Falfurrias Capital Buys Majority Stake in Youth Athletes United to Scale Kids’ Sports Brands

# What happened Youth Athletes United (YAU), the multi-brand franchisor behind Soccer Stars, Amazing Athletes and TGA Premier Sports, has a new majority owner. Falfurrias Capital Partners closed on the stake in August. The firms did not disclose financial terms.

# Why it matters

# What YAU will use the investment for The investment is aimed at a set of practical, franchise-scale improvements:

• Technology upgrades to streamline enrollment and improve communication between franchisees and parents.
• Stronger operational tools and training programs for franchisees.
• Increased marketing and accelerated franchise development to add new territories and owners.

CEO and co-founder Adam Geisler framed the need for outside investment this way: "We're at a point where, in order to scale, we need some additional investment in the space so that we can impact more kids through our programs." YAU also says the upgrades will better support its approximately 220 franchisees so they can scale operations locally.

# Brand mix and operating model YAU started in 2017 when Geisler and John Erlandson acquired Soccer Stars and Amazing Athletes. In 2021 the company added TGA Premier Sports, which provides instruction in golf, tennis and other sports for children ages 6 to 14. YAU added pickleball programming in 2023.

The franchisor does not operate brick-and-mortar locations. Franchisees secure community venues—schools, childhood education centers, parks and other local spaces—to run classes, clinics and camps. The curriculum focuses on making sports fun and building confidence at younger ages rather than preparing children for competition.

# Franchisee profile and growth strategy

# Who is Falfurrias Capital Partners

Katie-Rose Austin, principal with Falfurrias and leader of its Education and Workforce Development practice, summarized the rationale in an email: "We invested in Adam and John's vision for supporting franchisees and local communities through YAU's brands." YAU's founders and executive team are staying in place after the transaction.

# Bottom line The deal pairs a franchisor with an aggressive growth target and an investor that emphasizes operational support. The immediate priorities are practical: better software and communications, stronger franchise training and marketing, and faster territory development so franchisees can enroll more children in community-based sports programs.