What The Tenacity Project Inc does

The Tenacity Project Inc is a Park City, Utah-based 501c3 nonprofit that delivers girls' lacrosse training, competition, and college-recruiting programming across the western United States and into British Columbia. Its portfolio spans five core product lines: the Sixes Academy (a year-round 6v6 Olympic-format membership for grades 3-12), Elite Teams (grades 5-12 national travel teams competing in California, Utah, Colorado, Maryland, Pennsylvania, and Florida), Youth Summer Camps (Pre-K to 8th grade introductory camps), Western Winners College Showcases (a recruiting event series for grades 8-12 drawing 50+ college programs), and Tenacity Select (Utah regional competitive teams). The curriculum is delivered through the proprietary 'Tenacity Way' methodology, which embeds five pillars — skill-building, leadership, game IQ, community, and mental wellness (via guided journaling, breathwork, and yoga) — into every session.

The organization distributes programs directly to families through its website (tenacityproject.org), the oasyssports.com registration platform, on-site regional tryouts, and national-level Elite Team tournaments. Marketing is overwhelmingly organic: founder Theresa Sherry's Princeton pedigree and dual Hall of Fame inductions drive credibility, while a 500+ college-commit alumni network and word-of-mouth referrals handle acquisition. Pricing is a mix of transactional fees (summer camps $375, showcase $595) and recurring subscriptions (Sixes Academy annual membership, Tenacity Select $1,400 base + $150/tournament). Revenue is supplemented by charitable donations processed through Mightycause and the Game Changer initiative, which funded 90+ lower-income participants in its first year. Leadership consists of three named executives: founder/CEO Theresa Sherry, Director of Operations Dani Ellis (VCU Ed.M., former assistant at Middlebury, UMass, Washington & Lee), and Director of Programming Naomi Radio (former head coach at Juniata and Shippensburg).

Name

The Tenacity Project Inc

Legal name

The Tenacity Project

Website

https://tenacityproject.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Tenacity Project Inc is a Park City, Utah-based 501c3 nonprofit that delivers girls' lacrosse training, competition, and college-recruiting programming (Sixes Academy, Elite Teams, camps, showcases) across the western U.S. and British Columbia, serving athletes Pre-K through grade 12.

Ownership category

akta.pro rank

Product category

Youth Lacrosse Training & Development

NAICS

Sports and Recreation Instruction (61162)

SIC

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

akta.pro primary industry

Single-Sport Skill Academies (Soccer, Basketball, Tennis, etc.) (MPAKAJAB)

Keywords

• Girls lacrosse training
• Youth lacrosse programs
• Lacrosse summer camps
• College recruiting showcase
• Nonprofit sports organization

Headquarters

HQ city

Emeryville

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Sixes Academy Year-Long Membership: Annual membership for girls in grades 3-12 covering 3 regional Sixes Academy events, a 2-day tournament, virtual leadership workshops, supplemental educational webinars, online training content, apparel kit, and optional Elite Team evaluation. Billed annually.
2. Youth Summer Camps Registration: Four-day lacrosse camp programs for Pre-K through 8th grade, priced at $375 per individual camper. Includes skill training, team activities, journaling, and emotional strength training. Sibling discounts available (50% off).
3. Western Winners Showcase Fees: College recruiting showcases priced at $595 per athlete. Winter showcase (December in Claremont CA) and summer showcase (June in Park City UT). The cost is included for 2029-2031 Tenacity players.
4. Elite Team Registration: Elite Teams compete in national travel tournaments across the US. Program includes full-season training, elite tournaments, national competition, Sixes Academy participation, regional camps, leadership sessions, and recruiting support. Selected through tryouts.
5. Tenacity Select (Utah Regional Teams): Utah regional teams with a base fee of $1,400 plus $150 per tournament. The base fee covers practices, leadership workshops, 2 Mountain West Sixes Academy days, a two-day Sixes Tournament, and a gear pack (uniform, practice short, practice reversible).
6. Donations and Philanthropy: The Tenacity Project is a 501c3 nonprofit organization since 2016, accepting donations through Mightycause platform. The 'Game Changer' initiative provides financial aid and sponsorships to ensure access for girls from all backgrounds, supporting over 90 participants in its inaugural year.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Tenacity Project delivers year-round girls' lacrosse training and competitive programs for athletes in Pre-K through 12th grade. Its primary offerings include the Sixes Academy year-round 6v6 membership, Elite Teams national travel teams, summer day camps, and college recruiting showcases, all unified by the proprietary "Tenacity Way" coaching methodology that integrates mental wellness and leadership development alongside technical lacrosse skill building. The organization also sells supplementary offerings such as Pursuit of Better clinics, virtual Leaders in Training workshops, and educational webinars.

Product overview

The Tenacity Project is a nonprofit girls lacrosse training organization offering a multi-tiered portfolio of programs for athletes from Pre-K to college-bound seniors. The core offerings include the Sixes Academy (year-round 6v6 membership), Elite Teams (competitive travel program), Youth Summer Camps, Western Winners College Showcases, and Tenacity Select regional teams. These programs are unified by the 'Tenacity Way' philosophy, which integrates skill-building, mental wellness training (journaling, breathwork), leadership development, and community building. Supplementary offerings include Pursuit of Better Clinics, virtual Leaders in Training Workshops, and Educational Webinars that support whole-athlete development.

Differentiator

Problem solved

Functional benefit

Products and services

• Sixes Academy Year-round lacrosse membership for girls in grades 3-12 built around the Olympic-style 6v6 format. Includes regional mini-camps across four regions, a culminating two-day tournament, virtual leadership workshops, webinars, online training content, and a Capelli Sports apparel kit. Designed for athletes seeking consistent year-round development in the fast-paced, high-touch Sixes format.
• Elite Teams Highest-level competitive girls lacrosse program for grades 5-12, selected through tryouts. Includes full-season training, elite 12v12 national tournament competition across California, Utah, Colorado, Maryland, Pennsylvania, and Florida, recruiting support, leadership development, and Sixes Academy participation.
• Youth Summer Camps (Play With Tenacity) Four-day girls lacrosse summer day camps for athletes in Pre-K through 8th grade, offering skill training, conditioning, confidence-building activities, mental-wellness journaling, and team-building in a fun, supportive environment. Priced at $375 per camper with a 50% sibling discount and extended-day option.
• Western Winners College Showcase Premier college recruiting showcase for girls lacrosse athletes in grades 8-12, providing exposure to 50+ college coaches with a 12:1 player-to-coach instruction ratio and full-field games led by college staff. Winter showcase held in Claremont CA; summer showcase in Park City UT. Priced at $595 per athlete, with the cost waived for Tenacity's 2029-2031 cohort players.
• Tenacity Select Utah regional girls lacrosse teams providing local tournament teams with weekly local training in spring, summer, and fall. Priced at $1,400 base fee plus $150 per tournament, covering practices, leadership workshops, two Mountain West Sixes Academy days, a two-day Sixes Tournament in California (October), and a gear pack (uniform, practice short, practice reversible).
• Pursuit of Better (POB) Clinics Elite 4-hour training clinics led by current and former professional lacrosse players, college coaches, and college players, combining elite skill training with leadership and mental performance curriculum.

Quantifiable outcome

• 500+ athletes have gone on to play college lacrosse at programs from Division I to Division III
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Capelli SportscoreGTM or Marketing PartnerCapelli Sports provides the apparel kit for Sixes Academy members as part of the year-long membership. This partnership provides Tenacity with branded athletic wear to distribute to participants, enhancing the program experience and brand visibility.
• Positive Coaching AlliancecoreStrategic or Co-development PartnerPositive Coaching Alliance (PCA) is a national organization that develops better athletes, coaches, and parents through sports. Tenacity Project aligns with PCA's philosophy of double-goal coaching and character development through sports, reinforcing the organization's holistic approach.
• All Lacrosse AmericaminorChannel Partner/ Reseller/ DistributorAll Lacrosse America is a lacrosse equipment retailer and community organization. The partnership provides Tenacity athletes and families with access to equipment resources and reinforces the organization's presence in the lacrosse retail ecosystem.
• Youth UnitedminorGTM or Marketing PartnerYouth United is a youth development organization. The partnership signals Tenacity's alignment with broader youth empowerment initiatives and may provide referral pathways for families seeking lacrosse programs.
• Elev8minorGTM or Marketing PartnerElev8 is a youth sports and development organization. The partnership is listed among Tenacity's partners in girls lacrosse and youth development, suggesting a shared mission of youth athletic empowerment.
• LIT4WomencoreStrategic or Co-development PartnerLIT4Women (Leaders in Training for Women) is a platform founded by Theresa Sherry that celebrates female leadership in sports. The Western Winners Showcase is operated through LIT4Women (lit4women.leagueapps.com), making it both a programmatic and partnership relationship.
• MHill Ed ConsultingminorStrategic or Co-development PartnerMHill Ed Consulting provides educational consulting services. The partnership supports Tenacity's mission of holistic athlete development by connecting families with educational guidance alongside athletic programming.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Main Line Girls Lacrosse: Pennsylvania-based girls lacrosse club providing club teams, training, and recruiting events. Comparable in offering tiered travel/club team programs and showcase-driven recruiting support.
• West Coast Starz: West Coast-based girls lacrosse club running elite travel teams and recruiting tournaments in California and the Pacific Northwest. Direct competitor for elite Western U.S. girls lacrosse talent.
• NXT Lacrosse: Multi-sport youth club organization running elite girls lacrosse travel teams, showcases, and recruiting events across multiple U.S. regions. Competes with Tenacity for elite players and college-recruiting exposure.
• Trilogy Lacrosse: National girls and boys lacrosse training and events organization offering camps, clinics, showcases, and travel teams. Most direct peer; founder Theresa Sherry served as Trilogy's VP of Girls Lacrosse in 2021 before focusing on Tenacity.
• Capital Lacrosse: Mid-Atlantic girls lacrosse club with national tournament circuit and recruiting showcase events. Comparable operating model (elite travel teams + showcases) and a competing platform for college-recruiting exposure.

Others

• All Lacrosse America: Lacrosse equipment retailer and community organization listed as a Tenacity partner. Adjacent ecosystem player providing equipment access to Tenacity families; comparable in serving the same parent/athlete base.
• Positive Coaching Alliance (PCA): National nonprofit developing better athletes and coaches through character-based sports education. A current Tenacity partner; provides a comparable mission-aligned youth sports development model and overlapping coaching philosophy.

Broad incumbents

• Maverik Lacrosse: Established lacrosse equipment and apparel brand running sponsored events, clinics, and youth programming. Adjacent incumbent with brand reach and capital that competes for attention in the girls lacrosse space.
• US Lacrosse / USA Lacrosse: National governing body for lacrosse in the U.S., setting rules, hosting national championships, and supporting grassroots growth. While not a direct competitor, USA Lacrosse shapes the competitive ecosystem and certification standards Tenacity operates within.

Emerging players

• Girls Lacrosse Association (varies by region, e.g., NorCal GLA): Regional girls lacrosse leagues and associations that schedule competitive play and tournaments Tenacity teams participate in. Not a direct revenue competitor but a key part of the operating ecosystem and competition for league participation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/tenacityproject
• LinkedInlinkedin.com/company/tenacity-project

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Tenacity Project Inc