Kuul Play
- Company typePrivate
- Founded2020
- HeadquartersCork, Ireland
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Kuul Play does
Kuul Play (legal entity: Coach Clare Education Limited) is an Ireland-based, founder-owned digital platform company that delivers a science-based, inclusive play curriculum for Gen Alpha children aged 5–13 who are disengaged from traditional competitive sport. The core Kuul Play Platform blends physical play with structured digital engagement and interactive modules — Quizzes & Journals, a Team Leaderboard, photo/video upload, and Student/Instructor Registration — accessible via web to schools, educators, parents, and children. The company also operates Kuul Conversations, a podcast sub-brand featuring global sports-industry figures (including Nike and Decathlon executives) that functions as a thought-leadership channel in the youth-physical-activity space. The platform is GDPR-compliant and processes payments via Stripe.
The company sells primarily through a B2B subscription model with two purchase paths: (1) direct subscriptions from educational institutions (school-term or full-calendar-year) priced per designated user (educators, parents, pupils), and (2) corporate-underwritten subscriptions in which partners like The Raley's Companies fund deployments in afterschool programs. A complementary self-serve registration channel serves individual parents and instructors. Its go-to-market combines sales-led enterprise outreach with a partner-centric channel motion through sports organizations (Sport Ireland, Athletics Ireland), corporations (Raley's), and brand collaborations (Nike, Decathlon). The founding team is led by Clare McSweeney (MSc Exercise Science, former Apple Inc., ex-elite track athlete), and the company operates with 1–10 employees from Cork, Ireland, having launched in Ireland in 2020, entered the U.S. in 2022 (Florida), and expanded to California in 2023 through the Raley's partnership.
Kuul Play firmographics
Firmographics- Name
- Kuul Play
- Legal name
- Coach Clare Education Limited
- Website
- https://kuulplay.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Kuul Play industry classification
Industry- Product category
- Educational Technology - Physical Activity Platform
- NAICS
- Sports and Recreation Instruction (61162)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Creative Arts, Music & Movement Content (EDAGACAG)
- akta.pro secondary industry
- K–12 Instructional Video & Multimedia (EDAGALAA)
Keywords
Where Kuul Play is headquartered
LocationHeadquarters
- HQ city
- Cork
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
Kuul Play business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Educational Institution Subscriptions: Subscription-based access to the Kuul Play platform for educational institutions. Schools subscribe with designated number of users including educational professionals, parents, and pupils. Options for school term subscription or full calendar year subscription. Third parties may underwrite subscriptions for institutions.
- Corporate Partner Subscriptions: Subscriptions underwritten or purchased by corporate partners like The Raley's Companies to deploy Kuul Play in afterschool programs and community initiatives targeting children.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | School Term Subscription |
| Subscription | Annual | Full Calendar Year Subscription |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels11 records
Kuul Play product offering
Product offeringCore offering
Kuul Play provides a digital subscription platform that delivers inclusive, science-based play and movement programs for Gen Alpha children (ages 5-13), particularly those disengaged from traditional youth sport. The platform blends structured physical activity with interactive digital elements (quizzes, journals, leaderboards, photo/video sharing) and is sold via school term or annual subscriptions to educational institutions and corporate partners who underwrite community deployments.
Product overview
Kuul Play is a single unified digital platform designed to get all kids - particularly those left behind by traditional sports - moving through an inclusive, science-based approach to play. The core Kuul Play Platform serves as the main product, providing structured curriculum and interactive play experiences that blend physical activity with digital engagement. Supporting modules include Student and Instructor Registration systems for account management, Quizzes and Journals for tracking progress, and a Team Leaderboard for gamification. The company also operates Kuul Conversations, a podcast brand that extends their thought leadership in the youth sports space.
Differentiator
Problem solved
Functional benefit
Brands
- Kuul Conversations: A podcast where the company dives deep into the world of kids' sport, activity, and health, featuring inspiring stories, expert insights, and real-life experiences from global thought leaders and change makers.
Products and services
- Kuul Play Platform A digital subscription platform that delivers inclusive, science-based play and movement programs blending physical activity with interactive digital elements (quizzes, journals, photo/video uploads, team leaderboards). Sold via school term or full calendar year subscriptions to educational institutions and corporate partners who underwrite community deployments; designed to engage Gen Alpha children (ages 5-13), particularly those disengaged from traditional youth sport.
Quantifiable outcome
- 90% overall engagement rate among participating children
- +4 more outcomes
Companies that use Kuul Play
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Kuul Play technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Kuul Play partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- NikecoreConversation with Nike's VP Chief of Impact Vanessa Garcia-Brito about evolving how sport is defined culturally. Nike is aligned with Kuul Play on importance of expanding sports definition beyond traditional competition to include play and movement for every child.
- The Raley's CompaniescoreMajor corporate partner bringing Kuul Play to elementary school afterschool programs across Greater Sacramento, California. Results: 90% engagement rate, 60% attitude shift, 5% sports participation increase. Raley's underwrote program costs to reach children in their community.
- DecathlonminorFeatured on Kuul Conversations podcast. Tom Waller, SVP of Innovation at Decathlon, shared vision for making movement, play, and sports accessible to all kids.
- Aspen Institute Sports & SocietycorePrestigious policy institute awarded Kuul Play founder the Project Play Champion Award in 2022, recognizing the company's mission to make sports accessible to all children.
- Munster Technological University (MTU)minorKuul Play founder Clare McSweeney participated in MTU's New Frontiers Programme, funded by Enterprise Ireland. Programme provided expertise, advice, mentorship and support worth €30,000 in Phase 2.
- Sport IrelandcoreEarly strategic partner for deployment of Kuul Play in elementary schools across Ireland. Supported initial rollout of the platform in Irish educational institutions.
- Athletics IrelandcorePartnered with Sport Ireland to support initial deployment of Kuul Play in Irish schools. Athletics organization backing lent credibility to the platform's approach.
Scale indicators5 records
Recent moves9 records
Expansion highlights5 records
Kuul Play competitors and assessment
Company assessmentBroad incumbents
- Decathlon: Decathlon is a global sporting goods retailer and brand with innovation programmes aimed at making sport accessible. It has appeared on Kuul Play's podcast and shares the inclusive-sport-for-all mission, though it operates across a much broader portfolio.
- Adidas: Adidas is a global sports brand running youth community programmes and CSR efforts around getting kids active. It competes for the same corporate partner wallets and CSR budgets that underwrite Kuul Play deployments.
- Nike: Nike is a global sports brand with extensive youth engagement, community sport investment and CSR programmes. Kuul Play already has an executive-level relationship with Nike (VP of Impact), positioning Nike as both partner and broader incumbent with overlapping youth sports initiatives.
Emerging players
- ClassDojo: ClassDojo is a widely used classroom engagement and communication platform for K–12 schools. While not a movement specialist, it shares Kuul Play's digital B2B-to-schools distribution and could expand into wellbeing/movement modules, making it a partial-overlap emerging competitor.
Direct peers
- GoNoodle: GoNoodle is a digital movement and mindfulness platform used in K–12 classrooms, offering short movement videos and breaks. It is the closest direct peer to Kuul Play, sharing the B2B-to-schools model, focus on inclusive movement content, and targeting of elementary-age children.
- PLT4M: PLT4M is a digital physical education curriculum platform used by K–12 schools and teachers to deliver structured PE. It is directly comparable to Kuul Play on the school subscription GTM, curriculum delivery mechanism, and target buyer (PE educators).
- Move United: Move United is a U.S. organization that promotes inclusive sports and recreation for people with disabilities, including youth programming. It is comparable to Kuul Play's inclusive-play positioning for children disengaged from traditional sports.
- Sworkit: Sworkit offers digital fitness and movement apps, including versions targeted at kids and schools. It overlaps with Kuul Play on delivering structured, accessible movement content via digital platform and shares the inclusive, easy-to-use approach for non-athletic users.
- Tinkergarten: Tinkergarten delivers play-based, outdoor learning programmes for young children via a digital platform and in-person classes. It is comparable to Kuul Play on the play-led, inclusive approach and parent-facing subscription model for early-childhood movement.
- Action for Healthy Kids: Action for Healthy Kids is a nonprofit that partners with schools to deliver physical activity and nutrition programmes. It shares Kuul Play's mission-driven positioning, school-channel GTM, and focus on reversing declining youth physical activity.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Kuul Play social profiles
Digital presenceKuul Play compliance and trust
Trust signalCompliance1 record
Kuul Play financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kuul Play leadership team
Management profileNumber of profiles
Profiles1 record
Kuul Play funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kuul Play M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kuul Play
What does Kuul Play do?
Kuul Play provides a digital subscription platform that delivers inclusive, science-based play and movement programs for Gen Alpha children (ages 5-13), particularly those disengaged from traditional youth sport. The platform blends structured physical activity with interactive digital elements (quizzes, journals, leaderboards, photo/video sharing) and is sold via school term or annual subscriptions to educational institutions and corporate partners who underwrite community deployments.
Is Kuul Play a public or private company?
Kuul Play is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kuul Play founded?
Kuul Play was founded in 2020. It employs 1 to 10 people.
Where is Kuul Play based?
Kuul Play is headquartered in Cork, Ireland, in the Europe region.
How does Kuul Play make money?
Two revenue lines are on record. Educational Institution Subscriptions are the primary driver. The others are corporate Partner Subscriptions.
Who are Kuul Play's main competitors?
Broad incumbents on record are Decathlon, Adidas and Nike. ClassDojo is listed as an emerging player. Direct peers are GoNoodle, PLT4M, Move United, Sworkit, Tinkergarten and Action for Healthy Kids.
Does Kuul Play have an API?
No public API is recorded for Kuul Play.
What industry is Kuul Play in?
Kuul Play's product category is Educational Technology - Physical Activity Platform. Its primary akta.pro industry code is EDAGACAG, Creative Arts, Music & Movement Content, with a secondary code of EDAGALAA, K–12 Instructional Video & Multimedia. Its NAICS code is 61162 and its SIC code is 7900.