth hockey organization with TCS group membership.
• Hermantown HockeyminorChannel Partner/ Reseller/ DistributorMinnesota youth hockey organization with TCS group membership.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Others

• Polar Electro: Sports technology and fitness wearables company with coaching platform integrations. Adjacent ecosystem participant in sports performance data and coaching workflows, though not a direct competitor.
• Hockey Canada: Canadian national governing body for hockey providing official coaching certification pathways. Similar alternative — or potential partner — for coach development, given TCS's heavy Canadian user base.
• GameChanger: Sports scoring, streaming, and team management app widely adopted in amateur and youth sports. Adjacent technology provider for the same coaches and associations, with potential to expand into coaching content over time.
• Catapult Sports: Elite sports performance and athlete monitoring technology. Adjacent in serving sports coaching organizations, though focused on higher-tier professional and collegiate programs with athlete wearables.
• USA Hockey: National governing body for U.S. hockey that runs its own coaching education, certification, and clinics. Indirectly competitive as an alternative (often subsidized) source of coaching development that TCS members could substitute.
• TeamSnap: Team and league management platform serving youth and amateur sports organizations. Adjacent ecosystem participant targeting the same youth hockey association buyer as TCS Group memberships.

Emerging players

• BridgeAthletic: Sports performance and strength training platform for coaches and teams. Comparable in serving the coaching professional development workflow, with overlapping buyer (team performance staff) and complementary product positioning.

Direct peers

• CoachUp: Marketplace connecting athletes with private sports coaches. Comparable business model in connecting coaches with development resources, though CoachUp focuses on 1:1 private sessions rather than coach-to-coach content sharing.
• CoachTube: Online marketplace and subscription platform for sports coaching video courses across multiple sports. Directly comparable to TCS as a digital coach education platform with individual and group access tiers, though broader in sport coverage.

Broad incumbents

• Hudl: Dominant sports video analysis and coaching platform serving teams across multiple sports. While broader in scope (video analysis, performance), Hudl competes for the same coaching technology budget and is increasingly expanding into content and curriculum distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/thecoachessite

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 The Coaches Site