Beyond Sports: Empowering Title 1 Schools through Innovative Youth Sports Programs

In Winston Salem, North Carolina, Beyond Sports is improving access to youth sports, particularly for children in Title 1 schools. Founded by Mike Kennedy and Micheala Amidon, Beyond Sports is rooted in a mission to address the inequities in access to sports opportunities. By bringing sports directly to schools, removing barriers to participation, and providing much-needed resources, Beyond Sports is making a lasting impact on the lives of young athletes. Since merging with NC Fusion in January 2023, Beyond Sports has expanded its reach, now serving as the foundation for a multiple sports organization that spans the region

Best Practice Highlights:

• Transportation to barriers to participation removed.
• Multiple sports experiences integrated in a typical school day.
• Fully funded programs eliminating financial obstacles for both students and schools.
• Strategic partnerships have significantly expanded Beyond Sports’ reach to 36 schools.
• A successful fundraising strategy have secured multi-year grant commitments.
• Data-driven metrics will demonstrate success to stakeholders.

Addressing Barriers in Youth Sports

Youth sports are often a gateway to developing essential life skills, fostering teamwork, and building confidence. However, for many children attending Title 1 schools, these opportunities are out of reach due to financial constraints, lack of equipment, and transportation issues. Recognizing these challenges, Beyond Sports has implemented a unique model that brings sports activities directly to the schools.

By scheduling activities during recess at the school location, Beyond Sports eliminates the need for transportation and minimizes disruptions to the school day. This innovative approach ensures that all children, regardless of their background, can participate in organized sports. As Mike Kennedy notes, “We wanted to create a system where access to sports was not dependent on a family’s financial situation or their ability to transport their child to practice.”

Incorporating Sports into the School Day

One of the standout features of Beyond Sports’ approach is integrating sports activities into the regular school day. By scheduling these activities during recess, the program adds value to the students’ daily routine without detracting from their academic learning. This structure reduces the burden on parents who may struggle to support after-school activities for their children.  As Micheala Amidon explains, “The idea was to expose kids to different sports they had never tried before. This exposure could spark an interest in participating in an organized sports team or give them the confidence to try out for a team in middle school.”

Comprehensive Funding and Resource Provision

A crucial aspect of Beyond Sports’ success is its ability to fully fund the program, ensuring that neither the children nor the schools bear any financial burden. Beyond Sports provides all necessary equipment, allowing schools to keep the gear and utilize it beyond the program’s activities. This approach not only enhances the quality of the sports programs but also contributes to a more equitable sports environment where all students have access to the resources they need to succeed.

Moreover, Beyond Sports recently established a sports warehouse where schools and individual athletes can visit to receive gifted sports equipment. This initiative further extends the program’s reach, supporting the broader community and ensuring that even more students can participate in sports activities.

Expanding Reach through Strategic Partnerships

The merger with NC Fusion in January 2023 marked a significant milestone for Beyond Sports, enabling the organization to expand its reach and resources. By joining forces with NC Fusion, Beyond Sports has gained access to a broader platform, including a staff of 50 and a captive audience of 10,000 families. This expansion has allowed Beyond Sports to increase the number of schools it serves, with 36 schools supported in the upcoming school year.

This growth is also a testament to Beyond Sports’ strategic approach to partnership building. By collaborating with local colleges, universities, and other community organizations, Beyond Sports leverages additional resources and expertise to enhance its programs. College athletes and students often volunteer, serving as role models and coaches for the young participants.

Fundraising Success: Building Long-term Sustainability

The success of Beyond Sports is not only measured by the number of schools it serves but also by its ability to secure long-term funding. Through effective grant writing and relationship building, Beyond Sports has developed a robust fundraising strategy that has resulted in multi-year commitments from local and national foundations. The organization’s budget has grown from $50,000 in its first year to $500,000, with expectations of maintaining or exceeding that amount in the coming years.

This financial growth has been fueled by Beyond Sports’ ability to connect with funders on a deeper level. As Mike Kennedy explains, “It’s about creating and developing relationships and not just asking for money. Funders are invested emotionally in our mission, and that investment goes beyond the financial support—they’re committed to seeing the impact of their contributions.

Measuring Impact: Data-Driven Success

To ensure that its programs are making a measurable difference, Beyond Sports has partnered with the University of North Carolina at Greensboro (UNCG) to track the impact of its initiatives. This partnership focuses on evaluating various metrics, including the number of students participating in organized sports, overall grade improvements, attendance, and behavior. By collecting and analyzing this data, Beyond Sports can demonstrate the effectiveness of its programs and continue to refine its approach.

5 Action Items for Youth Sports Club Leaders wishing to emulate Beyond Sports success:

• Schedule sports activities at school locations during recess to eliminate transportation barriers and ensure consistent participation.
• Incorporate sports activities into the regular school day to enhance students’ daily routines without disrupting academic learning.
• Provide schools with the necessary equipment to sustain sports activities.
• Collaborate with local colleges, universities, and community organizations to encourage volunteerism and enhance the program’s impact.
• Partner with research institutions to track the program’s effectiveness through data-driven metrics and use this information to secure ongoing support.

About Micheala Amidon

A Massachusetts native, has been deeply involved in sports throughout her life, particularly soccer. A four-year starter and captain at Elon University, she earned a degree in Exercise Sports Science. Her passion for coaching began in high school and continued through various roles, including Assistant Women’s Soccer Coach at Elon. After earning an MBA, Micheala pursued a career that combined her love for sports with her business acumen. She has spent 15 years at Proehlific Park and remains active in coaching, especially with NC Fusion, where she mentors young athletes, inspired by her own children’s involvement in sports.

About Mike Kennedy

Mike grew up in South Florida with a passion for sports, working as a sports counselor and later as an Athletic Director in Palm Beach Gardens. After earning a master’s in accounting from NC State, he settled in Greensboro, NC, where he became Park Director at Proehlific Park. Mike’s dedication to youth sports deepened through coaching his children and serving as President of GUSA (now NC Fusion). His experiences as a coach, particularly at a Title 1 school, fueled his commitment to ensuring all children have access to sports opportunities that foster growth and dreams.

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Useful Links: Beyond Sports Website