The first time 19-year-old Alan Zavala went fishing in Marina Bay, he caught a leopard shark. He was hooked. The next day, he went to buy a fishing license. 

“It’s fun when obviously you’re getting bites and catches,” said Zavala, who’s been fishing for six months. “You also feel adrenaline doing that.”

Zavala wanted to try fishing because of videos he saw on TikTok. 

Since the COVID-19 pandemic, social media influencers have attracted large audiences with content about fishing. Kaitlyn Bui, a Bay Area crabber and angler has around 725,000 followers on TikTok, and her most popular video, in which she excitedly reels in a barbed surf perch at Ocean Beach, has 25 million views.

The number of annual and short-term fishing license holders aged 15-24 in the Bay Area has increased since the pandemic, according to the California Department of Fish and Wildlife. In nine Bay Area counties including Contra Costa, there were 4,596 more young license holders in 2025 than in 2019 — a 16% increase. 

A fishing license for anyone over the age of 16 is required for inland and ocean fishing. A one-year license will cost $64.54 for a California resident in 2026, but a fishing license is not required for public piers, making the sport accessible for new anglers.

Rodeo Bait and Tackle has experienced an uptick in interest from young people since the pandemic, said Erika Moreno, whose family has owned the shop in Rodeo for eight years. 

“I think it’s a really good thing for the youth because it keeps them out of trouble,” Moreno said.

When new anglers come to the shop, Moreno and her family will set them up with gear and give them tips about where to go and what bait to use.

“You don’t know what you’ll catch off anchovies,” Moreno said of the universal bait the shop recommends.

Rico Calloway, 28, has been fishing since he was 12. He learned by watching the regulars at Richmond’s piers and by reading books and watching YouTube videos about fishing. 

“You just type it in on YouTube and there’s probably a thousand videos on what you’re trying to look for,” Calloway said. 

Now Calloway wants to share what he knows through his own YouTube channel. Though he is new to content creation, he intends to tackle the challenge as he did with fishing. 

“I was never a streamer or YouTuber and nothing like that, so now I’m trying to battle this new field of technology,” Calloway said.

On a recent morning at Ferry Point Pier in Richmond, Calloway placed pieces of store-bought shrimp on a hook and cast the line toward the old ferry dock.

A fish bit his line and dragged the bait toward the bottom of the bay. Calloway can often tell which fish is on his line by the way they bite. 

“This one is a halibut,” he said, explaining that they will grab the bait and swim down to the foundation of the old dock where the fish can use the structure to break off the bait.

“That can be the irony of it. Sometimes the fish could be a little smarter than what you are,” Calloway said as he reeled in an empty hook.

After putting on more bait and recasting, Calloway waited until he finally had a bite. He wound up the fishing line, and soon he pulled up a small, shiny blue fish. It was the second walleye surfperch of the day.

Calloway will sometimes eat his catch, depending on the species, but on this day, he was just excited to show his kids what he caught when he got home, so they could name the fish together.

Some anglers, Calloway said, only do catch-and-release and are simply out there for their own enjoyment. One of those anglers is Zavala.

Some people think it’s boring to wait around to catch a fish, Zavala said. But that’s a part of the experience. For him, it brings peace.

When he’s not fishing, Zavala is traveling around the Bay Area painting houses. After all that driving and all that labor, fishing is a welcome respite, he said.

“It just gives me my own space to just relax.” 

Richmond stopped keeping track of its trees, but a grant-funded plan is in place to change that.

Elevating Access and Engagement Across US Sports Camps, SafeSplash Swim School, i9 Sports, and School of Rock

SAN RAFAEL, CA, UNITED STATES, December 11, 2025 /EINPresswire.com/ — Youth Enrichment Brands, the nation’s leading youth activities platform comprising US Sports Camps, SafeSplash Swim School, i9 Sports, and School of Rock, enters 2026 following a landmark year defined by record-breaking growth, industry-leading innovation, and expanded access to youth activities around the world.

In 2025, Youth Enrichment Brands achieved a 20% year-over-year spike in new franchise agreements, with SafeSplash Swim School, School of Rock, and i9 Sports all showing strong momentum. Their plan to open over 100 new franchise units represents the highest annual number in company history

“2025 was our strongest year of development on record, reflecting the dedication of our teams, franchise partners, and leadership in expanding access to high-quality youth experiences across sports, music, and water safety,” said Elliot Schiffer, Chief Development Officer of Youth Enrichment Brands. “As we enter 2026, we’re excited to build on this momentum, continue innovating, and empower even more young people to learn, play, and thrive.”

Leadership Changes Driving Innovation
Youth Enrichment Brands strengthened its foundation for innovation and long-term growth with key leadership transitions in 2025:

Rob Price, now CEO of Youth Enrichment Brands, is leading the company’s next phase of rapid growth, amplifying its societal impact and enriching the lives of families nationwide. Price previously served as CEO of School of Rock and President of Youth Enrichment Brands.

Brett Meyer, named VP of Brand Marketing for US Sports Camps, brings experience from Nike and leading startups to shape brand strategy, creative direction, and digital engagement for athletes and families nationwide.

Madison Gates, appointed VP of Marketing for i9 Sports, leverages over a decade of franchise marketing expertise and her experience as a Division I athlete and soccer coach to drive growth and brand expansion across the nation’s largest youth sports network.

“We are fortunate to have extraordinary leaders on our team who are driving the future of youth enrichment,” said Price. “By empowering our teams to innovate and push boundaries, we are making our programs more accessible to kids everywhere while creating experiences that build confidence and ignite a lifelong passion for learning, growth, and achievement.”

Milestone Achievements Across Youth Enrichment Brands
US Sports Camps (USSC), the licensed provider of Nike Sports Camps, celebrated a year of growth and major partnerships in 2025 while marking its 50th Anniversary, reflecting five decades of inspiring athletes through play. In honor of National Women and Girls in Sports Day, the company launched “Girls Are the Future of Sports” to empower young female athletes through stories and a shared passion for sports. USSC also expanded its offerings through new partnerships, including Players Way, the MLBPA’s youth development initiative, which introduced the Players Way Summer Series. WNBA legend Diana Taurasi presented the inaugural TAURASI Snow Valley Basketball Camp, and the USC Volleyball program partnered with USSC to provide elite volleyball experiences for athletes of all levels.

SafeSplash Swim School, the world’s largest operator and franchisor of swim schools, marks a year of innovation and leadership in water safety. The brand introduced the S.A.F.E.R. Swimmer Promise, a program supported by the National Drowning Prevention Alliance to equip children with essential self-rescue skills and water safety confidence. This groundbreaking initiative sets SafeSplash apart in the water safety industry, bringing a first-of-its-kind promise to parents and swimmers alike. To date, over 6,000 swimmers have completed the S.A.F.E.R. Swimmer Promise

The company recently completed a successful rebrand from its former corporate name, Streamline Brands, achieving a key milestone in unifying its identity and strengthening its position for continued growth and impact. Several previously acquired swim school brands, including AquaKids, The Swim Revolution, and Fish Tails, have now been brought under the SafeSplash name, reinforcing the reach and consistency of a single, unified brand nationwide.

i9 Sports experienced a banner year with significant growth in girls’ sports programming. The nation’s leading multi-sport provider franchisor saw more than a 40 percent increase in registrations year-to-date for flag football and over a 20 percent increase in girls signing up for volleyball programs. i9 Sports also celebrated a partnership with Cirkul as its new Official Hydration Partner and launched the rollout of its new Training Sessions, an innovative addition to its league offerings that gives young athletes enhanced opportunities for sport-specific skill development during the week. The brand also expanded its Nike Kids Camps offerings, providing families with high-quality and flexible programs that combine Nike’s renowned expertise with i9 Sports’ emphasis on sportsmanship, giving young athletes the chance to explore a variety of sports.

School of Rock strengthened its legacy of excellence with remarkable international growth and leadership in the music industry. The brand signed a master franchise agreement in Germany, set to bring at least 35 new School of Rock locations to communities across the country over the next 12 years, and recently opened its first UK location in Twickenham, increasing its international presence to 110 schools.

In 2025, the brand received multiple honors, including top 10 rankings in Entrepreneur’s Franchise 500 Best of the Best for Children’s and Education categories and recognition as a Top Franchise by the Franchise Business Review, among other notable accolades.

School of Rock also released the results of its Social Impact Study, an independently commissioned report highlighting how its programs positively influence students’ lives beyond music. Based on feedback from more than 1,400 parents of current students, the study underscores the role of music education in supporting kids’ emotional growth, creativity, confidence, and sense of belonging. Survey results, including 96.2% of parents reported noticeable progress in their child’s self confidence and 76.4% of parents said their children felt more encouraged to be themselves, more comfortable discussing feelings and problems, and more valued and supported since they started at School of Rock: performance-based music education can play a meaningful role in helping young people thrive on stage and in life.*

Youth Enrichment Brands enters 2026 poised to build on its record-breaking growth and innovative programs, empowering more children to gain confidence, develop skills, and discover lifelong passions across sports, music, and water safety.

For more information, visit youthenrichmentbrands.com.

*Statistics from survey commissioned by School of Rock and administered by a third-party consultancy from 4/26-5/7/2025. Distributed to parents of currently enrolled students under the age of 18, with 1,443 parents completing the survey out of a total population of 19,302 minor students. This corresponds to a margin of error of ±2.48% at a 95% confidence level. Survey data based on a sample population’s self-reported experience. Results intended for informational purposes only and do not constitute a guarantee of future outcomes.

###‍

About Youth Enrichment Brands
Youth Enrichment Brands is the nation’s leading youth activities platform. Youth Enrichment Brand’s mission is to help every kid discover and develop lifelong passions. It achieves this by connecting and serving a network of companies that deliver best-in-class youth camps, music education, swim classes, and sports leagues. Youth Enrichment Brands comprises US Sports Camps, the official provider of Nike Sports Camps, School of Rock, the leader in performance-based music education, SafeSplash Swim School, the world’s largest operator and franchisor of swim schools, and i9 Sports, the nation’s largest multi-provider of youth sports leagues. Youth Enrichment Brands is headquartered in San Rafael, California.

To learn more, visit youthenrichmentbrands.com.

Jacob Kingrey
Proof PR
yeb@proof-pr.com

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Upper Hand

Investment led by former Mindbody and Hubspot executives to accelerate innovation, growth, and customer value.

INDIANAPOLIS, IN, UNITED STATES, December 11, 2025 /EINPresswire.com/ — Upper Hand, the leading software provider for youth sports facilities and training centers, today announced its acquisition and growth investment from H3 Partners, an investment firm founded and led by seasoned SaaS executives Brad Wills and Brad Greene. The partnership will enable Upper Hand to expand its technology capabilities, accelerate product innovation, and amplify its impact within the rapidly growing youth sports industry.

As part of the investment, Wills will serve as Chief Executive Officer and Greene as Chief Operating Officer. Together, they bring decades of leadership experience scaling category defining technology companies that serve small businesses within the active lifestyle sector.

Wills held senior leadership roles at Mindbody and Active Network, where he led large-scale growth initiatives across global markets. Greene brings deep experience in commerce and payments from his leadership roles at Hubspot and Mindbody, where he helped launch and grow integrated payments solutions now used by thousands of small businesses worldwide.

“Upper Hand has built an incredible platform that is purpose-built for the youth sports community,” said Wills. “We intend to build on that foundation and accelerate innovation for our customers. We are focused on delivering technology that helps sports facilities, trainers & coaches, and camps & clinics simplify operations, grow their businesses, and create exceptional experiences for young athletes.”

Upper Hand’s platform streamlines scheduling, membership, payments, and facility management for sports facilities, academies, and trainers. With the support of H3 Partners, the company will continue to expand its offerings and enhance the tools that power the next generation of youth sports organizations.

“This acquisition marks a defining moment for Upper Hand,” said Kevin R. MacCauley, Founder of Upper Hand. “By uniting proven leadership with a powerful platform, we’re strengthening our ability to empower sports businesses and elevate the experience for young athletes.”

Under its new leadership, Upper Hand will continue investing in product development, customer success, and long-term growth initiatives that strengthen its position as the technology leader in youth sports management.

About Upper Hand
Upper Hand is the leading provider of full-suite youth sports facility software, enabling businesses & coaches to achieve more while doing less. From easy-to-use scheduling and registration for parents to robust member and resource management capabilities for businesses, Upper Hand’s integrated platform helps sports facilities, academies, and trainers operate efficiently, fuel growth, and provide exceptional client experiences. Headquartered in Indianapolis, Upper Hand serves a diverse range of clients across the sports industry. For more information, visit www.upperhand.com.

About H3 Partners
H3 Partners is a software-focused search fund backed by a consortium of family office investors. H3 seeks to leverage its industry and software operating experience to help transform software businesses into category leaders.

Michelle Akhtar
Upper Hand
+1 240-499-5546
email us here
Visit us on social media:
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Transgender West Virginia Teen Challenges Athletic Ban at Supreme Court

WASHINGTON – Attorneys representing a 15-year-old West Virginia transgender girl, Becky Pepper-Jackson, and her mother Heather Jackson today filed their response brief to the Supreme Court of the United States in their challenge to a 2021 West Virginia law barring Pepper-Jackson from participating on girl’s athletic teams. Becky and her mother are represented in West Virginia v. B.P.J by the American Civil Liberties Union, the ACLU of West Virginia, Lambda Legal, and Cooley LLP.
“I play for my school for the same reason other kids on my track team do–to make friends, have fun, and challenge myself through practice and teamwork,” said Becky Pepper-Jackson, 15, of West Virginia. “And all I’ve ever wanted was the same opportunities as my peers. Instead, I’ve had my rights and my life debated by politicians who’ve never even met me but want to stop me from playing sports with my friends. I know this case isn’t just about me, or even just about sports. It’s just one part of a plan to push transgender people like me out of public life entirely. I’m proud to stand up alongside my mom for what I believe and who I am and I want other transgender kids to know they aren’t alone.”
“I’ve always raised my children to stay true to themselves, no matter what anyone else tells them,” says Heather Jackson, mother of Becky Pepper-Jackson. “”I’m so proud of Becky and the young woman she’s becoming, one who is hardworking, kind, and a team player. My daughter and every transgender kid like her deserves the freedom to be themselves and a future where no one is discriminated against just because of who they are.”
“This case is fundamentally about the ability of transgender youth like Becky to participate in our schools and communities,” said Joshua Block, Senior Counsel for the ACLU’s LGBTQ & HIV Project. “School athletics are fundamentally educational programs, but West Virginia’s law completely excluded Becky from her school’s entire athletic program even when there is no connection to alleged concerns about fairness or safety. As the lower court recognized, forcing Becky to either give up sports or play on the boy’s team–in contradiction of who she is at school, at home, and across her life–is really no choice at all. We look forward to defending her rights, and the rights of every young person, to be included as a member of their school community, at the Supreme Court.”
“Becky simply wants to be with her teammates on the track and field team, to experience the camaraderie and many documented benefits of participating in team sports,” said Lambda Legal Counsel, Nonbinary & Trans Rights Project Director, Sasha Buchert. “It has been amply proven that participating in team sports equips youth with a myriad of skills – in leadership, teamwork, confidence, and health. On the other hand, denying a student the ability to participate is not only discriminatory, but harmful to a student’s self-esteem, sending a message that they are not good enough and deserve to be excluded. In the end, can we not just let the kids play?”
The Supreme Court has also agreed to hear Little v. Hecox, a challenge brought by a transgender student against Idaho’s 2020 ban on transgender athletes and requirements for sex testing. The American Civil Liberties Union, the ACLU of Idaho, Legal Voice, and Cooley LLP represent the plaintiffs in this case.
The two cases charge the bans with violating the rights of transgender and cisgender female students under the Equal Protection Clause of the Fourteenth Amendment of the U.S. Constitution. In addition, West Virginia v. B.P.J. argues that the bans violate Title IX, the federal law prohibiting sex discrimination in educational programs. Federal courts have blocked enforcement of these bans in both lawsuits.
Since 2020, 27 states have banned transgender youth from playing school sports. Many of these bans allow for invasive forms of sex testing that put all female student-athletes at risk and embolden intrusive challenges to student athletes’ sex.
In Florida, a 15-year-old junior varsity volleyball player was the subject of a police investigation after an anonymous accusation, prompting local officials to draft a 500-page report investigating her medical history, body weight, and anatomy. In Utah, a teenage basketball player was accused of being transgender by a member of the state board of education, leading to threats of violence against her and her family, and a teenager in Maine faced a similar attack from a state senator. In May, President Donald Trump similarly targeted a 16-year-old transgender girl for participating in a high school track meet. Under an Arizona ban, a cisgender male student was prohibited from participating on the boy’s team at his high school because of a clerical error that listed him as female on his original birth certificate.
Many women athletes have spoken out against bullying and discrimination against transgender student-athletes, including Billie Jean King, Megan Rapinoe, Dawn Staley, Sue Bird, and Brianna Turner, as well as leading organizations fighting for gender equality in athletics including the Women’s Sports Foundation, the Women’s National Basketball Player’s Association, and the National Women’s Law Center.
Today’s brief in West Virginia v. B.P.J. can be found here.
Today’s brief in Little v. Hecox can be found here.
These cases are part of the ACLU’s Joan and Irwin Jacobs Supreme Court Docket.

Jacobs Entertainment is changing its plans for the Bonanza Inn, opting to demolish the West Fourth Street property instead of renovating it due to higher than expected costs.

The demolition will allow for the development of a new and larger project at the site, according to the Reno Neon Line developer and J Resort owner. Jacobs Entertainment confirmed the demolition plans for the troubled property with the Reno Gazette Journal on Thursday.

Key Takeaways

• The Philadelphia Sixers and Flyers donated $15,000 worth of sports equipment to young athletes at Scanlon Recreation Center in Kensington
• Equipment was purchased from a local store and included basketballs, ice skates, hockey sticks, and other gear
• Travis Sanheim and Quentin Grimes attended the December 10 event alongside team mascots Franklin and Gritty
• The initiative addressed cost barriers in youth hockey, where equipment expenses often prevent participation
• Bank of America, Comcast Spectator, and Harris Blitzer Sports partnered on the community event

Equipment Distribution Targets Cost Barriers in Youth Hockey

The Philadelphia 76ers and Flyers delivered $15,000 worth of sports equipment to young athletes in Kensington on December 10, distributing gear purchased from a local retailer at Scanlon Recreation Center. The donation included ice skates, hockey sticks, basketballs, and other equipment designed to reduce financial barriers preventing youth participation in organized sports.

Flyers defenseman Travis Sanheim, who attended the event with Sixers guard Quentin Grimes, pointed to hockey’s high equipment costs as a primary focus. “Hockey, it’s an expensive sport, so being able to help kids out and show them the game that we love and enjoy playing,” Sanheim said. “Hopefully it’s something kids take up and enjoy themselves, and they get the opportunity to do it.”

Multi-Organization Partnership Brings Resources to Kensington

Bank of America, Comcast Spectator, and Harris Blitzer Sports joined the two professional franchises in organizing the event. Jim Dever, president of Bank of America in Greater Philadelphia, described the Kensington location as strategic for reaching families who could benefit most from the equipment support.

“We are in the perfect spot here in Kensington where you can really make some dreams come true,” Dever said. “For the kids, for the parents, and that’s what really, what both the organizations and ourselves, are really involved with.”

The event extended beyond equipment distribution to include a pizza party and ice time with Sanheim, creating direct interaction between professional athletes and local youth.

Players Emphasize Community Connection

Grimes, who joined the Sixers earlier in the 2024-25 season, emphasized the importance of engaging with young athletes facing financial challenges. “I love giving back to the community,” Grimes told NBC10. “Since I’ve been in the NBA I’m aspiring the youth and doing stuff with people who may not be as fortunate as others. It gives a lot of hope and a lot of inspiration to the youth.”

The Sixers guard declined Sanheim’s invitation to join him on the ice, suggesting the hockey player try basketball instead. “On skates, I can skate a little bit, but I’ll leave that to my brothers,” Grimes said.

Addressing Participation Gaps Through Direct Support

The equipment donation model targets a documented barrier in youth sports participation, particularly in hockey where startup costs for protective gear, sticks, and skates can exceed several hundred dollars per athlete. By purchasing equipment from a local store and distributing it directly to families at a neighborhood recreation center, the partnership created immediate access without requiring advance registration or application processes.

The Kensington location places resources in a community where such support addresses documented need, according to participating organizations. The December timing allows families to access equipment heading into winter sports seasons when hockey programs typically begin.

via: NBC Philly

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.

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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.

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Are you a brand looking to tap into the world’s most passionate fanbase… youth sports?

Introducing Play Up Partners, a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.

About Play Up Partners

Play Up Partners is a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.

Why Sponsor Youth Sports?

Youth sports represents one of the most engaged and passionate audiences in sports marketing. With over 70 million young athletes and their families participating annually, the youth sports industry offers brands unparalleled access to motivated communities with strong purchasing power and loyalty.

What Does Play Up Partners Do?

We’ve done the heavy lifting to untangle the complex youth sports landscape so our brand partners can engage with clarity, confidence, and impact. Our vetted network of accredited youth sports organizations (from local leagues to national tournaments and operators) allows us to create flexible, scalable programs that evolve with the market.

Our Approach

Every partnership we build is rooted in authenticity and value creation. We don’t just broker deals. We craft youth sports marketing strategies that:

• Deliver measurable ROI for brand partners
• Create meaningful experiences for athletes and families
• Elevate the youth sports ecosystem

Our Vision

We’re positioning youth sports as the most desirable and effective platform in sports marketing. Our mission is simple: MAKE YOUTH SPORTS BETTER for athletes, families, organizations, and brand partners.

Common Questions About Youth Sports Marketing

Where can I sponsor youth sports? How do I activate in youth sports? What is the ROI of youth sports marketing? How much does youth sports sponsorship cost?

We have answers. Reach out to info@playuppartners.com to learn how Play Up Partners can help your brand navigate the youth sports landscape.

Youth sports organizations: Interested in partnership opportunities? Reach out to learn about our accreditation process.