FOR IMMEDIATE RELEASE
Apex commits to helping K-8 students build confidence, resilience, and joy through real-world, in-person experiences
Houston TX, August 26, 2026. Apex Leadership Co. today announced that it has joined the Generation Real Consortium, a coalition of youth organizations supporting the Generation Real Project. The initiative, led by Youth Enrichment Brands, is dedicated to rebuilding the real-world experiences, environments, and communities children need to develop confidence, resilience, and joy in the digital age.
The consortium unites Apex Leadership Co. with Youth Enrichment Brands, the parent company of School of Rock, i9 Sports, SafeSplash Swim Schools, and US Sports Camps, alongside a growing group of youth organizations that includes Tutu School, KidStrong, Avid4 Adventure, and others spanning music, sports, swimming, fitness, outdoor adventure, and leadership development. Together these organizations reach children across the United States and internationally.
The initiative launches alongside the publication of Reclaiming Childhood in the Digital Age: A Manifesto for Real-World Development by Youth Enrichment Brands CEO Rob Price. The manifesto calls on parents, educators, and policymakers to rebuild what has been lost to a technology industry engineered to maximize attention and a culture that measures children's worth by performance and achievement.
For Apex, the decision to join reflects a belief at the heart of everything we do. Children do not discover who they are on a screen. They become their truest selves through real effort, real movement, and real connection. As the modern world quietly pulls childhood into the digital space, protecting these tangible moments is no longer optional. We are proud to stand with the Generation Real Consortium to protect the offline moments that truly shape who our kids become.
The Generation Real Project will also include the Generation Real Playbook, a free resource co-authored by child development experts Erica Komisar and Jennifer Breheny Wallace, launching in time for back-to-school season, along with a webinar series and ongoing content for families.
To learn more about the Generation Real Project and to read the manifesto, visit generationrealproject.substack.com.
About Apex Leadership Co.
Apex Leadership Co. partners with K-8 schools to deliver fundraising events that get students moving while teaching the character traits that help kids thrive. Through its signature programs, Apex combines physical activity with a character education curriculum built around real-world habits like reliability, purpose, and lifting up the people around you. Apex operates through a national franchise network serving schools and communities across the country.
About Youth Enrichment Brands
Youth Enrichment Brands is the nation's leading youth activities platform. Its mission is to help every kid discover and develop lifelong passions by connecting and serving a network of companies that deliver best-in-class youth camps, music education, swim classes, and sports leagues. Youth Enrichment Brands comprises US Sports Camps, the official provider of Nike Sports Camps; School of Rock, the leader in performance-based music education; SafeSplash Swim School, the world's largest operator and franchisor of swim schools; and i9 Sports, the nation's largest multi-provider and franchisor of youth sports leagues.
Through the Play Without Limits Project, a registered 501(c)(3) nonprofit initiative, Youth Enrichment Brands provides full-tuition scholarships to kids in need, ensuring that access to confidence-building, skill-developing enrichment programs is not limited by economic circumstance. Youth Enrichment Brands is also the founding organization behind the Generation Real Project. To learn more, visit youthenrichmentbrands.com.