Private equity money has flowed into so many parts of this economy — skilled trades like plumbing, restaurant chains, even youth sports. And now, companies backed by private equity are making acquisitions in software used by fire departments, according to New York Times investigative correspondent Mike Baker.

In Norfolk, Connecticut, the volunteer fire department has a budget of $132,000 a year, Baker said. They were paying $795 a year for their software until it was bought up by a private equity-backed company, which planned to shut it down and offered another software for $5,000.

“They go looking around for an alternative,” Baker said. “And then that same company backed by private equity comes along and buys up that second software provider. They really feel kind of trapped and have eventually now found a solution that wasn’t up to $5,000 a year but was still a lot more than they were paying before.”

Baker spoke with “Marketplace” host Kai Ryssdal about his reporting. Use the audio player above to hear their conversation.

Key Takeaways

• Youth sports participation recovered to 55.4% in 2023, the highest rate since before COVID, with 65% of kids trying sports at least once in 2024.
• Average family spending jumped 46% since 2019 to $1,016 annually, twice the rate of overall U.S. inflation during the same period.
• The participation gap between low-income and high-income households widened from 13.6 percentage points in 2012 to 20.2 points in 2024.
• Flag football grew 14% in regular youth participation from 2019 to 2024, the only team sport tracked to show growth during that period.
• Fourteen states reached the federal government’s 63% participation target, with Vermont leading at 72% and Nevada trailing at 43%.

The Aspen Institute’s State of Play 2025 report delivers a clear message: youth sports bounced back from the pandemic, but the rebound masks growing fractures in access, affordability, and equity across the $54 billion industry.

Released annually by the Sports & Society Program’s Project Play initiative, the report draws from federal data, industry surveys, and parent research to analyze how well children are being served by the adults building youth sports programs. The 2025 findings reveal an ecosystem experiencing record participation alongside record costs, with implications that will shape the market through 2030 and beyond.

Post-Pandemic Rebound Defies Historical Precedent

According to the National Survey of Children’s Health, 55.4% of youth ages 6-17 played organized sports in 2023, up from 53.8% in 2022. Industry data from the Sports & Fitness Industry Association shows even stronger momentum in 2024, with 65% of kids trying sports at least once during the year.

The recovery matters because it didn’t have to happen. After the 2009 recession, participation rates fell and never returned to pre-recession levels. Municipal budgets got cut, local recreation programs suffered, and private sport providers flourished while leaving many kids behind.

This time, casual participation surged. Sixty-five percent of youth ages 6-17 tried sports at least once in 2024, up from 59% in 2021 and the highest rate recorded by SFIA since at least 2012. The shift reflects how pro leagues and operators adapted post-COVID to offer more informal, lower-commitment options. The NFL’s investment in flag football through RCX Sports exemplifies this trend.

“The rebound in participation since the pandemic is a credit to all who have innovated to improve access to quality sport programs,” said Tom Farrey, executive director of the Sports & Society Program. “But we’re going to need leadership to ensure that as more money flows into the space, the needs of children, all children, are prioritized.”

The Cost Crisis Intensifies

The average U.S. sports family spent $1,016 on their child’s primary sport in 2024, a 46% increase since 2019. That’s twice the rate of price inflation in the broader economy during the same period.

Higher team registration fees, travel costs for non-local competition, and spending on camps and private instruction all contributed to the increase. Baseball emerged as the most expensive of the three most popular sports, costing more on average than soccer or basketball.

The timing adds complexity. The report’s data came before President Trump’s tariffs and the federal government shutdown, both of which could further impact family budgets. In 2024, $6.27 billion worth of sporting goods imported into the U.S. came from China, accounting for 61% of these imports.

After the 2017 tariffs, physical inactivity rates for households earning less than $25,000 jumped from 45% to 47% in one year, according to SFIA. The organization’s CEO, Todd Smith, told ESPN that the increase was directly related to tariffs. “We, as an industry, sports and fitness offer a free remedy to try and minimize healthcare costs,” Smith said, “so why would we create more barriers to accessibility and entry into activities?”

Children are noticing the burden too. Project Play’s community surveys show more kids citing “too expensive” as what they dislike most about sports. One student told The New York Times his family paid $500 to $700 per month for his team. “A lot of time I would feel pressure to make sure I do well because it costs so much money and if I played badly my parents would be disappointed.”

Participation Gap Widens Along Income Lines

In 2012, 35.5% of kids ages 6-17 from homes earning under $25,000 regularly played sports compared to 49.1% from homes earning $100,000 or more, a difference of 13.6 percentage points. By 2024, that gap had widened to 20.2 percentage points.

Federal data tells a similar story. Children from the lowest-income homes played sports in 2023 at half the rate of those from the highest-income group.

The Aspen Institute’s parent survey found that children from the wealthiest households play their primary sport more frequently than their peers across community settings, schools, travel teams, and independent training. Kids from homes earning $100,000 or more are two times more likely to play travel sports than those from homes making under $50,000.

The one exception is free play, where the pattern reverses. Children from the lowest-income homes and those in urban environments engage in unstructured play more than the wealthiest children and those living in the suburbs.

Flag Football Outpaces All Team Sports

From 2019 to 2024, flag football was the only team sport tracked by SFIA that experienced growth in regular participation among kids ages 6-17. Flag grew 14% while baseball dropped 19%, tackle football fell 7%, soccer declined 3%, and basketball slipped 2%.

Among kids ages 6-12, flag surpassed tackle as the most commonly played form of football in 2017. The gap continues to widen, with 4% playing flag in 2024 versus 2.7% playing tackle. Among teenagers 13-17, tackle (6.4%) still significantly outpaces flag (2.8%).

NFL FLAG now serves more than 620,000 youth ages 4-17 across 50 states. Twenty-eight states either sanction girls’ high school flag football or are running pilot programs. In October, the NFL announced plans to launch professional women’s and men’s flag leagues ahead of the sport’s debut at the 2028 Los Angeles Olympics.

The sport’s rise is affecting soccer participation. In 2012, soccer exceeded flag by 6.4 percentage points among kids ages 6-12. By 2024, soccer’s advantage had shrunk to 3.5 percentage points, a shift that has some soccer leaders concerned about losing would-be players to flag.

Latino Youth Drive Fastest Demographic Growth

For years, Latino youth played sports at lower rates than their peers. That changed recently based on SFIA data. In 2024, 65% of Latino youth ages 6-17 tried sports at least once, a higher rate than Black and White youth.

Participation among Latina girls rose from 39.5% in 2019 to 48.4% in 2024, outpacing the growth of their non-Latina peers, according to McKinsey Institute research. The increase is attributed to greater representation of Latinas in college and pro sports, along with targeted programs from organizations like ELLA Sports Foundation, Girls on the Run, Sports 4 Life, and the Women’s Sports Foundation.

“When young girls feel represented, they are empowered to dream and to succeed in life,” said Patty Godoy, co-founder of ELLA Sports Foundation. “This representation is inspiring and motivating for young Latinas to play sports and stay in sports.”

Challenges remain. Latino parents cite scheduling conflicts more than non-Latinos as a barrier. Research by McKinsey and U.S. Soccer Federation found that Latino and Black children are three times more likely than White children to stop playing soccer because they feel unwelcome.

The report also documents impacts from immigration enforcement. A Stanford University study found that recent raids in California’s Central Valley coincided with a 22% increase in daily student absences. Media accounts from 2025 describe decreased attendance across summer sports programs in parts of Los Angeles after raids, and the Oregon Youth Soccer Association reported that as many as 16 teams withdrew from Portland competition after people reported ICE activity in community parks.

Coaching Training Reaches One Million

The Million Coaches Challenge reached a milestone in 2025 when its cohort of partners trained one million youth coaches across the U.S. in evidence-based youth development practices. Research shows that 93% of coaches trained by the program feel more confident in their ability to support youth, and their athletes report more joy, stronger relationships, and higher likelihood to continue playing.

The U.S. Tennis Association introduced a comprehensive coaching platform in 2025 that offers four membership tiers ranging from free to $249 annually. Benefits include equipment discounts from 20% to 50%, liability insurance, telehealth access, career counseling, and flexible education modules that coaches can complete in 20-minute sessions.

“Research shows that people aren’t attracted to coaching as a career anymore, and we need to change that,” said Craig Morris, USTA Coaching CEO. “We need to work with facility owners and operators to put value on coaches who are educated and have a growth mindset.”

Strategic Implications for Operators

The report identifies several trends that will define the youth sports landscape through 2026 and beyond. NIL deals are trickling down to middle school athletes, with one eighth-grader in Washington D.C. signing sponsorship deals and hiring an agent. AI-powered analytics platforms are reaching younger age groups, with some organizations offering video analysis and performance tracking for 8- and 9-year-olds at costs around $300 annually.

Fourteen states reached the federal government’s 63% participation target in 2023. Achieving that goal nationwide by 2030 could save the U.S. $80 billion in direct medical costs and productivity losses while delivering over 1.8 million more quality years of life to Americans, according to a study published in the American Journal of Preventive Medicine.

Illinois created the nation’s first statewide youth sports commission in 2025, focused on quality, access, and equity. California is studying whether to establish a Department of Youth Sports. The Children’s Bill of Rights in Sports gained endorsements from the U.S. Conference of Mayors, National League of Cities, and National Recreation and Park Association.

The data shows an industry at a crossroads. Participation is up, but so are costs and inequities. How operators, municipalities, brands, and policymakers respond to these tensions will determine whether youth sports becomes more accessible or more exclusive in the years ahead.

YSBR provides this content on an “as is” basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly.

About Youth Sports Business Report

Youth Sports Business Report is the largest and most trusted source for youth sports industry news, insights, and analysis covering the $54 billion youth sports market. Trusted by over 50,000 followers including industry executives, investors, youth sports parents and sports business professionals, we are the premier destination for comprehensive youth sports business intelligence.

Our core mission: Make Youth Sports Better. As the leading authority in youth sports business reporting, we deliver unparalleled coverage of sports business trends, youth athletics, and emerging opportunities across the youth sports ecosystem.

Our expert editorial team provides authoritative, in-depth reporting on key youth sports industry verticals including:

• Sports sponsorship and institutional capital (Private Equity, Venture Capital)
• Youth Sports events and tournament management
• NIL (Name, Image, Likeness) developments and compliance
• Youth sports coaching and sports recruitment strategies
• Sports technology and data analytics innovation
• Youth sports facilities development and management
• Sports content creation and digital media monetization

Whether you’re a sports industry executive, institutional investor, youth sports parent, coach, or sports business enthusiast, Youth Sports Business Report is your most reliable source for the actionable sports business insights you need to stay ahead of youth athletics trends and make informed decisions in the rapidly evolving youth sports landscape.

Join our growing community of 50,000+ industry leaders who depend on our trusted youth sports business analysis to drive success in the youth sports industry.

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Why Sponsor Youth Sports?

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HUNTSVILLE, Ala. (WAFF) – Mountain Gap Middle School has canceled its girls basketball season due to insufficient player interest and low enrollment numbers.

The cancellation reflects a broader decline in girls basketball participation that coaches say has persisted for decades across Alabama.

Tim Miller, an 11-time state champion and former Hazel Green girls basketball coach, said the development doesn’t surprise him.

“Here we go again. Girls basketball has declined each decade,” said Miller, who now serves as athletic director at St. John Paul II.

Miller said that over three decades of coaching girls basketball, he went from having three teams to barely being able to fill two.

“There’s too much out there these days that if you don’t start, then they’ll be doing something else,” Miller said. “Then you try to get them as a 6th, 7th, 8th grader, ‘nah, I don’t want to do that.’”

St. John Paul II also won’t field a softball team this year for the same reasons.

Becky Plott, the school’s middle school athletic director, started her basketball career at Mountain Gap Middle.

“That’s what we did. Sports was our life back then,” Plott said. “That’s just heartbreaking to think there’s no basketball team there. When I was in school, it was popular to be an athlete. I think there’s a different way of life now.”

While nationwide trends show girls’ participation in sports has been increasing, some parents cite concerns with rigorous scheduling, financial barriers, and a lack of quality programs.

Experts say the number of girls playing multiple sports is declining, leaving some sports without enough participants.

“Too many kids are specializing too early and thinking they’re going to go to college and play sports, and it doesn’t work out for everybody, but it’s hard to tell that to parents,” Miller said.

Miller said competing with travel ball, clubs, and the general lack of interest in sports requires starting recruitment early.

“We’ve got to get our coaches, got to get our players into the elementary schools and start talking to these kids,” he said.

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LOCAL SPORTS: North Alabama Elite Wrestling shows out at Arab Youth Invitational; Jackson earns top honors

Published 11:51 am Wednesday, December 17, 2025

North Alabama Elite Wrestling delivered a terrific showing at the Arab Youth Invitational last week.

The team crowded 10 champions and sent 14 wrestlers to their respective finals.

Bryant Jackson scored a pair of big wins to earn Most Outstanding Wrestler honors.

See top results below.

Cowen Burdette – U6 | 43 lbs | 2nd

Dawson Burdette – U8 | 49 lbs | 1st

Henry Chandler – U6 | 45 lbs | 4th

Ryder Chandler – U8 | 86–98 lbs | 1st

Kade Chapman – U8 | 40–43 lbs | 5th

Zaya Clemons – Girls U8 | 55 lbs | 2nd

Maddox Goode – U8 | 49 lbs | 2nd

Malachi Green – U8 | 49 lbs | 3rd

Blaire Jackson – Girls U8 | 55 lbs | 1st

Brayden Jackson – U12 | 58–63 lbs | 4th

Brayden Jackson – U10 | 63 lbs | 2nd

Bryant Jackson – U12 | 67–70 lbs | 1st

Aidan Johnson – U14 | 130–135 lbs | 1st

Cipriano Labra III – U6 | 45 lbs | 1st

Frankie Macon – U14 | 105 lbs | 1st

Brayden Mason – U8 | 70 lbs | 1st

Grady Meeks – U12 | 175 lbs | 2nd

Reagan Papst – U6 | 49 lbs | 3rd

Reagan Papst – Girls U6 | 49 lbs | 1st

Walker Papst – U8 | 70 lbs | 4th

Ida Mae Warren – Girls U8 | 40–43 lbs | 2nd

Ewan Workman – U10 | 93 lbs | 1st

Sarah Bailey Brewer – Girls U12 | 81 lbs | 3rd

Promotions

• Wolverine Kids Club Day — Wolverine Kids Club Members can check in to receive bonus loyalty points at this game.

• Halftime Entertainment — Youth Scrimmage

ANN ARBOR, Mich. — The second-ranked University of Michigan men’s basketball team (10-0, 2-0 Big Ten) returns to Crisler Center to close out the 2025 calendar year, hosting the La Salle Explorers for Kids Day at 4 p.m. on Sunday (Dec. 21). The contest is part of a doubleheader with the sixth-ranked Michigan women’s basketball team, which faces Oakland at noon. The game will be steramed live on Peacock, with Paul Sunderland and Wolverine alum Tim McCormick on the call.

Notes

• Michigan men’s and women’s basketball join forces for a holiday hoops doubleheader at Crisler Center on Sunday, Dec. 21, serving up a full day of Maize & Blue energy. The fun tips off at noon as the No. 6-ranked Michigan women’s team hosts the Oakland Golden Grizzlies in a festive Holiday Game, with the first 750 fans receiving a free set of two coasters. The No. 2-ranked Wolverines cap the day at 4 p.m., welcoming the La Salle Explorers for Kids Day and a Wolverine Kids Club Game, featuring kid-friendly activations, special in-game promotions, and bonus loyalty points for Kids Club members.

• There has been just one previous meeting between Michigan and La Salle, coming at the 1975 Las Vegas Holiday Classic (Dec. 29), where the 16th-ranked Wolverines earned an 86-71 victory. That season proved to be a memorable one for the Maize and Blue, as it advanced all the way to the national championship game, falling to top-ranked Indiana, which completed a perfect 32-0 season.

• The Wolverines’ 10-0 start to the season marks the sixth time U-M has begun a season with 10 straight wins. It also marks its the best start since 2020-21, when U-M started 11-0 en route to an eventual Big Ten title and Elite Eight run.

• Michigan’s 101 points at Maryland marked the Wolverines’ fifth 100-point performance of the season. U-M leads the Big Ten and ranks sixth nationally, scoring 94.7 points per game. The frontcourt trio of Yaxel Lendeborg, Morez Johnson Jr. and Aday Mara has contributed over 40 percent of U-M’s scoring, combining for 39.7 points per game.

• Michigan leads the nation and Big Ten at 21.3 assists per game. U-M has 25+ assists in three of its last four games and five total on the season. Elliot Cadeau leads the Wolverines with 6.1 per game.

• With 12 points and 10 assists at Maryland, Cadeau recorded the third point-assist double-double of his career and the first by a Wolverine in nearly four years — DeVante’ Jones posted 25 points and 10 assists vs. Illinois on Feb. 27, 2022. Cadeau has 37 assists, with two 10-plus assist games, over his last five games, posting a 37:9 assist-to-turnover ratio.

• From deep, Cadeau remains a constant force and after knocking down two threes at Maryland, he accounted for six of his 17 triples last week. He is the lone Wolverine to make at least one three-pointer in every game this season.

• Sixth man Roddy Gayle Jr. continues to provide a steady veteran spark off the bench, averaging 10.8 points while shooting 55.6 percent. He adds 3.6 rebounds, 2.2 assists and 1.1 steals in just 22.3 minutes per game.

• Mara leads U-M and the Big Ten with 27 blocks (2.78 bpg), ranking 12th nationally. He has at least one block in every game and multiple blocks in eight. On the glass, Mara paces with a team-best 8.3 rebounds.

• La Salle features alum Tim McCormick as part of the Peacock broadcast crew. A Clarkston, Mich., native, McCormick played at Michigan from 1980–84, helping lead the Wolverines to the 1984 NIT championship, earning MVP honors.

• McCormick was the 12th pick in the 1984 NBA Draft by Cleveland and was traded on draft day to Seattle; he played with six franchises over eight NBA seasons. Following his playing career, McCormick transitioned into a role as a college basketball and NBA analyst and has also worked with the NBA Players Association.