Recreational and local
Volunteer run programs, regional play, and broad participation.
$6B marketThe record of athletic development
Every athlete deserves a clear path to their goals.
PlayerUp combines coaching, training, goals, and progress to create personalized guidance that evolves with every athlete.
3 tasks todayA plan built around the athlete
One evolving recordAcross coaches, teams, and sports
Market
Youth sports has become a $60B market, with nearly half spent on instruction and development.
The experience has shifted from seasonal, volunteer led participation to specialized, year round development.
Specialized and year round
Club dues, private instruction, travel, and a growing focus on development.
$60B marketThe team
Deep experience in sports, technology, product, and coaching.
Andy Kittler
Co founder and CEO- Three time founder with a prior acquisition
- Former VP of Product & Design at BallerTV (Index, Bessemer)
- Former Stanford coach and investor in professional soccer
Federico Keegan
Co founder and CTO- Early member of the Ring engineering team
- Former Amazon engineering leader
- Repeat CTO and bootstrapped founder
The problem
Athletes lack clear guidance and consistent, personalized coaching.
Too often, athletes receive inconsistent coaching and disconnected feedback that do not reflect their individual goals or progress. Alongside specialization, these gaps can make sport feel less personal and harder to sustain.
For athletes and families
No clear roadmap. Feedback is inconsistent. Training lacks personal context. Progress is lost across seasons and teams, which can make it harder for athletes to stay engaged.
GoalMake varsity
Coach feedbackImprove first touch
TrainingSaved drills
ProgressAcross sports and seasons🏀 🏈
?No shared record
For coaches and trainers
Managing teams, planning sessions, communicating, and tracking development do not scale across disconnected tools or a consistent standard for each athlete.
TeamsMultiple rosters
MessagesPlayer follow up
Practice plansEvery session
Game plansEvery opponent
?No complete view
The missing layer
Everyone is working toward the same outcome without a shared development system.
Coach expertise+Athlete goals and progress→One athlete record
The PlayerUp solution
Better coaching meets personalized guidance for every athlete.
PlayerUp combines athlete context, coach feedback when available, and relevant training content to guide each athlete forward—with habits and milestones that keep progress tangible.
For athletes and families
A personalized path to every athlete's goals.
Any athlete can share their goals and context, then get a personalized plan, with or without a coach—turning the work into habits and milestones they can see.
Share goals and context
→Get a personal plan
→Train, track, adapt
For coaches and trainers
Make coaching easier to deliver and easier to grow.
PlayerUp improves the work behind every athlete while helping coaches build a more consistent practice around their expertise.
Coaching workflows
Automate preparation and communication.
AI helps coaches create plans, turn observations into useful feedback, and communicate consistently.
Brand and business
Build a brand and monetize.
PlayerUp gives trainers a path from hourly contracting to creating ongoing value through their community, expertise, and memberships.
Showcase expertiseBuild a communitySell memberships
GoalCompete in college
Training focusServe receive
Progress
Women's sports
A clearer path for the next generation of athletes.
From club to college aspirations, PlayerUp connects goals, coach feedback, training, and progress in one evolving record.
The compounding record
The athlete's path becomes more useful with every interaction.
Goals, coach feedback, training, habits, benchmarks, and progress build a persistent record across teams, seasons, and sports. That record helps athletes build autonomy, competence, and relatedness through visible habits and milestones.
Athletes own a goal and the next habit that moves it forward.
Milestones and feedback make improvement concrete and achievable.
Coaches, families, and trainers stay connected around the athlete's work.
1Context→2Feedback→3Roadmap↺
01Athlete inputs bio, goals, and habits
# Athlete Record## Profileage: 14sport: soccerposition: center midfieldskill_set: advanced club## Current GoalEarn varsity minutes## This Week's HabitScan before every first touch
02Coaches and trainers add feedback and expertise
Milestone check-in · October
Milestone reached: stronger ball control and decision making.
Next habit: receive on the half turn and scan earlier under pressure.
Suggested drillScanning and first touch circuit3 sets · 8 reps · both feet
Progress and next actions become structured athlete context.
03PlayerUp guides, tracks, and adapts the roadmap
Habit streak3 intentional sessions this week
HabitsMilestonesProgress
↺Step 3 feeds back into Step 1Each interaction reinforces the next habit and milestone.
Distribution
We reach athletes through the coaches and organizations they already trust.
300K
trainers and skills coaches
Each can bring dozens of committed athletes and build a business on PlayerUp.
“This is exactly what I've been missing. I can put athletes on PlayerUp and immediately see their improvement track. More important is the accountability they have now.”
Organization partnership channel
Clubs, leagues, and teams across our core sports
Basketball, soccer, volleyball, and baseball organizations can introduce PlayerUp to hundreds or thousands of families at once.
“More player feedback is by far our number one ask. It is a huge part of the customer experience, and we had not managed it until we started using PlayerUp.”
Early outbound generated 160 trainer leads at approximately $20 per lead.
Early traction
Paid partners, a polished beta, and a growing path to distribution.
Build partner revenue
Steel City FC pays to build with us and brings direct access to more than 1,000 families and 50+ coaches.
A polished beta product
AI-powered feedback, planning, guidance, and progress workflows are live for coaches, trainers, and athletes.
A robust partnership pipeline
Active opportunities span clubs, leagues, nonprofits, college programs, and professional teams.
“PlayerUp helps me set my goals and track my progress. Coach sends me drills and feedback, and I get to work.”
“There is nothing to track his journey, help him practice, give him feedback, and organize his practice and play. PlayerUp is that thing.”
The business
A path to $250M+ in annual revenue.
Free tools drive adoption and build the athlete record. Each phase adds a new way to monetize the value created.
01Adoption
Free adoption wedge
Coaching tools, athlete feedback, and progress tracking
Useful from day one for coaches, trainers, athletes, and families.
FreeBuilds adoption and athlete context
02Subscribe
Family subscriptions
Personalized training intelligence
Adaptive guidance built from each athlete's goals, feedback, habits, milestones, and progress.
$120M1.5M families × $80 per year
03Transact
Coaching transactions
1:1 coaching and mentorship
Connect athletes with trainers and college athletes for targeted support.
$40M$400M GMV × 10%
04Scale
Organization software
Development tools for clubs, academies, and districts
Give organizations a complete view of athlete development at scale.
$90M18K organizations × $5K per year
Additional upside: recruiting and scouting data
$250M+annual revenue potential
Pre Seed
We are raising $750K, providing 24 months of runway, to prove repeatable growth through trainers and partners.
Our 9 month targets
500+Trainers
5+Organization partners
50KAthletes and families
H1 2027Target break even
Our goal is to make PlayerUp the record of how athletes train, improve, and progress.