About Us
Appreciation Project recognizes and supports coaches to strengthen youth sports—especially in underserved communities—because investing in coaches multiplies impact for every young athlete they influence. Youth sports are one of the most powerful environments for shaping confidence, character, and belonging—particularly during the middle and high school years. But the quality of that experience depends on the people leading it.
That’s why we focus on recognizing coaches, helping retain leaders who create positive, lasting youth sports experiences. Our mission was formed through lived experiences; our co-founders, Jill Dempsey and Shelby Schmalbeck, have felt and seen firsthand how access, advocacy, and belief from a coach can change the trajectory of a young person’s life.
We built Appreciation Project around two simple priorities:
Recognizing coaches & supporting the teams they lead.
“Our work is not about winning records or elite pathways. It’s about creating sustainable, positive sports environments where young people can thrive.”
— Shelby, Co-Founder of Appreciation Project
When coaches are seen and supported, programs are stronger—and entire communities benefit.
