Helping Kids Succeed Through Sports: How i9 Sports and Nike Kids Camps Are Changing the Youth Sports Landscape
In a world where structured youth sports often mean elite travel teams, early specialization, and soaring costs, i9 Sports is charting a refreshingly different path — one that puts kids’ development and enjoyment first. At the helm of this movement is Matt Kurowski, President of i9 Sports, whose personal and professional journey has uniquely positioned him to lead one of the most mission-driven organizations in youth sports today.
A Career Rooted in Growth, Passion, and Purpose
Matt Kurowski’s professional journey spans marketing agencies, global sportswear brands, and executive leadership in youth sports franchising. His early years in marketing gave him exposure to a wide range of business models and industries — an experience that sparked his passion for understanding what drives business growth. He later joined Under Armour during its fast-paced expansion phase, where he immersed himself further in the sports industry.
Eventually, Matt transitioned into a leadership role at a youth sports franchise organization, where he discovered his passion for franchising and made a profound connection between work and personal purpose. "It was the first time I realized I could make a career out of something I truly cared about: youth sports," he says. As a parent to an 18-year-old son who has benefited immensely from participating in sports, Matt has witnessed firsthand the life-changing impact athletics can have.
After leaving his previous company, founding his own franchise, and consulting for a while, Matt joined i9 Sports. Initially reporting to long-time president Brian Sanders, Matt eventually stepped into the leadership role himself when Sanders retired. "It’s been an awesome run so far," Matt reflects.
A Mission That Resonates
At the core of i9 Sports is a powerful mission: “To help kids succeed in life through sports.” This isn’t just a slogan — it’s a philosophy that guides every aspect of the business.
The key phrase, “in life, through sports,” is intentional. It recognizes that the real value of youth sports lies not in the scoreboard but in the life lessons learned along the way — teamwork, resilience, discipline, and handling both success and failure. For Matt, this mission hits close to home. Watching his son grow through sports — from being his coach to simply being a proud fan — has reinforced just how impactful this mission truly is.
“We genuinely care about what we do,” says Matt. “We hear stories all the time from families whose kids started their sports journey with i9 Sports. It’s amazing to know we’re making that kind of difference.”
The i9 Sports Model: Designed for Modern Families
i9 Sports has revolutionized youth sports with a family-friendly model. Their weekend league format — combining 30 minutes of practice followed by a game on the same day — is ideal for busy families. With sports offered seasonally, the program delivers flexibility without sacrificing structure or quality.
But i9 Sports isn’t stopping there. They’re expanding into camps and clinics, and a key part of that growth is their partnership with Nike through Nike Kids Camps.
The Nike Connection: A Game-Changing Collaboration
Thanks to i9 Sports’ parent company, Youth Enrichment Brands (YEB), i9 Sports franchisees now have access to the prestigious Nike Kids Camps. This opportunity comes through US Sports Camps, which has held a licensing agreement with Nike for over 30 years.
These camps — designed for kids ages 5 to 12 — offer multi-sport programming, allowing participants to explore various sports in one week. It’s a model that aligns perfectly with i9 Sports’ philosophy of sports sampling rather than early specialization.
Importantly, Nike Kids Camps are not a separate franchise. Instead, they are an optional extension for existing i9 Sports franchisees. Presented to families as “Nike Kids Camps powered by i9 Sports,” these programs come with additional training, curriculum, and resources — including Nike-branded apparel and marketing support.
Training and Staff Support
Franchisees interested in offering Nike Kids Camps receive dedicated training, both virtual and in-person, along with app-based curriculum support for staff and coaches. In most cases, franchisees can use their existing weekend staff to run these weekday camps, making it a seamless way to retain employees and offer them more hours during the summer months.
Even if specialized knowledge is needed for a particular sport, franchisees can supplement staff by bringing in local community experts — though i9 Sports’ curriculum is built to empower non-professional coaches to deliver a great experience.
Growth Through Quality, Not Just Quantity
Looking ahead, Matt sees significant room for growth. i9 Sports currently has about 160 franchisees operating 250 territories, and expects to add 30–40 units per year. While there are already plans for nearly 400 Nike Kids Camps this summer, the potential is far greater.
“We’re probably only halfway there,” Matt notes. Many current franchisees have yet to adopt the Nike Kids Camps, but those who have are seeing strong results — and are becoming ambassadors for the program within the i9 Sports network.
Interestingly, the growth of Nike Kids Camps isn't just about new territories; it's also about deepening impact within existing ones. Franchisees can scale by adding more venues (e.g., school fields or gyms) within their region, allowing them to serve more kids without needing additional territories.
Selecting the Right Markets
When it comes to expansion, i9 Sports is deliberate and strategic. The number one criterion is “kid population” — areas with a strong base of families in the right age range. While household income is considered, Matt emphasizes that youth sports are a priority investment for many families. "We're not the cheapest, but we’re also not elite travel-club expensive. We aim to be that sweet spot of quality and accessibility.”
i9 Sports operates successfully in both dense urban and suburban markets. The key is building the right number of venues and growing those over time.
“We’re okay knowing that there are places where our model won’t work,” Matt says. “But where there are kids, there’s usually a need.”
From Trusted League Provider to Full Youth Sports Partner
Ultimately, i9 Sports is evolving into more than just a weekend league provider. With the addition of Nike Kids Camps, families now see them as a comprehensive youth sports partner — one that provides high-quality, fun, and meaningful experiences year-round.
As Matt sums it up: “We’re not just helping kids become better athletes. We’re helping them become better people. And that’s something we’re incredibly proud of.”
More about Matt
Matt Kurowski is an experienced executive with extensive marketing and operations background. Franchise owner, passionate about leading teams. Matt is now the President of I9 Sports. He has been a franchisee with Lash Lounge and had a great career with Franworth and The Barre Code.
About the Author
Rick Morgin is a Consultant with The Franchise Consulting Company and alumnus of Santa Clara University. He assists clients with the educational process of researching and selecting available franchise businesses that best suit desired lifestyles and financial goals. Contact Rick at rick@thefranchiseconsultingcompany.com.









