About
Established in 1960. The interscholastic athletic community trusts us to connect schools, coaches, and administrators nationwide.
Pioneer and innovator, his goal was always to help the interscholastic community communicate as effectively as possible. During his extensive career as Athletic Director, Physical Education Director, and Head Football Coach, Mr. Wade built his business on the sidelines and published the first Missouri State Coaches Directory in 1960.
In 1979, Clell Wade moved his entire family and the fast growing business to their current headquarters in Cassville, Missouri. After moving to Missouri, Clell Wade began publishing a directory for every state and moved the business from the family basement to an office building.
Continuing the tradition of a family-owned business, in 1999, Karan Wade Hutton acquired ownership of Clell Wade Coaches Directory, Inc. As one of the industry's leaders in information resources for interscholastic sports, Clell Wade Coaches Directory, Inc. was named the official directory of the NIAAA (National Interscholastic Athletic Administrators Association).
Keeping up with the fast-paced technological shift and constant churn of institutional staff, Clell Wade Coaches Directory, Inc. now offers the published directory in web-based and mobile app formats. Whatever the future may hold, Clell Wade Coaches Directory, Inc. will remain focused on being an intricate and useful resource to the interscholastic community.
Connecting the Interscholastic Athletic Community for over 63 years.
NOTE: It is with deep sadness and a heavy heart we announce the passing of our owner, leader, and friend, Karan Wade Hutton in March 2023. You can read her full memoriam here.
Built for long-term relationships across schools, coaches, administrators, and partners nationwide.
Clell Wade Coaches Directory was founded in 1960 with one mission: give the interscholastic athletic community a reliable, trusted way to stay connected. For over six decades, we've been building the most comprehensive database of coaches, administrators, and school athletic staff in the United States.
Today, 40,000+ schools across all 50 states trust us to represent their programs accurately. With over 800,000 coaches and administrators in our system, we provide the premier platform for the athletic community to stay connected.
Key takeaways
65+
Years Serving
50
States Covered
800K+
Coach & Admin Contacts
Enterprise-grade trust
Schools keep profiles current, our team verifies updates, and partners get reliable access to the right contacts.
We're led by a group who encourages new ideas, challenges our teams, and questions conventional thought to unlock innovation and creativity at every turn.
Trusted by the interscholastic athletic community for consistency, integrity, and long-term reliability.
100%
Schools update their own data. We review every change before it goes live.
50+
All 50 states. Every major sport. Every level from junior high to high school.
65+
We've been doing this since 1960. We take our responsibility to the athletic community seriously.
Proudly recognized by leading interscholastic athletic organizations across the country through official publications and sponsorship partnerships.
OIAAA
We're the official directory partner for OIAAA, delivering trusted contact data for athletic administrators across Oklahoma's interscholastic programs.
The school-sourced model means our reps stop burning cycles on bounced emails and outdated roles. We can trust the list, move faster, and spend our time on conversations that convert.
Jordan Ellis
Sales Director
Regional Equipment PartnerWe finally segmented campaigns by sport and level without patching five spreadsheets or rebuilding lists every week. The workflow is straightforward, and the targeting is consistent from campaign to campaign.
Sam Rivera
Marketing Manager
Coaching Education NetworkWhen programs change mid-season, Clell Wade reflects it quickly — that's rare in this space. We don't have to second-guess who's in the seat, which makes partnerships easier to launch and maintain.
Casey Nguyen
Partnerships Director
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