Helping thousands grow better.

Upper Hand strives to build innovative software solutions that make the management of sports effortless and contribute to a healthier, more active world.

About Us

the dominating or controlling position; advantage

Upper Hand is more than just software; it's your new way of doing business.

Built by coaches, for coaches

While coaching baseball in 2012, Kevin MacCauley saw the need for an online platform that connected athletes with private coaches, making it easier to do business with a great online booking experience. So, Kevin rented out a janitor’s closet at a baseball facility and got to work. Less than a year later, bookacoach was launched as “the destination for sports lessons”, helping thousands of coaches better manage their sports training and spend more time doing what they love – developing the skills of athletes. The team began regularly pushing new and innovative back-office features, and in 2015 rebranded as Upper Hand – the first sports training management platform.

Since then, Upper Hand has continued to challenge the status quo by expanding their software solutions to also serve the complex needs of studios, gyms and sports facilities. And while Upper Hand remains laser focused on delivering new solutions that simplify how business is done in the sports  industry, we’ve never forgotten where we started. What remains constant is the same passion and innovative mentality we were founded upon.

Our Story

2012

Founded as bookacoach, an online marketplace connecting athletes with local sports coaches, and moved into first office space inside a janitor's closet at a baseball facility.

2014

Pivoted from B2C marketplace to B2B software to focus on meeting the growing needs of sports coaches.

2015

Rebranded as Upper Hand, the first sports training management platform.

2018

Expanded product suite to include facility management through the addition of new resource management tools.

2019

Relocated our Indianapolis, IN headquarters to accommodate our growing team.

2021

Launched Helping Hands, a company outreach initiative that focuses on finding opportunities to donate time and resources to the local Indianapolis community. 

Upper Hand office

Our Values

Be Passionate

Treat customers like legends, listen generously, use "human touch".

Have Aspirations

Take initiative, and when you are 70% certain, decide!

Be Competitive

Find a way, create win-win situations, pay the price to win.

Be Gritty

Go the extra mile, appreciate the grind, recover quickly from adversity.

Be Selfless

Check the ego at the door, say "thank you", eliminate negativity.

Be Coachable

Always be learning, focus on what you can do, learn from others.

Trust

Speak up, honor commitments, be organized, hold each other accountable.

Think

Share info, look ahead and anticipate, be process-oriented, pay attention to details.

Have Fun

Seize the day, be friendly and easy too work with.

Our Customers

Upper Hand serves the sports training industry, helping facilities, academies, and trainers run and grow their businesses. Our platform empowers staff and admins to manage day to day operations more efficiently with powerful yet user-friendly features and tools.

With Upper Hand, businesses provide their customers with an intuitive software experience that increases satisfaction and drive repeat business. Plus, accessible and accurate data tells a complete story, enabling staff and admins to make better decisions.

Our passion for the sports industry translates into a deep appreciation for those who use our software. Our customers inspire us to continue building world-class products, and we’re constantly innovating to give them the competitive advantage.

Fitness 4 Focus
Optimum Beach
Conquer Ninja
Athletic Republic
D-BAT
Atlet

In the Industry

Awards and recognitions

Upper Hand serves the sports and fitness industry, helping facilities, clubs, and studios run and grow their businesses. Our platform empowers staff and admins to manage day to day operations more efficiently with powerful yet user-friendly features and tools.
Leadership Team
Current Openings

At Upper Hand, our goal is not to just be good, it’s to be the best in the industry. To be great we must first perform with excellence which comes from extraordinary people, and the foundation for extraordinary people is a best in-class culture.

Sales Solutions Architect

Indianapolis, IN

Content Marketer - Internship

Indianapolis, IN

Data Science Specialist - Internship

Indianapolis, IN

WordPress Developer - Internship

Indianapolis, IN

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