Editor’s note: Startland News editors selected 10 high-growth, scaling Kansas City companies to spotlight for its annual Startups to Watch project. Now in its 11th year, this feature recognizes founders and startups that editors believe will make some of the biggest, most compelling news in the coming 12 months. The following is one of 2026’s picks.
Click here to view the full list of Startups to Watch and see how the companies (including this one) were selected.
The Good Game grew out of a practical challenge many parents face, said Zarif Haque. The startup’s founder and CEO was navigating youth sports with his own children and found the process of finding and hiring sports experts inefficient. This is true for families and businesses.
“I have three kids. They all played youth sports,” said Haque. “As I worked through their development, I realized there was a gap in finding somebody for them to work with. Nothing felt trusted or easy.”

Haque saw an opportunity to simplify access to qualified trainers while also opening income opportunities for athletes. The Good Game operates as an on-demand marketplace where parents, businesses, and organizations can find and book sports experts in one mobile experience.
“With the emergence of NIL and student athletes earning money at universities, I said, why can’t we connect to a university student,” said Haque, a veteran startup founder whose company Draiver was named one of Startland News’ Kansas City Startups to Watch in 2020 before exiting in 2021. “We created an on-demand platform for sports experts so they can be accessed quickly and their services can be purchased.”
Elevator pitch: The Good Game is the universal, compliant sports marketplace—powered by a single verified passport that clears families, athletes, coaches, and communities to join, work, and fund youth sports on demand.
- Founder: Zarif Haque
- Headquarters: Lawrence, Kansas
- Founding year: 2023
Parents have responded positively, he said, especially to the opportunity for their kids to learn directly from athletes they admire.
Ryan AufDerHeide, Chief Product Officer; Zarif Haque, Founder; and Nicole Burke, Chief Operating Officer at The Good Game; photo by Haines Eason
“We’ve seen a lot of excitement from parents who have done training or attended clinics,” said Nicole Burke, CSO and COO at The Good Game. “They talk about sitting in the stands watching these athletes. ‘My daughter looks up to this player.’ There’s excitement in having access to these heroes.”
The platform focuses on K-12 athlete users, with service providers that include current college athletes and former players. Interest has also come from businesses seeking athletes for camps, clinics, and events.
To navigate NIL rules, the company emphasizes employment based opportunities rather than endorsements, allowing transactions to occur within a compliant structure.
“The NCAA allows income for student athletes through name, image, and likeness or employment,” said Haque. “We doubled down on employment and leveraging their skills in a compliant and safe way.”
The parent experience guided every product decision, he emphasized, from scheduling to location to trainer selection.
“The real customer is the buyer, the parent,” said Haque. “We wanted everything centralized in one app so parents can find what fits their lifestyle and schedule.”
The company has gained traction through several high profile partnerships and multi-year contracts.
“The Good Game is the exclusive lessons, camps, and clinics provider for the University of Kansas, the official on-demand sports experts platform for the NAIA, and will be the platform powering ProCamps.com,” said Haque.
As the platform continues to roll out pilots and partnerships, Haque said the focus remains on growth and execution.
“It’s going very well,” said Haque. “There’s strong momentum and good product market fit.”

10 Kansas City Startups to Watch in 2026
- Authentiya puts ethical AI to the test as students embrace controversial classroom tech
- CarePilot prescribes more patient time, fewer clicks for doctors as product line grows
- Cyphra Autonomy pairs robotics with heavy labor (and a light lift for job site users)
- dScribe tracks early momentum with West Coast-Midwest funding combinator
- LAN Party gains steam with nostalgia as a hook, gaming enterprise potential as the real play
- LODAS Markets unlocks liquidity as timing pays off for founder’s investment
- Resonus wants local government to hear you — not just the loudest voices
- Roz uncovers dynamic momentum amid audit of its own shifting opportunities
- Sova Dating builds emotional matches with vibes, logistics and an unexpected viral moment