About Us

We help young athletes become the best version of themselves in sports and in life.

The 5 Pillar Development approach

At PA, we believe many young athletes and parents invest a disproportionate amount of time and money on skill development in their sport. And while skill development is important, we believe that maximum potential is best achieved by adopting a “5 PILLAR” development approach. When young athletes focus on growth in each of the 5 PILLARS, they will maximize their potential for success in sports and in life.

Vision

Grit

Skill

Belief

Character

Vision

Grit

Skill

Belief

Character

Meet our team

Jeff Francoeur

Partner

Jeff was a 12-year MLB player, counting a Gold Glove and a World Series appearance among his accomplishments. Today, Jeff is an engaging broadcaster for the Atlanta Braves and for TBS MLB broadcasts. More importantly, Jeff is married to Catie and they have four young kids, two of which have now entered the world of youth sports. Buckle up Jeff – your sports parenting days are just getting interesting!

Britt
Lee

Partner & Co-Founder

Britt has spent his career as a Marketing executive, including running his own brand messaging/consulting business since 2007. Britt and his wife Kay are empty nesters with four kids, two of which are still in college. Britt’s many years as a youth sports parent ended in 2021 when his youngest son moved on to play Division I tennis, and those experiences are chronicled in his book, Parenting the Pure Athlete.

Brad
Williams

Partner & Co-Founder

Brad has spent his career in the sports industry, working for a major sports agency before successfully starting/running his own sports marketing business. Since selling that business, Brad has worked as a high school Athletics Director at a private school in Atlanta. Brad and his wife Kathie, have six kids (wow!), and he is in the 4th quarter of his youth sports parenting journey.

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