Key Takeaways
- Rob Price was named CEO of Youth Enrichment Brands after serving as President and previously leading School of Rock for seven years
- Girls’ sports, particularly volleyball and flag football, are “exploding in popularity” and could double YEB’s business long-term
- YEB actively designs programs to guard against what Price calls “toxic achievement syndrome”
- The company does not “sell” franchises, it “awards” them as part of a culture-first growth strategy
- Price believes the sports industry is “exiting the spectator era and entering the participation era”
A Conversation on What’s Next
In a sit-down with Youth Sports Business Report, Rob Price, the newly appointed CEO of Youth Enrichment Brands, shared his vision for the parent company of School of Rock, US Sports Camps, i9 Sports, and SafeSplash Swim School.
Price joined YEB through the School of Rock acquisition in 2023 after seven years as that brand’s CEO. He most recently served as President of YEB before stepping into the top role. The company now serves more than 1 million kids annually across 3,000+ locations in all 50 states and 20 countries.
Asked about the biggest difference between running a music education brand and overseeing sports camps and leagues, Price pointed to specialization.
“Whether it’s sports, music, swimming, academics, or other enrichment areas, each requires rigorous specialization in curriculum and pedagogy,” he said. “Our concepts serve different age groups and a wide range of customer segments, each with specific goals and expectations.”
Safety, he added, takes on another dimension in sports.
“Safety is foundational across all our brands, but in sports, physical safety carries an added layer of responsibility,” Price said. “Our ambition is to be the best in the world at creating safe environments where kids can explore, grow, and build confidence.”
Where the Growth Is
Price sees expansion opportunities across the entire portfolio, but a few trends stand out.
“Soccer is experiencing a renaissance as we approach the World Cup. Flag football has been a breath of fresh air for a core sport,” he said. “Changes in professional baseball have renewed fan engagement, which we expect to translate into increased youth participation.”
The biggest upside? Girls’ sports.
“Girls’ sports, particularly volleyball and flag football, are exploding in popularity and alone could double our business long term,” Price said.
“It’s rare to see a business with so many levers for growth, and it’s an exciting time to be a part of it all.”
Guarding Against “Toxic Achievement Syndrome”
When asked what building confidence and character looks like at YEB’s scale, Price started with program design.
“We give kids the opportunity to be more well-rounded, rather than pushing them into the early specialization model that’s becoming increasingly common today,” he said.
Skill-building matters, but so does enjoyment.
“We believe fun is foundational, so we never allow skill development to come at the expense of kids enjoying the experience,” Price said. “A burned-out, highly skilled young athlete is not a success story.”
He described this as an intentional guard against what he calls “toxic achievement syndrome,” reinforcing that fun is essential to long-term development.
Navigating a Shifting Industry
Asked what he’s still figuring out, Price acknowledged the broader forces reshaping sports.
“With the professionalization of college sports, the explosion in sports gambling, the commercialization of historically recreational sports, and the prominence of women’s leagues, we’re living through the emergence of a massive industrial shift in sports,” he said.
YEB is excited about the growing market, but Price said balance is critical.
“We want to help ambitious athletes be their best, but know we must be ferociously committed to the higher calling of preparing kids to have the confidence, resilience, and joy for a great life outside and beyond sports,” he said. “Striking this balance should be what all leaders in our space are wrestling with.”
The Participation Era
Looking ahead to 2026, Price sees YEB positioned at the intersection of several megatrends.
“Social media, AI, and technology are creating a huge demand for meaningful, real-world, human experiences, with sports and music among them,” he said.
He also pointed to franchising entering what he called a “golden age,” with transparency and regulation creating new opportunities for entrepreneurs.
But the biggest shift, in his view, is cultural.
“We are exiting the spectator era and entering the participation era,” Price said. “Even passive fandom has become more interactive through things like fantasy sports and sports betting, but the biggest shift is that people of all ages and abilities have unprecedented access to being on a team, not just rooting for one.”
Culture as Competitive Advantage
Price emphasized that YEB’s growth strategy is rooted in selectivity.
“We are very intentional about curating the right team members, partners, and franchisees,” he said. “We have an extremely strong culture, which we use as a competitive advantage to select the right people into our community.”
That extends to how they bring on new franchise owners.
“We do not ‘sell’ franchises. We ‘award’ franchises,” Price said.
The company is willing to walk away from easy opportunities that don’t align with long-term values.
“Parents may be the customers, but kids are the consumers, and trust matters,” he said. “That is the formula for winning.”
Source: Youth Sports Business Report Interview with Rob Price, February 2026
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