Startup Launches Platform for Real-Life Competition
From digital disconnection to real-world connection
Schoolyard Social, a Brooklyn-based startup, has officially launched its flagship mobile app to allow anyone, anywhere to organize and play local, skill-based tournaments. The concept is simple: bring players off their screens and into live, in-person competition. The app covers hosting, bracketing, scoring, leaderboards, messaging and payment tools in one package.
Why this matters now
In an age where much socializing happens online, Schoolyard Social’s founders saw a demand: people want to meet in real life, not just swipe or scroll. CEO and co-founder Win Smith said that competition offers a reason to show up—and that by competing people build community around shared interests, rather than small talk at a bar. The approach appeals to players who want to connect through what they love and perhaps even get paid for it.
Founding Team and Background
The company was founded in 2024 by three co-founders: Win Smith (former Wesleyan University tennis captain, ex-executive producer at Sony Music), Harry Stanton (former NCAA lacrosse national champion, early hire at Fanatics Betting & Gaming) and Peter de Saint Phalle (marketing veteran whose agency work includes global campaigns for Ogilvy and George P. Johnson). These three combine sports experience, technology insight and brand activation expertise.
They partnered with ISBX, a digital product agency known for its work with major brands like Nike, to build the app. The result is a unified platform where hosts no longer need to rely on whiteboards, Instagram posts or ad-hoc spreadsheets.
Traction and Growth
In the first month after its public release, Schoolyard Social doubled both its revenue and number of tournaments compared with the entire previous year. Examples of events include a city-wide basketball tournament at Barclays Center with 800 players during the Aptos Crypto Conference, and a Sunday pickleball gathering sponsored by Sixpoint Brewery. The company is also rolling out a nationwide College Ambassador Program and doing collegiate events at business schools such as Stanford University and Columbia University.
Stanton explained that the demand from venues, clubs, companies and creators outstripped manual efforts. That prompted the move into a scalable app that hosts can use without a tech background.
Brand Partnerships and Investment
Schoolyard Social raised $860,000 via an oversubscribed SAFE (Simple Agreement for Future Equity) note. Brands participating include Sixpoint, vitaminwater, PaddleSmash and Justworks. These sponsors are activating products, building awareness and creating community through in-person events and brand demos rather than purely digital ads.
Chief Marketing Officer Peter de Saint Phalle said brands want lasting relationships with customers. The app allows brands to plug into where people actually play, instead of traditional advertising that fades. This business model gives players, hosts and sponsors a shared interest and a shared platform.
What This Means for Users and Hosts
For players: you now have an app that brings competitive fun, social connection and even cash prizes. For hosts (venues, clubs, organisations): you have a tool to run tournaments with bracketing, scoring, payments and messaging built-in. For brands: you have a channel to engage communities where they already gather.
This aligns with the user’s expertise (for example in digital marketing and event-based promotions). The app gives practical value and potential for measurable outcomes (e.g., brand-to-player engagement, venue traffic, revenue from tournaments).
Schoolyard Social presents a practical alternative to screen-based socializing. It leverages competition to build community. It brings players, hosts and brands together in one platform. It meets real demand for live engagement. As it scales and adds tournaments nationwide, it could shift how casual players connect, how venues fill space and how brands reach audiences. The startup has momentum, and this launch appears to be a strong step into a broader market.