We Are Upper Hand

Upper Hand is solely dedicated to providing solutions that
help sport and fitness businesses win.
Upper Hand Sticker Logo - big

Our Story

Upper Hand emerged from the simple idea that there’s a better way to do business than just the status quo. While coaching baseball in 2012, Kevin MacCauley saw the need for an online platform that connected athletes with private coaches, making it easier to do business with a great online booking experience. Less than a year later, Bookacoach was launched as “the destination for sports lessons”, helping thousands of coaches better manage their sports training and spend more time doing what they love - developing the skills of athletes.

As Bookacoach grew, so did the number of bookings, and the need for additional tools to help coaches manage their growing clientele became increasingly apparent. The Bookacoach team began regularly pushing new and innovative back-office features, and in 2015 rebranded as Upper Hand - the first sports and fitness training management platform.

Since then, Upper Hand has continued to challenge the status quo by expanding their software solutions to also serve the complex needs of boutique fitness studios, gyms and sports facilities. And while Upper Hand remains laser focused on delivering new solutions that simplify how business is done in the sports and fitness industry, one thing remains constant; the same passion and innovative mentality it was founded upon.

We outwork, we outsmart,
and we outlast the competition.

Together, Everyone Achieves More.

  • Top Club Management Software

    2021 - SoftwareWorld

  • Top Membership Management Solution

    2020 - Software Advice FrontRunner

  • Best Video Training App (APEX)

    2020 - Gold Stevie® Winner, American Business Awards

  • Best Tech Company

    2018 - IndyStar Best Things Competition Winner

  • Company Culture of the Year

    2018 - TechPoint Mira Awards Nominee

  • Top Company Culture

    2020 - Powderkeg National Tech Culture Awards

  • Top Yoga Studio Solution

    2020 - Software Advice FrontRunner

  • Club Management Category Leader

    2020 - GetApp Category Leaders

  • Best User Experience

    2020 - Bronze Stevie® Winner, American Business Awards

  • Best Tech Swag

    2018 - TechPoint Mira Awards People's Choice Winner

  • Best Tech Space

    2017 - TechPoint Mira Awards People's Choice Winner

  • Top Membership Management Software

    2020 - Capterra Top 20

  • Top Club Management Solution

    2020 - Software Advice FrontRunner

  • Yoga Studio Category Leader

    2020 - GetApp Category Leader

  • Best Tech Space

    2019 - SPACES Competition Winner

  • Start-up of the Year

    2016 - TechPoint Mira Awards Nominee

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Upper Hand Named 2020 Leader for Club Management Software

Upper Hand has been named a GetApp Category Leader and Software Advice FrontRunner for Club Management software, adding to their previous recognition in the Yoga Studio category.

bronze stevie award

Upper Hand Honored with Two Stevie® Awards in 2020 American Business Awards®

Indy tech company takes home a Gold Stevie® Award in the Training Category and a Bronze Stevie® Award in the Best User Experience Category in the 18th Annual American Business Awards®

Meet the Squad

High energy and high performance - that's what you'll find every day at Upper Hand.

Bryce Bradford

Bryce Bradford

Training Specialist

Shawn Burcham

Customer Success Manager

Leslie Byers

Account Manager

Kat Cooper

Content & Brand Manager

Sam craig

software engineer

Raj Dasani

Raj Dasani

Data Analyst Intern

Sandee Finley

Head of UP Payments

Zach Goldman

Software Architect

Myles Grote

Co-Founder, Chief of Product

Ethan Grove


Katherine Heidenberger

Katherine Heidenberger

Software Sales

Heather Hunt

Software Sales, SMB

Alexus Jimson-Miller

Alexus Jimson-Miller

Customer Support Rep

Courtney Kerr

Courtney Kerr

Communications Specialist

Meg Loney

Meg Loney

Product Owner

Kevin MacCauley

Founder, Chief Executive Officer

Keely McGrath

Keely Mcgrath

Product marketer

Kasey McKenney

Head of Accounts

Danielle McNally

Head of Support

Vanessa Palestino

VP, Business Development

Craig Pryor

Software Engineering Manager

Maddie Radcliff

Software Sales, Enterprise

Danielle Schlemmer

Danielle Schlemmer

Project Manager

Ben Sharpe

Customer Support

Ryan Speitel

Senior Software Engineer

Trevor Steele

Software Engineer

Michael Trilus

Chief Technology Officer

Gabrielle Vuyk

Strategic Partner Manager

Matthew Walker-Brown

QA Engineer

Josh Williams

Software Sales, SMB

Tim Wylie, VP of Marketing at Upper Hand

Tim Wylie

Head of Marketing

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Interested in joining a winning team?

Learn more about career opportunities at Upper Hand.