MTÜ UP Sport

What MTÜ UP Sport does

MTÜ UP Sport is an Estonian nonprofit athletics (track-and-field) and running sports club founded in 2013 and headquartered at Leerimäe tee 17, Järveküla, Rae vald, in Harju County, near Tallinn. The club is structured as a Mittetulundusühing (nonprofit association) under Estonian law, meaning it is member-owned, reinvests surplus into activities, and does not have shareholders. Head coach and founder Urmas Põldre — a V-category certified coach with a marathon personal best of 2:25:39, over 30 marathons completed, and the 2019 Estonian Youth Coach of the Year — leads all programming.

The club's product portfolio is segmented by age and intensity: playful movement training for children aged 5-7 (kindergarten-based, EUR 20-40/month), I-II and III+ class athletics training for schoolchildren (EUR 25-70/month), an achievement athletes group for competitive youth, adult group running training (EUR 25-55/month), competition preparation programs, and multi-day athletics camps (EUR 35/day or EUR 90 for 3 days). Training is delivered directly inside partner schools (Järveküla, Peetri, Kindluse, Jüri) and kindergartens (Peetri, Tõrukese), and the club organizes signature community events such as the Rae Run and UP Birthday Runs.

The revenue model is primarily subscription-based monthly training fees, supplemented by episodic event entry fees (e.g., EUR 10-15 per Rae Run registration), sports camp fees, and sponsor contributions from brands including Audi, Selver, Nivea, Tamrex, and Tere. Rae vald provides municipal sport-and-hobby cost subsidies covering up to 50% of fees (capped at EUR 180/child). Enrollment for 2026/2027 is run through the Sportlyzer online platform. The club is geographically anchored in a single Estonian municipality, and all competitive results (Estonian youth champions, Baltic-level medals, Kristian Otlot's 2019 U18 Athlete of the Year) are directly tied to the head coach.

Name

MTÜ UP Sport

Legal name

MTÜ UP Sport

Website

https://upsport.ee

Company type

Private

Founded year

2013

Operating status

Operating

Short description

MTÜ UP Sport is an Estonian nonprofit athletics and running club founded in 2013 in Rae vald, offering age-tiered training programs (ages 5 to adult) at local schools and kindergartens, led by head coach Urmas Põldre, and generating revenue primarily through monthly training subscriptions and community running events.

Ownership category

akta.pro rank

Product category

Sports Training Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro industry

PRIMARYMPAKAFAF

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Rights Holders & Governing Bodies (Federations, Associations, Sanctioning Bodies)

SECONDARYMPAKACAF

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)

SECONDARYHSADAEAE

Youth Athlete Development & Long-Term Athlete Development (LTAD)

Home & Personal Services/Fitness, Wellness & Personal Training/Sports Coaching & Athletic Performance

Keywords

• Athletics coaching
• Youth sports training
• Running programs
• Track and field club
• Sports camp

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Training fees (membership): MTÜ UP Sport generates revenue through monthly training fees paid by members for participation in athletics and running training programs. Fees are structured by age group, training frequency, and program intensity (recreational vs competitive). The organization is a non-profit association (MTÜ).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

MTÜ UP Sport is a nonprofit athletics club that delivers age-tiered track and field and running training programs for children, youth, and adults in Rae vald, Estonia. Revenue is generated through monthly training membership fees and event entry fees. Programs range from playful movement training for kindergarten-aged children (ages 5–7) to competitive achievement-group training for older youth, plus adult running training and multi-day sports camps, all coached by head coach Urmas Põldre.

Product overview

MTÜ UP Sport operates as a unified athletics (track and field) sports club providing a portfolio of interconnected training programs and competitive events. The core offerings include age-specific athletics training programs: playful movement training for children ages 5-7 at kindergartens, I-II class training for primary school children, and III class and older athletics training for older students. Adult running training and competition preparation services support recreational and competitive adult athletes. The club organizes multi-day athletics training camps and hosts various competitions including the annual Rae Run, UP Birthday Runs, and Estonian championship events across youth age categories (U10-U23). All programs are led by head coach Urmas Põldre, a Category V certified athletics coach.

Differentiator

Problem solved

Functional benefit

Products and services

• I-II Class Athletics Training (Järveküla) Athletics training program for primary school children in grades I–II, conducted outdoors year-round at Järveküla school stadium, focusing on versatile physical development using athletics and endurance elements in playful competitive forms. Located in Rae vald, Estonia.
• III Class and Older Athletics Training (Järveküla) Athletics training for grade III and older schoolchildren held at Järveküla school stadium, developing basic skills in athletics disciplines and preparing athletes for first competitions. Located in Rae vald, Estonia.
• Playful Movement Training (Peetri Kindergarten) Playful movement training for children from age 5 at Peetri kindergarten, developing speed, agility, coordination, and endurance through games and friendly competitions. Located in Rae vald, Estonia.
• Playful Movement Training (Tõrukese Kindergarten) Playful movement training for children from age 5 at Tõrukese kindergarten in Jüri, developing sport interest and basic movement elements. Located in Rae vald, Estonia.
• Adult Running Training (Peetri) Group running training for adult recreational runners, twice weekly sessions at Peetri school stadium focused on endurance, health, and preparing for mass participation sports events. Located in Rae vald, Estonia.
• Competition Preparation Training Training program for hobbyists and athletes looking to improve competition results, with individual training plans and group coaching. Located in Rae vald, Estonia.
• Athletics Training Camp Multi-day athletics training camps held in sports halls, including professional coaching, athletics training, meals, and transport from nearby locations. UP Sport members receive a discounted rate. Located in Estonia.
• Rae Run Summer Run Annual running event organized by UP Sport for Rae municipality residents and visitors, featuring children's runs, main run, and relay races, with paid entry fees (EUR 10–20).
• UP Birthday Runs Annual community birthday runs organized by head coach Urmas Põldre, including UP50+ runs celebrating his birthday with 5+ km runs open to all participants.

Quantifiable outcome

• UP Sport athletes have won multiple Estonian youth championships, Baltic youth medals, and represented Estonia in international competitions (e.g., Kristian Otlot at the 2019 European Youth Olympic Festival in Baku, winning a personal best of 1:55.48 in 800m)
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered minor and core.

• AudiminorOthersSponsor of the IV Rae Run summer run event. Audi logo appears on the event partner/sponsor block on the club's website.
• SelverminorOthersSponsor of the IV Rae Run summer run event. Selver logo appears in the sponsor block.
• TamrexminorOthersSponsor of the IV Rae Run summer run event. Tamrex logo appears in the sponsor block.
• NiveaminorOthersSponsor of the IV Rae Run summer run event. Nivea logo appears in the sponsor block.
• Veski MatiminorOthersSponsor of the IV Rae Run summer run event. Veski Mati logo appears in the sponsor block.
• Rae SpordikeskusminorOthersSponsor and partner of the IV Rae Run event. Rae Spordikeskus (Rae Sports Centre) logo appears in the sponsor block.
• Rae valdminorOthersMunicipality sponsor and supporter of the IV Rae Run event and the club's activities. Rae vald logo appears in the sponsor block. The municipality also provides sports and hobby activity cost subsidies to club members.
• KulkaminorOthersSponsor of the IV Rae Run event. Kulka logo appears in the sponsor block.
• TereminorOthersSponsor of the IV Rae Run event. Tere (dairy company) logo appears in the sponsor block.
• AiatähtminorOthersSponsor of the IV Rae Run event. Aiatäht logo appears in the sponsor block.
• Kalev (KJKKalev)minorOthersSponsor of the IV Rae Run event. KJKKalev (Tallinn Athletics Club) also listed as co-organizer of the VITAMIN WELL children's athletics event.
• Terve EestiminorOthersSponsor of the IV Rae Run event. Terve Eesti logo appears in the sponsor block.
• VentimominorOthersVentimo supports two motivated young athletes with a scholarship covering training costs for one training year (2023/2024). Applications submitted by August 31, 2023; decision by UP Sport board on September 3, 2023.
• Tallinna Kergejõustikuklubi KalevminorStrategic or Co-development PartnerKJKKalev is listed as the organizer of the VITAMIN WELL children's athletics 3-event competition, with UP Sport publishing and promoting the event on their website. UP Sport athletes participate in this competition.
• Järveküla koolcoreOthersUP Sport conducts athletics training sessions at the Järveküla school stadium. The school serves as the primary training venue for multiple youth age groups.
• Peetri koolcoreOthersUP Sport conducts athletics and running training sessions at the Peetri school stadium, including youth athletics training and adult running training.
• Kindluse koolcoreOthersUP Sport conducts athletics training sessions at the Kindluse school for grades I–III.
• Jüri spordikeskuscoreOthersUP Sport conducts athletics and movement training sessions at the Jüri sports centre and stadium for children aged 5–7 and school-aged youth.
• Peetri lasteaedcoreOthersUP Sport conducts playful movement training sessions at Peetri kindergarten. Trainers bring children to training and parents collect them afterwards.
• Tõrukese lasteaedcoreOthersUP Sport conducts playful movement training sessions at Tõrukese kindergarten in Jüri.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Audentese Spordiklubi: Multi-sport Estonian sports club with athletics training programs for children and youth. Comparable in providing structured age-tiered training and competition pathways, though broader in sport offering.
• Tartu Ülikooli Akadeemiline Spordiklubi: Estonian athletics and multi-sport club based in Tartu offering youth athletics training and competition programs. Comparable as a regional athletics club with tiered age-group coaching and competition participation.
• Nõmme Kergejõustikuklubi: Tallinn-based athletics club offering youth track and field training and competition preparation. Directly comparable community athletics club in the Harju County region with similar age-tiered programs.
• Spordikool Pärnu: Regional Estonian sports school offering youth athletics training with a similar age-tiered curriculum and competition participation model. Comparable as a tiered youth athletics development program.
• Tallinna Kergejõustikuklubi Kalev (KJK Kalev): Major Tallinn-based athletics club; co-organizes children's athletics competitions with UP Sport and operates in the same Harju County catchment. Directly comparable as a community athletics club offering youth training and competition programming.

Others

• Sportlyzer: Online sports club management and registration platform used by UP Sport for member enrollment. Enabling technology provider in the Estonian amateur sports ecosystem rather than a direct competitor.

Regional players

• Keila JK: Multi-sport club based in Keila, neighboring Rae vald in Harju County. Operates a similar community sports club model offering athletics and other sports training to local families.
• Rae Spordikeskus: Municipal sports centre in Rae vald that hosts UP Sport training sessions and supports local events. Comparable as a Rae vald-area sports service provider serving overlapping community demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MTÜ UP Sport