Aaron Locks is a sports fanatic, but not the chest-painting, win-at-all-costs, jeer-at-his-opponent kind. Instead, his passion is youth sports, and Locks is on a mission to emphasize the joy, confidence and satisfaction kids can gain from playing as he looks to take National Academy of Athletics to more communities around the country.
Locks, who started National Academy of Athletics 11 years ago in Santa Rosa, California, brought in former NFL player Michael Stone several years ago to help with expansion and this month they launched a franchise program. The concept offers sports camps, clinics, physical education curriculums and sports league support and management, with kids able to explore everything from basketball, soccer, baseball and volleyball to pickleball and more.
“Our mission is to create confidence and optimism in kids’ lives,” said Locks as he recalled the immense impact his first baseball coach had on him when he was 7 years old. “Our motto is play hard, have fun. It’s exposing kids to sports in a way where they’re focused on the effort and enjoying the game, versus whether they win or lose.”
Aaron Locks is the founder and CEO of National Academy of Athletics.
Locks, who created and ran for 20 years his University of Sports facility before opening National Academy of Athletics, counts legendary UCLA basketball coach John Wooden and championship-winning Los Angeles Lakers head coach Pat Riley among his mentors. Early in his career he spent several years running their respective youth sports camps and also worked with the Golden State Warriors during the era of Tim Hardaway, Mitch Richmond and Chris Mullin.
National Academy of Athletics has nine corporate locations serving communities from San Diego to Northern California and in Reno, Nevada. It’s initially targeting expansion in California, Oregon, Nevada, Utah, Arizona, Colorado, Texas and Georgia, looking for areas with “sports-crazy families,” said Locks. “Franchising is a way to share what you do and love with others,” he continued, and the company is looking for franchisees who themselves participated in sports, see the value in playing and are connected to their communities.
Stone, who played seven seasons in the NFL with the New England Patriots, Arizona Cardinals, New York Giants and the Houston Texans, plans to leverage his connections in the sports world to help with expansion. He’s known for founding the Professional Athlete Franchise Initiative, which aimed to educate pro athletes about franchising and connect them with brands.
Former NFL player Michael Stone joined National Academy of Athletics to help it expand and launch a franchise program.
Though the PAFI dissolved several years ago, Stone said he’s “still that conduit for a lot of athletes.”
“I say franchising is the ultimate team sport,” he continued. “This is another way athletes can compete and keep that fire, competing in the world of business.”
In the world of youth sports franchises, there are a number of competitors, including i9 Sports, Soccer Shots and N Zone Sports. Youth Athletes United, meanwhile, has assembled a platform of kid-focused brands including Amazing Athletes and TGA Premier Sports.
National Academy of Athletics aims to stand out as an all-inclusive offering with a wide variety of sports, programming for different age groups and its trademarked teaching method for coaches. It also, said Locks, focuses on partnerships with schools—including an option for supplemental physical education programs—city recreation leagues and other youth organizations.
“The journey for me, personally, before I leave this earth I want millions of kids to have an experience through sports,” said Locks.