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.

sports scheduling and registration
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.


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.


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


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


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


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


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

The first Upper Hand office
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.


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


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.

In the Industry

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.

Join our Team: Current Openings

Sales Solutions Architect

Indianapolis, IN

Data Science Specialist

Indianapolis, IN

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