H H PLAY HARD H HAVE FUN H H

NationalAcademyofAthletics.com H H PLAY HARD H HAVE FUN H H THE PLAYBOOK

H Company Overview H 3 Year plan - Growth Strategy H Problem H Risk Mitigation Milestones H Solution H Competitive Advantage H Market Validation/Size H Executive Team H Product H Press H Business Model H Testimonials H Go To Market Strategy H 3 Year plan - Forecast

NationalAcademyofAthletics.com H H PLAY HARD H HAVE FUN H H COMPANY OVERVIEW

The National Academy of Athletics provides high caliber youth sports & athletic programs and services to children, coaches and parents in partnership with: H City Recreation Departments H Youth Sports Leagues H Non Profit Youth Sports Organizations H Public & Private Schools H Professional Sports Franchises

NationalAcademyofAthletics.com THE PROBLEM Problem'We'Solve' In house City Recreation Contracted Youth Sports Demand for youth Youth Sports: Kids’ Programs • Demand'for'youth' sports programs are Athletics Are In Danger 100% sports'programs' 90% increasing. are'increasing'' 80% 2009 to 2011, $3.5 billion was 70% City budgets and cut from schools’• City'budgets'and' sports budgets. resources'are' 60% resources are shrinking. 50% They are in need of 27 percent of U.S.shrinking'' public high 40% an alternative to schools will 'not have any 1970 1980 1990 2000 2010 Youth Sports Particiaption Data complied from continue offering sports by the year 2020. CPRS City Operated Programs sports programs.

With city reduced budgets, controlled max hours for partCi#es time lack city employees, the the exper#se Affordable to start, Care Act and general city budget cuts, there is a new environment develop and manage sports programs where city recreational departments now lack the

expertise and manpower to start, develop and maintain staff to manage youth sports programs. They are looking for help.

NationalAcademyofAthletics.com H H PLAY HARD H HAVE FUN H H THE PROBLEM

Childhood Obesity Remains an American epidemic. It has become • More than 12 million U.S. children are obese — one out of every six children. “apparent that • Obese children have an increased risk of developing a range of health problems, youth sports are including high blood pressure and high cholesterol, which are both risk factors for in crisis,” said heart disease. Lauren Hobart, • Obesity can also cause sleep apnea, bone and joint problems, and chronic chief marketing health conditions such as asthma and type 2 diabetes. officer at athletic • Obese children are at increased risk of being bullied and suffering from depres- equipment retailer sion, while a healthy diet and physical activity in childhood is associated with bet- ter mental health. Dick’s Sporting • More than 200,000 youth under the age of 20 have type 2 diabetes, and Goods. many more are at risk for developing diabetes. • Obese children are also likely to grow up to be obese adults, at risk for all health problems associated with obesity.

Not enough coaches are being trained in general safety and injury prevention, sport instruction, concussion management, motivational techniques, CPR/First Aid, and physical conditioning. Also, the gap between male and female coaches continues to be large. The youth sports industry is missing opportunities to get more women involved. Source: Global Obesity Prevention Center (GOPC), Johns Hopkins University, www.globalobesity.org SOLUTION Through a strategic partnership with the National Academy of Athletics, many cities are able to offer quality sports programs to the youth in their community while maintaining or reducing their expenses and balancing their budgets.

We provide local expertise and resources through a single point of contact for City Officials to administer top quality youth sports programs while generating income for the city.

We offer a wide range of youth sports activities that are supervised and run by professionally trained officials and coaches.

A well developed network of athletes, coaches and officials provide a highly scalable foundation for expanding throughout the U.S. and beyond.

“Working with National Academy of Athletics has been a total 6 Years of continued growth and success has allowed us to streamline collaboration from the start. They have been easy to work with, professional & simply want to provide the best recreational our training and operational process for adding new territories. sports experience for children possible. This partnership has helped the City of Rocklin double the recreational sports The National Academy of Athletics offers local focus but broad reach programs that it can offer to its residents & their families.” to provide the resources necessary to meet the booming demand for Chris Meyer | Recreation Coordinator youth sports activities.

Over 175,000 kids have participated in the camps and clinics provided by the National Academy of Athletics founder, Aaron Locks.

NationalAcademyofAthletics.com SOLUTION Providing Our Youth With Fundamentals, Fitness & Fun! • Fewer Overweight and Obese Youths: Number of additional youths dropping below 85 percent BMI percentile. • Direct Medical Costs Saved: By reducing youth’s BMI, they will be less likely to develop obesity- related health conditions in life (e.g., stroke, cancer, heart disease, and diabetes). Avoiding such con- ditions will save medical costs such as hospitalizations, medications, and doctors’ visits. • Productivity Losses Saved: Avoiding obesity-related conditions will make people more productive (e.g., fewer sick days and longer lives), which will provide savings for businesses and society. • Years of Life Saved: Avoiding obesity-related health conditions will also lengthen people’s lives. All our Area Captains and Coaches are professionally trained and required to pass tests for concussion protocol, sexual harassment, Mandated Reporter and first aid training.

Of our 11 Area Captains, 5 are women.

NationalAcademyofAthletics.com MARKET VALIDATION/SIZE O P P O R T U N I T Y K N O C K S

“Youth team sports have gotten so big... that no one knows quite how big it is.” The available market is massive, the serviceable available market is ripe and the Serviceable Obtainable Market is growing.

TAM • Total Available Market ages H 44.9 Million Kids 6 - 12 living in the U.S. How many kids are SAM • Serviceable Available Market actually playing on a team? ages H 6 - 12 28.7 Million Kids in elementary or jr high school In a 2014 survey, ESPN H 21.5 Million Kids Networks concluded that playing team sports 21.47 Million kids played SOM • Serviceable Obtainable Market ages H 11 Million Kids 6 - 12 attending camps H 16.8 Million Kids attending after school programs H 8.6 Million Kids playing in sports leagues

On average, The National Academy of Athletics is perfectly 61% of all boys and positioned to be the sports instruction provider of almost 53% of all girls choice by players, coaches, parents, leagues and between the ages of schools. 6 - 12 have participated in a team sport.

NationalAcademyofAthletics.com MARKET VALIDATION/SIZE More than 11 million Americans, ages 6 to 16, will attend camp this year, according to the American Camp Association

May 2016

This USA TODAY study in 2017 shows that 60% of the kids who play sports, play outside of their school. While 52% of girls and 66% of boys play organized sports. These are key for the National Academy of Athletics, as those kids are more likely to attend camps & clinics. The study also shows that “dads” 85% do 85% of the coaching and are in need of 20 MILLION 25 MILLION additional training. Youth sports is a $7 billion 77% industry—and growing. 33 MILLION 66%

ATTEND CAMPS, CLINICS 60% OR AccordingRECEIVE to CNBC, the numbersPERSONAL are growing. In 2016, upwards of 51 million kids are playing organized sports each year. Approximately 77% of these kids will attend a sports camp, clinic or receive personal instruction according to the University of Florida.

NationalAcademyofAthletics.com PRODUCT

H Year round, customizable youth sports programs H Integration with existing youth team sports affiliates and partnerships H Partnerships with schools, city community centers, YMCA’s, Boys & Girls Clubs H Relationship based growth strategy H Structured curriculum & teaching methodology maintains quality & satisfaction H Collegiate level athletes provide consistently high level oversight. H A proven track record of successful programming. H Training and services for coaches, parents, players and officials. H Professional athlete ambassador program H Experienced leadership with over 3 decades of youth sports and management. H Clear and flexible fee structure. H Easy to replicate operations and programs for any city.

FITTNESS THROUGH FUNDAMENTALS SPORTS-A-THONS GET ACTIVE- COMMUNITY PARTNERSHIP PROGRAM SUMMER BREAK CAMPS LEAGUE SUPPORT PROGRAMS AFTER SCHOOL CLUBS SCHOOL BREAK CAMPS

NationalAcademyofAthletics.com PRODUCT- TALK-TEACH-PLAY™ Today kids have a very short attention span. By using cycles of a maximum of 15 minutes they don’t have a chance to get bored, they stay engaged and have more fun! These skill cycles can be repeated for any given skill however, by mixing it up, players will want more and more and in turn they will begin to learn at a more rapid pace. The National Academy of Athletics uses a teaching cycle to make sure that the players have a chance to learn, work on their skills and then use them! By using teaching stations and by dividing players up into smaller groups, players will have a easier learning curve.

H TALK: Skillful Instruction 3 minute of a verbal instruction of, what, how, when, why and what is in it for them. We use the same terms that you want them to remember and teach them “cues” so that we never have to scream.

H TEACH: Dynamic Drills 6 minutes of actual teaching or working on the skill. Whatever the skill is, we use drills that allow the players to have some success and clear understanding of the skill they are learning and how it will be used in games.

H PLAY: Friendly Competition 6 minutes of fun challenges or competitions using what they just learned. If you can help the players to have fun and feel challenged using the skills you have just taught them, it will translate into better success come game day. Minimal directions and corrections, just reinforce the rules of the game. SPORTS PROGRAMS THAT CREATE CONFIDENCE THROUGH FUNDAMENTALS, FITNESS & FUN!

The National Academy of Athletics provides extraordinary sports programs! Beginners to advanced players love these camps! The experienced, positive and passionate coaches teach them the fundamentals while helping them to become a better, more inspired athlete. Parents feel good sending their kids to a sports program that’s in a fun and safe environment with a motivating and positive coaching staff.

NationalAcademyofAthletics.com PRODUCT

NationalAcademyofAthletics.com PRODUCT

NationalAcademyofAthletics.com BUSINESS MODEL

The National Academy of Athletics establishes revenue share splits with its partners, turning their demands for youth sports into revenue generating opportunities for our partners.

CURRENT MODEL: License “Area Territories” to Area Captains for preset license License Model fee that provides Area Captain with territory exclusivity for fixed period of time. DEVELOPMENT MODEL: Hire Area Captains to run company business in specific Employment Model territory.

GROWTH MODEL: Sell franchise package for specific designated territories. Ownership/Franchise Model

Grass Roots Marketing Strategy - 6 pronged approach 1. City sponsored activity guides, web site and emails 2. Flyers in the schools take home packets 3. Relationships with local youth sports leagues and organizations 4. Local events and promotions 5. Fundraising programs with schools, leagues and non profit organizations 6. Co-branding with National brands

NationalAcademyofAthletics.com BUSINESS MODEL

Year Cities Sessions Gross Revenue Participants 2012 3 44 $ 87,645.00 792 2013 12 141 $ 259,848.00 2577 2014 29 209 $ 376,642.00 3690 2015 37 252 $ 412,747.00 4164 2016 55 313 $ 492,521.00 5223 2017 62 402 $ 612,320.00 6607 2018 75 …

NationalAcademyofAthletics.com GO TO MARKET STRATEGY

The National Academy of Athletics Contracts with Host Partners:

H City Recreation Departments How does it work? Community Partners provide access to players, facili- H Public and Private Schools ties and direct marketing to parents through flyers and City Rec Guides. H Youth Organizations The National Academy of Athletics provides every- H Youth Sports Leagues thing to provide a quality youth sports experience: coaches, curriculum, operational support and fee H Professional Sports Franchises structure. We provide additional marketing through our website, SEO strategies, and Social Media Marketing.

“Child-related franchises are “high-growth, low-risk business … They are pretty much recession-resistant, since people are going to scrimp in a lot of areas before they start cutting stuff for children.” – Jeff Elgin, CEO of FranChoice,

NationalAcademyofAthletics.com 3 YEAR PLAN- GROWTH STRATEGY

TEST WESTERN ENTIRE REGIONS UNITED STATES UNITED STATES

SAN DIEGO SOUTHERN WESTERN CALIFORNIA CALIFORNIA UNITED STATES

NORTHERN NORTHERN CALIFORNIA CALIFORNIA CALIFORNIA TERRITORY

NATIONAL LEAGUE CERT. & MANAGEMENT

DIGITAL MEDIA DIGITAL MEDIA WITH PRO ATHLETES WITH PRO ATHLETES

DIGITAL DIGITAL MARKETING MARKETING

MARKETING MARKETING MARKETING & DEVLOPMENT & DEVLOPMENT & DEVLOPMENT CAPABILITIES Phase 1 Phase 2 Phase 3

NationalAcademyofAthletics.com RISK MITIGATING MILESTONES

The plan is simple, the execution is steady & doors are opening. H Area Captains established, trained and efficiently functioning in all 13 Regions in Northern California & the San Diego area. H Relationship and contracts secured with a minimum of 75 Cities, Recreational Departments or Sports Centers. H Minimum 9 programs per year, per contracted City, Recreational Departments, Schools and Leagues. H Operating 94% of scheduled programs with a minimum of 35% enrollment of capacity. (Full capacity equals 72 participants per location) H Steady growth with profitable programming in every region.

Success Factors

1. The quality and experience of the leadership at the National Academy of Athletics is uniquely qualified and possesses a passion for the programs and services. 2. The existing customer base is strong and growing. The feedback from the participants has been tremendous. The National Academy of Athletics has a proven track record of offering successful programs that the participants love. 3. The founder, Aaron Locks has written and published 5 books regarding youth sports and has been featured in news paper, online and radio interviews and articles. 4. The strength of the partnerships and relationships that the National Academy of Athletics has created are incredible and growing. The Cities, Recreation Departments, Non Profits, and Youth Sports Organizations have demonstrated great interest in the programs and services. 5. The National Academy of Athletics offered programs in 3 cities and generated approximatley 87,000 in gross revenue in the first six months. In year five the programs are offered in over 75 cities and gross revenue has grown to over $600,000 with no capitol investment.

NationalAcademyofAthletics.com COMPETITIVE ADVANTAGE Experience • Access to collegiate network of coaches and players • Access to Cities and experience partnering with parks & recreation departments • Advanced digital marketing services that focus on local communities where decisions are made • CRM tools for developing and maintaining relationships with players, parents and communities • Online digital media tools for providing off-field planning support.

H Digital Marketing Solution H Customer Log-In System Creation, expansion and management of cus- Ability for customers to create online profile for tomer contact and marketing information managing access to sports programming. Direct customer registration and billing system. H Digital Media Programming Ability for company to bill customers directly and Access to digital marketing content and resources manage payment to partners (cities, leagues, etc.) to to drive demand for NAofA programs H Professional Athlete Ambassadors Enhanced offering of sports programming based upon the experience of professional coaches and athletes

NationalAcademyofAthletics.com EXECUTIVE TEAM AARON LOCKS MICHAEL STONE CEO & Founder earned his BA in Communications from Member & Business Development Director Michael Stone Sonoma State University with a minor in business and is a former NFL athlete turned entrepreneur. After 7 years spent the last 32 years working in sports. Aaron is a in the NFL he put up the pads & founded the premier father, author of the Coach’s Best Friend, trainer, coach, membership organization for professional athletes with a speaker and entrepreneur. His background includes goal of leveraging strategic relationships with product and working with a variety of professional organizations: The service providers. Michael is the Founder and Executive Dir. Los Angeles Lakers, Golden State Warriors, San Francisco of the Professional Athlete Franchise Initiative, Founder Giants, Oakland A’s, Sportsworld, and legendary coaches and CEO of Coliseum Enterprises. Michael holds a BA from John Wooden, Pat Riley, George Karl, Don Nelson, Greg University of Memphis and participated in the NFL Exec Popovich and Dusty Baker. Education Programs at Stanford, Wharton and Kellogg Business Schools.

DAVID LIBBEY LAREE MANCOUR Member & Executive Director was a basketball official for Member & Executive Brand/Marketing Director Laree 39 years. For 30 of those years, he worked Div. I games Mancour was born the daughter of a Professional Golfer in the Pac-10, West Coast, Big 12, Big Sky, Big West, WAC, and held her first club before she could speak. Next came Southwest and Conference USA. He worked 72 NCAA soccer, cheerleading, skiing, cycling, teaching aerobics and Tournament games and 8 Regional Finals in 23 consecutive instructing spin classes. She also took to climbing-the years. He was selected to work eight FINAL FOUR games. corporate ladder. Recruited to launch a start up at 23, she David has been involved in instructional admin roles of orchestrated Operations, Sales and Marketing Strategies, officiating clinics for over 37 years. He is also a highly and the Company Financials. They successfully sold to regarded lecturer & clinician on officiating throughout the their biggest competitor where she became a key player in country as well as Canada and Japan. David has worked developing their Global Partner Division. Laree’s continued and coached kids and all levels and ages. He was a teacher, success as an Executive Training Manager at a Fortune 500 coach and administrator for 35 years in San Diego School Company and experience with several other start-ups led District. her to successfully launch her own Marketing and Business Consulting business in 2007.

NationalAcademyofAthletics.com PRESS “Winning Isn’t Everything. Wait. What?”

“AARON LOCKS, A Man on a Youth Sports Mission”

“Are Parents a Coaches Biggest Challenge?”

PRESS RELEASE: The YMCA partners with National Academy of Athletics to offer additional summer sports program focused on the development of fundamentals. The camps are designed to provide young people with athletic skills development and a solid foundation for fitness. From beginners to the expert, whether you want to improve your skills or just compete, the National Academy of Athletics has something that will motivate and challenge every camper!

NationalAcademyofAthletics.com TESTIMONIALS- OFFICIALS & COMMUNITY PARTNERS TESTIMONIALS- PARENTS “Aaron has directed my Fantasy camp for the past 8 years. Thanks to “Aaron is very perceptive to the needs and moods of the players, yet him, his incredible staff, dedication and attention to detail, it always disciplined enough to give them direction and guidance.” runs without a hitch.” - Pat Riley, 5 time NBA championship Coach - Rick Barry, NBA Hall of Fame Player

“I found at my camps there was no one better at organization and “Aaron has a special way with children. He is an exceptional role implementation than Aaron. He made it look easy.” model and his energy is quite contagious.” - Don Nelson, Most wins as an NBA Coach - Coach John Wooden, UCLA Retired

“The clinics we ran with Aaron and his team were nothing short of “Straight up, this was awesome. The coaches got more out of this than incredible. His dedication and drive is what made it all happen.” any other clinic we have ever run.” - Dusty Baker, Manager Cincinnati Reds - Tim, Little League President, Sunnyvale

“Here is the deal, Aaron gets it! His knowledge of the game is great but “Aaron is a great instructor of officials with a wealth of knowledge his ability to teach is even better. Kids love him.” and real life experiences that make attending one of his camps very - George Karl, NBA head coach with over 1,000 Wins worthwhile.” - Joseph, Basketball Official, Los Banos

“As the CYO Athletic Director, the camp was a great addition to our “The kids love these programs. My teachers enjoy watching how the overall program for the youth of our parish community and the com- staff engages to students and keeps them moving.” munity as a whole.” - Patty, Principal, Santa Rosa - Chris, Athletic Director, Napa

“These programs are amazing. I thought we would be lucky to have 20 “Kids love these camps. They can’t wait until they kids willing to join the after school sports program and to my surprise, start each year. By far, the National Academy of Ath- we have averaged over 35 each session. Obviously the kids love the letics is our most popular sports programs. staff and it is great to have a well liked program on our campus.” - Donnie, Recreation Supervisor, City of Petaluma - Donna, PTO President, Forestville NationalAcademyofAthletics.com TESTIMONIALS- PARENTS “If you are thinking of putting your kids in camps, I think you need to “The staff was awesome! Both my kids had so much fun and came look at the National Academy of Athletics. All 4 of my kids have been home with a new sense of confidence.” and no matter what sport, they absolutely love it!” - Renee, Mom, Sebastopol - Seth, Dad, Roseville

“He had such a great time at soccer camp that I just signed him up for “That rocked! The parent orientation not only will make me a better the basketball and lacrosse camps too! Thank you!!! sports parent, I will be a better dad because of it!” - Nicole, Mom, Santa Rosa - Anthony, Dad, Novato

“Pierce is loving Basketball Camp with National Academy of Athletics “From the people in the office to the coaches teaching the kids this is - @ Presentation School Sonoma. He liked it so much, we will be back a great camp! My 10yr old has done baseball and lacrosse and he’s again! Great coaches and customer service. Thanks for bringing your totally hooked. The whole team is great with kids and you can tell camp to Sonoma!” - Erin, Mom, Sonoma it’s what they love! I can’t rave about them enough, made summer a blast!” -Karen, Mom, San Diego “The national academy of athletics is such a great camp! The kids learn new skills, practice what they already know, and make friends “We drove 6 hours for are kids to attend this camp. They loved it!!!!” along the way!” - Jackie, Mom, Turlock - Jenifer, Mom Chico “We love National Academy of Athletics Basketball camps. Every time “Have enrolled my kids for 5 years now and they love every program my son attends he improves and learns new tips. He looks forward to they’ve been in. I love the easy sign up and the fun, energetic and expe- the camps each time we sign up. The staff and owners are very nice rienced coaches & staff they have.” - Susan, Mom, Healdsburg and helpful!! I highly recommend this program!!” - Hillary, Mom, Santa Rosa

“My son LOVED sports camp this summer!!! My expectations were “My son had so much fun. He had never played be- beyond met!! Will be trying out the camp again!!” fore but loved every minute of it.” - Cara, Mom, Petaluma - Sarah, Mom, Rocklin

NationalAcademyofAthletics.com SOCIAL PRAISE

NationalAcademyofAthletics.com SOCIAL PRAISE

Competitor- Did not attend our camps.

NationalAcademyofAthletics.com PROJECTIONS

NationalAcademyofAthletics.com CONTACT

HEADQUARTERS CONTACT: Aaron Locks National Academy of Athletics Title: Founder & CEO 1220 N Dutton Ave Phone: (707) 975-1155 Santa Rosa, CA 9540 Website: nationalacademyofathletics.com

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