Coach O’s 36th Anniversary

Thirty-six years after hatching from a simple idea in Columbus, Georgia, Coach O remains a forward-thinking and innovative leader, providing national-class resources to track and field athletes and teams nationwide.

September 12th marks the 36th year of business for Coach O, which provides promotion, event registration and event management for track and field events across the continental U.S, Canada and the Caribbean. Over three decades, Coach O has made an impact at the professional, collegiate and youth level, providing an array of services to organizations like the NCAA and United States Track and Field, among others.

“It’s been a truly great honor to serve athletes in the sport of track and field the way we’ve been able to over all these years,” said Charles Oliver, the founder of Coach O and a former NCAA Division I coach and All-American in the 400-meter run. “Our primary goal at Coach O has always been to make a difference for athletes, and I can proudly say we continue to achieve that mission each year.”

It was 1989 when Oliver recognized a need for track and field athletes. He felt a bag could be a one-stop shop for athletes to hold all of their gear and accessories–a novel idea at the time. From there, a smart business formed and grew, branching off into divisions like event management, event promotion and event registration.

Bags by Coach O eventually led to two other companies – Coach O Registration and Coach O Event Management – together combining to become what is now known as Coach O Enterprises.
Today, Coach O Registrations handles online registration and operations for hundreds of meets across the country. The organization also partners with key stakeholders in the sport, including Olympians and collegiate All-Americans, to conduct clinics that emphasize the fundamental techniques of track and field, such as sprinting, hurdling and throwing.

In 2025, Coach O unveiled a marketing program for youth athletes tailored toward promoting their involvement in the sport. The Coach O Ambassador series has worked directly with 50 athletes, helping their young careers prosper.

“Our objectives remain the same here at Coach O, and this is a question we strive to answer every day,” Oliver said. “How can we make an impact? How can we help the athlete? How can we help the coach? And what can we do to ensure track and field teams are receiving the opportunities they need to succeed in this sport? We’re answering these questions every day, and hopefully, building a stronger sport in the process.”

About Coach O and Coach O Event Management

Coach O has provided registration, event management and marketing for its North American track and field partners, as well as its international constituents, for 36 years, dating back to its first origins in Knoxville, Tennessee. Charles Oliver, the founder of Coach O and a former NCAA coach, specialized first in athletic bags, team apparel and track and field equipment, before adding registration, event management and promotion. Today, Coach O provides best-in-class solutions across North America for its many track and field partners. For more information, visit coacho.com.