Performance Course

What Performance Course does

Performance Course is a privately held athletic training services company founded in 1998 by Geno Pierce and headquartered in Allen, Texas. The company provides structured, onsite long-term strength and conditioning programs for school-age athletes (K-12), delivered through a B2B2C model in which Performance Course partners directly with school districts to embed certified coaching staff at school facilities, while parents register and pay for athlete participation through a dedicated online registration platform.

The core product is a tiered four-level course architecture (Foundational, Developmental, Advanced, High Intensity) aligned to athlete development stages from elementary school through varsity high school, supplemented by a PC Leadership Academy (youth character development), mental conditioning and nutrition resources, an e-commerce storefront selling branded apparel and 1st Phorm supplements, and a standalone PC Training Center facility in Edmond, Oklahoma. The underlying methodology is a proprietary 27-year long-term athletic development system originally inspired by Boyd Epley's NSCA-founding strength coaching approach, supported by a team of 20+ certified specialists (CSCS, USAW-1, SCCC credentials).

The business operates exclusively in two states: 43+ Texas school districts (Plano, Allen, Frisco, Round Rock, Austin, Aledo, Southlake Carroll, etc.) and 7+ Oklahoma school districts (Carl Albert, Choctaw, Edmond, Putnam City, Washington). Revenue is generated primarily through per-course registration fees paid by parents, with secondary income from product sales and consulting. The company claims 127 team state titles across partner programs and notable alumni including Kyler Murray, Bobby Witt Jr., Steven Terrell, and Jonathan Williams. No external funding rounds, institutional investors, acquisitions, or public market activity have been disclosed.

Name

Performance Course

Legal name

Performance Course Inc.

Website

https://performancecourse.com

Company type

Private

Founded year

1998

Operating status

Operating

Short description

Performance Course is a private Texas-based athletic training company founded in 1998 that delivers onsite strength and conditioning programs to K-12 athletes through partnerships with 50+ school districts across Texas and Oklahoma, with parent-paid course registration as its primary revenue stream.

Ownership category

akta.pro rank

Product category

Youth Athletic Development Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Strength & Conditioning / Performance Training (EDALAIAI)

Keywords

• Youth strength conditioning
• Athletic development programs
• School athletic training
• Sports performance coaching
• Long-term athlete development

Headquarters

HQ city

Allen

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Course Registration Fees: Primary revenue stream from summer and school-year athletic development programs. Parents/athletes register and pay per course session through the company's registration platform.
2. Product Sales (Apparel & Supplements): Online store selling Performance Course branded merchandise including apparel (tees, hats, hoodies), supplements (Level-1 protein, Phormula-1, Creatine, Hydration Sticks), and accessories

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Performance Course delivers tiered, on-site long-term athletic development programs for school-age athletes (grades 1 through varsity high school) at partner school districts across Texas and Oklahoma. Programs progress through four intensity levels—Foundational, Developmental, Advanced, and High Intensity—covering strength, speed, agility, explosiveness, and character development, with trained strength and conditioning specialists delivering programming at each partner school.

Product overview

Performance Course is a comprehensive athletic training organization offering tiered course programs for school-age athletes across multiple states. The core product portfolio includes four progressive training courses (Foundational, Developmental, Advanced, and High Intensity) designed for different age and skill levels, from elementary school through varsity high school. The company also operates an e-commerce store selling branded apparel and nutritional supplements, provides mental conditioning resources, and offers nutrition guidance. Training is delivered on-site at partner school districts throughout Texas and Oklahoma, with programs also available at the PC Training Center in Oklahoma.

Differentiator

Problem solved

Functional benefit

Brands

• Performance Course Enterprises: Billing entity for store products and purchases separate from course registration.

Products and services

• Foundational Course

Quantifiable outcome

• 127 team state titles in various sports achieved by partner programs
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Vista Physical TherapycoreStrategic or Co-development PartnerPartner featured on Performance Course partners page. Vista PT provides physical therapy services and recovery solutions that complement PC's athletic development programs.
• SorinexcoreStrategic or Co-development PartnerEquipment partner shown on partners page. Sorinex provides strength and conditioning equipment used in Performance Course programs.
• 1st PhormcoreStrategic or Co-development PartnerSupplement partner with dedicated banner on PC website. 1st Phorm products are sold through Performance Course's online shop and recommended to athletes.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IMG Academy: IMG Academy is a large multi-sport training and education institution offering strength and conditioning, sport-specific coaching, and academic programming for elite youth athletes, an incumbent that competes for the same end-customer segment.
• Gym Jones: Gym Jones is a well-known strength and conditioning facility serving elite athletes, military, and tactical clients with a methodology-driven approach, broadly comparable to PC's tiered long-term development model.
• EXOS (formerly Athletes' Performance): EXOS is a large, established human performance company providing integrated strength, conditioning, nutrition, and recovery services to professional, collegiate, and corporate clients — a broader incumbent that overlaps PC's athletic development space.

Direct peers

• Athletic Lab: Athletic Lab is a sports performance training facility serving youth, high school, collegiate, and professional athletes with strength and conditioning services, directly comparable to PC's onsite school district delivery.
• Todd Durkin Fitness / TD Athletes Edge: TD Athletes Edge (formerly Todd Durkin Fitness) provides performance coaching and athletic development programs for youth and elite athletes, with similar curriculum-driven strength and conditioning offerings.
• Velocity Sports Performance: Velocity Sports Performance is a national franchise network providing speed, agility, and strength training for youth athletes, with a comparable curriculum-based delivery model targeting school-age and high-school segments.
• Parisi Speed School: Parisi Speed School operates a franchise-based speed, strength, and conditioning training model for school-age athletes across the U.S., closely matching Performance Course's tiered onsite curriculum and district partnership GTM.

Emerging players

• Volt Athletics: Volt Athletics is a digital strength and conditioning platform delivering personalized training programs to athletes and teams, representing an emerging technology-led competitor in PC's adjacent athletic development space.

Others

• 1st Phorm: 1st Phorm is a sports nutrition and supplements brand that is both a strategic partner and whose products are sold through PC's online shop, making it a revenue-adjacent and ecosystem participant.
• Sorinex: Sorinex is a strength and conditioning equipment manufacturer and PC's listed equipment partner; it is a supplier/ecosystem participant rather than a direct competitor but is materially adjacent to PC's delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/PCnowisthetime
• Facebookfacebook.com/performancecourse
• Instagraminstagram.com/performancecourse
• LinkedInlinkedin.com/company/performance-course

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 Performance Course