10-20-30 Project Inc.

What 10-20-30 Project Inc. does

10-20-30 Project Inc. is a Calgary, Alberta-based privately held youth leadership initiative founded in 2023 that delivers an in-person, team-based program using sport to teach life skills, character, and community engagement to athletes. Its core offering is a five-module curriculum structured around the CTRL-F values framework (Compete, Teamwork, Respect, Leadership, Fun), covering communication and allyship, athlete ambassadorship and community connection, team-led give-back project planning, and a reflection wrap-up session. Modules 1 through 4 are delivered in a single in-person session of approximately two and a half hours, with a 45-minute Module 5 follow-up; teams execute a self-designed community give-back project between sessions. A separate sub-brand, Coach Santa's Mission of Kindness, adapts the approach for players under 10 via a dedicated platform.

The company has no proprietary technology platform; delivery is facilitator-led, employing exercises, videos, guided conversation, and reflection. There are no disclosed AI/ML components, APIs, SDKs, or software products. Output is a content library (program overviews, structure documents, presentation decks, impact reports) and quantified social impact metrics, including an average impact of $275 per player and $2,975 per team, with cumulative reach of over 200 Calgary athletes since inception.

Commercially, the company operates a professional-services model, charging sports organizations and teams for in-person program delivery on a negotiated, quote-based basis; pricing is not publicly disclosed. Go-to-market is direct sales to sports organizations and coaches in Calgary, supported by a website with downloadable resources, a webinar, and a Google Forms-based info request intake. Customers include Hockey Calgary teams, baseball teams, HOKS Lacrosse U17, and The Edge Prep Hockey Team, alongside community groups and prospective funders. Hockey Calgary is the only disclosed core strategic partnership.

Name

10-20-30 Project Inc.

Legal name

102030 Project

Website

https://102030project.com

Company type

Private

Founded year

2023

Operating status

Operating

Short description

10-20-30 Project Inc. is a Calgary-based youth leadership initiative that delivers an in-person, five-module sport-based curriculum teaching values, life skills, and community engagement to U13-U18 athletes and a sub-brand program for under-10s.

Ownership category

akta.pro rank

Product category

Youth Development Services

NAICS

Sports and Recreation Instruction (611620), Child and Youth Services (62411)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Leadership, Character Education & Values Development (EDAMAIAG)

akta.pro secondary industries

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ), Youth-to-Adult Transition & Life Skills (Independent Living, Soft Skills) (EDAAAFAN)

Keywords

• Youth leadership programs
• Sport-based life skills
• Athlete character development
• Community engagement programs
• Team-based youth education

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Youth Leadership Program Delivery: The company generates revenue by delivering its in-person, team-based youth leadership and life skills program to sports organizations and teams. Programs are delivered in approximately 3-4 hours (similar to one game time commitment) through five modules that teach athletes leadership, character, and community engagement values.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

10-20-30 Project Inc. delivers an in-person, five-module youth leadership and life skills program to U13 to U18 sports teams, using sport to teach values, communication, allyship, community engagement, and team-led give-back projects. Modules 1-4 are delivered in a single 2.5-hour clinic-style session, followed by a team-led community initiative and a 45-minute Module 5 wrap-up session. The company also operates a separate sub-brand, Coach Santa's Mission of Kindness, for players under 10.

Product overview

10-20-30 Project Inc. offers a single unified program called the 10-20-30 Project — a five-module youth leadership and life skills curriculum delivered in-person to sports teams. The program is structured as four core modules (CTRL-F Values, Communication and Allyship, Athlete Ambassadorship and Community Connection, and Community Project Planning) delivered in a single session of approximately 2.5 hours, followed by a fifth wrap-up module (Reflection and Looking Forward) approximately 30–45 minutes. The company also operates a separate sub-brand, Coach Santa's Mission of Kindness, which targets players under 10 with age-appropriate content on a dedicated platform.

Differentiator

Problem solved

Functional benefit

Brands

• Coach Santa's Mission of Kindness: A separate delivery model for players under 10 that introduces sport values, kindness, and community connection in an age-appropriate way.

Products and services

• 10-20-30 Project Program A five-module in-person youth leadership and life skills program for athletes aged U13 to U18 that uses sport to build character, teamwork, and community engagement. Modules cover core values (Compete, Teamwork, Respect, Leadership, Fun), communication and allyship, community connection, project planning, and reflection, typically delivered in a single 2.5-hour session plus a follow-up Module 5 wrap-up.
• Coach Santa's Mission of Kindness A separate delivery model for players under 10 that introduces sport values, kindness, and community connection in an age-appropriate way through a dedicated platform designed specifically for younger children.

Quantifiable outcome

• Over 200 athletes reached in Calgary since 2023
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Hockey CalgarycoreStrategic or Co-development Partner · 1 January 2024Hockey Calgary teams participated in the 2024 pilot program. Three Hockey Calgary teams completed the five-module program, planning and executing community give-back projects that contributed to local charities. This partnership represents a core channel for program delivery to youth hockey athletes in Calgary.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Athletes for Care: Athlete-led nonprofit focused on health, wellness, and community impact through sport. Comparable as a values-driven, athlete-centered nonprofit in the youth sport space, though more advocacy-oriented than curriculum-delivery.

Regional players

• KidSport Canada: Canadian charity that removes financial barriers to youth sport participation. Adjacent in addressing youth sport access and development in Canada, but operates primarily as a funder rather than a curriculum provider.

Direct peers

• TrueSport: Movement powered by the U.S. Anti-Doping Agency that teaches youth athletes values like respect, teamwork, and community through sport-based lessons and resources. Highly comparable in mission and curriculum-style delivery to 10-20-30 Project's CTRL-F framework.
• The First Tee: Youth development organization delivering structured life-skills, character, and leadership programming through golf. Comparable as a sport-anchored life-skills curriculum with module-based delivery, but focused exclusively on golf rather than multi-sport teams.
• Positive Coaching Alliance: US-based nonprofit that partners with youth sports organizations to deliver character- and life-skill development through coaching education and athlete workshops. Closest direct competitor to 10-20-30 Project's sport-based values curriculum, though PCA is more coach-training focused while 10-20-30 delivers direct-to-team modules.
• i9 Sports: Youth sports league operator offering youth programs across multiple sports in North America. Comparable in delivering organized youth sport experiences, though focused on league play rather than life-skills curriculum.

Broad incumbents

• Right To Play: International nonprofit using sport and play to educate and empower children, including life-skills and leadership outcomes. Comparable as a sport-for-development organization, though Right To Play operates globally and at much larger scale, with more classroom-based and community models.
• Boys & Girls Clubs of Canada: Broad youth development organization offering sports, leadership, and life-skills programming for Canadian youth. Comparable as a multi-site youth development provider that could either adopt 10-20-30's curriculum or compete for the same funder dollars.
• Canadian Tire Jumpstart Charities: Major Canadian funder of youth sport, supporting kids' participation through grants to community organizations. Comparable as a Canadian youth-sport ecosystem player and a potential funding/scaling partner for 10-20-30 Project.

Others

• TeamSnap: Management platform used by youth sports organizations for registration, scheduling, and communication. Adjacent rather than competing; represents an enabling technology layer that 10-20-30 Project currently lacks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

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 10-20-30 Project Inc.