Physical activity in schools is going down.
According to a JAMA Pediatrics study, children’s physical activity worldwide dropped by 20% during the Covid-19 pandemic.
Many people blame technology but it can also be a solution.
Enter Clare McSweeney and Kuul Play.
Kuul Play is a digital platform that empowers educators, parents, and caregivers to get all kids moving.
They provide a structured curriculum, interactive gaming, and learning content that helps promote physical literacy.
The platform is also inclusive and even targets kids who aren’t as interested in sports.
In this interview, we discuss the factors that prevent physical activity, the challenges she’s experienced building the company, and how she sees the future playing out.
Hello, who are you and what is the name of your company?
Clare McSweeney: My name is Clare McSweeney and I am the founder and CEO of Kuul Play.
For more than a decade, I’ve worked at the intersection of sport, health, and technology, uniquely working across the spectrum from youth sports to elite sports to corporate athletes.
I’ve been fortunate enough to work with some of the best athletes; collegiate, Olympians, NFL, MLB, and organizations in the world.
Much of my work focused on optimizing an athlete’s movement, particularly on injury prevention.
I was also one of the sporty kids. Whether it was racing to be the fastest, scoring the winning goal, or simply enjoying a pick-up game with friends, sport was my passion and my playground.
I competed in track and field as an Irish international and in the U.S. collegiate system as an All-American track athlete.
It wasn’t until I stepped foot into elementary schools to help kids who weren’t engaging in sport to move better, that I saw the gap – how youth sports was falling short. It had hardly evolved in decades for today’s children, Gen Alpha’s, who prefer to move differently.
They were the kids who got left behind by the competition, the ones who hated gym class, and the ones who sat on the sidelines when the sport was on the agenda.
In the US, over 60% of 5-13-year-olds are not engaged in regular youth sports, and a huge majority are not active enough to be healthy.
Kuul Play is all about reaching these digital Gen Alphas – the millions of kids left behind by traditional sports. Our unique play-based digital platform empowers educators, parents, and caregivers to get all kids moving.
Through an inclusive play experience that blends physical play with digital engagement, Kuul Play creates a lifetime love of movement for these future fans of sport.
What was the process of getting the company off the ground?
Clare McSweeney: The foundation of Kuul Play was built on rigorous research I conducted and a deep understanding of the challenges facing youth sports today.
From the outset, I was committed to understanding the complexities of today’s youth sports and education landscape by working directly in the trenches with thousands of kids and their educators across multiple continents to gain firsthand insights into their lived experiences with sport, education, and activity.
This groundwork, which I began years before the COVID-19 pandemic, allowed us to gain deep insights into the often overlooked “non-sporty” kids, their lived movement experience, and what makes them want to move.
It allowed us to shape Kuul Play as a groundbreaking solution designed to reimagine how inactive Gen Alpha’s engage with movement and sport, starting with where kids are found – in schools.
We’ve also been engaged in national and international conversations on advancing youth sports and physical activity, contributing to dialogue around critical issues through platforms like the Aspen Institute’s Sports and Society Program.
Far too often, the framework of a youth sports experience is crafted by adults without fully considering the unique needs and perspectives of children.
This top-down approach frequently results in traditional sports and play experiences that fail to resonate with today’s youth, contributing to disengagement and high dropout rates. With Kuul Play, I reimagined this model by putting the child’s perspective at the forefront.
Our solution is meticulously designed to align with their needs, preferences, and innate desire for fun and inclusivity, ensuring a meaningful and lasting engagement in movement.
One of the most rewarding aspects of this journey was involving the very children we aimed to serve in the creation process.
The name “Kuul Play” itself was inspired by Gen Alphas, who expressed that the play experience we offered was unlike traditional sports or P.E. classes—it was fun, cool, and most importantly, a space where everyone could play together. This feedback was pivotal in shaping our child-centric approach to technology.
The initial version of Kuul Play was deployed in Ireland’s elementary schools with the backing of those in the Irish sports ecosystem; Sport Ireland and Athletics Ireland.
As we expanded into the United Arab Emirates, we deepened our insights and learnings.
In the last two years, we’ve successfully deployed Kuul Play in Florida and California, through a range of corporate partners in sports, health, and retail, further validating the model and expanding its impact.
My journey with Kuul Play is one of constant evolution—driven by innovation, adaptability, and a relentless commitment to enhancing the health and well-being of children worldwide.
How is the company doing today and what does the future look like?
Clare McSweeney: Kuul Play is on an exciting trajectory, with momentum building rapidly as we continue to reshape the youth sports and physical activity landscape for inactive Gen Alpha’s.
Our recent work in Sacramento, California, delivered outstanding results: we achieved over a 60% conversion rate among previously disengaged children, turning them into active participants, with an overall engagement rate of 90%.
Even more impressively, Kuul Play opened up a pathway to sports for these kids, leading many who had never engaged in sports before to join sports programs for the first time.
But our solution goes beyond just improving physical health; it has a profound impact on each child’s mental health, confidence, and well-being.
The connection between movement and mental health is well-established and this is reflected in our results, where we see not only physical improvement but also the smiles, laughter, and overall joy that kids experience being part of Kuul Play.
By making movement fun and inclusive, we’re nurturing a healthier mind alongside a healthier body, fostering a sense of well-being that stays with the children long after their playtime ends.
This success underscores our ability to fundamentally change how young people perceive and engage in physical activity, setting the stage for long-term behavioral change.
The sports industry is at a critical inflection point.
The World Federation of the Sporting Goods Industry (WFSGI) recently issued a landmark statement, emphasizing that physical inactivity and declining sports participation are a threat to the industry. This is no longer just a corporate social responsibility (CSR) concern —it’s an urgent business imperative that affects the bottom line.
This shift is resonating across the industry, and we are now engaged in strategic partnership conversations with major sports brands to uniquely support their efforts in reaching inactive Gen Alpha. By aligning with these global leaders, Kuul Play is positioned as an essential partner in driving both social impact and business growth.
In parallel, our podcast, Kuul Conversations, is emerging as a key platform for thought leadership in this space. Featuring influential voices from across the sports ecosystem, the podcast is sparking vital discussions on the future of sports and the strategies needed to engage the next generation.
As we scale our operations and deepen our market presence, we are inviting partners to join us in this mission to redefine youth engagement and transform the future of sports.
Through starting the business have you learned anything particularly helpful for founders?
Clare McSweeney: In the early days of Kuul Play, I was deeply aware that our approach to youth sports—focusing on inclusivity and creating movement experiences for kids left behind by traditional sports—was different from the industry norm.
Rather than seeing this difference as a challenge, I viewed it as an opportunity. Embracing a unique perspective allowed us to approach the problem from a fresh angle and drive real innovation by challenging the status quo.
Another key takeaway is the importance of building a strong support network. Being surrounded by advisors, mentors, and peers who believe in your vision and can offer guidance and support is invaluable.
For me, this global network of industry leaders has provided both practical advice and emotional support, which has been essential in navigating the highs and lows of entrepreneurship.
Finally, I’ve learned the significance of staying true to your mission.
For Kuul Play, the mission is to make movement and play accessible and enjoyable for all children.
By keeping this at the core of every decision we make, from product development to partnerships, we’ve been able to build a brand that resonates deeply with our audience and partners alike.
How big of a factor is technology in the decline of kids’ physical activity?
Clare McSweeney: That’s a great and important question, especially as we navigate the rapidly evolving landscape of youth sports and physical activity.
Technology has undoubtedly played a significant role in the decline of physical activity among kids, but it’s important to recognize that it’s not the root cause—rather, it’s a reflection of broader societal shifts.
In the past, physical activity was naturally woven into the fabric of daily life. However, the landscape has shifted dramatically in recent years.
Safe outdoor spaces are becoming increasingly rare, and opportunities for physical activity in schools, such as physical education and recess, are on the decline.
The rising costs associated with youth sports participation, coupled with time-pressed parents and guardians juggling multiple responsibilities, have further compounded the issue.
Traditional sports models, often centered on competition and skill development rather than inclusivity and enjoyment, have struggled to adapt to the needs of today’s youth—especially those who don’t identify with the traditional ‘athlete’ archetype.
Compounding these challenges is a significant shift in how today’s children perceive play and sports, with many viewing these activities as less engaging or relevant than they once were.
This confluence of factors has created a perfect storm, necessitating a reimagined approach to how we engage children in sports and physical activity.
At Kuul Play, we’ve recognized that rather than competing against technology, we can leverage it to get kids off screens and into active play quickly. By combining physical play with brief, engaging digital elements, we create inclusive and fun movement experiences that resonate with today’s Gen Alpha.
So by using technology to meet kids where they are, we can create new pathways to physical activity that resonate with their digital-first lives.
The key is not to demonize technology but to innovate within this new paradigm, using it to break down barriers and create opportunities for kids to move more and develop a lifelong love of physical activity.
How big do you see this company getting?
Clare McSweeney: The global need for innovative solutions that address the physical inactivity crisis and declining sports participation among youth is immense and our approach to making movement fun, inclusive, and accessible positions us uniquely in this space.
We are methodical in basing our programs on science and growing our understanding of children’s behavior across countries. I’m excited that we are on the frontier of providing solutions for this next generation who might feel traditional movement doesn’t resonate.
Moreover, the increasing recognition by sports brands and organizations of the importance of engaging the next generation through more inclusive and enjoyable experiences further amplifies our growth potential.
We are continuing to form strategic partnerships with sports organizations, corporations, and global brands, which positions us to scale.
Why do you think now is the right time for this company and solution?
Clare McSweeney: The time for Kuul Play is now because we are on the brink of a transformative shift in the sports industry, much like the rapid rise of women’s sports.
With global participation in youth sports declining and traditional models struggling to keep up, the sport industry’s future customer base is at risk. This isn’t just a trend—it’s a pressing issue that threatens the bottom line of major sports brands and organizations.
Kuul Play is uniquely positioned at this inflection point, offering a solution that seamlessly integrates digital engagement with inclusive, fun physical activity. We’re not just responding to a need—we’re at the frontier of this wave in the future of sports.
What has been the biggest challenge in building the business so far?
Clare McSweeney: One of the biggest challenges in the early years of building Kuul Play was advocating for our vision and navigating the balance between innovation, market acceptance, and a sustainable business model.
Introducing a new concept in an industry that is deeply rooted in tradition had its challenges as a female founder.
But we were committed to the belief that the future of youth sports needed to be more inclusive—emphasizing fun, accessibility, and engagement for all children, not just those who fit the conventional mold of an ‘athlete.’
From a business perspective, the most significant challenge has been overcoming the misconception that our work solely addresses a social issue.
While our mission undeniably drives positive social change, it’s crucial to recognize that this issue has far-reaching business implications.
Global inactivity poses a serious threat not only at an individual level but also to the sports industry’s bottom line.
The increasing recognition of this problem within the broader sports ecosystem and the growing momentum behind our mission demonstrate that we’re now positioned to drive meaningful change that benefits both society and the industry.
What are some predictions you have for the industry over the next year?
Clare McSweeney: I see a paradigm shift beginning in how we define sports and broaden its definition, particularly for the next generation.
Today’s youth—Gen Alpha—are different in their behaviors, attitudes, and what they expect from athletic experiences.
They aren’t just looking for traditional competitive sports; they want something that resonates more deeply with their values and preferences.
The future of sports will need to adapt to that, and I think it’s an incredible opportunity to redefine sports to ultimately be more inclusive and attractive for participation.
For me, while all sport is movement, not all movement needs to be sport. This isn’t just about creating elite athletes or encouraging everyone to join a gym.
It’s about play and embodied enjoyment that enables a lifelong practice of being active.
It’s also about reaching the kids who have been left out of the conversation: the ones who think they are “not athletic enough”, those who are plus-sized, kids of color, those who dread gym class, and those who believe they are not good at sports. It’s about making sport accessible, engaging, and relevant for Gen Alpha’s.
Gen Alpha’s influence may well be profound.
With their digital-first mindset and strong values around inclusivity and sustainability, they will redefine sports retail.
Brands that can authentically connect with this demographic through innovative platforms and a steadfast commitment to sustainability are likely to get ahead.
Are you currently hiring and/or raising capital? If so, where can people apply and find out more?
Clare McSweeney: We are thrilled by the growing interest from industry-leading global sports brands, forward-thinking retailers, and organizations that share our passion for transforming youth sports and forging strategic partnerships.
We are actively engaged in conversations with some influential names in the sports industry.
With proven success in driving meaningful change, we’re ready to take Kuul Play to the next level. By the end of the year, we’ll be preparing for a funding round to scale the business, and we’re excited to explore synergies with forward-thinking companies that are passionate about shaping the future of sports.
We are actively expanding our team and are always on the lookout for passionate individuals who align with our mission.
If you’re excited about the opportunity to shape the future of youth sports and movement, we’d love to hear from you. You can find more information and apply directly on our website at KuulPlay.com.
